Let’s start with some basic science- an average human can type around 40 words per minute while we can speak around 150 words per minute. When we use our voice, it captures emotions which is absent in the text search. Besides, everyone wants to experience a hands-free search experience. According to data by ComScore, voice search is going to capture fifty percent of all searches by 2020. Meanwhile, a prediction by Gartner states that technology will shift towards screen less browsing by 30 percent by next year.
If you look at desktop searches, you may feel like people use search engines only for information. However, Google claims that voice searches comprise 30 times of action queries as compared to text searches. People use digital assistants mostly for visiting places and buying goods & services. Even though we set aside desktop searches and focus on mobile/voice searches, the results are quite different. While people using mobile or voice searches too looks for information, but they truly want to do something specific about the information they search. We can say that mobile & voice searches are more business-oriented and can give you good conversions.
Voices searches are more personal
The logic is simple- can you detect the emotion behind a text search? Even though we add few emoticons, still can you be sure that the user is serious about the information he/she is looking for? No, because we can’t detect the enthusiasm or tone behind a text. Contrarily, voice searches are more personal. Voices come with emotions, tone, dialects, etc., which makes it more aesthetic and reliable. For example- if a user does a voice search saying, “Ok Google, tell me the no.1 Italian Restaurant in NYC”, then you can easily detect the urgency in his/her voice. You as a business can infer whether the user is just browsing around or is actually looking for Italian food.
Although voice searches are faster, convenient and accurate, you as a marketer have to adopt new methods to interact with customers. The traditional way of content marketing won’t work in voice search. Since voice search is personal, we have to modify your content in natural-sounding language.
However, whilst voice search is faster, more convenient and more accurate, marketers need to bear in mind that conversation is the basis of voice search. As a consequence, the content needs to have a natural-sounding language. Picking up different accents and intonations still has some way to go and brands who refine this will be able to engage more readily and rapidly.