Voice search and SEO copywriting: put your ear to position your website
In 2019 it is anticipated that many technological innovations in the digital world, which have been around our lives for a long time, will give the definitive jump: voice searches, artificial intelligence, augmented reality… In this article I will try to describe how the voice search works, its advantages and collateral damage for according to what practices and the effects it will have on the current principles of the SEO newsroom. I really like changes.
Voice searches, do you write as you speak?
Voice searches will revolutionize SEO positioning techniques. We usually do not talk like we write (unless you are some kind of Churchill from oratory). When we express ourselves in a lively voice we use a more phraseological style, we do not economize the words so much and we are a little less precise in language. One might also wonder why we talk so loud when we go to a machine (OK Google), but that is another story.
There are good times ahead for long search chains. In the next few years, the long tail will become a growing role in SEO writing. To the detriment of strings of concepts more abstract, short and comfortable to write, the users will formulate their searches in a more linear and discursive way.
"How voice searches influence web content" may be an example of a long tail of this new talkative user.
The new paradigm draws to a user who will extend further to pronounce his query on his mobile. As a result of this way of browsing, web content will change their priorities. Then it will be necessary to organize the content answering questions of a hypothetical user (or buyer person if we were working an inbound marketing strategy). Write them literally by blocks and pronounce them aloud if necessary, answer point by point for the key question. The question-answer logic gains more weight than ever before.
To be found, we must create increasingly conversational content, based on long tail keywords, more specific searches, doubt posed by users and we must translate into optimized responses. And that is not all. These consultations will also be more specific in the geographical area.
You have to be on Google My Business
Remember that voice search is closely linked to mobile, which, in turn, generates a very immediate and pragmatic navigation on the part of the user. Mobile searches are closely related to the environment around us. This makes the local SEO more meaningful. Voice searches are usually done to find something close or know more about anything we have seen or needed ´here and now´.
To position ourselves at the local level it is essential to create a profile in Google My Business, with the geographic information in perfect state of magazine and a clear description of the entity or business based on key terms. I encourage you to see the Google My Business profile of INNN looking for ¨advertising agencies in Seville¨.
Another factor to take into account in voice search through mobile is the need to respond quickly and without visualization problems. The speed with which the contents of your page are loaded will be decisive to avoid the rebound effect and, of course, the adaptation to the mobile screen resolution will also save you from the digital ostracism. Beware of excessively heavy images and other superfluous elements that slow down the load. Beware of the quality of the code, make sure it is responsive. If necessary, check how your website is made or request the services of an agency like INNN to take care of it.
When someone wants to "Call Mum"
Did you know that one of the greatest volume voice searches in spain is ¨call mum¨?. This shows a problem between the uses that make way and the technologies which come late. Is it a problem? yes, but at the same time an opportunity for improvement. There are still devices that do not have a voice assistant beyond the browser. As a result we end up looking for mom on Google (a beautiful and involuntary gesture).
According to data provided by IAB Spain, at the beginning of the year, 60% of users usually use their mobile voice assistant, and 38% use voice search to surf the internet. The trend is not only upward, of course, but also the toptal practical integration between the functionalities of any device and operating system with the search engines.
Infografía de las Redes Sociales en España. IAB Spain, June 2018
Publicidad en Redes Sociales: La guía completa para mercadólogos. Hootsuite, February 2017