HubSpot Consultant, 6+ Years of Digital Marketing Strategy Expertise
October 1st, 2018
People are searching differently.
How often do you hear that?
It seems like every few months, we’re rethinking how we create and serve content based on user behavior - and we are.
A lot of this is dictated by what is new in the world of technology. This time around, the focus is shifting more towards voice search and how people are using voice search to find information, quickly.
Here’s the thing, though, voice search isn’t just a fad.
This means it’s vital that we understand all the hoopla around it, and how we can start optimizing our content so it is actually being seen --or better, heard when people are searching using their voice.
The Rise of Voice Search
First, we have to understand how popular voice search is actually becoming.
It is safe to say that “voice search is coming” has quickly become outdated.
Voice Search is Everywhere
We are living in a world where we are completely surrounded by devices that support voice assistants and always-on microphones that are just waiting for their trigger word to answer our most burning questions.
The most common way we are interacting with those assistants is searching on our phones, but, companies are trying their hardest to make sure we have access to them anywhere we are.
With that in mind, we are seeing smart speakers like Amazon Echo, Google Home, and Apple’s Homepod, just to name the popular options.
Those same assistants are also now on your wrist with your smartwatch, and in your car with Apple CarPlay and Android Auto.
Because of this, it is crucial that if you have a local business that relies on foot traffic or is frequently visited, your listing is up to date with accurate information to better its chances of being delivered effectively via voice.
Consumers are also searching for quick answers to simple questions.
These questions are usually fact-based that don’t necessarily warrant a deep dive or explanation in order to get an answer.
For example, “How tall is Michael Jordan,” “What’s the temperature outside?” or “How old is Barack Obama?”
How to Optimize for Voice Search
It is quite obvious that voice search has already found a place in our everyday lives.
What is important for us to remember, however, is since voice behavior is different from traditional browser search behavior Google ranks for it differently.
Because of this, it is crucial that we are not neglecting voice search when creating and optimizing relevant content.
Here are some important things to keep in mind:
Keep it Human: When it comes to optimizing your content for voice search, the most important thing is to understand how humans actually speak, and how they search using their voice.
Voice assistants are designed to be spoken to like a friend or another person in the room so conversations or questions to them are more natural, and more focused around long-tail keywords.
Think about how you and your audience actually speak about your business and to each other, and not how they search the web for information on your business.
Fast-loading websites appear to have an edge in Google voice search results as consumers are looking to quickly get answers.
Make Your Voice Heard
Voice search is getting more and more accessible, every day. .
As more consumers start adapting the behavior and searching with their voice, your brand’s website and content need to be ready and equipped to be found through it.
So, start the work today! Understand what devices your consumers are using when voice searching and information they’re looking for. Continue to answer their questions, and make it more human than ever before!
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