Voice search is one of the latest introductions in the world of search engine optimization, given that it accounts for 20 percent of all searches on Google mobile and this percentage can only be expected to go up in time. Today’s SEO experts must shift their strategy from text commands and factor in voice commands in order to win great returns through their St Petersburg SEO strategy.
Preparing for the voice search revolution includes appreciating the distinction between consumer adoption and market growth as well as understanding the unique aspects of natural language and conversational search. Just like any other emerging industry trend, you need to make an immediate plan in order to remain ahead of the pack.
Consider that most of the major technology providers are investing in digital assistant technologies, who essentially will also power the search function: Amazon’s Alexa, Microsoft’s Cortana, Samsung’s Bixby, Apple’s Siri and Google’s Google Assistant. These voice-enabled virtual assistants are becoming increasingly indispensable to consumers’ everyday living.
The disconnect between consumers’ increasing use of voice search and marketers’ lack of plan for it indicates that most SEOs remain unprepared for the future and what that brings. If this disconnect is not speedily addressed, brands will find themselves falling short of their consumers’ expectations and hence disappearing into obscurity in search results.
In order to bridge this gap, and fulfill consumer requirements, SEOs should consider the relationship between mobile, voice and local search and adopt strategies that will see them excel in every aspect. Below are some tips that can help you along.
- Consider conversational intent
Remember that there’s a difference between voice search queries and conventional text search queries, particularly in their structure: the former is more conversational, including aspects such as full sentences and questions, which are things that are cut out in text searches. Therefore, SEO experts need to expand their understanding of user intent according to different formats/types of question-based queries that are common to voice search. It is important that results delivered are relevant according to the context of the searcher’s query.
- Target long-tail keywords
Begin with question words such what, where, how, why, when and who, as these are very strongly associated with sentence queries on voice search. Brands should invest time in developing/finding relevant long-tail keywords and phrases that utilize these question pronouns and then focus on content creation to answer these questions. Ensure that you have site content that is relevant and that your target keyword list is expanded (both for organic and paid search) to include your long-tail keywords.
- Become king of local and mobile search
Mobile and voice search are almost inseparable. Often, a consumer will be walking or driving in town and need something, then turn to their able digital assistant with a query. “Siri, what’s the nearest coffee shop to me right now?” This overlap means that optimizing sites for use on mobile devices is an absolute must in voice optimization efforts. This includes aspects such as speed optimization, content optimization and creating mobile-friendly layouts.
For local businesses, be sure that your local business listings have been updated across the web, including all your physical locations. What’s more, ensure that these local listings are complete, accurate and consistent (not NY in one place and New York in another) in Yelp, TripAdvisor, Bing, Google and Apple Maps among other like services.
- Utilize semantics in content creation and structuring
Ensure that your content is written conversationally, considering natural language processing. Create content that quickly and completely provides answers to common questions related to your target keywords. Ensure that structured data markup has been integrated in appropriate places on your website. Regardless of the device the consumer uses to search: phone, tablet, digital assistant etc., your main goal is to provide answers to their questions using content created for long-tail topics. Be sure to add them to your regular site content.
Voice search continues to develop, so its true capabilities may not be appreciated until a few years have passed. Major technology providers like Microsoft, Google, Apple, Amazon and Samsung are working on rapid innovations to improve their digital assistant and voice search tools for multiple devices. Forward-looking SEOs like Sherman Square Marketing will jump onto the bandwagon before it goes too far ahead and create a plan while it’s still in infancy.