Top Tips On How To Stay Relevant In Voice Search

Top Tips On How To Stay Relevant In Voice Search

In this guest post, Jaywing MD, Tom Geekie (pictured below), offers his tips on how brands can get their messages heard in this new age of voice search…

Voice assisted technology is fast-becoming the new way to search, and its gaining popularity amongst users means that brands and businesses need to be adapting and preparing their digital marketing strategies now to ensure they’re reaching all of their potential customers. Screen Shot 2018-09-10 at 2.34.57 pm

Voice search doesn’t change people’s need to search, so the fundamentals of what we need to do to rank remains strong. What does change however, is the need to pay attention to the audience’s requirements, and adapt strategies to account for more than just ‘money keywords’.

The challenge that voice search throws up is the advent of the single default answer. It’s ‘I’m Feeling Lucky’ but on a wide, landscape-changing scale.

We know people’s behaviour changes as soon as they expect something to fulfil their needs. Searches including ‘near me’ didn’t grow as much in 2017 as those local searches without this qualifier and, in the United States, searches including zip codes actually declined by 30 per cent.

We expect local to work now, so we’ve stopped qualifying searches. And this is happening to head term searches, too. In 2017, almost 70 per cent of requests to the Google Assistant were expressed in natural language, not using the same keywords people might type in a web search. 

But what do brands need to do now in order to remain relevant and visible for customers as the way they search changes?

Keep in Google’s good books

It almost goes without saying, but websites that are speedy and built well for people and crawlers, with content that properly answers users’ needs, backed up by authoritative links and mentions, will always be favoured in search. Voice search doesn’t change this, but it does make it more important than ever, as this is simply the basic requirement to be considered the correct answer.

Understand the audience and what they need

Every website should consider what problem they’re solving for their users, and how they’re solving it. Once you’ve confirmed you are the best choice – and this is an important step – you need to identify how people are finding your brand or business. The highest search volume keywords in your industry are only a starting point.

If you’ve identified the problems that your customers or clients have, you have an excellent springboard for looking at common, natural language queries and creating content to fit those. Use common question keywords and tools like ‘Answer the public’ to research queries, combined with Search Console to see where you might already be ranking and just need to tweak.

Use that knowledge to power voice search

Featured snippets are the best current way to gain success in voice search. Identifying queries that trigger a featured snippet and working to optimise your site for them is a strategy that works well. Search modifiers can be used to change what Google shows to help make sure your snippet is the best option. 

The world outside of traditional search

Virtual assistants and their ‘skills’ have the power to change the way we find products that are relevant to us. Skills are very much in their infancy, however; some of the most popular skills include asking Alexa to bark or meow.

While most skills are poorly-rated and not really that well thought through, this represents a first mover advantage, but it’s well worth considering the audience research to find out whether genuine added value can be offered via a skill. Otherwise, there’s more long-term value in simply improving a website to better capture relevant search queries via mobile and voice. 

There are opportunities to capitalise on voice search now, particularly through audience research, natural language content, and featured snippet optimisation. Incorporate these requirements with current audience research and keyword plans to create a strategy that works on all platforms.




Please login with linkedin to comment

Jaywing Tom Geekie Voice search

Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]