Smart Home Devices & Voice Search
As the year draws to a close, we always take time to look back on trends which have occurred throughout the year. One big change we’ve seen is the rise in purchases of smart home devices. From Amazon Echo to Google Home, these devices were few and far between at the beginning of the year, but now you can’t turn on a TV without seeing an advert for one of them and we expect the trend to continue into 2018.
So, what does this mean for your digital marketing?
The use of voice search has continued to rise in recent years and with the increase in people purchasing smart home devices it is important to ensure your website is equipped for this. Short, generic keywords have been phased out and long-tail keywords are on the rise.
From a paid search point of view, ads should be written to account for this shift in the way users are searching if you want to drive traffic. You can use your AdWords account to determine how people are using voice search to interact with your site. There is a detailed article on the Moz blog here that explains how to do this, but in short, you need to be looking at search terms being used and the length of those terms. Are they slowly getting longer? If so, those terms are more than likely voice searches. You can then use that information as a focus for your SEO strategy.
From an SEO point of view, your website needs to account for question based queries or commands to ensure it’s being found by users with smart home devices. Using your content to answer relevant questions and address commands is going to be key to performing well in 2018. Most voice searches are conducted on Bing; due to the fact Siri, Cortana and Alexa all use Bing, so it’s worth taking this into consideration when planning out your content strategy.
Schema should be utilised to ensure you give the search engines as much information about your website. Many voice based searches include the phrase ‘near me’ so ensuring your address is marked up properly will help your site appear for the relevant searches.
Being 1st is more important than ever
Ranking in important spots is now more important as these devices aren’t going to scroll through pages of results, they’re going to visit the first site they find to give the user what they’re looking for. Ranking from 1 to 10 used to ensure you’d receive some level of traffic but users of smart home devices will only ever be given one option at a time.
If you are worried about what this means for you in 2018, please get in touch with our Search and Advertising team.