I don’t know if you know this, but the world of search is changing. While search engines used to be limited to you typing in queries and then sifting through results, now the landscape is moving in a different direction. With smart assistants and home speakers becoming more and more common, voice search is quickly taking over. It’s so common that Google processes over 40,000 search queries every second, which translated to over 3.5 billion searches a day, and 1.2 trillion searches a year worldwide. With this new way of searching comes a new type of content – one that can be easily found and regurgitated by a voice assistant, and one that many brands still don’t have in place. So if you want to make sure your content is found in the future, we have a few tips for you.
Create Content That Talks Back
With online search, you can use a string of otherwise random words to find search results specific to what you want – for example typing ‘non-slip bathroom tiles black’ will generally bring up a range of products that match that description. But with voice search, you will only get one chance to show up, and it will be for a very specific thing. Try to create content that answers questions and keeps a conversation going, otherwise you might not show up when a user asks ‘Alexa, where’s the nearest solicitor?’, or ‘Hey Google, when does this shop open?’.
Focus On Mobile Search
Understanding voice search largely involves also understanding mobile search. To succeed in the voice search market, you need to be able to meet customer queries designed on a new set of search terms. Most questions asked of voice assistants will be similar to mobile search, and will use similar keyword strings. Try to create content and keywords around the classic ‘how, when, what, who and why’ model.
Stop Thinking Like A Marketer
If you have a natural flair for marketing, this one might be quite tough for you. As marketers, we’re taught to share news far and wide, in overt, push messages and long length content. But this is the exact opposite of what voice search want. To optimise your content for voice search, you need to get into the shoes of your customer. What provides value? What do they need? Remember that customers don’t speak to their assistants for marketing messages – they speak to them for answers.
Optimise By Context
Voice queries are almost entirely dependant on context – something traditional SEO isn’t nearly as focused on. With mobile and voice search, people will search differently depending on the device we’re using and where they are. Queries like ‘near me’ are becoming more common, and have created an entirely new set of phrases to optimise for. When creating content for your business, bear this kind of context in mind, and frame your content around certain types of search.
FAQ’s are a fantastic source of content for your business – but with voice search they become an essential. FAQ’s allow you to provide direct answers to questions your customers might be asking in small, bite-sized chunks. This is exactly what voice assistants look for, and is the type of content they will prioritise most. Including FAQ’s on your website allows you to include long-tail and short-tail keywords, as well as voice search-specific keywords. If there is one tip you take away from this blog post, it should be this one.
Overall, the world of Google searching is changing rapidly. How searchers think, feel and physically search when looking for your solutions is now critical in getting your ads and content seen by the right people. So, it’s time to move away from the traditional model of keywording, and instead embrace long-tail keywords and exact phrase match that will embrace those behind-the-scenes changes and provide you with the results you need. At Ad-Extra, we work closely with businesses to set up and manage their Google Ads campaigns, using insights like this to make sure they make the most of their investment. To find out more, just get in touch with us today.