Local SEO for Voice Search

Written by: Jason Bayless | March 03, 2018

When keeping up with the shifts that take place in today’s digital marketing arena, SEO based marketers and business owners need to constantly be aware of the latest trends concerning local based SEO using voice search. It is a growing trend that could be overlooked if not monitored.

Online users are changing the way they search for information. They have turned to many handheld devices such as smartphones and tablets to obtain voice assistance.
This trend is growing even more so for local searches as well, whereas voice assistants such as Google Home devices, Amazon Echo or Siri have assisted users research needed information relatively quickly. Although PCs are also used during voice searches, 60% of them are performed using a mobile device. That’s because most find it easier to use their voices to search for items as opposed to typing out their search request on such a very small screen.

What This Means for Business Owners and SEO Marketers

What this new local voice search means for business owners and SEO marketers is that they must now begin to plan for and restrategize how they develop their content. Mainly because the content that appears in the search results must be more relative and effective for local voice search results that are more conversational.

People are beginning to rely more and more on digital assistants as well, such as Cortana, Siri, Google Assistant and Alexa as they make it easier for people to find answers to questions. What this also means is that people are searching for information using a more conversational voice as opposed to using keyword terms when manually typing in information using the search bar.

To take it a step further, people have even gone as far as to use their voice to do other things such as a search for a local restaurant, playing music, order products online, find out about the weather, traffic, sports or other breaking news. When this takes place, you certainly want your landing page or website to rank high in the search results, just as when keywords are typed into the search bar.

Some Quick Stats and Facts

Voice search has recently gained an increase in its market share according to 2016 Internet Trends Report. For example, 50% of the searches that take place online are performed using a non-PC device, whereas, 82% of mobile users use their mobile devices to search for a business in the nearby local area. In addition to that, 50% of all mobile visitors (who recently performed a local search) make a visit to the store that was searched for typically within one day. Another important fact to note is that 18% of local searches that were made resulted in a sale being made this in as little as 24 hours.

Another point worth mentioning is that it is estimated that by 2020, 50% of all searches will be made through a voice command or by an image. And understandably so considering 25% of Bing searches that took place on Windows 10 taskbar was done using voice speech, whereas one out of five searches that were made on Android mobile devices within the US have been performed by using voice searches.
Additionally, 1.7 million voice first devices have been shipped during the year of 2015 with increases to 6.5 million in 2016. 24.5 million were estimated in shipments during 2017.

Potential Consequences for Those Who Do Not Make Content Adjustments According To These New Trends

The stats and trends indicated above are very alarming. Particularly for those business owners and SEO marketers who do not make plans to rethink how they will develop their content. However, there is one thing that is for certain. Those who do not adapt to this new form of local voice search using will eventually lose traction, market share, and sales.