As voice search continues to rise in popularity, businesses must adapt to changing user behaviors. In the world of app marketing, this means Voice Search Optimization (VSO) has become a critical strategy. VSO is the process of optimizing your app's presence and content to appear in voice search results, making it easier for users to discover your app via voice commands on smart devices such as smartphones, smart speakers, and voice assistants like Siri, Google Assistant, and Alexa.
This article explores how VSO can enhance app marketing efforts, improve discoverability, and increase downloads by capitalizing on the growing trend of voice search.
What is Voice Search Optimization (VSO)?
Voice Search Optimization (VSO) refers to the process of optimizing your content so that it ranks higher and becomes more discoverable via voice searches. Unlike traditional text-based search, voice searches are often longer, more conversational, and tend to ask full questions or commands, such as "What's the best fitness app for tracking workouts?" or "Find me a photo editing app."
In app marketing, VSO involves adapting your app's metadata, descriptions, keywords, and content so it can be easily identified by voice assistants when users search for relevant terms or phrases. The goal is to ensure your app appears in these voice search results, ultimately increasing the chances of a user discovering and downloading your app.
Why VSO is Crucial for App Marketing
1. Increased Adoption of Voice Assistants
The adoption of voice-activated devices is growing rapidly. According to recent studies, the number of global voice assistant users is expected to reach over 8 billion by 2024. With consumers relying more on voice search for convenience and efficiency, it's essential for app marketers to consider VSO as part of their overall digital marketing strategy
2. Voice Search Behavior
Voice search queries are often different from text-based searches. Users tend to speak in complete sentences and ask more specific questions. For instance, instead of typing "photo editing app," a voice search might sound like, "What’s the best photo editing app for beginners?" To optimize for these types of queries, app marketers must focus on natural language and long-tail keywords that align with the way people speak.
3. Local Search Opportunities
Voice searches are often location-based. For example, a voice search might inquire, "Where can I download a fitness app nearby?" For apps that serve local markets or have location-based features, optimizing for voice search can boost visibility among users in their region. Additionally, integrating location-based keywords into your app’s description can improve discoverability.
4. Better User Experience
Voice search allows for a more seamless and hands-free user experience. By optimizing for voice search, you make it easier for potential users to find your app while offering a user-centric experience that aligns with modern preferences. This can positively impact your app's reputation and retention rate.
How to Optimize for Voice Search in App Marketing
1. Target Conversational Keywords
The key to successful VSO is understanding how people naturally speak. Voice searches are usually longer and more conversational compared to typed searches. Instead of just focusing on short keywords like “fitness app,” aim for longer, more natural phrases such as “Which is the best fitness app for weight loss?” or “I need a photo editing app for Instagram.”
Actionable Tip: Use tools like Google Trends or keyword research tools to identify natural, conversational phrases related to your app. Then, integrate those phrases into your app’s title, description, and metadata.
2. Optimize App Store Listings for Voice Search
Your app’s store listing plays a significant role in how it ranks in search results, including voice searches. Make sure your app description includes keywords and phrases that align with common voice search queries. Also, use clear, concise language and break down your content into easy-to-read bullet points.
Actionable Tip: Ensure your app title and description are optimized for both short-form and long-form voice search queries. Highlight unique features and use action words such as “find,” “discover,” or “download” to appeal to voice search users.
3. Use Structured Data and Schema Markup
Structured data and schema markup help search engines and voice assistants better understand the content of your app. By implementing structured data, such as app-related schema (e.g., Open Graph, JSON-LD), you can provide additional context to search engines about your app’s features, updates, and benefits. This can increase the chances of your app being featured in voice search results.
Actionable Tip: Add app-related schema markup to your website and landing pages to ensure that search engines can index your app and serve it in relevant voice search results.
4. Leverage Local SEO
For apps with a local or regional focus, optimizing for local search is crucial. Voice search users frequently ask for location-specific recommendations. By incorporating location-based keywords into your app’s description and metadata, you can increase your chances of being featured in voice search results when users are searching for local app recommendations.
Actionable Tip: Add your app’s physical location (if applicable) or regional focus to your app store listing, and use local keywords, such as “best app for New York” or “fitness app in San Francisco.”
5. Improve App Reviews and Ratings
Positive user reviews and ratings are a significant ranking factor for app discoverability, both in traditional app searches and voice searches. Voice assistants tend to recommend highly-rated apps to users, so it’s essential to encourage satisfied users to leave positive reviews.
Actionable Tip: Prompt users to leave reviews after they have completed key actions within the app, such as completing a workout or achieving a milestone. Make the process simple and non-intrusive.
Best Practices for VSO in App Marketing
- Use Natural Language: Craft your app’s descriptions and metadata using phrases that users would likely say aloud.
- Focus on Long-Tail Keywords: Incorporate more specific, longer phrases that people are more likely to speak in a voice search.
- Optimize for Featured Snippets: Aim for your app’s content to be displayed as a featured snippet, as voice assistants often pull information from snippets when answering user queries.
- Test and Monitor Performance: Regularly monitor how your app performs in voice search and adjust your strategy based on performance metrics and analytics.
Conclusion
Voice Search Optimization (VSO) is an essential part of app marketing that can significantly improve your app’s visibility and discoverability. As voice search continues to rise in popularity, optimizing your app for voice search is no longer optional—it’s necessary for success in a competitive market. By understanding voice search behavior, focusing on conversational keywords, leveraging local SEO, and ensuring that your app’s store listing is optimized, you can maximize the chances of your app being discovered by users.
Embrace VSO to stay ahead of the curve, increase app downloads, and create a seamless experience for users looking for relevant apps through voice search.
