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Voice search technology: How marketers should react

Posted over 4 years ago by Ellie Tibbs
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Voice search is a technology which enables consumers to utilise a mobile, smart speaker or computer to perform an internet search without typing into a traditional search field. Responses are normally provided by a digital assistant, who will find the most direct answer to the query.

Anticipated to be the next trend in digital marketing, the global market for voice search grew by an unprecedented 187% during the second quarter of 2018, with over 50% of Millennials and Gen Z believing voice activated technology is the future in marketing.

However the rapid rise of these platforms is causing some brands to reconsider their approach to marketing, specifically how they approach key topics like SEO and website design.

Due to voice search pulling through the answer which best matches the spoken question, frequently only the top ranking answer will be provided. This places greater pressure on organisations to ensure they rank number one in their SEO area. To ensure this occurs, brands will need to dedicate increased time to developing voice effective SEO strategies, specifically by analysing consumers and competitors in their local market.

This is relevant as 46% of voice searches are conducted with the intent to gather information on the surrounding area (for instance where is the closest coffee shop or train station) - meaning SEO professionals will need to become experts in their local area and competition in order to compete.

However, as 20% of voice searches are mobile based, SEO is not the only key development marketers may need to adapt to in order to ensure they successfully reach the Millennial and Gen Z markets of the future.

Research indicates for every one second delay in a mobile website’s load time the average SEO ranking decreases, reducing website conversions by 12%, thus decreasing the potential profitability of a brand. It is therefore essential vital brands ensure their websites are fully optimised with the users experience in mind. This calls for UX/UI designers and website developers to play a stronger and more integrated role when working alongside marketing and communications managers.

Though stronger integration is clearly the way forwards, some brands may need to take on additional staff in order to cope with these increased requirements.

As recruiters we have already begun seeing the impact of this, with a substantial increase in demand for SEO, digital and developer roles, in Birmingham, Manchester and beyond, in the latter half of 2019 running into 2020. We consider this increase has been in part driven by the rise in voice search technology where this increased demand indicates brands are starting to incorporate more SEO specialist roles into their organisations - paving the way for a potentially voice led future.

To ensure we are best equipped for the demands of the future job market, we endeavoured to become a specialist recruiter across Marketing, creative and fundamentally digital roles throughout the UK. Consistently ensuring we engage and adapt to market conditions, we continually educate ourselves on specialist and niche sectors, ensuring we can provide you with the best candidates. If you are interested in having a further chat about how we could potentially help you during the digital boom, get in touch with us today.


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