Let’s take an overlook and know why you need to invest your precious time to read this? Shall we?
- Is voice search going to affect my business?
- What does voice search mean for SEO?
- Do I need different search campaigns for voice search platforms?
- What things should I keep in mind to rank my business in voice search queries?
- How do I focus my keywords for voice search?
- Will my paid ads influence my results in voice search queries?
If you have ever quoted any of the above questions then this is the blog for you, just keep browsing below to get the answers.
Voice assistance has made its presence known way too many times, featuring in our favourite movies like Star Trek or Iron Man as Jarvis the super helper.
Though these AI, stories are conceptualized in much more advanced stages but have given a vision of the future.
And our technical experts were never behind to adapt it. They have smartly explored the practicality and initially came up with a Google voice search app for iPhones in the year 2008.
With this new evolution, voice assistance is not only conceived to help save the world but prove to be the ultimate weapon of conquering the business world and rule it like a superhero.
The concept may seem a bit technical and meticulous, but sleepwalking for businesses has never been a hit and ignoring voice search can be one such trap that can take your well-situated business down the hill within few blinks.
Don’t fret! We will cover everything under this blog and make you a pro.
So, let’s begin the quest for voice search optimization in business!
Chapter 1 – Key Prerequisites
As per the mobile voice survey 2014, A study was carried by Google, and the following trends where noted:
Why do people use voice search?
When do people use it?
The behavioural trend that a naked eye could even interpret from these stats all point to the ability to do multitask altogether with ease and rapidness; it could be while driving, carrying other activity, watching TV, cooking etc.
The next important understanding one should be headed forward is about-
How do people operate it?
1. Google Assistant:
Google assistance links to google search index for your queries, commands and request and do the googling on your behalf, bringing the listed results in microseconds for you.
It can be operated from smartphones as well as PCs.
The noted data shows that 20% of searches through phones are already verbal, and a surprising stat shows that 25% of window 10 desktop searches are carried through voice, making this tool very efficient for businesses.
2. Amazon Alexa:
It is a similar search tool that is powered by the Bing search engine and is a product of Amazon.
Though the services are parallel to others and carry the queries streaming to Alexa service in the cloud for helping users, its most popular functionality is assistance in shopping on Amazon, making it a vital tool for e-commerce business.
3. Apple Siri:
Another similar service in the market that is directed for iPhone users is Siri. It is a pre-embedded feature that returns the result in a mobile search format rather than giving audio results.
Siri has a smart feature where it analyses your daily routine and suggests helpful displays on the home screen for better user experience.
Siri is one smart tool that records and analyzes data to match user likings and disliking and therefore is essential for businesses to understand and incorporate.
4. Microsoft Cortana:
Another voice assistant tool is Cortana.
The basic philosophy of Cortana is that it lets you achieve more while doing less. It is a Microsoft smart assistant that functions in a similar fashion, especially for big screens.
Capturing more attention and eyes at once.
Technical and industry experts have predicted the level of impact and have made some statistical predictions that can bring revolution.
Voice Search Revolution:
With the basic understanding of voice search marketing trends and future scope, let’s get it implied on your digital campaigns, in fact, form a voice search centric campaign.
The paradigm shift is majorly inclined towards it, so let’s not waste any time and dive into it fully.
Chapter 2 – How does voice optimization should look?
Setting up your website for voice search and planning your marketing campaigns are not tricky, in fact, it is easier than conventional SEO practices.
So, let’s jump into it:
How to optimize content for voice search?
There are no significant changes required from the previous campaign, only a few alterations can make the magic. In fact, it lets you gain massive results by just implying some basic fundamentals.
Just imagine it as a conversation with a friend and how in a natural flow, the conversation follows.
And in this conversation 2 major components are focused over and altered, and they are the game-changer.
Let’s be inquisitive and understand:
- What are the criteria to select keywords for Voice search SEO?
In any SEO strategy, keyword selection and embedding are of the most important functionalities.
It allows users and search programs to be in parallel consistency of what is being searched and what is being delivered.
One has to be extra cautious when dealing with voice-based keywords and should keep the following as benchmark to form any strategy:
- Natural language keywords
Following a conversational approach means sounding less robotic and more humanistic when targeting your audience.
- Search volume
- Seasonal trends
Are the most common factors that marketers evaluate, but with this new revolution, keyword conversational value is also given extreme importance before any planning.
For e.g.: When searching in a mainstream manner, one would use language like “temperature Toronto,” but this would switch when a user is putting query through voice, and it would go like “Current temperature in Toronto.”
The crux is the same, but the latter has more flow and humanistic approach to it and would-be users’ tone when interacting through Voice search.
- Long tail Keywords
As per the conventional SEO, extremely long-tail keywords were avoided due to the sole reason of people not putting efforts in typing any of them and therefore, there were minimal matches.
But with the elimination of typing, one does not consider searching in proper manner tedious task instead is more comfortable in phrasing complete sentences.
For e.g., While searching through a conventional manner, we may type “coldest day,” but if going through the route of speech to text technology, we may use “which is the coldest day ever that is recorded.”
For a user, the long-tail keywords make more sense, and that’s how they interact.
- Question-based keyword
62% of queries that are framed during a voice search are noted to be a direct question. Therefore, experts suggest that one should never neglect question-based searches and keywords when forming a voice-based campaign.
We as the user don’t follow through the same approach with voice search of going direct to the point like Ok google Digital marketing.
Instead, you would form a question like:
Ok, google…what is digital marketing? OR
Ok, Google…why opt for digital marketing? OR
Ok, Google…. Where to get the best digital marketing services?
And so on….
It still requires continuous digging around to understand and target the best-targeted ones. One could refer to various keyword-based tools like keyword planners that provide summarized information for the same.
How can voice search data be planned and structured?
Though keywords address major points of a successful plotting but are not sufficient until content and its structuring are valid and appropriate.
The way Google or other search engines are currently approaching the data is complex.
They take into account various features that allow higher rankings and interaction rates.
Following are those preferred points:
- The intent of content:
The intention of User behind any query is very essential to understand, especially after Hummingbird update, this can vary from:
- Awareness: What’s the Ph level of river amazon river?
- Interest: Can a cake be baked in the pan?
- Evaluation: Who is the current President of Germany?
- Purchase: How much is the price of the new apple phone version?
- Customer Support: why is my phone giving me troubles?
When the intent is understood, then the content directed would be exactly resonating to the user’s query, which results in great user experience.
- Data Architecture:
Structured data is code applied to the HTML markup and used to understand the content of your site through search engines better.
You can allow search engines to crawl and read your content effectively using structured data.
With schema markup, you can better control the way you provide information about your brand, and the way machines interpret it.
- Snippet Based Content:
The content appearing at the top of SERP’s in a form that it directly answers your query, without opening any suggestive links is what featured snippet is.
Whereas rich snippet is an enhanced organic search result.
Above displayed shots are great examples for both types of snippets.
The first one is an example of a rich snippet, as it is addressing queries in an enhanced manner and showing the next best question that would be asked with the initial search.
Whereas the second one is an example of a featured snippet, that without any link opening, is displaying the exact answer to the query. Google crawls from the most eligible webpage and shows that as a snippet, doing a free promotion for you.
- Page speed:
Loading speed has always been a big factor for page rankings, even in conventional searching options.
But with voice search where a person is multi-tasking and is probably in a hurry, it becomes even a greater priority for marketers.
You can lose hefty traffic without doing anything. The need is to understand your current speed and how it can be enhanced.
You can pick various inexpensive tools like Uptrends, PerfTool, Google PageSpeed Insights, and so on. That can assist you in optimization, especially voice search in mobiles having a larger customer base to it.
- Concise results:
Time is money and money is power; that’s what general mantra is all around. The reason for voice search technology is in fact, based on the same fundamental belief of saving time and efforts.
So, in no chance you could go over the board and overwhelm the customer with lengthy information, it needs to be precise and in the crux.
In fact a per study on Google home, the average acceptable results are 29 words.
So, planning your content accordingly can rank you in a snippet or top result.
- FAQ Pages
The concept of FAQ has loaded advantages on it as per the Google algorithm of SEO rankings.
It can be filled with questions from general to specific criteria like how to set up a website for voice search to what is voice search?
It does not only give an edge to rank as a featured snippet but also allows embedding long-tail keywords.
And for users, it provides a value for the time invested.
It’s a feature that allows user interaction and major traffic engagement and in now ways a business could afford to lose it.
- Optimization of Filler words:
We know that questions are the king when it comes to voice search, but Filler words are an additional benefit that allows higher matching scores without taking any space and increasing the chances of ranking your site higher.
The most commonly used filler words are” to, I, me, for, the, is. “
- Simple reading level:
Content is like a blood flow of any site or web page, and to survive easy flow maintenance is very crucial; same is the case with reading literacy level.
In order to gain maximum audience and engagement, the need is to write in a simplest but detailed manner.
As per the old prevailing rule, content difficulty skills should be up to a 9th grader.
Fancy can make things messy Afterall.
- Higher Domain authority:
Higher page authority refers to a higher link and loyalty a site has on a digital platform, which is even recognized by google.
As Google prioritizes pages that have genuine and authentic content and rank them higher, as such, voice search does not have any direct effect, but with higher authority, chances of ranking at top increases manifolds.
- Near me/Local searches:
Voice search is hit in Local searches. The most common suggestion or result a voice assistant brings for you is local state and city-based.
Creating content as per local demographics; ensuring your site is optimized for your local area within metadata is never a flop show.
In fact stats show that 78% of local mobile searches end up with an offline purchase, and 72% of visits at stores are recorded after an online search just within few minutes.
Chapter 3 – Future Scope of Voice Search
Voice search may seem like its in-infancy stage, but it has already clouded the digital era and especially for business, it has turned the world upside down.
Users are interacting with the latest technologies on a regular basis, and Speech-to-text has made them more powerful and effective in exploration.
The way we search for information has transformed, and a one-size-fits-all approach for optimization is both short-sighted and entirely impractical in today’s online Scenario.
You cannot compete in this time without adopting a voice search optimization strategy, and various researches and studies back it.
As per the crux of the studies, there is a constant growth of 7times in 2010.
And voice search is predicted to be a 40$ Billion worth channel by 2022.
Insightful Tips and strategies:
1) As per a study, it shows that 71% of the results returned from voice queries are SERP capable, and out of that, 60 % are in fact are returned as rich snippets. Thus, the need is to get your brand in a knowledge graph that is Google’s knowledge base containing all facts, places and things and rules the digital world.
2) The next step in the era of revolution is adapting to the video-based snippet that engages more customer senses and earning higher traffic.
3) As we have studied above, the main focus of business is to appear in local searches, where opportunities to leverage are of extreme. The stats are saying it all. Therefore, in order to take the proper benefit, enlisting oneself in google, my business listenings are vital. Name, Address, and Phone Number (NAP) must be included in your listing. Moreover, choosing the right business categories and providing area codes is vital. You can also add posts with exclusive deals, news, or updates to make your business stand out.
4) Another similar method id targeting local keywords as the scope of voice search is majorly in that domain.
5) There are currently no advertising opportunities within the digital assistants. Still, the technology is rapidly evolving, and that could change with little notice, and for that, an eye should be kept all the time on it.
This may seem like a lot to grab, but we assure you, it is a mantra that won’t go wrong.
After all, the only goal of Google is to deliver useful search results, although domain authority and keywords/topics continue to play a vital role, context is the SEO game’s new star.
Not only knowing what words our potential customers use but how they use them is very important, and that has given birth to our agenda of voice search, where customers are much inclined towards.
It will boost our branding, allowing our companies to prosper and thrive.