How can voice search benefit my brand and my SEO?
Sure, people still type keyword phrases into the search engines. Yes, people always asked Google things in the form of a question. But today, people are becoming more casual and more varied in how they ask Google and other search engines their questions. Brands both big and small that learn to adapt to how people naturally ask for what they need are those best poised to succeed going forward.
What Does Voice Search Mean for SEO?
For years, search engine optimization (SEO) was focused on optimizing content around phrases both general and specific. It’s long been a game of finding the phrases that others haven’t bothered to optimize for search yet. Search queries were once as simple as a word or two, with results being very general. Paid search (also known as PPC advertising) through a program like Google Adwords was the key to dominating these broad keywords.
Of course, as people became better with computers and search indexing became far more complex, searches became much longer and specific. This is where content marketing has been key in using longer, more targeted search queries to take advantage in the search engines. This advantage came in the form of trying to rank on page one of the first page of search results. It’s still true today that if you don’t rank on the first page of SERPs (search engine result pages), your organic search traffic will be next to non-existent.
Of course, keywords are still important in optimizing for voice search. The key difference with voice search is that searcher intent becomes far more important. What’s good about having more of a focus on searcher intent? People naturally will ask Google questions differently based on their intent. Through voice search, it’s a lot more clear if someone is just researching, trying to make a decision, or is ready to buy something.
With intent now a key part of SEO strategy, the focus of SEO shifts from keywords themselves and the search volume for certain phrases to understanding how your target audience asks questions about those keywords. By considering how and why people ask questions, and not just what they ask, you can create content that more naturally answers people’s questions. You just have to ask yourself, what questions do people ask when they need answers related to what I have to offer them?
Is Voice Search a Good Thing for Brands and Businesses?
The growth of voice search is a great thing for businesses and brands that are ready to embrace it. By understanding how search is constantly evolving, you can stay ahead of the curve. The great thing is you don’t have to reinvent the wheel to get started on optimizing for voice search. Just start asking your favorite search engine questions, See what comes up. Any time you ask a question that isn’t being answered well, there’s an opportunity for you to capitalize on when creating your next piece of content.
Whether you write articles, blog, record podcasts, or produce videos, it’s important to understand how people can find you. Now that it’s becoming more important to directly answer questions, all sorts of content have to become more diverse. Pretty soon, trying to beat more established websites and channels won’t be about finding the perfect keyword phrases to target.
Branding, SEO, and other facets of internet marketing need to become even more personal. That’s a great thing for small brands, especially personal brands, who are able to work with search queries one-on-one. After all, the more quickly and personally you can answer questions, the quicker you’re going to make fans.
Voice Search Marketing is the "Next Big Thing" for SEO and Search Engine Marketing
Voice search in content marketing and digital marketing is going to explode in the next few years as the next big thing. It’s a natural evolution in the way people search for what they need online. Some companies are already jumping on the voice search bandwagon. It doesn’t matter how big or small your brand is. Make sure that your branding and marketing strategy is ready to show up for the searches your audience is asking.
A more personal search experience means more opportunities for you and your brand to connect with your target audience than ever. Sure, link building through naturally built backlinks and creating a mobile-friendly experience on your website are still going to be important parts of your SEO strategy. No longer do you have to compete for the next best long-tail keyword.
Instead, the focus of your SEO strategy should be getting your own voice to stand out in the crowd by being the best authority on your topics or in the niches you serve You just ask questions and learn how to answer them best. Isn’t that we in search engine optimization and marketing should have all been doing all along?