Why Voice Devices Matter in Paid Search & SEO

Since 2016, the U.S. has seen a huge surge —a 48% increase— in adopters of voice assistant devices and smartphone apps. It would seem that the voice trend is not a fad. Voicebot.ai reports that there are now 47.3 million owners (20% of the U.S. population) of voice enabled assistant devices.


Furthermore, it’s projected that voice shopping in the United States will rise to $40 billion per year in the next four years as consumers warm up to making offscreen purchases.


So, how will customers spend that much using voice? They’ll be shopping using voice assistants on their smartphones, home assistants and tablets.


Example of a voice search device that healthcare companies can use to advance their digital marketing strategies


Which Search Engines are the Voice Assistants Using?

Both Apple (Siri) and Android (Google Assistant or Bixby) conduct searches using Google’s engine by default. Assistants Cortana and Alexa conduct searches on Bing.


Is There a “Best” VA Device?

While a large percentage of voice search is still conducted on smartphones, there’s a growing search market on voice assistant devices like Amazon Echo and Google Home.


For marketers, Google Home offers a clear advantage in being able to convert users into customers for its partner retailers. However, marketers and companies who leverage Amazon’s advertising platform and Amazon stores should think deeply about Alexa’s potential and how they strategize their Amazon campaigns because of Alexa’s proprietary integration with Amazon.


Alexa uses Bing to conduct searches and does not integrate with Google’s shopping feed.


The weakest among current voice assistants is Apple’s expensive HomePod. While its sleek design and Apple functionality will be attractive to Apple’s core user base, it doesn’t have the flexibility or functionality of Google or Amazon devices.


Device & Assistant Comparisons

Comparison of popular voice search devices and their digital and healthcare marketing benefits.


What about Voice Search Strategy?

Given voice is gaining influence over user search behavior, it’s obvious that some kind of strategy is imperative. Are they different for SEO and PPC? Yes. In our next installment of this series on voice search, we’ll dive straight into SEO, PPC and how to optimize your pages and your search keywords for voice.


Want to know more right now? Contact the search and SEO experts at RMI today to learn how partnering with us can amplify your strategy and improve your ROI.




Daniel Lamb is a Copywriter for Response Mine focused on direct response copy and content marketing strategy. His firm belief in targeted messaging drove him to spearhead Response Mine’s customer segmentation strategy creation. He also enjoys reading, playing guitar and brews a fine cup of coffee.
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