Voice search: main trend in Ukraine?

Голосовой поиск – главный тренд для Украины

The talks about voice search as the main 2018 trend has been there since the middle of 2018. The creation of such titans as Windows, Amazon и Google – Cortana, Alexa, Echo and similar smartphone mini-helpers got popular. However, is this enough to claim that it’s time for the  Ukrainian developers to start working on personal helpers of their own and change their online marketing strategy in favor of voice search?

For whom does voice search exist?

According to the eMarketer research, the audience aged 20-35 comprises a large percentage of Amazon Echo, Cortana, Alexa and smartphone helper users.

Despite the fact that users aged 45 and older make up only 10.1%, this percentage is expected to increase in the near future because of the convenience of this tool. Elder groups appreciate simplicity and voice search offers exactly that by simplifying the use of a mobile device and allowing to get the entire information in one query.
Children and teenagers make up the largest part of voice search users (56%) as exploiting voice search tool to get information is natural to them. The largest amount of voice search query is sent via mobile devices.
However, this is the data gathered from USA users who have been using voice search for 10 years.

What about the experience of Ukrainian users?

First, let’s take a look at mobile devices, the tools Ukrainian consumers use for search, work and communication most often.  

Analysis by “We are social” international agency showed that 42% of  the Ukrainian population uses mobile Internet. Out of them, 72% go online every day, 21% do it once a week, 4% once a month and only 2% use the mobile Internet less than once a month.  

In total, every fourth Ukrainian users a mobile device, while the users of smart speakers make up 16% even in the USA.

Currently, the traditional way to search for information by using Google search engine and Google maps prevails. Therefore, we won’t be seeing people consulting smart speaker or voice helper while driving anytime soon, even in large cities like Lviv or Kiev. Ukrainian audience has only entered the beginning stage at which voice search has not yet been integrated into their everyday life. Due to this,  there is no need to focus on voice search optimization unless it is truly necessary.

When is voice search necessary?

A business owner, who is interested in online visibility, should consider the information mentioned above and ask the following question: “When should I prepare my site for voice search?”

It should be done when:  

  • You work with clients from Europe and West because they come from big cities and are used to finding services and information via voice search;   
  • You work with a target audience and niche that actively use voice search;
  • All your other promotion tools work perfectly.

Voice search itself is not a cure. If you have any SEO errors that stop your site from ranking, if your site lacks unique content and your design hasn’t been upgraded to fit the modern tools, don’t expect any improvements from implementing voice search.  If your audience doesn’t use voice search, your industry doesn’t rely on this tool and your online promotion has a lot of gaps, voice search optimization can wait.

However, if your target audience and industry do include active voice search use, then there is no time to waste!  

Who benefits from voice search?

To paint a consumer portrait and gather enough facts in favor of voice search optimization, you need to make sense of how your prospective buyers and clients use voice search.
voice searchUsers aged 20-35  make up 55% due to their preference of functionality and organization of voice assistants. A younger audience aged 14-18 prefers using voice tool on smartphones (50%). The oldest part of the target audience (45-65 years) comprises 45% and is characterized by low use of virtual assistants like Alexa, Echo and Cortana and preference towards online Google voice search.

As for the ways of using voice search, the current statistics are the following:

45-65 yers

25-30 years

16-25 years

According to the statistic data, users within 25-30 and 45-65 age range appreciate the convenience of voice search: the speed of making a query and quick smartphone access while driving or housework.  Therefore, the more information about your business is available online, the more chances it has at being featured in TOP voice search results.

The younger audience uses the opportunities of voice search for such entertainment needs as:

  • Searching for recommended movies and games.
  • Searching for popular clubs and malls.
  • Searching for popular cafes and restaurants.
  • Searching for events.

All these locations and businesses can use the preferences of the young audience and get an additional traffic channel through voice search.  

Notes to take

Mobile search

Currently, mobile phone remains the most popular voice search tool: voice search results usually show up to 4 pages. It means that your site must have an adaptive design to provide smartphone users with full access to its tools and information.

Local features

Because voice search users usually inquire about a “next to me” location, voice search offers a significant advantage to local businesses. To gather such queries, you should pay attention to your local SEO: make your address visible on the site and in local listings, optimize feedback and links, update your Google My Business account if it lacks relevant info on your contacts and whereabouts.  

Converse and ask the right questions

When making a voice search query, users basically ask a question. You should take this into account when generating a semantic kernel and adding content for your website.

  • Avoid being formal and vague. Make your texts short and informative.
  • If possible, create a FAQ page which would include relevant queries and answers. Make sure that questions correspond with those asked by users. Don’t forget to mention your brand name.
  • Use low-frequency queries, especially those that include the name of the relevant product and your address.

Additional SEO factors from Backlinko

  1. Pay close attention to the page loading speed. On average, it should be 52% faster than the loading speed of a traditional page. An optimal page loading speed is 4,6 seconds.   
  2. Do your best to get a featured snippet. According to the research, nearly 40.7% sites that make it to voice search results, have featured snippets.
  3. Brevity is the soul of success. The average length of a voice search query is 29 characters. Use them responsibly.
  4. If your site content ranks high in the traditional Google search, it is quite likely to enter the 75% of voice search results.  
  5. Much like in traditional SEO, authority domains dominate voice search results.

Conclusion

Voice search is designed to make your life easier. Ordering services or products, gaining access to information becomes faster, better and stronger.  Right now this tool is only beginning to integrate itself into the everyday life of citizens of Ukraine. However, due to the country entering global market, Ukrainian business owners can begin adapting their online business to  Voice Search. Additionally, the success of their colleagues from Europe and USA allows them to do so without waiting for voice search to root itself deeply in the routine of their potential buyers. Acting now is the right way to go! Once you understand the convenience of voice search for different age groups, you will see how to bring  your site and online tools to the new level of comfort.

Alexander Lebedko, CMO Nowedo

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