The rise of voice search & how it impacts your digital content

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“OK Google, how do I account for voice searches in my digital content?”

Voice internet searching is becoming increasingly common. Virtual assistants like Apple’s Siri, Google Home, Microsoft’s Cortana and Amazon’s Alexa are now included in all our technology devices, there to answer every spoken question. In fact, this method of Internet surfing has grown so popular that Google reported 20% of mobile searches it received in 2016 were voice searches.

For businesses, this method of searching requires a change from the way content is traditionally written to optimise your content so that it ranks well when searched online.

While text-based searches usually contain the bare minimum of search terms, voice searching means more information and longer questions – simply because we can speak much faster than we can type. This means more keywords are covered in searches.

What are the differences between text and voice searching?

Voice searches usually include the 5 Ws – why, what, when, who and where. Statistics show that people ask direct questions when voice searching: for example, “What are some great restaurants near me?” instead of “Great restaurants in Caringbah,” It might not seem like a huge change, but it’s enough to alter search results.

Voice searches are also much more conversational. We talk to our virtual assistants as though they are regular people using natural language, and search rankings reflect that.

So what can you do to tailor to voice searches?

  • Talk like your customers. Identify your target audience and try to hone in on their language. If phrases in your content match the terms used by voice searchers, you’ll show up in more results – simple as that.
  • Know the questions before they’re asked. When you think about your industry, what are the questions that get asked the most? Reflect the keywords of these queries in your content.
  • Identify the specifics of your business. Studies show consumers are more likely to use long-tail searches – longer questions that are very specific – when voice searching. Assume you sell vintage sportswear from the 80s and 90s. You won’t show up in search results if someone searches ”Sports stores in Sydney”, but you’re much more likely to be visible if they ask “Shops in Sydney that sell vintage sports gear from the 1980s.” Account for these details in your content and the way that this content is optimised.

At Infodec Communications, we specialise in content that is SEO focused and understand how to tailor content that caters for voice searching and other new techniques. Engage us today to ensure your business is always at the top of the search list.