Therefore, according to Dutt, it is important to shift from a keyword-based content approach for your website and SEO to a query-based content strategy. Hence the first step is to think beyond just keywords, which is the foundation of any advertiser's search strategy,” he adds. They are more likely to use ‘phrases’ than just keywords. “When users search by voice, they often use a more conversational tone. Voice search is fundamentally not different from normal text search however this lack of difference is the most important differentiating point.”

It is reflective of the behavioral change and representation of a new India and a new way of consuming the internet. “Voice and video have become a go-to mechanism to consume the internet because of either convenience and accessibility or joy,” says Nakul Dutt, National Strategy Director, FoxyMoron, Zoo Media, adding, “Voice as an example has been growing by more than 200% YoY. Another set of audience is Gen Z, where they are searching, texting, and doing everything on voice, making for an excellent case to have a focused strategy for voice in terms of future growth point of view,” he adds. “Hence, it becomes even more critical for the brand to be present there with authentic results if your target audience consists of this set of audiences. We are seeing a trend where semi-educated audiences with limitations in writing and reading abilities are leveraging Google search using voice and generally relying on the position zero result Google narrates to them based on their search result,” says Anand. “Another reason is the search behaviour of many uneducated/semi-educated audiences and Gen Z. Also, the position zero ranking +helps brands position themselves as a thought leader for that category.” When you optimize your website for the voice, you get to position zero in the Google results irrespective of if someone is searching using voice or text, which automatically gives you a better impression share and share of voice. According to Vivek Kumar Anand, Director – Business and Innovation, DViO Digital, there are two important reasons brands should take advantage of the voice search strategy.

Most searched on google today in india