Voice Search and Digital Marketing: Points of Discussion

by AJ September 22, 2017

Are you on board with the idea that voice search is the wave of the future? Do you have reason to believe that this will continue to change the way that people search, both on their smartphone and computer? Are you ready to adjust with the times?

When it comes to the impact of voice search on digital marketing, there are quite a few things to think about.

Before we get into some of the finer details, here’s a passage from Search Engine Land that will change the way you look at voice search:

“Google CEO Sundar Pichai announced during his Google I/O keynote that 20 percent of queries on its mobile app and on Android devices are voice searches.”

Even more telling is the fact that this statistic was shared in 2016, meaning that it’s likely higher now that 2017 is coming to a close.

Here are a few other statistics to wrap your head around:

  • 50% of all searches will be voice searches by 2020 (Comscore)
  • We estimate there will be 21.4 million smart speakers in the US by 2020 (Activate)
  • Google voice search queries in 2016 are up 35x over 2008 (Search Engine Watch)
  • 40% of adults now use voice search once per day (Location World)
  • 41% of people using voice search have only started in the last 6 months (MindMeld)

You get the point. Not only is voice search picking up steam right now, but most people agree that this trend will continue well into the future.

With all that out of the way, let’s look at a few ways voice search will change the digital marketing landscape in the years to come:

1. An Impact on Local Based Search Queries

Get this: mobile voice search is 3x more likely to be used for local searches than text searches.

So, if you own a brick and mortar business, it’s time to consider how your digital marketing strategy needs to change. Don’t put this off any longer.

There are things you can do to better optimize for voice searches, such as adding your name, address, and phone number to every page of your website. Another thing you’ll want to do is add information regarding the location of your business in proximity to others.

Many local based searches are of the “near XXXX” variety. An example of this would be “restaurants near the White House” or “coffee shops near PNC Park.”

2. Know Your Audience

It goes without saying that some groups of people are more likely to use voice search than others.

A study by Thrive Analytics showed that people in the 18 to 43-year-old range are among the biggest users of mobile personal assistants.

If you find that a large majority of your audience is using voice search, even if only sparingly, it’s time to consider the changes you can make to take advantage.

Here’s something else to keep in mind: voice search is growing quickly. So, even if your target audience isn’t using this technology today, things can and probably will change in the months and years to come.

3. Query Length Matters

This is something that Moz studied in great detail, noting that query length for text searches is typically in the two word range.

Here’s a passage from the study that shows the difference between text and voice searches:

“What you can see is that the successful voice searches, the ones that get the most volume, impressions, and clicks, are the ones with 3 words in the keyword or query.”

So, while voice searches tend to be longer than text searches, they’re not excessively long.


If you don’t have plans to better understand the impact of voice search on your business, now’s the time to change your approach.

This technology is not slowing down, but it’s instead advancing quickly with each passing day.

What are your thoughts on voice search and how this will change the digital marketing landscape in the future? Share your personal thoughts and experiences to date in the comment section below.

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