London, UK – January 17, 2022 – You’ve probably heard all the hype around voice search. It’s being touted as one of the biggest 2022 digital marketing trends, and it’s been predicted that soon, over half of all UK and US households will have and use a smart speaker. But in terms of SEO, is voice search really such a game-changer? Does it necessitate shifts and tweaks to your digital strategy? An SEO expert at The Brains argues that perhaps, voice search might be overhyped.
It might seem like a great idea to jump on voice search and modify your entire strategy to support it, but the reality of whether you should do so is far more complicated and requires further consideration. The SEO minds at The Brains caution against overreaction to this growing trend, reminding business owners of their ultimate goals and direction.
The majority of voice searches are informational queries, such as asking the time or if a brand is cruelty-free. Getting your text read out for these kinds of queries does not necessarily drive conversions or traffic. Instead it improves the relationship between user and smart device. This is great for the user, great for the smart tech brand, but does it give you anything in return? Probably not. The exceptions here are often for local businesses – you may ask if a local shop is still open, or for nearby restaurants. This is less about specific voice optimisation though, and more about making sure your business is properly listed and accurate schema data is provided to help smart homes define your local offering and service information.
Discussing voice search in 2022, James Speyer, Senior Account Strategist for SEO at The Brains, says:
“SEO is a value proposition. The idea behind the SEO practice is that it delivers traffic that offers something in return. What that ‘something’ is very much depends on the goals of the website. For businesses, sales is likely the key goal. For others, it might be hits for ad revenue or views for notoriety. In most cases, voice search does not provide this value. When considering voice search SEO, it’s important to consider where the value lies. Too often, the focus in our industry is getting our content in front of as many people as possible, but really, we want it in front of the right people. Does voice search give you that? Does it drive your ideal content consumer to the place you want them? For most, the answer may be no, which means while voice search SEO is interesting and new, it remains, for now, an unwise investment.” – James Speyer, Senior Account Strategist for SEO, The Brains
The Brains cover voice search, as well as other digital marketing trends, in their 2022 trends roundup below:
About The Brains
The Brains is a leading digital marketing agency in London, focused on strategies that offer unbeatable ROI and long-term business success. The Brains offers content marketing, PPC, lead generation and first-class SEO services, among others.
For more information, please contact:
Jonathan Lemer, Director, The Brains
Email: [email protected]
Telephone: 0333 050 7328