Search engines are evolving as rapidly as other key areas of digital marketing, as each new development centres around the ability to give people a better user experience. Simplicity, accessibility and flexibility are at the cornerstone of the next steps. Which is why businesses need to adapt their marketing strategy, especially in the online space.
The latest emergence of voice command is all about helping users search and find the most relevant results – quickly and effectively. With more than 20% of mobile searches coming from voice command, it’s time to think about how to incorporate it into your digital strategy in order to take full advantage of this technological advancement.
In 119 different languages and dictating at 95% accuracy, we know it works – and it’s only becoming more popular. So to stay ahead of the game and to leverage voice search as best as you can, here are two important strategies to consider.
- Cater your content to “natural speech”
When you think about how voice search works, it’s literally people talking to search engines, usually asking a question. We don’t speak the same way that we type. It becomes conversational. The average typed search query is 3.2 words compared to 4.2 words with voice search, of which 10% of all queries start with questions such as “who”, “what”, “where”, “when” and “how”.
For example, where someone might type in the search bar “Brighton car service”, they would instead ask via voice search “Where can I get my car serviced in Brighton?” Therefore, it’s important that your content reflects ‘natural speech’.
You can think ahead by coming up with some potential questions your customers might ask. If you can provide answers to these questions in your web copy – an FAQ page is the perfect platform to do so – then you are more likely to rank for relevant voice searches.
- Have a local and specific approach
Because people now ask search engines questions such as “Where is the closest supermarket?” or “I need a physio in Ringwood”, Google has a stronger focus on the location aspect of the search and will bring up relevant results depending on where in the world the search is being conducted. What we mean by this, is if your company is based in St Kilda, for example, you shouldn’t expect to show up when someone is searching for a similar company in Geelong.
What it does is provide you with the opportunity to rank highly amongst voice searches in your area/s, and that matters because people that are searching nearby are most likely to convert. What you need to do is ensure your SEO strategy is tailored to ranking highly in your local area.
To do this, you should focus your keywords on local terms, such as “dentist Doncaster” or “Fitzroy florist”. You could be even more specific by establishing long-tail keywords. Using the same examples as above, long-tail keywords could include “dentist for children in Doncaster” or “late night florist Fitzroy”, which are likely to help you rank for voice searches using similar terms.
When people use these specific voice searches, local listings will also show up such as Google My Business and Bing Places pages. These are great opportunities to highlight key information about your business that will show up in search and map results. These details include your name, address, opening hours, contact information, online reviews and more. Similarly, it’s also important that you utilise business directories such as Yellow Pages, Yelp, True Local and industry-specific websites such as TripAdvisor (travel) and Zomato (food).
With 22% of voice searches used to get local information, it’s crucial that you showcase current and up-to-date details across these platforms.
Having an understanding of the growing impact of voice search on your business will allow you to get ahead of your competition – NOW! But if you don’t adapt your SEO strategy, you might find that you start slipping in rankings, which could impact your ROI online.
If you’re unsure whether your SEO strategy is up-to-date or would like more information about updates in the online marketing space, get in touch with one of our Digital Strategists today.