Hey Siri, what does voice-activated search mean for my visitor attraction?
With Siri, Alexa and friends increasingly called on to help answer search queries, voice search looks set to drive digital content marketing strategies across the board.
More and more people are turning to voice search as a quicker, more convenient way to find information on the fly. It’s fast becoming part of our everyday lives.
A clear indication of voice search’s growing popularity is the increase in smart speaker ownership. Thirty-two per cent of the adult UK population now own a smart speaker (source: Rajar data release, Q1 2020), and Google voice-search queries have gone up exponentially over the years.
But let’s go back to the basics.
What is voice-activated search?
It’s a technology that allows users to search the internet verbally, using their smartphone, computer or smart device. If you’ve ever used Alexa to update you on the news, asked Google what the weather will be like tomorrow, or requested directions to the nearest pub from Siri, you’re a user of this technology.
Why is voice-activated search important?
Voice-activated search does away with the need to type a query into a search box. It’s changing the way we search for information and inspiration – and the way Google and other search engines handle search queries.
And because the way we talk is different to the way we type, voice search is changing the way SEO is done.
What does this mean for my visitor attraction?
Consider incorporating voice search SEO into your digital marketing strategy to improve your customer experience, prove your ability to adapt to new technologies and stay ahead of the competition.
Informational searches and enquiries about local, bricks-and-mortar businesses are among the most popular search types on smart speakers, so voice search-optimised information about opening hours, prices and directions is crucial.
Perhaps a visitor is driving but needs to know when their destination opens or closes? Voice-activated search can tell them the answer without them having to take their hands off the wheel or their eyes off the road. Or maybe a visitor is in a rush but needs to know the cost of entry to the attraction she’s meeting her friends at. A quick word with Alexa could help. A harried parent, meanwhile, might want inspiration for somewhere he can take his cooped-up kids to RIGHT NOW. Siri can list suggestions.
Speak to your website, SEO and content team about optimising your VA’s website for voice search. The goal is to create content that fits the demand for voice search, which relies on factors such as:
- the use of natural, conversational language
- excellent Google business star ratings
- the provision of answers to specific questions
- a fast, secure and mobile-friendly website
- having accurate information about opening hours, prices and so on
- securing the top result with your featured snippet
Keep a close eye on this nascent technology to see what exciting developments are around the corner in the world of tourism. We’ve not come close to exploring the full range of possibilities for voice search technology yet, but one thing seems clear. Get it right and you’ll achieve higher web traffic and a uniquely personalised relationship with your visitors.
