Turning The Tides of SEO: Voice Search

The adoption of voice search into our daily lives has happened so quickly that marketers everywhere are scrambling to see how they can dip their fingers into the bucket.

Recently, Strategy Analytics reported that smart speaker sales grew by nearly 200% year over year in Q3 2018. That is huge! People everywhere are installing their own smart speakers to check the weather, order dog food, and answer everyday questions they may have.

So what does this mean for business owners and marketers everywhere? Well… it means we must shift how we think about our search strategies, and start to include tactics that revolve around voice search trends, and consumer adaptations.

Note: scroll ahead to the end of this article for an epic infographic on voice search!

Table of Contents

  1. Voice Search Stats for 2019
  2. Voice Stats of The Future
  3. Top 5 Voice Assistants
  4. Who’s using a Voice Assistant?
  5. Voice Search Keywords
  6. Voice Search & Online Shopping
  7. Smart Speakers
  8. Smart Speaker Market Share
  9. HubSpot Voice Search Survey Stats
  10. Conclusion

Voice Search infographic 2019

Voice Search Stats for 2019

We found some very interesting statistics concerning voice search that every marketer should know. Voice search has grown substantially since the early days of Siri, when Apple shook the voice assistant foundation at its core. Alpine.Ai states that, each & every month, there is at least one billion voice searches worldwide!

And 20% of those search queries were completed on mobile according to Google. The market is massive, and we need to start thinking about how to include these queries into our content ASAP.

20% of Searches are done by voice

To add onto the previously mentioned stat – Microsoft has reported that Cortana currently has 148 million active users, who have asked a total of over 18 billion questions to date. It’s amazing it’s taken marketers this long to catch on to the rising trend of voice search…

So what does this mean? Well, firstly we should start taking long tail keywords much more seriously. Voice searchers don’t search with keywords, they search with keyword phrases, and are much more question based. So cater to the visitor by understanding their needs and what their questions might be. Answer them before they have even thought about it.

Voice Stats Of The Future

Voice Search is set to have a big impact on the digital world not just in the present – but in the future as well. For instance, ComScore estimates that more than 50% of searches will be voice-based by 2020. The last major trend to cause this much disruption in the SEO world can only be compared with responsive mobile design.

Additionally, 55% of households are expected to own a smart speaker device by 2022 according to OC&C Strategy Consultants. Now is the time to start thinking about the future, and how your site can cater to voice searchers everywhere.

Voice Search Stats of the Future

The Top 5 Voice Assistants

  • Amazon Echo
  • Google Assistant
  • Siri
  • Bixby
  • Microsoft Cortana

Who’s Using A Voice Assistant?

These stats may surprise you a tad! The rate at which voice assistants are being adopted by different generations is extremely interesting. As other forms of technology have taken much longer to find their ways into everyone’s pocket/home – Voice Assistants have quickly risen to be one of the fastest growing technological trends.

Currently, 65% of 18-64 year olds speak to their devices at least once per day, according to PwC. Out of that 65%, 25-49 year old people are more likely to perform voice searches on a daily basis, followed closely by 18-24 year olds, and 50+ year olds respectively.

To top it all off – 61% of 25-64 year olds say they’ll use their voice devices more in the future.

Microsoft's Cortana voice assistant

Voice Search Keywords

When someone uses their voice assistant to make a search query, they typically access a set of 25 keywords to get them to their desired site. 20% of voice searches use one of these keywords, so when you are developing your strategy – keep them in mind!

The top three keywords used in voice search are as follows: How (8.64%), What (5.01%), & Best (2.63%).

So make sure to keep these words in mind when creating your search strategy. Utilizing different forms of content like listicles, and how-to guides can dramatically increase your voice search traffic if done correctly.

Best keywords for voice search

Voice Search & Online Shopping

Ecommerce is a global monster that has made businesses everywhere millions of dollars in revenue. So how is voice search going to affect the world of online shopping? Greatly, to put it simply!

Voice is expected to be a $40 billion channel by 2022 according to OC&C Strategy Consultants. Marketers and advertisers everywhere will be rushing for their piece of the proverbial pie. So what are you waiting for?

If you run an ecommerce store, it is keen to know that 11.5% of smart speaker users make purchases from their speakers monthly. That equals out to nearly 5.5 million adults purchasing goods from their smart speakers on a consistent basis.

Absolutely huge marketing opportunities here, especially when 52% of users are interested in receiving deals and promotions through their smart speakers.

Amazon Alexa voice assistant

Local Voice Search

Local search has become a huge phenomenon in the SEO world. With each year that goes by, it seems that Google puts an even greater preference on local search presence. It is no surprise, especially when 76% of smart speaker users perform a local search at least once per week.

So what is the most locally voice searched business? Restaurants. With over 51% of consumers using voice search to research new spots and locations. So if you serve food to the digital world, begin researching different keywords and phrases related to your business that you can optimize for voice search.

Still need more proof? 28% of consumers call the business that they searched for. Unfortunately, there can only be one result in a voice query. So you need to put in some work optimizing your site, and make sure you are the #1 choice.

Smart Speakers

Smart Speakers are one of the biggest trends for 2019. Being able to control your home using your voice always seemed to be some sort of distant fantasy. It is understandable, people thought the same thing about Clapper light switches over 20 years ago.

The amount of installed smart speakers among adults grew 39.8% from 2018 – 2019, and is expected to keep growing in the following years according to VoiceBot. So what does the market share look like for smart speakers currently?

Amazon Echo voice assistant software

Smart Speaker Market Share

61.1% – Amazon Alexa/Echo
23.8% – Google Home
12.2% – Other
2.7% – Apple HomePod

Amazon maintains a strong lead ahead of Google currently, almost tripling their current numbers. A number of smaller brands’ smart speakers are selling but are currently no where close to Google or Amazon. Apple takes last place with their HomePod speakers, but is probably focusing more intently on its software (Siri) rather than its hardware.

Source: Voicebot.ai

HubSpot Voice Search Statistics

HubSpot recently completed a survey that took in responses from over 3,500 people across Canada, the UK, and the US. Some of their findings are helpful in understanding how consumers view smart speakers, and what some of their concerns are.

HubSpot has reported that 52% of their responses stated that people use a voice assistant of some sort. This can be anything from Siri to Alexa.

18% of people have privacy concerns with their voice assistants. This is understandable especially when several large tech companies have come under fire recently for their deceiving privacy policies, and terms of use regarding a user’s information.

HubSpot has also stated in their survey that 15% (vs 11.5%) of users make a purchase from their smart speaker at least once per month. On top of that – 30% of users have used their assistants to buy something online.

And last but not least… 37% of people plan to buy a smart speaker for themselves or someone else within the next 6-12 months.

Conclusion

In this article, we talked about the rise of voice search, and what we can expect from the trend in the coming years. We covered the voice stats of the present & the future, who’s using voice assistants, who’s shopping with a smart speaker, and much more!

We have now entered the era of voice search in 2019. With the numbers speaking for themselves, it is easy to see that voice search is the next big thing when it comes to SEO, and digital marketing as a whole.

I guarantee we will start seeing some cool innovations across the web catering to voice searchers everywhere. What will Amazon do next to improve the shopping experience through Alexa? Will Google implement changes and updates that boosts its competition and help it stand its ground versus its competitors?

We will just have to wait and see!

Voice Search Infographic

Copy and paste the code below to use our infographic:

<img src="https://cdn.topshelfmedia.ca/wp-content/uploads/2019/03/Voice-Search-Infographics-1.jpg" alt="Voice Search in 2019" />

And remember – if your business needs help preparing for voice search, the SEO specialists at Top Shelf Media are ready to get the job done.

Liam Abbott

AvatarLiam is a SEO/SEM Specialist & Web Designer from Calgary, Alberta. He maintains a passion for contemporary design and everything search engine related. He is an avid gamer, and enjoys collecting entertainment memorabilia.

If you have questions or inquires for Liam, feel free to contact him by email anytime liam@topshelfmedia.ca

4 responses to “Turning The Tides of SEO: Voice Search

  1. Hello Liam,
    This is a very great article about voice search, well explained step by step. Increasing a website’s traffic involves updating your SEO, like ur post describes, thank you for sharing.
    I like it 🙂

    1. Thanks Bestabo, I appreciate your comment 🙂 I’ll try to continue bringing great content to you guys as much as I can!

  2. There is no question about it, search engine optimization works as we have seen such amazing results for it. So many small businesses have been able to make a name for themselves.

    1. Good to hear from you Greg! SEO will always be one of the best ways to increase your reach online without spending thousands on ads. It’s great that some small businesses have been able to truly make a difference in the world through the use of proper, white-hat SEO 🙂

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