“Alexa, find me a Managed Service Provider (MSP) near me.” “Hey Siri, what’s the best Business Service Provider (BSP) in town?” If these phrases sound foreign to you, it might be time to update your marketing playbook because voice search is rewriting the rules of the game.
As we usher into an era of smart speakers and AI-powered assistants, voice search is rapidly gaining traction, and businesses worldwide, especially MSPs and BSPs, are feeling the ripple effects. But what does this mean for their marketing strategies? Let’s take a sonic boom tour through the world of voice search.
The Sonic Boom of Voice Search
The first point of call is the explosive popularity of voice search. According to a study by PwC, 65% of adults aged between 25-49 interact with their voice-enabled devices at least once a day. That’s millions of potential customers who could be asking about your services right now. For MSPs and BSPs, this trend is less of a wave to ride and more of a tsunami to harness.
The rise of voice search carries particular significance for MSPs and BSPs due to the nature of their services. As providers of essential business solutions, these companies rely heavily on visibility and accessibility to attract new clients. Voice search, with its growing user base, offers a unique platform for these businesses to extend their reach, engage with potential clients in a more personal and interactive manner, and ultimately drive growth.
Moreover, adapting to voice search isn’t just about keeping up with trends; it’s about staying ahead of the curve. By optimizing their digital presence for voice search now, MSPs and BSPs can position themselves as forward-thinking, tech-savvy leaders in their field. This not only enhances their appeal to modern, tech-conscious businesses but also prepares them for the future of digital marketing. The key is to start integrating long-tail keywords into their content, focusing on local SEO and ensuring mobile compatibility to fully harness the power of voice search.
It’s All Local
Voice search has a knack for local flavor. According to BrightLocal, 58% of consumers have used voice search to discover local business information in the last year. This means if your MSP or BSP isn’t optimized for local voice searches, you might as well be invisible to a significant portion of your potential clientele.
The localization aspect of voice search holds immense potential for MSPs and BSPs. It’s a well-known fact that businesses thrive on local customers, and the ability to tap into this local market through voice searches can be a significant boon. By optimizing for local voice searches, MSPs and BSPs can effectively position themselves right where their potential clients are looking, thereby enhancing their chances of being discovered and chosen.
But how does one optimize for local voice searches? The first step is to ensure that your business details are updated and consistent across all online platforms – from your website to your social media pages and business listings. Utilize local SEO strategies, such as incorporating location-based keywords into your content and meta descriptions. Additionally, encourage satisfied customers to leave reviews, as positive reviews can boost your ranking in local search results. Remember, in the world of voice search; local is the new global. By focusing on your local digital presence, you’re not only making your business more accessible to potential clients but also building a stronger, more engaged community around your brand.
The Long Tail Wagging the Search Dog
When it comes to voice search, it’s less about keywords and more about key phrases. People tend to use longer, more conversational queries when speaking compared to typing. For example, while someone might type “best MSP near me,” they’re more likely to say, “Who is the best-managed service provider in my area?” This shift towards long-tail keywords means MSPs and BSPs need to revamp their SEO strategies to remain relevant.
The shift towards long-tail keywords in voice search is a golden opportunity for MSPs and BSPs to connect with their potential clients on a deeper level. These longer, more conversational queries often reflect the user’s specific needs and intentions. By optimizing their content to match these queries, MSPs and BSPs can position themselves as the perfect solution to those needs, thereby enhancing their relevance and appeal to potential clients.
So how do MSPs and BSPs start wagging this ‘long tail’? It begins with understanding their customers’ language and needs. Listen to the questions your clients frequently ask and incorporate those phrases into your content. Use tools like Google Trends or Keyword Planner to identify popular long-tail queries in your industry. Then, craft informative and engaging content that answers those queries. Remember, in this era of voice search, it’s not about who shouts the loudest but who answers the best. By embracing long-tail keywords, MSPs and BSPs can ensure they’re not just heard but listened to.
Mobile-Friendly Isn’t Just a Courtesy
Did you know that according to Google, one in every five mobile queries is a voice search? This underscores the importance of having a mobile-friendly website. It’s not just about looking good on a smaller screen; it’s about being accessible wherever your clients are asking about you.
In today’s digital landscape, having a mobile-friendly website is crucial for MSPs and BSPs. With the majority of voice searches happening on mobile devices, your potential clients are likely to interact with your business through a mobile screen. If your website isn’t optimized for mobile, it could lead to a poor user experience, negatively impacting your brand’s image and potentially driving prospective clients away.
So, how can MSPs and BSPs ensure their websites are mobile-friendly? Firstly, adopt a responsive web design that automatically adjusts its layout based on the device’s screen size. This ensures a seamless user experience across all devices. Additionally, prioritize page load speed, as slow-loading websites can frustrate users and increase bounce rates. Lastly, structure your website in a way that’s easy to navigate on a mobile device. Large buttons, easy-to-read fonts, and a streamlined menu can significantly enhance the mobile user experience. By focusing on mobile optimization, MSPs and BSPs can ensure they’re not just reachable but also approachable, irrespective of where or how their clients are searching for them.
Snippets Stealing the Spotlight
Featured snippets, or what SEO enthusiasts affectionately call “position zero,” are gaining more importance due to voice search. When AI assistants provide answers, they often pull from these snippets. Therefore, optimizing your content to land in these coveted spots can significantly boost your visibility in voice search results.
For MSPs and BSPs, landing a featured snippet on search results can be a game-changer. These snippets provide a snapshot of your content directly on the results page, making it the first thing users see even before they click on any link. With voice search, this prominence increases manifold as AI assistants often source their answers from these snippets. Hence, securing a spot in “position zero” could mean instant visibility and credibility for your business, making you the go-to choice for potential clients.
So how can MSPs and BSPs optimize their content for featured snippets? The first step is to create high-quality, informative content that directly answers common queries in your field. Use structured data like headers, bullet points, and tables to make it easier for search engines to understand and pick up your content. Additionally, aim to answer questions succinctly within the first few lines of your content, as search engines tend to prefer concise, direct answers for snippets. Remember, in the era of voice search, securing a featured snippet could be the difference between being a voice in the crowd and being the voice of authority.
Voice search isn’t just a passing fad—it’s a seismic shift in how consumers find and interact with businesses. MSPs and BSPs that can adapt to this new soundscape will not just survive but thrive. So, next time someone says, “Hey, Google, optimize my marketing,” you’ll be ready to make some noise.