Ever thought of ordering a hot, cheesy pizza right while you’re in the middle of doing the dishes?
If so, would you rather:
- Stop what you’re doing, dry your hands, pick up your phone, and type "Dominos delivery?"
- Lean over your shoulder and say "Dominos delivery" to your Google Home device?
Clearly, the second option is easier, faster, and more convenient.
Enter voice search.
It has long been anticipated as the next big thing in search technology.
In fact, an article from 2016 speculated that by the end of 2020, 50% of all searches would be voice searches.
So, is it true? Has voice search truly arrived? Is it dominating the search landscape today? Why does it seem like it hasn’t overtaken the world, and if that’s the case, will it ever fully establish itself?
Let’s explore the data.
3 Amazing Stats & Predictions About Voice Search
If you’re like me, you’ve probably been keeping up with every new development in voice search for several years.
Here are some statistics and predictions that stand out.
There Will Be 8 Billion Voice Assistants in Use by 2023
In 2020, there were 4.2 billion voice assistants in use. According to experts at Juniper Research, that number is set to double in just three years. This implies there will be one voice assistant for every person on the planet, as the global population is expected to reach 8 billion by 2023.
The Smart Speakers Market Will Be Worth $39.3 Billion in 2025
As reported by Grand Review Research, Inc., this growth will largely be driven by integrating voice assistants with smart home devices. Imagine coming home on a rainy night and telling your Google Home device to turn on your lights, lock the doors, and play some calming music—all while your fingers are dripping wet and freezing.
41% of People Who Own a Smart Speaker Say It Feels Like Talking to a Friend
Have you ever asked Siri, "What is the meaning of life?" If you have, you know she responds with, "I find it odd that you would ask this of an inanimate object." It’s humorous, but the point is clear. Many of us talk into our smart speakers as if there’s a person on the other end, responding to our inquiries. It can even feel like conversing with a friend.
With these remarkable predictions and statistics, it might seem like voice search has finally arrived. But has it? Should business owners invest all their time, energy, and money into optimizing for voice search or developing their own voice apps? Likely not.
3 Reasons Not to Rely 100% on Voice Search Optimization
If you’re hesitant about investing heavily in voice search optimization, here are three reasons you might be right, according to Ad News.
Not Many People Are Making Purchases Through Voice Assistants
Imagine being stuck in traffic and suddenly wanting to buy a pair of running shoes. You tell your smart speaker, "Buy running shoes online," and it finds a fantastic pair for you in seconds. You proceed to purchase, all while navigating the jam. It arrives at your door a few days later, much to your delight. True story? Probably not. According to eMarketer, shopping via smart speakers isn’t taking off as expected.
The reasons?
- People don’t feel secure about making transactions through smart speakers.
- Consumers like to see items before purchasing. While some smart speakers now have screens, many users still rely on older, screenless models and don’t feel the need to upgrade.
- While items may be added to a cart via voice, the actual purchase is often completed manually later.
Voice Search Doesn’t Offer Variety
One of the best things about shopping is the variety. You can explore different brands, weigh options, and debate until satisfied. Voice search, however, limits comparisons. It can guess your preferred brand, but doesn’t cater to the natural urge for variety that shoppers often seek.
Voice Assistants Are Primarily Used for Simple Commands
Want to wake up at 6 a.m. tomorrow? Google Assistant can manage that. Generally, people are more inclined to use voice assistants for simple tasks like setting alarms or checking the weather, rather than conducting in-depth searches or making purchases. In fact, people are 40 times more likely to use a voice assistant for basic actions like playing music or turning on lights than for a Google search.
So, while billions own smart speakers today, they probably won’t use them to make purchases.
Why Optimizing for Voice Search Is Still a Good Idea
Even though optimizing for voice search isn’t a magical boost to sales, it’s still beneficial. If people you know are buying smart speakers, it’s likely to facilitate simple tasks like turning lights on and off. However, voice search is being used, and optimizing for it can complement your digital marketing strategy.
People Use Voice Search to Ask for Directions
If you own a pizzeria or burger stand, people might be looking for you. As they wander, exhausted and hungry, they might say, "Pizza" into their phone. Their voice assistant will list nearby establishments, and if yours is among them, that’s a potential customer guided to your door. While the voice search didn’t lead to an immediate purchase, it brought a customer to your location, where they did buy something. Amazingly, 40% of adults use voice search for directions.
Voice Search Leads to Brand Discovery
Optimizing for voice search might not be as directly profitable as creating a landing page, but it can grow brand awareness and increase leads. For example, if someone asks their assistant, "How to write a blog," and your content is the featured snippet, the assistant will relay your information. If they appreciate it, they may follow you, expanding your audience.
How to Optimize for Voice Search: 3 Easy Steps
Voice search might not have exploded yet, but it is gradually increasing. As people become more familiar and comfortable with it, voice-driven purchases could become common in the future. Preparing for a potential surge in voice search is wise. Here are three steps to consider:
1. Register for Google My Business
By registering your business, Google can verify its authenticity, making it more likely to appear in a voice search. The best part? Google My Business is free and user-friendly.
2. Optimize Your Site for Mobile
Voice searches are typically done on mobile devices rather than desktops. Whether it’s while driving or doing dishes, potential customers are likely using mobile. To ensure they are pleased with your site, optimize it for mobile by using visible buttons, mobile-friendly plugins, and ensuring it loads quickly.
3. Get into Google’s Featured Snippets
Landing a spot in Google’s featured snippets isn’t easy, but it’s key to being featured in voice searches. To increase your chances, answer common questions clearly and concisely.
Voice Search: To Optimize or Not to Optimize?
You’ve probably heard many claims that voice search is set to become the next big thing. However, while traditional typing is still prevalent, voice search should not be ignored. Optimizing for it shouldn’t replace other strategies, but when integrated as a smaller piece of your digital marketing strategy, it can be beneficial.
Bottom line: don’t pour all your resources into voice search optimization, but use it as a valuable component in your broader strategy.
