Smart speakers are one of the fastest-growing device segments in the consumer technology market today. As smart speaker adoption continues to rise, the need for voice search content optimization has become more critical than ever. Early optimizers will position themselves ahead of their competitors, achieving strong voice search rankings that will effectively grow their brand long-term.

 

Staggering Smart Speaker Statistics.


Since the landscape of eCommerce is constantly evolving, it can be hard to pinpoint which channels are here to stay and which are just a fad. If you’re still not convinced that voice SEO should be a part of your Amazon content strategy, take a look at the data. You just might change your mind.

In 2018 alone, U.S. smart speaker ownership increased 40 percent to 66.4 million – that’s 26.2 percent of Americans. Additionally, one in five people used their smart device to make a purchase, resulting in voice search product sales of over $2 billion.

While the smart speaker segment experienced noteworthy growth in 2018, it’s far from hitting its peak – in fact, the revolution is only just beginning. Smart speaker reach will rise to 75.5 million by the end of 2019. Looking forward to 2020, experts predict that voice search will play a pivotal role in reshaping consumer purchasing behavior. It is estimated that by 2020, 50 percent of searches will be conducted via smart device. As a result, voice shopping sales are expected to exceed $40 billion.

The growing popularity of smart speakers and voice assistants can be largely attributed to the convenience they offer. As smart device usage increases, consumer shopping patterns will continue to change. So, how can brands successfully navigate the shift? Adaptability. Brands who are willing to shift their content strategy now will be able to capitalize on the lack of competition, increase voice shopping sales, establish brand loyalty and grow their business. To successfully adapt your content strategy for voice SEO, one must first understand how Amazon determines voice query results.

How Amazon Determines #1: Let's Talk About It.


"When it comes to voice search, you get first position or you go home because beyond the first or second place there is no future." - Sebastion Szczepaniak | Former Amazon Executive


Sebastian Szczepaniak said it best – for Amazon sellers, the goal should be to land in first position. Amazon is notorious for being vague about their recipe for success, but for their Echo devices, they’ve shared the secret sauce for securing the number one spot.

Two words – Amazon’s Choice. This coveted badge is awarded to the top performing product for a given search phrase. Amazon’s seal of approval is the secret to landing in the number one position. For search phrases that do not have an Amazon’s Choice badge, Amazon selects the highest organic ranked, Prime eligible item.

Smart speakers are one of the fastest-growing device segments in the consumer technology market today. As smart speaker adoption continues to rise, the need for voice search content optimization has become more critical than ever. Early optimizers will position themselves ahead of their competitors, achieving strong voice search rankings that will effectively grow their brand long-term.

Now that you understand what goes into winning the first and second spot, let’s talk strategy.

Maximize Your Voice-Selling Potential.


As a brand, there are several tactics that can help you improve your positioning and boost your likelihood of ranking on voice search. The first, and most obvious approach, is to go for the Amazon’s Choice Badge. While it seems simple, this is no small feat. The criteria for winning the choice badge is largely unknown and requires full scale listing optimization and exceptional customer feedback (for starters).

If the choice badge is out of reach, consider tactics to help build brand loyalty and improve your chances of landing the number two position. Since purchase history is strongly considered for second position, adjust your sales strategy to focus on gaining repeat purchases.

In addition to optimizing your product listings, brands should implement content strategies. Since voice search queries are 71% longer, on average, than text searches, content should include long-tail keyword phrases. Phrases should be three to five words and should be written conversationally. Keywords should sound more natural and conversational rather than snappy and catchy.

Although it may seem premature, incorporating SEO tactics into your Amazon business strategy will provide immediate long-term advantages including increased leads, visibility and sales. Differentiate your brand now and watch your voice search sales soar.


Need help navigating the complex intricacies of Amazon’s ever-changing landscape? Let’s chat! OmniiX empowers brands to thrive on eRetailer platforms with knowledge, actionable insights and tools to even an unfair playing field.