It’s this last aspect that has marketers and search-engine specialists all a buzz. For years, companies found landing on the first page of the Google search results (SERP) critical to maintaining website traffic and profits. They invested a great deal of effort into finding the short- and long-tail keywords consumers were typing into the search bar.
Recently, Google CEO Sundar Pichai stated that 20 percent of all Google searches are voice searches. Bing claims that the voice search component makes up 25 percent of all searches on its network.
How Voice-Controlled Personal Assistants Impact SEO
Voice searches account for about 20 to 25 percent of all current searches. While that number is growing, text-based search still dominates. Companies that begin to fashion their content to answer spoken queries could get the voice-search traffic before their competitors.
Search Engine Strategy for Voice-Search
Companies that depend on search engine optimization for sales must be early adopters to search changes. Those that begin experimenting now have an opportunity to connect with voice-searching customers in need of their products and services.
Getting Results from Voice Search
The advent of voice search does not mandate an immediate and comprehensive change in SEO strategy. Instead, marketers and companies can begin making some changes to a portion of the efforts to attract those searching via voice. Your business may already have responded to voice search. The evidence is in your analytics, where you may find complete questions. For instance, instead of “couples’ therapist, infidelity,” do any of your keyword phrases start with the words who, what, where, when, why or how? You may notice “How many sessions do couples’ therapists recommend?” or “Where is a couples’ therapist near me.” “Near me” and “nearby” are frequently seen in voice searches. Another advantage of the q&a style format is that the search engine may decide to put your quick, short answer in a “featured snippet” (aka “answer box”), spotlighting your site and information. Users searching via voice aren’t trying to sound formal, they’re trying to get the answers they need as quickly as possible. If there are slang terms for your products and services, incorporate them into your site. Search engines and digital-assistant services have been working on semantic search and natural language for years now. Their aim is to derive “intent” from the string of words searchers use so that they can deliver the best answers. The software attempts to determine if the best answer is simple information, directions, a store, pricing, or a number of other responses. Today, not only is search voice activated, but it’s getting more and more personal. Website owners can help search engines by using Schema markup language, code that helps search engines deliver the information that matches the intent behind a user’s query as well as the information itself. When someone asks Siri, “Where can I find a socket wrench?” she has to figure out whether you’re asking where socket wrenches are typically found (toolbox, garage) or where you can buy them (Home Depot, Ace Hardware.) Schema helps clarify consumer need. Use it. If the Q&A format and personalization lie at the heart of voice search, it makes sense that teasing out the exact questions your buyers ask at each stage of their journey will please search engines and digital assistants. Get your team together and break down what people ask during each phase in the buyer’s journey. Consider creating one Q&A for each phase. Consider this example of a hypothetical RV company that does this effectively:
Need recognition: “Q&A for Families Longing for More Quality Time Together.”Information gathering: “Q&A for Families Considering Buying an RV.”Evaluation of options: “Q&A for Those Torn Between the Fun of a Class C and the Price of a Trailer.”Decision/purchase: “All RV Warranty Questions Answered Here.”Post-purchase: “Making RV Service Simple: All your Questions Answered.”
Ready to Take On Voice Search Strategy?
Voice search isn’t as much a divergence or even a shift as it is another way businesses can connect with prospects online. It’s an opportunity! Staying abreast of the changes to search, including knowing the players and what they stand to gain, will help your business gain revenue. Buy an Echo Dot, Alexa or Google Home Read more about voice assistant trends at TechCo
