Voice search is becoming an essential part of SEO and mobile marketing strategies. With the rise of voice assistants such as Siri, Google Assistant and Alexa, more and more people are using voice search to find information and services online. This trend has a significant impact on App Store Optimization (ASO), the strategy that drives mobile app performance, so it's important to understand how voice search works and how to integrate it into your mobile marketing strategy.
What is App Store Optimization (ASO)?
App Store Optimization (ASO) is the process of increasing the visibility of a mobile application in a store (App Store or Google Play Store), with the aim of increasing the number of organic downloads of the application. Mobile applications are more visible when they rank well on a large number of search terms (keyword optimization) or when they are highlighted in the stores.
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How does voice search work?
Voice search allows users to ask their voice assistant questions and get voice responses. This technology uses natural language processing algorithms to understand user queries and provide them with the most relevant answers. Voice assistants can answer questions on a variety of topics, including news, weather forecasts, store hours, directions, product searches and more.
The importance of natural language
When a user searches for something the traditional way, we often think about the shortest queries we can enter in order to get better search results in the App Store. It's completely the opposite with voice search: we're much more likely to say to Siri or Alexa "Where is the nearest hair salon?" rather than “Paris hair salon”. Voice search answers the “who, what, where, why, and how” questions we often ask in natural speech.
Impact of voice search on ASO
Voice search has a significant impact on ASO. Voice search users often ask comprehensive, natural questions that differ from traditional queries typed into a search bar. It is therefore necessary to adapt your ASO strategy to meet the needs of voice search enthusiasts.
Here are some tips for optimizing ASO for voice search:
1. Use long-tail keywords: Queries made in voice search are longer and more precise, so it is important to use long-tail keywords to improve the organic SEO and visibility of your mobile application. Long-tail keywords are more specific and less competitive than generic keywords. You can use tools like Google's Keyword Planner, AnswerThePublic, or Semrush to identify long-tail keywords that match queries users are likely to use for voice search.
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2. Optimize the app page: Elements such as title, description and images and videos are essential in an ASO strategy and must be optimized to respond to voice search queries. It is important to include answers to frequently asked questions (FAQ) in the mobile app description.
3. Prioritize location: Voice search queries are often geo-localized, so it is important to optimize ASO for location. This can include using location-specific keywords and optimizing descriptions and content to include information about the city or region.
4. Provide a quality user experience: Voice search users are often looking for a quick and accurate answer. It is therefore important that the mobile application provides a quality user experience with easy navigation, fast loading time and accurate responses to user queries.
Voice Search Trends in 2023
Here are some voice search trends to watch out for in 2023:
1. Voice search for online shopping: Voice assistants will become increasingly integrated into online shopping experiences, allowing consumers to find and purchase products using voice. To meet this need, your marketing strategy and the user experience of your mobile application will need to be optimized.
2. Microdata Optimization: Microdata is structured information that helps search engines understand the content of web pages. With the rise of voice search, microdata optimization will become increasingly important to improve the visibility of mobile apps in voice search results.
3. Personalization of voice search: Voice assistants will become increasingly personalized, meaning they will learn from user habits and preferences to provide more accurate and relevant answers.
4. Real-time voice responses: Voice assistants will offer real-time responses to users, meaning brands will need to be able to provide real-time information to meet consumer needs.
Voice search and ASO: what to remember
Voice search is changing the way users search for information and find apps. It is therefore increasingly important to optimize your ASO strategy of your mobile application for voice search.
By following the tips in this article, you can improve your app's visibility in voice search results and increase your chances of gaining users and downloads.
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