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Voice Search Optimization: A 2020 Update

Plus: 6 voice search optimizations to get started with


In 2017, we published an article called Voice Search Rising: How It Changes Online Marketing. Since then, voice search has continued rapidly evolving into an integral part of our lives, with consumers embracing its convenience and speed. Major tech corporations, such as Google and Amazon, continue to shake up the marketing landscape with new personal voice assistant devices.

As the use of voice search continues to grow, digital marketers still need to consider what the rise of voice search will mean for the future of digital marketing. In order to get ahead of competitors, it’s time for marketers to start learning about what voice search can do for both you and your brand.

Just how valuable is voice search expected to become? An advanced analytics company, ComScore, believes that in 2020, 50% of all searches done will be voice searches. This prediction can have major implications for companies that rely heavily on their SEM efforts.

So what exactly is expected to change for 2020? Well according to online reports, the voice search market is expected to be worth upwards of $30 billion by 2024. This means that companies are going to quickly start incorporating voice search strategies into their digital marketing efforts. Many companies will be actively spending more on voice search, thus driving up the overall value. However, if the market is expected to grow quickly, so will the competition. This will make the market space much more costly and also harder to attain.

Marketers can also expect e-commerce sales to grow thanks to the advancements of voice search. According to a report from OC&C Strategy Consultants, e-commerce sales done by voice search surpassed $1.8 billion in 2018, and is expected to eclipse $40 billion by the end of 2022. Digital marketers need to realize the opportunity that exists, and capitalize on this technology now so that they don’t fall behind.

There are many different optimizations that both you and your marketing team can make in order to prepare yourself for the fast advancements in voice search. Here are six solid steps that your team can start taking right now to improve your voice search optimization:

  1. Implement strategies to obtain “position zero”
  2. Incorporate search queries that include “when, where, why and how-to” keywords
  3. Ensure that your landing page speed is fast and up-to-date
  4. Build up and own your Google My Business (GMB) page and online rating
  5. Start using more conversational language
  6. Utilize “near me” search queries to hyper-localize your search efforts

The way that consumers search for and receive information will continue to evolve in the coming years. However, one thing is clear: voice search is going to have a huge impact on how information is accessed, and how future tasks are performed in the digital landscape.

While search marketing must adapt to take full advantage of these innovations, the key takeaway still remains; No matter what tools are used, no matter how you end up getting there, the main goal will always be to connect with searchers and providing them with responses that fully meet their needs and desires.

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