Voice Search Content Marketing: Should You Prioritize Alexa, Siri—or Neither?

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In the near future, voice search is expected to overtake browser-based searches as the primary method of conducting searches via mobile devices. The market for these voice search solutions has produced a shortlist of voice-activated assistants offered by major tech companies, with Amazon’s Alexa and Apple’s Siri leading the way in name recognition.As voice search activity increases, marketing departments are under greater pressure to embrace voice search content marketing as an essential component of overall search engine optimization. The long-tail search patterns encouraged by voice search are changing how businesses develop their keyword strategies to guide their content creation. At the same time, differences in the search algorithms for Alexa and Siri can give marketing leaders headaches when they approach voice search optimization projects.Unlike browser-based search, where Google has the vast majority of market share over much smaller rivals such as Bing, the voice search market is much more fragmented. Even the hardware hosting these voice assistants varies from one solution to the next: Siri’s half-a-billion users all access the voice assistant through their mobile devices, whereas Alexa is primarily offered on in-home speakers. While its user base pales in size to Siri’s, in-home …

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