Eyal Nachum Talks about Voice Search Strategy in Financial Markets

Online retail sales for the first time exceeded brick-and-mortar common merchandise sales in 2019, representing customer’s continuing move towards digital spending.
Smartphones are accountable for much of the development of e-commerce. Smart mobile devices have mainly replaced desktops as the customer’s preferred way of using the internet, as it generates 52% of general website traffic.
Since commerce shifts to the web — and particularly to the mobile web — search actions are also experiencing fundamental shifts. As it permits for fast, “on the go” searches, voice is establishing as a big search channel. 48% of customers do voice searches these days and Eyal Nachum (co-founder of Bruc + Bond) predicts its share of the search market to continue to grow.

So how can the financial-sector start to get ready for a voice-first future?

Overall, voice optimization is like conventional search engine optimization. Voice assistants such as Alexa, Siri, Google Assistant, and Cortana will usually provide results, which would come at the top of the search engine results page, so overall strategies might be somewhere similar with a few cautions.
To form an engaging voice strategy, financial service providers should make a plan around the types of activities, which a customer is likely to undertake. The following parts cover the two main categories.

Branded Search Inquiries Vary in Voice Channel

In traditional searches, branded inquiries are more probably purchase-oriented. To be precise, users will usually use a branded search phrase when they are already short in the focus and close to converting.
On the other hand, branded voice searches are more loyalty-oriented. Voice users will employ branded terms when they want to re-engage with brands for which they are already a customer.
Therefore, for optimizing branded voice phrases, you must know what kinds of details customers will be looking from your site and surface this on the site. Getting the right information is vital: As voice is yet new as a search channel, wrong details may turn customers away from connecting with your site via voice.

Non-Branded Search Inquiries

Non-branded inquiries are usually more educational in nature. The aim of non-branded phrases should be to gain the Answer Box result at the top chart of the SERP. Voice bots usually pull their answers from what is in the Answer Box — thus for the phrase you are targeting, see what information is in that place and aim to advance upon it.
Seek to answer the inquiry in as many ways as possible to enhance your opportunities of landing in the Answer Box. Moreover, steps in list format, do you offer the details in a chart, or in a video? The more broadly you can answer a question, the better will be the chance of gaining the top position on search engine results and getting more traffic.

Final Thoughts

Thanks to development in Machine Learning and Artificial Intelligence, there is a major enhancement in Google voice search. From all the researches, it seems like voice search is ready to lead the search inquiries in the coming years. Companies, which have already measured the significance of voice search, their visibility in the voice search results, are increasing significantly. For websites, which have yet to optimize their content for voice, search must perform it as early as possible to enhance their rank organically

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