How Voice Search is Changing the Game for SEO and Paid Search Advertising
May 10, 2017
For a very long time, optimizing your website for a first page organic ranking was king when it came to successful Internet visibility. Times are changing with the new trend of voice search and has been predicted that by 2020, half of all searches will be done vocally.
While products like Apple’s Siri, Microsoft’s Cortana, Amazon’s Echo (Alexa) and Google’s Google Home started out as an interesting toys, these products are gaining ground and changing the way users interact with the internet and their searches.
How can companies keep up with how voice search is effecting search engine optimization and pay per click advertising? Let’s take a closer look at how your digital marketing agency can help your company make the transition.
Adjusting For Natural Language
The biggest difference between search habits on traditional computers and the way users interact with new voice search software is the language being used. Since typing can be more cumbersome than speech, in a typical search, a user will type in only the important words to best describe their inquiry. Take this as an example, the term, “SEO services near Philadelphia.”
When turning to voice search, users interact as though they were speaking to or asking a question of another person. If they want to learn about SEO services online, instead they might say, “What are some SEO services near Philadelphia?” or “Find an SEO service near me”.
Adapting Campaign Keywords
As with any search engine optimization (SEO) or paid advertising campaign (PPC), whether your primary users are using voice search or traditional, it is important to hone in on the best keywords that are being searched by your target market.
Voice searches have longer queries (long-tail) and are often in the form of a question. The use of natural language also informs the intent of the user. Smart devices and personal assistants aren’t just searching for keywords, but they’re also interpreting the intention of the question.
Experts suggest finding more used long-tail keywords for voice search optimization. A long-tail keyword phrase is a more specific search query that can be four, five or even more words that are more specific to your business offerings and the user’s search.
The more specific the phrase is, the more it will be targeted to your exact product or service. Targeting a long tail keyword versus a broader one will also give you a better chance of leading a user directly to your site.
What, Where, Why and How
One helpful tool that can help optimize the strategy of a search campaign for voice search is an old journalism method. When writing a news article, journalists look for the answers to the questions like “what happened?” and “where did it happen?”
In determining the new voice search for your SEO, these words will conclude the best phrases that will lead customers to your site. So, the assumed voice queries for someone searching for “internet marketing” might be:
- What: What is Internet marketing?
- Where: Where can I find an Internet marketing firm near Philadelphia?
- Why: Why do I need an Internet marketing firm for my business?
- How: How do I contact Internet marketing firm near Philadelphia?
Answers to these journalistic type questions are typical of voice search. Whether it’s a search engine optimization (SEO) program or a pay-per-click (PPC) advertising campaign like Google AdWords, testing variations of search terms will enable you to refine your campaign to keep up with the evolving trends of voice search.
If you are looking for a digital marketing agency that understands the unique challenges of SEO, PPC, and voice search, contact Rhoads Creative today to see how we can keep your campaign running smoothly with changing technology.