Small business owners and entrepreneurs are continually seeking ways to effectively expand their brand reach in today’s fast-paced digital landscape.
As an experienced brand manager, I understand the challenges and opportunities that come with establishing a strong online presence and work with clients every day on incorporating content strategies in a variety of ways that help bring visibility and build on consumer trust.
In this article, we’re exploring best practices and effective strategies for boosting brand visibility, taking a closer look at the importance of local search results, and providing insight into the evolving landscape of voice searches that can help expand your small business brand reach.
What Does it Mean to Expand Your Local Brand Reach Online?
The online space offers immense potential for small businesses to connect with their target audience. Leveraging social media platforms, optimizing websites for search engines, and creating engaging content are core key strategies. But, there’s so much more a small business can do to increase the probability of being discovered online or winning referred business because they were able to showcase their integrity, experience, and worth.
To stand out in the competitive digital landscape, it’s crucial to establish a unique brand identity, make sure you’re present where your core audience lives online, and consistently deliver value to your audience through a variety of avenues and strategies.
How Can Leveraging Local Search Results Significantly Increase Business Brand Visibility?
For local businesses, appearing in local search results is paramount. Local SEO tactics, such as optimizing Google My Business profiles, garnering positive reviews, and ensuring accurate business information, contribute to higher visibility in local searches. These are foundational tactics that empower business owners to be easily discoverable by potential customers in your vicinity and can significantly impact foot traffic and overall business success. Yet, for local brands to be more competitively discovered, additional tactics should be considered — those next-level steps when you have all of the basics buttoned up.
Sharing case studies, hosting events, and incorporating video FAQs, demonstrations, and interview-style information are some effective strategies. Additionally, expanding your company information across a variety of online business directories is essential, and making sure your business is registered on core search engine mapping and their corresponding voice search technology is a vital step. However, few businesses understand how to effectively optimize for traditional search results, let alone voice search results. Nor do they know where to find these resources or how to track activity in each of these areas.
Traditional Searches vs. Voice Searches
In recent years, voice searches have emerged as a game-changer in the way users seek information online. Understanding the differences between traditional searches on computers and voice searches is vital. Voice searches are conversational and often longer, reflecting natural language patterns. Adapting content strategies to align with the nuances of voice searches can significantly enhance a brand’s visibility in the evolving digital landscape.
Here are some additional key differences between traditional keyboard search queries and voice search:
- Search Query Structure:
- Traditional Search: Users typically input concise and structured queries, often using keywords. For example, “best restaurants near me.”
- Voice Search: Queries are more conversational and natural, resembling everyday language. Users might ask, “What are the best restaurants near my current location?”
- Length of Queries:
- Traditional Search: Queries are generally shorter and more fragmented.
- Voice Search: Due to the conversational nature, voice queries are longer and more detailed, reflecting the way people naturally speak.
- Featured Snippets and Direct Answers:
- Traditional Search: Users click on search results to find detailed information.
- Voice Search: Virtual assistants often provide direct answers, relying on featured snippets or concise information from authoritative sources without the need for users to click through to a website.
- SERP Presentation:
- Traditional Search: Results are displayed on a SERP (Search Engine Results Page) with multiple options, including text-based snippets, images, and ads.
- Voice Search: Virtual assistants typically provide only one or a few results, emphasizing the most relevant information for the user’s query.
- Local Emphasis:
- Traditional Search: Local results are important but may not always be prioritized.
- Voice Search: Voice queries often have a local intent, with users seeking nearby businesses or services. Optimizing for local search is crucial for businesses looking to capture voice search traffic.
Understanding these differences is essential for businesses aiming to optimize their online presence for both traditional and voice search. Additionally, understanding how each platform varies in features and priorities will help you best optimize your business for that technology.
Statistics and Correlation to Best Practices
Referencing the provided resources, it’s clear that voice search is a growing trend. Incorporating voice search optimization into your digital strategy is essential. Voice searches are expected to account for 50% of all searches by 2024, and it’s forecasted that 8.4 billion people will use voice assistants by the end of 2024. (DemandSage).
What’s the Difference Between Google Voice Search and Siri?
According to DemandSage, voice search assistants answer 93.7% of search queries on average, with 55% of teens and 41% of adults using voice search daily to answer questions or find local products and services that meet their needs at the moment. Furthermore, they predict that the global voice recognition market will be worth $26.8 billion, and there will be 8 billion voice-enabled digital assistants in 2024.
Google Voice Search, predominant on Android and Google products, including more than 30,000 smart home devices, is supported by Google Assistant. Google Voice boasts impressive statistics for users, with 20% of all mobile searches on Google being voice searches. Apple’s voice search, Siri, is also influential, with 45.1% of the voice assistants reporting they prefer Apple’s Siri for voice search.
Furthermore, Google Assistant and Apple’s Siri are consumers’ most popular digital assistants. They are used by 36% of people in comparison to 19% of the population using Microsoft Cortana and 25% who prefer using Amazon Alexa. (DamandSage)
Voice searches extend beyond general queries to navigation on maps. Bing Maps, Google Maps, and Apple Maps each have their voice search capabilities. Understanding the nuances can help small businesses optimize their presence on these platforms.
No matter which platform you tackle, there is a massive opportunity for local business brands as Voice Search is used by approximately 58% of consumers to find local business products, resources, and services. Small businesses should tailor their online presence to accommodate both platforms for maximum reach.
First Thing Is First – Setup Your Search Engine Business Profile for Success!
- Claim Your Listing: Ensure your business is listed accurately on Bing for Business, Google Business, and Apple Maps. Claiming your business allows you to manage and update information, making it easier for users to find you.
- Encourage Positive Reviews: Siri often relies on Apple Maps reviews for recommendations. Google Maps relies on Google Map reviews. Bing for Business uses third-party reporting platforms for reviews, such as Facebook Business pages, Yelp, Trustpilot, TripAdvisor, and more. Encourage satisfied customers to leave positive reviews across a variety of resources that are easy for them to access and will enhance your brand credibility online.
- Stay Consistent Across All Platforms: No matter where your business exists online, no matter if you initiated the profile or it was registered by a consumer, it’s important to take control and ensure that the information represented about your business is consistent from point to point, especially when it comes to how your name appears, your address, your phone number and your hours of operation are registered. This is also known as Business NAP Consistency.
- Voice Search Optimization: Recognize the conversational nature of voice searches. Tailor your content to match the natural language users employ in their voice queries. This can positively impact your Siri voice search visibility.
Let’s Take a Closer Look at the Power of Apple Business Solutions and Voice Search Through Siri.
Most people are familiar with Google and their powerful search results tools and resources — even if they’re not utilizing them to their full capacity — but fewer small business owners are familiar with Apple Maps and using Siri to increase brand reach – even if the technology is preferred through a large segment of the connected population. So, the importance of leveraging Siri and Apple Maps for small business brand reach cannot be overstated in today’s digital landscape.
With a significant user base on Apple devices, optimizing your brand for Siri voice searches and Apple Maps can open new avenues for visibility and customer engagement.
Siri has become an integral part of users’ daily lives, providing quick and convenient information through voice queries. By ensuring your business is accurately represented on Apple Maps and optimizing your online content for Siri’s natural language processing, you enhance the chances of being recommended to users seeking local services or products. Small business owners can start this journey by claiming their commercially registered business address on Apple Maps Connect, ensuring all information is up-to-date and encouraging positive customer reviews.
Learn More About How to Create a New Business Listing on Apple Maps and Optimize Your Profile for Siri
Additionally, staying informed about Siri Suggestions for Developers and utilizing Apple Analytics can further refine your strategy. Embracing the power of Siri and Apple Maps is not just about adapting to current trends but also about positioning your business for success in the dynamic world of voice searches and local discovery.
As a small business owner, adapting to this shift will enhance your brand’s visibility and accessibility, and monitoring your brand’s activity on search engine business directories and tracking voice search performance is crucial for optimizing your online strategy.
Utilizing tools and resources can provide valuable insights into user behavior and help you make data-driven decisions. Google My Business Insights is a powerful tool that allows you to track customer actions, discover how customers find your business, and gauge the effectiveness of your online presence. Additionally, Bing Places for Business provides analytics on customer interactions, allowing you to assess your business’s performance on Bing.
Google Analytics and Google Search Console are popular web resources used by millions of businesses today. These tools offer detailed reports on website traffic, search queries, and user engagement, enabling you to understand how voice searches contribute to your overall online visibility. Stay informed about the latest features and updates from these platforms to interpret traffic patterns effectively and optimize your brand’s presence based on real-time data.
Apple provides analytics tools for developers, offering insights into user engagement, app performance, and Siri-related activity. Utilize these analytics to understand how users interact with your business through Siri and Apple Maps.
Tools and Resources:
- Apple Maps Connect: This platform allows you to claim and manage your business on Apple Maps. Through Apple Maps Connect, you can update business details, hours of operation, and respond to reviews.
- Siri Suggestions for Developers: If applicable, consider optimizing your app for Siri suggestions. This can enhance your visibility when users perform relevant voice searches.
- Apple Analytics: Apple provides analytics tools for developers, offering insights into user engagement, app performance, and Siri-related activity. Utilize these analytics to understand how users interact with your business through Siri and Apple Maps.
- Local SEO Tools: Leverage local SEO tools like Moz Local or BrightLocal to track your business’s performance across various platforms, including Siri and Apple Maps.
By employing these tips and utilizing the mentioned tools and resources, small business owners can gain a comprehensive understanding of their brand’s presence in Siri voice searches and Apple Maps. Staying actively involved in managing your business listings and optimizing for Siri can significantly impact your visibility in the Apple ecosystem.
Business owners can also subscribe to and leverage digital SEO tools like Moz Local or BrightLocal to track a business’s performance across various platforms, including Google, Bing, Siri, and Apple Maps.
Want to learn more about leveraging Voice Search or need help with a business profile creation?
Reach out to Back2Basics for a Free Discovery Call about your goals and options.
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