Search engine optimization (SEO) has continuously been evolving just beyond the perfect placement of a few sets of words which you call keywords. While it is still of immense significance, but it is now not that much important as it used to be in the past. In the contemporary times, the content as a whole is a matter of more importance than any specific set of keywords. Meanwhile, voice search has also made companies across the world to rethink and rework on their SEO strategy.
Being “Mobile Friendly” is a new trend
Keeping pace with the same, digital marketing companies across the globe have been making untiring efforts to become “mobile friendly” particularly in the past few years. It would also be good to mention here that currently around 100+ million wireless device users have Google voice search application installed on their smartphones.
Around 20% of mobile searches are based on voice queries
It may be a little bit difficult to sense at this point of time as to how this relatively newer technology is going to affect the way you are tailoring and implementing your online marketing strategies. But, one thing is for sure that voice search is rapidly growing by leaps and bounds. As per Google’s estimation, around 20% of mobile searches are based on voice based queries. You may possibly be under the impression that voice search is not going to have any impact upon search results in the light of the fact that you are still making use of the same targeted keywords in your queries. But, this type of assumption may be fully wrong. Voice search has already started having impacts upon the results in a very noticeable and realistic way.
The error rate of Google’s speech recognition is getting down
Even developers’ community has started coding with a more conversational focus in mind. Algorithms, from time to time, will keep shifting to accommodate this newer way of search, leaving the marketing professionals slowed down in the adoption. Needless to say, the technology in the IT domain is advancing at a never-before pace. The error rate of Google’s speech recognition is only 8% now.
It drastically came down from gigantic 25% recorded two years ago. It is permitting people to be more confident about making use of natural speech while using their smart devices to get more accurate results. The younger generation is finding speech recognition methodology easier and convenient to interact with their gadgets the same way they interact with other human beings.
Now, let’s have a look at how this new way of searching is going to affect the different walks of digital marketing.
Ads & Paid Search
Voice search has already made its place in the SERPs. Have you started optimizing your ads to entertain a voice search? If not, taking prompt action and testing will give you some real insight into what your peers might not have yet. Add long tail, relevant and voice-friendly key phrases to the list and observe what happens.
The Return of ‘WH Family’ Keywords
Using conversation-oriented language demonstrates stronger intent. Again, we have returned to the ‘WH Family’ keywords like who, what, when, where, and why. Thinking more just like a reporter than a marketer is going to create wonders for digital marketers.
Provide some realistic and high quality content keeping the following in mind
- Voice search simply stands for longer tail keywords with purely natural and conversational phrasing.
- Intent will always be clearer and sharper with voice search.
- Voice search is also going to have a bigger impact on local search results too.
- Start creating content more like a reporter, and lesser like a hardcore digital marketer.
- Test the voice search for yourself and observe what kind of results you get, and more importantly, what can be done to better the results.
- This will bring a paradigm shift in the way, you as a digital marketer, execute and implement things.