Voice search is surging in the United States and around the world. According to Alpine.AI, there were a total of one billion voice searches conducted by consumers each month as of January 2018. It's not just voice search that's taking off, but voice interaction with smart devices. A Spring 2018 report from Edison Research and National Public Radio found that one-in-six Americans (16%) owns a voice-activated smart speaker. Consumers are increasingly turning to voice search and voice-activated devices for a variety of interactions. The question is, how can Pay Per Call be optimized for these voice interactions?
1. Improve Long-Tail Keyword Use
Voice searches are different from text searches in one very crucial aspect: quality of language. Most text searches use rough keywords and chopped up phrases. Consumers are in a hurry and they aren't going to type in a full sentence on a mobile device just to get search results. However, when those same consumers use voice search they are free to clarify what it is they're searching for without taking all the time to type it out.
This means that Pay Per Call campaigns require optimization to adapt to the use of so-called long-tail keywords. Here's an example:
- "best burger joints near me" – text search
- "what's the best place for burgers near me" – voice search
In order to adapt, Pay Per Call campaigners must think how people would speak. It's no longer suitable to focus on a two to three words in a phrase. to succeed in the era of voice search, Pay Per Call should be optimized to match natural language patterns of consumers.
Read More: How to Optimize for Voice Search in 2018
2. Focus on Mobile Optimization
Although the number of voice-activated speakers in the home is on the rise, consumers are predominantly conducting voice searches in 2018 using mobile devices. One in five adultsconducts a mobile voice search at least once per month, and 25% of users age 16-24 conduct voice searches on mobile regularly. These consumers are on the go and looking for fast results, and have the ability when presented with quality search results to engage with Pay Per Call campaigns with a simple click.
In order to optimize Pay Per Call for these voice searches on mobile, ensure that all content on a mobile site is easily scanned. Mobile users want short, concise content. Scrolling with thumbs is never fun, and they'll simply move on if they have to scroll too much.
Related: Master the Basics of Voice Search Marketing Strategies
3. Stay Focused on Local Listings
Optimizing Pay Per Call for voice search is a great way to get noticed in local listings. Search Engine Watch found that voice-related searches on mobile were three times more likely to be local-based than comparable text-related searches. Optimizing Pay Per Call for voice search on a local basis is as easy as ensuring that "near me" is a part of long-tail keyword strategies. There are other steps that can and should be taken though.
For instance, businesses operating in larger metropolitan areas might want to break down keywords to be more specific to regions within the metro area. For example, "locksmith in Los Angeles" is going to return a broad swath of results. Instead, this company could market with terms such as "late night locksmith Inland Empire" or "24-hour locksmith Antelope Valley."
Finally, make sure that online business listings (such as Google Business) are updated with correct information on the physical address, hours, and other pertinent details of the business.
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