Published on February 9th, 2020 | by Sunit Nandi0
How To Improve SEO With Voice Searches
How to improve SEO
If you are thinking about how to improve the SEO of your website, you should take into account the latest search revolution: Search by. The volume of voice searches is huge and with a clearly uptrend. We are already talking about a revolution. Why does this happen? Simply on the one hand on mobile devices, searching by voice instead of typing is simply faster and more convenient. And a faster search means having an adequate response more immediately.
45% of adults and 55% of teenagers use voice searches at least once a day.
But we don’t just stay there. Surprisingly, the data tells us that on desktop computers the number of voice searches also rises interestingly. 25% of searches performed on windows desktops are performed using a voice assistant, that is, Cortana.
Moreover, smart speakers (Amazon Echo, Google Home, Apple Home Pod) and smart watches and warbles (Apple Watch especially and Air Pods) offer an experience in everyday life that makes those who use it not want to go back ( 65% of who own such a device ). These connected devices allow us to make a whole series of queries in everyday life in a fast and terribly comfortable way. Those micro moments that Google talks about (I want to know, I want to go, I want to do and I want to buy).
Obviously this affects in a very important way how you should approach your digital strategy. Now you have to be aware that your target audience meets their needs using the voice.
What does this change and this voice search mean?
- The search terms used are much longer. More Long Tail.
- The language used in the search is more conversational.
- Semantics is much more important when it comes to your space being the first (and only) mentioned by the virtual assistant.
- The place from where the search is carried out becomes very important.
Think about it. If you want to find a restaurant to eat today, you will do it in the middle of the street and you will probably say: “Hey Siri, find me a restaurant near me for dinner with a Michelin star” And this is what we would get in a traditional search engine:
And this is what (literally) the assistant says by voice: “One option is the Porrue restaurant, which on average has been rated with 4 stars, this place you sure like!” And from there I can ask him to take me or call. Google will only give us the outstanding answer that appears in the first position. And this answer is generated by Google itself based on the semantic signals that can be found on the different websites. And he will only win one.
How does this affect your strategy to improve the SEO of your website?
Now the more “synthetic” terms will give way to conversational searches. The words “running sports shoes” are finished by other terms such as “What shoes do I need to run a Spartan race”? This means that we should investigate how we talk according to the phase in which we are in the customer journey. In which micro moment is the potential user. The CPC, the search volume, are no longer the only parameters to consider when investigating. Applying design thinking techniques to know how and why the user will result in much more interesting research on which to build brand positioning in this era of virtual assistants.
Answer the questions, the 5 questions
The content of your site should answer the 5 big questions, How, Who, Why, What is it, When … and I probably want to go, I want to buy … Remember an assistant we ask you things. Develop a Frequently Asked Questions section to help you position your brand.
Make your page completely semantic
A voice assistant gives only one search result. And almost always this result is constructed from the semantic graph that is obtained from your page or your site. That means that if you do not implement a semantic web with micro data that indicate to the search engines that specific entities are being represented on the web, you will not be part of that graph and you will not be the built-in response of the assistant. It is not enough to be text run with bold and underlined, you must indicate to the search engines what you are talking about. Only a correct semantic implementation on the page will give you this.
Take care of your local SEO
The user searches anywhere. And the relevant regarding the place where you are will be the first thing that appears. Therefore your product or service should be geographically contextualized. Good use of Google My Business and the semantics applied to geo location is essential.