For some time now, the use of voice search has been increasingly discussed in the digital world. But, how do we know what effect voice search has on our online marketing strategy? And how can we adapt our website to this new way of searching? We will tell you more about voice search in this article.
In different articles and researches it is indicated that voice search is becoming increasingly important and will continue to grow in the coming years. Only, in what situations is voice search used? While you are cooking, while you are doing exercises, during a trip in public transport; you are on the road or on a specific spot and are looking for a physical store or a restaurant in the neighbourhood. These are just a few examples where voice search is used. When we use voice search, we communicate in a different way than when we type in a search. Here the so-called ‘long tail’ keywords are important.
Content strategy for voice search
With voice search, it’s more important than ever to revise the online content strategy. To answer the users’ questions, it is necessary to have structured content that allows search engines to find it easily. Imagine, you have a cook shop in London and you see that people search for example for ‘where do I find a cook shop in London?’. It is important to ensure that your website answers this question with content optimized for SEO.
Voice search in SEO and SEA
The keywords for voice searches are generally longer than when we type something and often contain a question. So we have to re-analyse the search terms to find out the ‘long tail’ keywords. If these are relevant to our company, we can use them to write SEO texts. In general, long tail keywords have less competition than the so-called ‘short tail’ searches. And in addition, they help improve the quality of the website and the organic position of our website.
When we look at paid campaigns and SEA, we have to make the same analysis and also look at the negative keywords that have been set. It is possible that we added words such as ‘when’, ‘how’ and ‘why’ to the negative keywords because they were not relevant at an earlier time. However, with the growth of voice search this is the time to remove these words from the negative keywords. With voice search, the user is looking for answers to questions of this type. It is our job to interpret which step of the ‘customer journey’ corresponds to each type of question. And which advertisement is most suitable in every situation.
The importance of mobile with voice search
The mobile phone is now more important than ever. And because many of the voice searches with Google are done on a mobile, it is very important that our website is optimized for this device – so that the website is responsive. A fast loading speed and an intuitive and simple design are indispensable if you want the user of a voice search not to leave the website immediately after he has found the answer to his question.
In summary, voice search forces us to redefine many aspects of online marketing – from Adwords campaigns and a Google My Business account to the content strategy on the website. Can you use some advice to adjust your marketing strategy to voice searches? Contact us!