Do you have the feeling that you should master any platform, strategy or tactics, and everything that changes at a faster speed? On the one hand, for this we love marketing: it is constantly evolving. And on the other hand – slow down, please! Alas, no one will slow down, and we need not only to remain in order today, but also to decide what strategies and approaches to use tomorrow. And one of the facts that you need to pay attention to is the voice search.
Since the inception of Alexa, Siri and Google Home, the virtual assistant has started to change the search marketing landscape. Amazon Echo is used for finding out the time and weather forecast, include your best-loved song for subscribing to Amazon music, and find answers to questions. Maybe we are still surprised when virtual assistants respond to our requests in general, but the modern children of this time who are the next generation of the SEARCH hardly could believe the earth where they can’t ask Alexa or Siri commanding over their voice about everything they want to explore and learn.
What does this technology mean to marketers? Google’s guide answers this question in the best way. When working with voice search there are a lot of non-technical and technical details that a marketer needs to take into account, but the main thing perhaps is the following:
“The technologies of artificial intelligence are developing, but the goal of Google and all other search engines stay around the same: to work for people. Each new product, guide, and algorithm is created for people. ”
Here are the three main areas in which Google ranks content for the voice search.
- Work to help the people
- Follow Needs Met metrics
- Literacy matters
Work to help the people
Google surely is a business; therefore, the company does only what makes a profit. Who makes Google profits? People. All products of the company are created for us and exist to help us. Google primarily thinks about the best mechanism to serve its customers, and its guides are written in order to improve people’s lives.
Thus, you must first understand what your clients are trying to achieve and help them with this.
Here you can use the image of the buyer. To be a compelling marketer, you need to know your target buyers. Buyer Persona is no longer just a tactic, but a necessary element of any type of marketing campaign.
Today, people use voice search in three main cases:
- Information: what is the current weather condition? Where is the nearest café?
- Navigation: show me the way to the nearest cafe?
- Trivia: for example, check the correctness of their arguments in the dispute.
Does your content help find answers to such questions? If not, it’s time to optimize it.
Follow the metric of Needs Met
If the Google PPC is familiar to you then perhaps you also know that Quality Score is an indicator of the relevance of your advertising, keywords and landing pages, as well as the likelihood that you will achieve the desired result – clicks and the conversions.
Google also ranks pages based on the metric Needs Met. Here is what the company says about this metric in a guide published in the year 2016:
“Needs Met require you to focusing on the needs of mobile users and thinking about how useful the search results are for them? The range of assessments is from “Completely Satisfied” to “Totally Not Satisfied.”
In essence, this is a return to the first point: to work for people. The main goal of the Needs Met metric is that guided by a search query, Google will show those pages that most likely correspond to the person’s intentions who is making the request.
Ask yourself while analyzing the pages of your site:
- Will the user find what he is looking for?
- Or this page only works for you and your company?
To rank your webpages into the top search results in a specific voice search, you need to provide information and answers to questions of interest to users.
With voice search, Google selects the best piece of text to read out loud. Therefore, literacy is a very important factor. It is already unpleasant to read the sentence with errors, but to hear how it is voiced by the mechanical voice of the virtual assistant is even worse. This is not what Google is aiming for.
Competent speech not only sounds better but also helps the search engine to shorten the text for dubbing. The company continues to test the length of the answer and most likely will shorten the texts to get to the bottom faster. And if grammatical errors make it difficult to understand the meaning, your landing page will never be found by voice search.
Write clear texts that will sound natural if you read them out loud.
Find your voice
According to the prediction of Comsure, by 2020 more than half of the search queries will be done by virtual assistants through voice search. If you are investing in creating text content and developing an SEO strategy, you should consider the tips in this article.