A resident of Saratoga Lane in Glenview, IL, Gregory Butz is the former vice president and managing director of Wire Stone and the current vice president of marketing at Serta. To remain successful and drive effective marketing campaigns, Gregory Butz keeps up with trends in marketing, such as the rising importance of voice searches.
Emerging data suggests that by 2020, nearly half of all online searches will be conducted by voice. Siri, Google Assistant, and Cortana have led the way for voice-activated search functions in the smartphone market, and smart speakers such as the Amazon Echo are bringing that trend into the home.
These trends suggest that marketers must begin optimizing their keyword search strategies to account for the growing number of voice searches. There are 25 specific words that tend to dominate voice searches. An interesting overlap exists with five of the most common (who, what, when, where, and why) being the core questions of journalism.
The consumers of news are looking for specific, no-frills information, which is generally what people who use voice searches are looking for. Because these searchers are more likely to use longer phrases than traditional text searches, optimizing long-tail keywords (3- to 4-word phrases) is important.
