How Voice Search Will Shape the Future of SEO in 2016 and Make a Drastic Change in the Industry
Traditionally, voice-based search queries have not been considered significant for search engine optimization. Many people would rather type manually their queries to a web page than contend with the errors which often result with automated voice translation.
The landscape is however changing and voice recognition technology is becoming much more pervasive and accurate making it a possible influencer for search engine algorithm developments in 2016 and beyond.
Currently, voice search is experiencing a rising influence making search engine experts to carefully analyze its role in the world of search. In 2016, digital marketers will have to adjust their strategies so as to accommodate voice search.
Mobile Search and Voice Search Will Go Hand in Hand
Mobile search has increased in popularity due to its convenience. With internet-enabled gadgets such tablets, phablets and Smartphones, consumers find it easier to type into search bars and quickly locate a joint or clarify something.
“The coming of voice search will not dampen mobile search,
but rather complement it.”
When walking in noisy streets for instance and looking for direct answers without the need to stop and type, you will most certainly rely on voice search.
Just by the mere fact that voice search is available and mostly utilized through mobile devices; we are likely to see an upsurge in mobile searches.
Also, the voice search technology still has some ground to cover as far as accuracy and inclusivity of all accents is concerned. This means that people will be falling back to mobile search as a secondary backup.
This means the two will be heavily dependent on each other for optimal search performance.
Since the voice search results are displayed on the mobile, consumers will be forced to click and visit those particular sites as displayed by the voice search.
This is interesting because what began as a voice search ends up being a mobile search for the specific item you are looking for.
Google Improves Voice Search
Google has advanced its neural network to enhance accuracy and speed. According to the inside sources, the upgrade of its neural network was done with the sole aim of making its voice search much better and faster particularly in noisy environments.
The new acoustic models rolled out are very effective for voice searches, Google app commands, and for dictation on android gadgets. The improvement has made searches to be more or less like conversations with your device or computer.
The improved Google neural network is able to take in the incoming audio in much bigger chunks compared to the conventional models without performing lots of calculations. The increased accuracy is what is drawing people into using the feature.
Actions to Take as a Digital Marketing Company
The transformation that search is going through at the moment is tremendous. Google is trying as much as possible to understand the human search queries making the way we find information more intuitive and human. Marketers in the digital space need to be on the alert and prepared for the revolution that voice search technologies are gradually rolling out. Among the areas digital marketers to keenly look at are:
Keyword Optimization – With voice search making the search process more natural and conversational, marketers need to change their keyword optimization tactics in order to accommodate the new long tail landscape.
One of the greatest techniques of optimizing for long tail keywords is to create a Frequently Asked Questions (FAQs) section. Voice search engines will mostly be looking for websites which provide more specific responses for users.
Collaborative Branding – As consumers interact with technology through voice, content marketing will shift to be an interactive and human form of engagement. Marketers should focus on generating more collaborative and open-ended content, collect more data on their customers likes so as to use in focusing their content marketing strategy.
In addition, digital marketers will have to crowdsource their ideas from their customer base. This means, asking your prospects opinions on certain subjects and where possible give them the opportunity to suggest discussion topics.
User Tracking – The growth in voice search will certainly cause an upsurge in offline engagement tracking as more and more customers ring the contact center. The online world is slowly removing the traditional barriers thereby allowing for real human interaction.
By tracking users from the initial mobile search all the way to the offline phone call can help in ensuring the contact center experience meet the consumer expectations.
Are You Ready for the Voice Search?
With voice search transforming the way in which your customers interact with information, it is up to you to shape up on voice search else you may not survive in business.
You need to just run a simple checklist to measure your readiness for the voice search. For instance, your site should be fully optimized for mobile devices and have a strong local presence.
The ratings and reviews you receive are also very important because a simple 5 star review can give you an edge in voice search.
You should also be prepared on some of the drawbacks such as drops in click through rate to brand websites, information query traffic to websites as well as an increase in the number of in-store calls which by their nature cannot be tracked whether they are coming from voice search or not.
Article By Joey Perera