How Voice Search Is Changing B2B Marketing?

YRSK | Published: 18-01-21
The growing popularity of voice search technology like ‘Now’, ‘Alexa’ and ‘Cortana’ of Google, Amazon and Microsoft respectively has a significant influence on search trends, with statistics showing over 20 percent of searches carried out on mobile phones are by using voice.

In the years to come, you will find about 50 percent of all searches performed using voice search.

The voice assist technology is so evolving that you can find a majority of users accessing this facility using their smartphone. Moreover, Google’s RankBrain can predict the best outcome by recognizing words and phrases. The Internet trends report reveals that about 70 percent of the voice search is performed using conversational language and this figure is going up with the developments in the speech recognition technology, which showed 95 percent accuracy rate in English spoken language. This revolutionary technology is changing the way you use your smart devices to capture information and the potential is presumably endless. Businesses can leverage the enormous opportunity.

Know the Impact of Voice Search in B2B Marketing

When consumers have changed the method of searching for information or products and services, how are businesses going to manage this new consumer behavior? How are their websites designed to attract organic traffic? To answer these questions, you need to realize how the voice search has changed to use voice commands in new ways. The challenge is the new technology like Alexa, OK Google and Siri is getting smarter and they have enough data for they are becoming better and better at providing the right information for the queries people ask them. 

Some research studies conducted in the recent past show that the voice assist is majorly used in personal applications, as well as in office by the coworkers. It is used cooperatively by them and the number of workers using the technology is increasing. The usage has gone up from C-level workers to B and A, where people are involved in decision-making.

The voice search however is not similar to the typical search you conduct on a personal computer. When it is more keyword-driven, it is also much more conversational, with long queries like, “Hey, find me the best furniture shops nearby”. The other interesting thing about it is the search is localized; in a way, you are looking for information for things nearby. For instance, “Find me the best neurosurgeons in my area.” The search is generally performed when you are out for it. For that matter, it is more of action-oriented.  

Strategies B2B Marketing Should Be Using for Voice Search

Here are some primal strategies that B2B marketing should use to make use of the voice search trends. 

1.Go for a content strategy, which should include voice-search friendly content: You need to ensure that the content you create is relevant, clear and the latest as the voice search has considerably changed the way you interact with search engines. It understands what exactly you are looking for and therefore, how you search for it is important to creating content which effectively brings voice search traffic to you. So, what you need to do is:

  • Concentrate on the keyword you are targeting for the keywords typed are different from the keywords spoken; thus rationalizing deeper search content.
  • Have longer sentences than shorter phrases because you speak more words than you type. Use long-tailed questions like “What are the symptoms of malaria?” and see that they are conversational, with natural language patterns. In a way, your targeted keywords should be complete sentences.
  • Include answers to a number of related questions and they should be conversational. You can try having a featured snippet to help optimize the voice search. Google, for example, has it on top on the search results page.
  • Focus on question-based headings as they help the search if there are similar questions asked by someone.
  • Avoid complex writing content for it is not accessible and may fail to rank top on the search results.

2. The content should be so optimized to enable local search: The increasing prominence of voice search is connected to the use of mobile phones. The searches are typically conducted on the go while you are looking for it. For that reason, your queries should be relevant and in that category, which is routinely found in Alexa, Siri, Google My Business, etc., which are considered more as a local tool.

3. You need to have mobile strategies: Though a lot of leads in the B2B space is generated via traffic from the desktop, it is essential to have your website designed to be mobile-friendly, which in fact focuses more on the users’ mobile experience. A large number of people who perform voice search do it on a mobile phone and so you need to have your content target mobile-focused queries.

Thus, the voice search will definitely change B2B marketing, but it will also give an edge over competitors and bring a lot of opportunities.