For most businesses, voice search is a long way from being a major driver of traffic to their website. It remains an area of hype and noise, rather than one that delivers real results for most businesses. The last few years have shown voice search increase its share of the market as it has become more prevalent in our lives. Yet there are still some important barriers to overcome before it becomes a key driver of traffic and sales from organic search.
Voice search won't be the magic marketing elixir that many e-commerce companies are hoping it will be, according to industry experts.
The biggest impact that voice search has had so far is driving awareness around the technology, experts say. But there still aren't any solid ways to measure its impact or gauge its reach, so marketers are left in the dark about how many people have adopted it and what they're actually using it for. It could remain a niche tool for years to come.
Voice search has long been available on mobile devices and in some cases, as with Apple's Siri, since as far back as 2011. It's also been a feature of Google's Chrome browser since 2012, which many people use at home or in the office. However, voice search is still not widely used. This leaves many people wondering whether they should be taking it into account as part of their SEO strategy — and how they can make the most of it if they do.
Voice is here to stay: It's a valuable addition to the digital marketing toolbox, particularly for customers with mobile-first experiences or looking to capture micro-moments.
While devices such as Amazon Echo have generated a lot of interest, it's not yet clear that voice search is going to have much impact on SEO strategies for most businesses.