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Digital Marketing

Why You Need to Optimize for Voice Search in 2017

What Makes Voice Search So Popular?

Personally, I find it faster and a lot more convenient. Whenever I need information, I don’t need to find it. Instead, I just use voice search and everything I need is available—in the blink of an eye. And it doesn’t take a genius to find out that this is the future. 

 One study found that 60 percent of users used voice search in the past six months.  Northstar research found that 55 percent of teens used voice search everyday  and roughly 20 percent of mobile searches are made by voice search. Consistent with these results, twenty five percent of Bing searches are voice searches. By 2020, Comscore estimates that voice search will account for half of all searches.

 In another study, Google found that users rely on voice search to find local information.  Teens and adults used voice search to ask for directions and find out movie times.


 In other words, if you’re online store’s site isn’t optimized for voice search, then you’re missing out on a lot.

 But how is voice search different from the usual text search? Instead of short keywords, users rely on long-tail keywords to make voice searchers. For example, people type “tourist spots New York” but people voice search “What are the tourist spots in New York?” As you can see, voice searches are typically in a question format and are 4.2. words longer than the average text query.

Voice searches can also determine the intent behind a question. When users asked questions with the words what, who, how and when, they’re interested. However, if they use the words “where” then they’re ready to act.

Since “where” is the question that signifies user intent, it also has a high local value. In fact, Google found that the voice search for “near me” doubled in 2015 alone. These voice searches may be something like, “Where is the nearest gas station near me?”, “Where is the best restaurant near me?” Since these searches are becoming a lot more common, then you might want to start targeting it.

How Can You Start Optimizing for Voice Search?

Be straight to the point: With voice search, users won’t hunt down your business’ hours, location or contact numbers. Rather, the basic information must be readily for crawlers, so Siri can answer the user’s question right away.

Create structured content: We’ve discussed previously that voice search often utilizes the Q&A format, so be sure to incorporate this format on your site’s content. Although another way you can improve site structure is to incorporate microdata and schema to give search engines more information about your business.

At the end of the day, consumers demand voice search. It’s therefore in your best interest to optimize your site’s content and information, to fit in with this trend.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.