Optimize for Local Voice Search
Local voice search has gained momentum in recent times. It helps solve the challenge of searching easier. Customers just need to use their voices to dictate queries while searching through Google Assistant, Microsoft Cortana, and Apple Siri among others. That is why local businesses are encouraged to optimize for voice search.
Steps to Optimize a Local Business for Voice Search:
Gain Insights on the Ecosystem of Local Voice Search
If you have a local business, then you must understand the ecosystem of the local voice system, i.e. which devices are widely used by the customers. The popular devices used in this regard are Google, Apple then followed by Siri and Cortana.
Types of Local Business Voice Search
There are so many purposes to use voice search for local business. However, if you have a local business, it is better to optimize business for discovery, brand, and knowledge voice search queries.
Optimize Google My Business Listing and Claim it
Local businesses that result in Google Assistant have the opportunity to empower themselves by using the device Google My Business.
Optimize Apple Maps Business Listing and Claim the Same
Apple Siri is the device that carries local business search results that are empowered through Apple Maps Connect.
Optimize Bing Places Business Listing
Local search results for Microsoft Cortana are empowered through Bing Places. Hence, opt for optimization.
Claim and Optimize Yelp Business Listing
By using Yelp, Amazon Alexa obtains local search results. Again, Yelp assists in facilitating photos and reviews both for Apple Maps as well as Bing Places. Therefore, ensure your local business gets optimized in Yelp business listings.
Reason for Optimizing for Local Voice Search
Using voice to dictate messages is convenient. It is also faster than typing. Tech giants like Google urges users to use voice input in local languages to search for a product or service or any information without typing. Thus, the user experience becomes faster and easier. To conduct voice-based search, users need to set their languages in the voice setting menu.
There are some interesting results which are eye-opener as identified in the Bright Local Survey conducted in 2018:
- 50% of the people relied on voice search to find a local business as compared to the previous year, i.e. 2017.
- 74% of the voice search customers search for local business in every week
- 46% of the voice search customers searched for local business on a daily basis
The above indicates the popularity of voice search customers and it is increasing day-by-day. It could be inferred that people are heavily dependent on voice search in finding a local business. Now the intriguing question is whether people are using voice search to find your local business.
Market Share of Voice Assistant
As far as the market share of voice assistants prevalent in the market is concerned, the major entities are Google Assistant, Apple, Siri, and Microsoft Cortana. The general assumption is that Amazon Alexa is the dominant player in voice search. As per the report by Consumer Intelligence Research Partners (CIRP) involving home speaker, the following is the market share:
- 70% -Amazon
- 25%-Google Home
Voice-enabled devices like mobile phones have major share as far as usage of voice search is concerned and accordingly market share changes. Microsoft conducted a study on market share for voice assistant in 2019 reflects:
- Google Assistant-36%
- Apple Siri-36%
- Amazon Alexa-25%
- Microsoft Cortana-19%
Again, a study conducted by Bright Local cites that, people use mostly smartphones for voice search followed by desktops, laptops, and tablets. However, smart speakers are the least preferred for searching local businesses.
Types of Local Voice Searches
Voice search queries could be categorized as:
- Discovery-it is used for searching local businesses
- Direct-it is used when people are in need of information about a particular business
- Knowledge– its usage is not confined to searching local business but information can be created.
Besides the above, one can use discovery search to get new customers. On the other hand, direct search helps in interaction with the customers. Finally, local businesses can use knowledge search to draw the attention of customers and routing them, provided they have mastery over a specific subject.
Initiate with the output devices, if you want to get more insights on the ecosystem of the local voice search. There is no doubt that consumers use voice search through their smartphones and smart speakers. However, there is an increased usage of voice search through tablets, desktop computers, laptops, etc.
Even the voice assistant feature is seen in smart TVs, watches, and appliances. Similarly, new generation cars come with in-built voice search devices such as Google Assistant, Apple Siri, and Amazon Alexa. Therefore, the time has come to optimize all these useful devices.
Optimize for Apple Siri
In the voice search market, Apple Siri possesses a 36% share It relies on Apple Maps Connect to source local business data. There is a process to get connected to Apple Maps Connect for which you must create an account to sign in. Then only, you can proceed for the process involved to claim business listing and optimize necessary information. As a user, you will observe that, there are no such reviews or photos in Apple Maps Connect. The reason could be attributed to the fact that the basic source that facilitates reviews and photos is Yelp. Nonetheless, there are other sources to cater such information. Therefore, to optimize your local business for Apple Sir, it is better to optimize in Yelp business listing so as to claim.
Optimize for Google Assistant
Like Apple Siri, Google Assistant commands 36% market share. This voice search ecosystem is very simple to use and it caters to all the local business data coming from Google My Business. It also provides reviews and photos. The process involved in optimizing for Google Assistant is like that of Google search. However, there a lot of steps you need to follow to get your local business optimized in Google My Business listing. If you want to optimize your business with Google Search for a higher rank, then you need better optimization for voice search on Google your account.
Optimize for Amazon Alexa
When it comes to marketing on smart speakers, Alexa rules it with with 70% share. If the overall market share is taken into consideration, it counts to only 25%. There are two sources from which Alexa sources local business data including photos and reviews. They are from Yelp, then all of your business information gets displayed in Alexa. Otherwise, claim for Yelp business listing and optimize the same.
Optimize for Microsoft Cortana
Microsoft Cortana has approximately 20% market share. It depends on Bing Places to get all the relevant business information. Though the market share is not very encouraging, still it is better to claim and optimize your business in Bing Places listings. Unlike other voice search devices briefed above, Microsoft Cortana depends on Yelp to get reviews on local business and related photos.
Claim and Optimize your business in Yelp Listing
It doesn’t matter whether your preference is for Yelp or something else. However, one thing is sure that Yelp plays a significant role in local voice search optimization. The reason, Yelp facilitates images and reviews to Apple Maps, which in turn enables voice search devices like Apple Siri. Similarly, Bing Maps enables Microsoft Cortana.
Therefore, if you intend to claim and optimize your local business in Yelp listing, then make sure you provide all the business information in detail and with accuracy. Upload photos of your business which will further boost your business presence in the local market. You might consider the advertising option present in Yelp, i.e. the edit slideshow to upgrade the page.
Optimization takes place at a certain price. If you incur the expenditure towards this aspect, you would be in a better position in voice assistant results involving Apple Siri, Amazon Alexa, and so on.
What happens after Optimizing for Local Voice Search
Once you are done with the process of optimization and subsequent claim, you have the advantage of displaying your business on all voice search platforms. Then, the fruit the optimization will lead to more phone calls, chat leads and email contact inquiries.
- Posted by joshua_la
- On July 29, 2020
- 0 Comments