Pay Attention: Voice Search SEO Is Changing Digital Marketing

voice search seo b2b marketing

Voice technology has been around for many years. We’ve all dictated text messages, asked Siri a question, queued up our favorite song while driving, or ordered products via Echo.

Voice search is being used for more than those looking for the best pizzeria nearby. And B2B marketers need to pay attention because this game changer has a very high adoption rate due to its ease of use.

Google’s voice recognition technology is now 95 percent accurate — improved nearly 20 percent since 2013. On average, humans can speak more than three times as many words per minute as they can type. If voice recognition is just as accurate as typing, the speed of voice search provides a compelling justification for adoption.

Voice search provides a better user experience, particularly on mobile devices. Given that 90 percent of executives use mobile devices to conduct research before making a purchase, it’s not hard to imagine that those executives will transition to voice search—not to mention the next generation of B2B buyers who are growing up with the technology as second nature.

–Nate Dame for Search Engine Land

Preparing for B2B Voice Search

The current prediction is that by 2020, 50 percent of all searches will be voice-based. For B2B marketers, the natural next-step is to optimize for voice search.

By focusing on mobile—and targeting long-tail keywords and featured snippets—optimizing a website for voice search naturally helps improve overall SEO as well.

The key takeaway here is that “voice search SEO” shouldn’t be viewed as a separate initiative, it’s merely an expansion or reprioritization of current SEO best practices.

Author: Kelly Campbell
Kelly Campbell is an Integral Leadership Coach, helping creative, media and technology leaders transform life and agency. The former owner of a cause marketing agency for 14 years, she focuses on purpose, positioning, people, pipeline and profitability. She is a keynote speaker at leadership conferences across the country, has been featured in The New York Times, Woman Entrepreneur, Medium and — for which she most recently became a member of the Forbes Business Council. She is currently authoring her first book on redefining leadership in the emotion economy, and is the host of THRIVE: Your Agency Resource, a bi-weekly video podcast sponsored by Workamajig that helps agency owners navigate personal and professional growth.


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My biggest fear in re-positioning and relaunching NextCrew’s website was how someone would be able to put this together who is not part of my company. With Kelly’s help, it turned out much better than I could have ever imagined. The entire experience was seamless due to Kelly’s establishment of processes, responsiveness, creative direction, and vision—and most importantly, keeping me on track. I do not think I would have trusted anyone other than her to take on this project—or our digital marketing strategy going forward.

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Chirag Mehta
Founder and CEO, NextCrew Corporation