Digital marketing in Pakistan has been greatly impacted by the advent of new technological developments. Voice search is one of them that has significantly changed how customers communicate with brands online. As voice assistants become more and more common, voice search optimisation (VSO) is crucial to take into account.

  1. Voice Search Trends
Voice search is not only becoming more and more popular; the increased availability of affordable smartphones and faster internet is also making this easier. Because voice searches are becoming more commonplace as a substitute for text searches, digital marketers in Pakistan must adapt their SEO strategies accordingly.

Voice search offers a fast, hands-free experience, increasing users’ engagement and conversion rates by offering a quick, hands-free and effortless method of searching for something – and even the leading ride-hailing service provider Careem has included a voice search feature in their UI. Customers can now book rides using simple voice commands like “Karachi mein Careem ride book karo.”

Given that many Pakistani businesses have not yet fully embraced VSO, the earlier it is implemented, the more of an advantage it will provide marketers. Using VSO, Khaadi, one of Pakistan’s leading fashion brands, can now respond to particular customer requests, such as “Pakistan mein best summer kurta kahan milta hai?” After relaunching as a new-age apparel company, Khaadi is prepared to meet the changing needs of its customer base thanks to its early adoption of new technology.

Optimising for voice search will increase your search audience and position your brand for leadership. For instance, Daraz, Pakistan’s top e-commerce platform, has been able to understand this trend and tailor its offerings for voice searches. Their goods and services can be found through voice search that targets queries such as “Pakistan mein best online shopping site kaunsi hai?”

2. Challenges in Implementing VSO
Whilst there is no denying the benefits of voice search optimisation, there are drawbacks as well that Pakistani business owners must deal with. Here are some examples:

• Conversational Content in Local Languages: The tone and manner of voice searches are more casual and conversational, with a focus on local language content. Voice search is far more natural than traditional text search; for example, “Karachi mein best biryani kahan milti hai?” A traditional text search would probably be something like ‘best biryani in Karachi.’ Pakistan presents a problem because it is a multilingual nation with numerous dialects. Although creating voices for VSO might be difficult and resource-intensive in a country where English, Punjabi, Pashto, Sindhi, Urdu and other languages are spoken, marketers still need to make sure that their information is accessible in a variety of languages and dialects. Telenor Pakistan, for example, is investing continuously in localisation and content creation to answer typical customer questions in Urdu and other regional languages; for example, “Sasta mobile package kaunsa hai?”

• Long-Tail Keywords: When conducting voice searches, users typically have more in-depth, targeted questions. A user may be more specific and say, “Pakistan mein Samsung Galaxy ki current price kya hai,” as opposed to typing, ‘mobile phone price’. This means that long-tail keywords that capture the purpose of the voice search should be prioritised. Foodpanda successfully employs this tactic, focusing on particular voice search terms such as “Lahore mein ghar baithe khaana order karne ka tarika.” However, it may be necessary to continuously monitor and update in order to keep up with the evolving linguistic trends in voice searches.

• Technological Barriers: Companies may need more technical resources to adopt sophisticated voice search optimisation. This is particularly relevant for smaller companies, as they may need more resources or expertise to properly optimise their material for voice search. Smaller businesses may find it difficult to compete with larger companies like Foodpanda and Careem that have the means to implement such technologies.

• Privacy Concerns: Users may have concerns regarding privacy because voice search technology depends a lot on data collection. In addition to being compliant with local laws and regulations, it is necessary to notify consumers of the various uses of voice data. This is particularly relevant in Pakistan, where regulations on digital privacy are in the early stages of development. Banks, for example, must balance innovation with consumer trust, exercise extra caution when using speech data, and be mindful of their status as financial institutions.

• Dependence on Third-Party Platforms: Users perform a lot of voice searches on assistant platforms such as Google or Siri, and therefore companies are somewhat subject to the way third-party platforms are structured in terms of their systems and protocols. When there is a shift in a ranking mechanism, this may result in a drastic drop in the visibility of the business. A case in point is Zameen.com, which has optimised for featured snippets. Now if Google’s editorial policy on snippet selection changes, Zameen.com may need to re-optimise its content. Mobile devices are the most common device for conducting a voice search. Websites have to be optimised for mobile devices, with quick load times and efficient navigation. HBL makes sure that its mobile app users are able to use voice commands in order to save time. The challenge is the consistency of the user interface regardless of the device and platform used.

3. The Future of Voice Search in Pakistan
Voice search is poised to continue shaping digital marketing in Pakistan. Brands that adapt early will thrive in this voice-driven landscape. However, they must also be prepared for the challenges that come with it, such as language diversity, technological barriers, privacy concerns, and reliance on third-party platforms. As voice search evolves, it will require a strategic, long-term approach rather than minor adjustments to existing SEO practices. g

Fauzia Kerai Khan is CEO, I&B Consulting, Assessing, Learning, Consulting. fauzia@iandbconsulting.com