Voice Search – The New Trend To Search Everything
Voice Search has become trendy these days. You will forgive me, I have taken a little license in altering the popular saying. Because if one thing is clear, it is that the engine of many technological trends is based on a simple and complex premise in equal parts; make human laziness happy.
People’s needs have changed over the years and today, what many of us demand of technology and digitization is that it makes our lives easier and more comfortable, that it does not complicate it more. We want it to save us time to dedicate it to what we like the most. In the end, this is the core of the value proposition of technological devices such as robot vacuum cleaners, capsule coffee machines or digital products in home delivery apps or shared transport on scooters, motorcycles or electric bikes.
One of the technological trends that are penetrating more strongly in today’s society is voice search.
The Present Of Voice Search In Data
According to various studies carried out by Bright Local and ComScore , more than 50% of the searches we carry out from our devices are carried out by voice . This figure will increase in the coming years. The most used tools are Siri (IPhone) and the Google Assistant.
Studies also indicate that the adoption of voice search and the use of this technology in markets such as India, China and Indonesia is at 82%, 77% and 62% respectively.
And what are these data telling us? That the way customers interact with brands is changing. Searches are faster, more concise and can be done at any time of the day, regardless of the task you are doing and if it prevents you from handling a mobile device. It is a paradigm shift and in an exercise of frankness, neither the agencies nor the companies still have the knowledge or the sufficient resources to face it with guarantees of success. It is a brutal exercise in innovation that is in process: designing methodologies, training specialists, selecting support tools, relevant metrics and KPIs, knowing how to interpret them…
And a beautiful and uncertain future opens before us.
How Exactly Does Voice Search Work And How Are We Using It?
A voice search allows us to use voice commands to search for information. We can do this type of search from the same device from which it is done (smartphones) or through a microphone on a portable device (Amazon Echo / Google Home).
The combination of Natural Language Processing (NLP) and Text-to- Speech (TTS) is what “translates” our voice commands in these searches.
After the recognition and analysis of the voice, we connect to a huge database, see RankBrain , where the voice search finds the most relevant result and shows it to the user, in voice, text or image format as appropriate.
The most relevant features behind a voice search are:
- There is a large volume of geolocated searches . This gives us very important information about the location in which users perform searches and the information we expect to obtain.
- They are usually carried out from devices for personal use (not shared). They clearly reflect the needs and tastes of the person as a consumer of a product or service, a brand, a type of information…
- They are made in a temporal context . Therefore, the immediacy and adaptation of the response offered in this context is key.
- Only one result will be shown . The top 10 disappears. The battle rages to be the only answer to the user’s search.
- They are longer searches , more of a long tail type . We do not express ourselves the same when we write as when we speak.
- We could say that there are two aspects or types of voice search: the search that focuses on looking for information and the search that focuses on buying a product. The results offered are very different in both cases, and while in the first one a result could be returned by voice or text and in the second the visual support, list of products and comparisons are vital.
Therefore, we could conclude that the answers will be unique and concise and will be based on the previous search history, the location, the time in which it is carried out and the type of search.
And it is those variables that must be attacked in order to master the largest number of responses that we believe are necessary for our brand.
Tips For An SEO Strategy In Voice Searches
Next, we review some of the actions that have proven to be effective to position in voice searches:
Getting the “zero position” is key . Google Home and the Google Assistant read featured snippets when voice queries are displayed. So it makes sense to focus on getting that “zero position”. Although there is no specific technique to achieve that position, if we carry out the following actions we will be doing everything necessary to appear there and improve our SEO positioning.
You have to answer specific questions . Take into account frequently asked questions about the topics that affect your brand. Including the question in the H2 and answering in the body is good practice.
Use correct and appropriate language for each topic and audience . A good habit is to give answers in the form of lists. There are more chances to appear in a featured snippet.
Place an attractive headline , with optimized meta tags and a consolidated link building strategy . Polish all the errors that your website may have and leave it clean. Taking care of technical SEO will help you appear in “zero position”.
To improve your relevance in local SEO , take care of your Google My Business card and leave it worked and updated.
Voice searches are mostly used on mobile devices. Optimize web speed as much as you can , if you need to incorporate AMP, go ahead.
Soon we will be able to see voice queries in Search Console , we must make the most of that information.
Use the inverted pyramid formula . The content has to start with the most important information. The one that directly answers the questions. Then include more text and images to complement the answer. It ends with examples, success stories and conclusions.
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