Based on recent accounts, it seems that the volume of long-tailed queries where natural language in search is heading nowhere but up and to the right. This means that, in turn, a marketer’s digital strategy should be impacted as we strive to account for the inherent differences in typed search vs. voice search.
When we look at search queries that are triggered paid and organic results for retail brands that uses the paid and organic reporting in Google AdWords, there actually hasn’t been much in the way of movement over the past couple of years for a few key query attributes that would indicate that there was any major change in search behavior.
So basically, just like those people who declared “the year of mobile,” don’t worry about too much about having to address the explosion of voice search queries.
Although the presented research isn’t an end-all when it comes to measuring the impact of voice search, we could still say that if voice search does really take off and somehow change the types of queries searched for, the best practices that will result from that will be almost identical to the paid search and SEO best practices that exist now.
According to Microsoft research that analyzed query data from Cortana, users were more likely to search for longer queries when speaking searches, rather than typing them out (which most users would use shorter search terms to get what they want).
If and when voice search takes off in any real meaningful way in the future, we’ll naturally see a greater share of searches attribute to longer queries over time, based on the presented research.
If recent accounts on the rise of voice search are anything to go by, the volume of long-tailed queries with more natural language and searches with a question is heading nowhere but up and to the right. This, the argument goes, should in turn impact our digital strategy as we strive to account for the inherent differences in typed search vs. voice search.
Taking a look at the search queries triggering paid and organic results for retail brands using Google’s paid and organic reporting