That’s the number of voice requests Siri now receives each month…and growing.
That the percentage of expected voice-based searches by 2020.
DO I NOW HAVE YOUR ATTENTION?
Good…because everything you once knew about search engine option (SEO) is rapidly changing and so too will your business if you want to survive it. Let’s put this into perspective. Google currently constitutes around 78% of global search volume and they currently process around 106 Billion searches a month. That would mean by 2020, over 54 Billion voice-searches could take place on Google each month alone. And when your future customers voice-search, what will they hear and see?
“SIRI – FIND ME A GOOD DIVORCE ATTORNEY”
That was my first search on Siri and a quick note to my wife: No; this was just a test for this article. Love you…what’s for dinner tonight? 😊 . Now take a look at the result below I received on my iPhone…what do you see? Better yet, what do you not see? I did two similar searches for the best personal injury attorney as well…see any patterns here?
SIRI SEARCHES GOOGLE JUST LIKE YOU DO
Siri is not a search engine but it uses one. In late 2017, Apple (Siri’s boss) switched from Bing to Google for their voice-based search results which may have put the nail in the coffin for Bing. Now when you ask Siri a search question, Siri gets the results from Google for you. And look at the results you are currently seeing…organic SEO managers please look away now. Google wants to show you their maps and then points out in their own words things like “The best rated option I see is…, but it only averages two stars.” This is like somebody telling you that the best restaurant near you is the Restaurant XYZ but most people don’t like it. Other results as displayed above are less of a contradiction but all have a few things in common…
MOST SEARCHERS ARE SEEING MAPS SORTED BY LOCATION AND REVIEWS
Now, if there is one constant in search it is change but as of today, we have a good idea of how Siri and Google want to display results for you and nearly all of it has to with Google properties: Google Maps, Google Reviews, etc. And now with Google Map’s Promoted Pins service, even maps visibility is becoming a pay-for-play service. As for reviews, well, what is your process to receive more reviews than your competition? Finally is the all-important issue of your physical location (service radius) relative to your ideal customer Avatars and where they are the most when they search for products and services like yours? And if you are an attorney, the farthest most people will drive to see you is 16 minutes – and the closer you are, the higher your potential conversion rates.
SO WHAT CAN YOU DO NOW TO HELP PREPARE YOURSELF FOR VOICE-BASED SEARCH?
- In addition to your organic and mobile SEO, make sure you optimize for schema markup, as well as making sure your local search properties, citations, etc. are consistent, optimized, and designed for maximum conversion. Even little things like your thumbnail image can mean the difference between a call and a pass.
- Start generating more reviews on your search properties (especially on your Google Local Listing) than your competition and keep building them every day, week, month and year. Far too many people build reviews in spurts, let it go, and then eventually get passed up. Review generation is not a destination but a process-orientated journey so make sure to treat it as such.
- Position your office/s as close to the middle of your primary service radius as possible. What is your ideal primary service radius? It is right in the middle of where your idea customers currently reside and can easily get access to you.
- Use thumbnail images in your results that set you apart and compel people to want to call you. If somebody is doing a personal injury search, how is a glass of scotch or an exhibit tent helping you out here? Seriously…
- Don’t limit yourself just to Siri – there are many other voice bots in use including Google Home (hey – Google again!) with the fastest growing being Amazon.com’s Alexa. But Alexa is voice-base search providing voice-based responses. Today, this initially means only one response that Alexa will provide users. Is that enough? Will people only want one option or will Alexa expand these results in the future? More on this in another article.
Need any help with all this? Let me know…
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