Voice Search is Changing Digital Marketing
The popularity of voice-enabled devices increased exponentially in the year 2016, and that trend may not slow down anytime soon. In fact, voice search is the fastest-increasing form of search. Why does voice search increase very quickly in popularity? It’s because it allows you to multitask, it can be entirely hands-free, and the technology is more authoritative than it was even just a few months ago.
The estimate of voice search mistake hovered around twenty percent in 2014, but it already dropped greatly to just about eight percent. SEO strategies will need to adjust to keep up with the needs of customers. But how can you make sure that you optimise your online content for voice search?
How Search Engines are Adjusting
When it comes to search questions, most individuals don’t type the exact way that they speak. It is just normal to use shorthand when typing. For examples, if you want to know the capital of United Kingdom, you may just type “UK capital.”
However, when speaking through the voice search, it is more likely that you will be asking the entire question of the answer that you are seeking for which is “What is the capital of United Kingdom?”.
Currently, there are not enough devices for us to discuss. The Amazon Echo is becoming more popular, and Google just recently introduced the home assistant space through Google Home. Of course, there are also handphones and computer-based voice assistants such as Google Assistant, Cortana, Siri, and soon-to-arrive Samsung’s Bixby.
Just because of these virtual assistant linked to the bidding, it has become extremely significant for search engines to learn how to recognise natural phases. Fortunately, Google has been preparing for the commencement of voice search for years now.
Here are some schemes that Google can do when it comes to identifying the intent and context of search inquiries either spoken or typed.
- Knows the context that you see on screen. For example, if you look at a page on actress Angelina Jolie and then ask “Show me a photo of Angelina,” it will provide many different photos featuring Angelina Jolie because that is the “Angelina” on the page that you are viewing.
- It acknowledges you. If you’re going to ask Google “What is the address of my employer,” Google recognises that the word “my” relates to you.
- It reacts to spelling correction. To use voice search, if you want to ask some pictures of the “Great Plains,” and your search result leads to pictures of planes, you can just spell the entire word which is “P-L-A-I-N-S” to acquire the results that you expected.
- Voice search acknowledges follow-up queries. For example, if you search a question like “Where can I find the Mall of America,” and then ask a follow-up question “What other stores does it have,” Google voice search can acknowledge what “it” indicates in the follow-up question and its relevance to the first question.
A lot of savvy marketers can capitalise these new changes in voice search. There are also a lot of ways in which you can tailor your content to become well fitted for voice search. Here are some methods that you can consider.
- Change the focus of keyword research to conversational questions. Many tools are available to help you identify the questions that you should answer in your content. Base your searches on the FAQ format and find out which long-tail keywords generate a variety of searches.
- Include some pages which answer often asked questions. When it comes to using voice search, questions frequently starts with words like “how,” “what,” “when,” “who,” and “where.” Incorporating an FAQ page with the help of these adverbs will be beneficial. Just make sure that the results of these queries are also conversational.
- Utilise schema markup to add context. If you don’t know anything about schema markup, it can be useful to get to know this. It’s an add-on HTML which enables search engines to get a better comprehension of your content. It will be able to help you have a better ranking in common searches, which in turn will improve relevancy for those who are using voice search.
A lot of people have their businesses listed on Google My Business but not on Apple Maps. While Google My Business is crucial for driving traffic to a website, the power of Apple Maps is sometimes taken for granted by most digital marketers. John from Keen says that very little thought is given on other mediums that many consumers are using to find local businesses on a daily basis. By adding your business on Apple Maps, you are tapping onto millions of users.
In today’s generation, people are made up of early adopters when it comes to digital age, and they are also embracing voice search and utilise it for different kind of tasks. Many are already using this technology, which means it would be wrong to overlook it when optimising your online content.
Producing content that is more conversational can result to more captivating pieces and content that will rank higher in SERP. The strategies and tips indicated above are excellent beginnings for modifying content to the voice search era. Find out what the industry professionals think of Voice Search in digital marketing.
Philip Sadler is an SEO Melbourne specialist and expert in Search Engine Optimisation and Digital Marketing. He also writes for various websites to express his thoughts and ideas about the industry. Whenever Philip is not busy, you can find him in the gym with his workout buddies.