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Smart marketers are focusing on the future, and nothing is more pressing than Voice Search. Mobile assistants like Siri and Cortana and smartphones and tablets have come a long way in recognizing human speech But the next big wave is smart speakers, which according to Forbes, “spiked in sales in 2017 and drove the voice search trend even further into the mainstream.”
Some sources like ComScore estimate that by 2020, more than half of all searches will be done by voice search. You may have noticed more and more people jumping on the bandwagon. With Amazon Alexa, Google and echo dots making great Christmas gifts – it’s easier than ever.
But today’s digital assistants are doing far more than understanding voice input, they are now being programmed to understand user intent and behaviors through available data gathered across platforms and the Internet of Things, and are no longer solely tethered to mobile devices and applications.
Using voice search and digital personal assistants are becoming almost necessary – as they are integrated into products we use every day. For example, it’s common to use voice search in your car with most automakers integrating the technology into new vehicles. You can send a text message while driving or add an appointment to your calendar. Even at home, you can speak to your Xbox to navigate between “my favorite TV channel” and Netflix, and then during the movie, ask Echo to add items to your Amazon shopping cart. We have dove headfirst into the future!
With voice search and the adoption of personal assistants coming on strong, the real question for marketers is: how can you take advantage of this rise in voice search volume for your own campaigns? Forbes broke down these powerful tips:
Focus on long-tail keywords
Using more long-tail keywords should be the first line of attack in your search engine optimization (SEO) campaign. That means using longer phrases, with several words, usually in a conversational sentence structure. These are not the same as “head” keywords, which are shorter, with usually 1-2 words, and target a broad topic or category. For example, a head keyword might be something like “oil change” while a long-tail keyword might be something like “where can I get a cheap oil change near me?” And since the majority of voice searches tend to be conversational; optimizing for long-tail like this increases the likelihood that you’ll appear in voice searches.
Create Specific Articles
You will need to create articles that contain the conversational long-tail keyword phrases, instead of just using the head keywords. It’s best if you know what people are already searching for and then use those words in different phrase variations. We have used Moz’s Keyword Explorer tool to identify banks of high-volume keyword phrases. We then use those phrases to write up a variety of questions. This is the type of content that will have you showing up for more voice searches.
Write in a natural voice
Write in a more natural, conversational voice. Avoid trying to stuff as many keywords into your content as possible and just write as you would speak. Without even trying, you’ll be optimizing for keyword phrases that your readers will likely be voicing.
Consider FAQs or knowledge base content
A great tip is to create a section of your site for frequently asked questions (FAQs), or developing a full-scale knowledge base. These information-based sections tend to address many common user questions, which naturally positions you for future user searches.
Cater to User Search Intent
Do you know the types of queries your audience is making? and why they’re making them? Understanding search intent is vital now that queries are becoming more common and more specific. In general, there are three types of search intent:
- Informational, where a user is only looking for information. These are common, but don’t often lead to a transaction.
- Navigational, where a user is looking for a specific destination site or product.
- Transactional, where a user is ready to buy something or engage with someone. These are the most valuable searches to target.
Prioritize Local SEO
Voice searches aren’t inherently more likely to be local searches, but a significant percentage of local searches are done with voice. Why? Because when people are on-the-go, or looking for fast answers, they’re often seeking an immediate fix for something, such as a restaurant recommendation or a nearby store. You can boost your chances of getting featured here by following basic tenets of local SEO:
Try to incorporate more local keyword queries, such as using your city, state, or region. This could add a boost to your searchability.
User Reviews and Ratings
Be sure you are listed in multiple third-party apps and local directories, especially those in your category. The more reviews you get, and the better those reviews are, the higher you’re going to rank in local results. Be sure to also optimize your presence within third-party apps. Users may search through these as they would straightforward SERPs.
Traditional SEO Tactics
You’ll also need to make sure you have plenty of ammunition from a traditional SEO campaign. Plus, have good optimization with plenty of high-quality inbound links to support your content and boost your authority. This is key to ranking in local searches.
Voice search is disrupting the marketing world in huge ways right now, and the good news is that can mean significant opportunities for those that jump on quickly. Beat your competitors to the punch and start now!
If you are looking for a VOICE SEARCH STRATEGY for your company, give AM Strategies a call and let’s discuss the future!
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