How Voice Search Can be a Key Component of Your SEO Strategy
Technology is at our fingertips, constantly improving and changing to benefit consumers and the ways brands interact with them. With the growing use of Apple’s Siri or Samsung’s Bixby on smartphones, it was only a matter of time before artificial intelligence (AI) voice assistants entered our homes. Add Alexa Echo, Google Home, or Apple Home Pod into the mix and it’s more important than ever that marketers know how to use this technology to their advantage.
Research done by Edison Research and NPR shows that as of January 2018, around 39 million Americans own a smart speaker. That number is expected to continue growing over the next two years. Using these voice assistants to perform searches is very different from searching manually on phones or laptops. While one may manually search for “restaurants near me” or “tomorrow’s weather”, voice searches are more likely to be full sentences. When we ask, “Alexa, what’s the weather like tomorrow?” or “Siri, what are fast food places near me?”, voice assistants are ready to help. Furthermore, both Alexa and Google Home have additional capabilities such as being able to read recipes, order food, manage calendars, call for rides, and even control certain home utilities. Alexa is quickly dominating over Google Home thanks to its ability to purchase items from Amazon and its compatibility with thousands of smart home products.
Now, marketers, particularly those who specialize in the search engine optimization (SEO) field, question just how to be included in the numerous search results answering these voice searches. Some believe this will lead SEO to be phrase-focused instead of keyword-focused. Others have found success in incorporating and ensuring the continuous use of multiple tactics, rather than focusing on one thing they may believe is of importance.
While one may manually search for “restaurants near me” or “tomorrow’s weather”, voice searches are more likely to be full sentences.
Although Google is still the top search engine and many strategists continue to focus their SEO efforts there, the rise of AI voice assistance has caused some to incorporate more Bing strategies as Alexa uses Bing to provide users with answers to their search results. Using Google My Business to make sure the most up-to-date information is available across all platforms is also crucial in the voice search space, especially for businesses that want people to visit their physical location when asking, “What (business) is near me?”. More marketers are also looking at offering product purchase through Amazon as users begin to use Alexa to place orders for them.
Another item to focus on is a business’s website. Having all the accurate information on a company’s primary source of information plays a key role in search engines. Websites that include a frequently asked questions (FAQ) page provide the opportunity to match the full-structured questions users are asking.
As the technology space continues to adapt, especially with AI integrations, marketers are challenged to advance alongside it to ensure relevancy and connectivity to their target consumer. Implementing tactics such as these allow brands to do just that by improving and maintaining their rank of top search engine result pages (SERPs).
Defero is here to support in time such as this when the digital landscape is changing and it takes an integrated strategy to keep up. Contact us today to see how we can help you!