The Key Differences Between Voice and Text Search
If you’ve used Siri, then you’ve used a digital assistant voice search platform. Since Siri and other digital assistant platforms were introduced to the masses in the early 2000s, they’ve improved leaps and bounds—so much so that these platforms are changing the way many consumers are searching for content. In fact, 56% of adults say they use voice search simply because it makes them feel more tech-savvy. The second highest reason for using voice search is to get faster results. Today, we have four major pillars of voice search:
As you can see in the chart above, arguably the primary top technology companies all have their own recognizable voice search services. With Google being one of the companies listed above, many real estate technology and marketing officers in are wondering—how is voice search going to affect our SEO and paid search objectives? Well, for starters, voice search is different than text search in a few key ways.
1. It’s More Conversational: When consumers use voice search, their tone is more conversational. Add longer keyword phrases into your keyword strategy such as, ‘What services does REAL Trends provide?,’ or ‘How to apply for REAL Trends agent rankings,’ in addition to shorter keywords like ‘real estate consulting’ and ‘real estate agent rankings.’
2. Question Format: Voice searches are often asked in a question format and tend to be longer. Have your keyword phrases include questions.
3. Intention Is Clear: Probably the factor that marketers like best, voice searches typically show the consumers real content. For instance, a consumer searching by text may search “real estate in Castle Pines’ and a consumer searching by voice may provide more detail and search, ‘How much does a home cost in Castle Pines?’ ‘What’s the best neighborhood to buy a home in Castle Rock, Colorado?” or ‘How do I find a real estate agent?”
4. Community Focused: Voice searches, especially on mobile, tend to be a more local base. Out of all the other key factors, this is the component that will most help with SEO and voice search. The ever-popular ‘near me’ phrase would be a smart piece to add to things like ‘new construction homes near me’ or ‘real estate company near me.’ Also, make sure that your keywords are locally specific as well. Use local, natural keywords that your consumers will be using for communities, neighborhoods and house types. So, in addition, try broad match phrases like stated in above ‘Best neighborhoods to buy a home in Castle Rock, Colorado.”
Although there isn’t a clear voice search strategy yet within our marketing platforms, such as Google AdWords, it’s never too early to experiment with keyword phrases, especially broad match modifiers. According to ComScore, approximately half of all searches will be by voice search by 2020.