Audio search is considered by many as the next major part of the digital marketing mainstream. While there have been many additions to digital marketing over the years, some driven by technology and others driven by the overlapping of different fields, none of them will have a deeper impact on marketing than audio search.
For years, the familiarity of the general mass of smartphone users with audio-based search and navigation has improved. In 2011, both Apple and Google introduced audio-driven technologies to their platforms with Siri and Google Voice Search. It is not as if these services offered by these two behemoths of the tech world came without their flaws. If one tries to remember, many poked fun at the accuracy of these technologies.
Over the years, Google and Apple have evolved their audio platform. There has also been a significant arrival in the audio space with Amazon coming into the mix. Chinese giants like Xiaomi and Baidu have their own audio-tech hardware and software services.
Out of all these, Google seems to be in the prime position to dominate voice search. It is the largest search engine in the world and has constantly improved its audio search accuracy. Google even offers audio search in native languages, showing its commitment to reach not just English-speaking audiences, but a wider global audience.
What do the numbers say though? We move on to discuss three key audio search stats that should make marketers sit up and take notice of this new field.
Over 58% of people Use Voice Search for Querying Local Businesses
This stat is interesting for a number of reasons. For one, all the noise about local SEO and its importance in modern marketing campaigns have been proven right by the numbers.
For small businesses, this number should hold significant importance. For one, this means a lot of their customers are finding them through voice search. In order to reach their audience more effectively, small businesses will have to begin investing their marketing efforts in becoming more visible through voice search.
This will mean making strategic choices in keyword research. Whether we speak of paid search or SEO, keywords play a key role in determining what gets displayed in SERPs.
50% of people use Voice Search
This stat managed to send shockwaves in the digital marketing universe. The number is based on a survey conducted by Adobe.
In what can be seen as a breakthrough moment in the history of search, if half the number of search users in the world turned to voice search, it can be seen as the right time for most businesses to consider its importance.
People Mostly Use Voice for Navigation
For now, people are mostly using a voice search for navigation. This is an interesting tidbit and reaffirms the impact voice search could have on the discovery of local businesses.
This is also interesting for those still not primed for search visibility with voice search. There is still room for other segments of the digital space to become dominant with voice search.
In conclusion, this article covers three interesting facts about voice search.
About the Author – Karan Singhal is a digital marketing executive and consultant with a number of years of inexperience. He currently writes guest posts for Eduburg India, an institute known for its advanced digital marketing training in Delhi.