Voice Search Complementing LinkedIn Strategies

By Nigel Cliffe

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I think the topic of Search and more specifically, Voice Search, is so important.

Are You an Avid User of Apple’s Siri, Google Assistant, Microsoft’s Cortana or Amazon’s ‘Alexa’ Echo device?

A few years ago, you might have considered the idea of quizzing your mobile device for an answer to a problem or question extremely daft. However,
recent reports suggest that by 2020, as much as 50% of web browsing will be carried out by voice search.

Further statistics show that Siri has around 500 million active users, whilst Google Assistant is used on 400 million devices and Microsoft’s Cortana boasts 150 million active users.

Voice Search Isn’t the Future – It’s Now.

Despite some users, like some of my LinkedIn Connections, getting frustrated that Siri and similar Virtual Assistants don’t interpret their accent, especially the good old Yorkshire twang, correctly, it’s clear that voice search is already having, and will continue to have, huge impacts on how businesses reach and engage with people online.

As Voice Search queries tend to be a lot longer and more specific than typed queries, those looking to publish business-to-business marketing content online and on LinkedIn will need to provide their audiences with reliable, accurate and authentic answers and solutions to particular questions and issues to meet expectations. Gone are the days of vague answers or quick summary answers – people using voice search one depth and detail!

Going forward, the algorithms driving search engines and LinkedIn are much more likely to rank authoritative and long-form content that answers the specific questions that the increasing number of Voice Search users are asking more highly in search results as this is the high calibre of content that a growing number of people are expecting to see online.

This trend complements most people’s LinkedIn strategy as, to establish yourself as a respected and well-known thought-leader in your specific industry, it pays to publish consistent, knowledge and insightful content on your niche field within your profession – content that helps those in your industry or those who would benefit from your product or service in some way.

The Impact on the Form of Content

The algorithms running virtual digital assistants are also much more likely to place content that offers their users a seamless experience at the top of their search results. It would be a mistake to presume that users want to be spoken back to in a quick and concise manner, just because talking to search engines is on the rise.

The majority of Voice Searches occur on smartphones, tablets and PCs, essentially devices with screens attached. Smart speakers are also becoming integrated with TVs paving the way for the content that answers Voice Search queries to be displayed on larger screens. With this in mind, research has shown that audio content, such as webinars and podcasts, which can offer both comprehensive answers to specific questions and a seamless user experience, are likely to increase in value.

Again, this prediction is great for those looking to get the most out of LinkedIn – as a varied content-rich strategy comprising of videos, webinars, podcasts, images and long and short form written content all work well to keep your network engaged.

Leeds Business Week

If you would like to know more about how Voice Search will influence business and marketing in the near future, pop along to my friend Jonny Ross’ talk at #LeedsBizWeek on 11th October at 8:30-10:30am at Printworks Bar and Kitchen, Leeds City College Hunslet Road. It’s one not to miss!

Leeds Business Week is running from 8th-12th October, boasting 100 seminars and events covering all aspects of running a modern business in 2018. It provides an invaluable opportunity to network with like-minded individuals and learn something new!

I’ll also be delivering an insightful talk myself on the 9th October 11-11:45am at Cloth Hall Court in Leeds called: “How to Grow an Ongoing Pipeline of New Business, which you can sign up to here.

Find Out more

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