Do you know about the voice marketing revolution?
If you don’t, your brand could be tuned out of Google and Bing searches by brands that do.
Right now, 20% of Google traffic comes from voice searches on mobile phones. They say that by 2020, half of all internet searches will be spoken, not typed.
Voice assistants only read out the first-ranked response, so if you’re not first in line, your brand will lose its voice. Believe me, you are heading for total internet search wipe out if you don’t get this right.
What are your customers searching for?
Put yourself in your customers’ shoes. What vocal questions are they likely to ask? Remember, these are spoken questions, not typed searches.
When you’re speaking to customers, what do they ask you? These are the same questions they will ask on their mobile phones in order to make wise and informed buying decisions about your products or services.
Your next task is to get these questions and their answers onto your website. Don’t insert it into pictures and graphics as it won’t register with the search engines. Concentrate on getting it into good old-fashioned HTML content.
When it comes to website optimisation, Google and Bing account for the majority of mobile searches, so make sure they love your site.
The long and the short of it
Don’t forget about long-tail searches. They now account for two thirds of all internet searches and are more conversational than shorter keyword searches.
Daniela Young, our head of voice search, explains it this way: “A keyword search is like a newspaper headline, while a voice search is more like the first paragraph of the story.”
Right now, Google is doing all it can to learn about how people are instigating voice searches.
They have developed semantic search, which endeavours to work out the meaning of verbal search queries. The technology is still pretty new but it’s already giving them more accurate search results than Siri or Cortana.
Google is also spearheading natural language processing. NLP tunes into the unique characteristics of each user’s voice and the way in which they speak – their slang, accent and pronunciation. So the more a user searches with voice, the more attuned Google’s voice assistant becomes.
It means you’ve got to get those colloquialisms on to your website as it will become an increasingly important part of your digital marketing strategy.
I hope this blog helps you get up to speed with voice technology as some brands will make a killing from the voice marketing gold rush while others will just be killed off.
Don’t forget to drop me a line or send me your questions if you’d like to know more. I’m here to help you grow your brand and your business.