The way people search for online information is fundamentally changing… and that has some seismic implications for content marketing professionals. Arguably the most significant shift of all has been the rise in voice search. These days, it’s as likely as not that a Google or Bing search query will come through a voice assistant (think Siri or Alexa) as opposed to physical typing. Indeed, some studies have speculated that, by the end of this year, more than 50 percent of all search queries will be voice searches.
So how can you ensure that your content shows up in these Siri and Alexa searches? How can you fully optimize to address new search engine user behaviors? Here are a few quick tips from the Grammar Chic team.
How Has Voice Changed the Way People Search?
The first thing to consider is how voice search queries differ from text ones.
Here’s an example. Say you wanted to see some movie showtimes for your favorite Charlotte movie theaters. If you were typing your query into a Google search bar, you’d probably keep it short and sweet: Charlotte movie times, or something similar.
But if you were using a voice search assistant, you’d probably phrase it more like a question, e.g., What are today’s Charlotte movie show times, or what movies are playing in Charlotte?
When developing content, it’s critical to accommodate these long-tail keywords, which can be as simple as writing conversationally; avoiding the “keyword stuffing” practices of the past; avoiding stiff, unnatural-sounding keywords; and, when possible, framing your content in question-and-answer form.
Something else to consider is the reality that many voice search queries are finely-honed and specific in nature. Simply put, most search users don’t ramble on to their voice assistant. They know what kind of information they’re seeking, and phrase their query accordingly. Some examples: Where is the nearest tire store? Or, find a Mexican restaurant near me.
Again, savvy content will address these more specific queries. An FAQ page is invaluable here. We’d also recommend blog posts that are designed to provide authoritative answers to these very particular questions.
Finally, be aware that most voice search queries are localized in nature. If you’re using a voice assistant, it’s likely because you want to find the closest coffee shop, the nearest oil change service, etc., specifically in relation to your current location.
Good content should be localized as much as possible. Include your business name, address, and phone number on each page of your website. Make note of the specific shopping center you’re in or a major intersection that’s nearby. (“Find us at the corner of…,” “we’re conveniently located behind the mall,” etc.) Also include information like your hours of operation, holiday closings, and so on.
Content That’s Made with Voice Search in Mind
The way people search is changing. It’s important for your content creation to adapt accordingly. That’s something the Grammar Chic, Inc. team can help with. Reach out today and set up a content marketing consultation with us. Connect at www.grammarchic.net or by calling 803-831-7444.