The advantage of Google voice search over social networks, SEO and click advertising
Suppose a user is looking for the best sunscreen for his child in the Google search engine. Now you have a site that sells sunscreen for toddlers. You know people have asked these questions on Google. That's why you have prepared the answers to such questions on your site so that you can get your customers.
The impact of Google's voice search in SEO, social networks and click ads has increased due to the interest of users in this type of search.
This scenario comes to mind for most search marketers when we enter the world of voice search. According to a survey conducted by Google in 2014, 55% of teenagers and 41% of adults use voice search more than once a day. Recent studies have also predicted that the use of voice recognition systems will double in the next five years.
Improving your site's SEO using Selectaak tools can help improve your site's position in Google search results.
Instead of typing a word into Google, your next generation of customers will ask questions verbally about the products or services you offer.
The impact of voice search on search engines
This change is not unique to search engine marketers. This change is also for search engines. However, Google, Amazon and Microsoft have reacted to these market changes and are trying to influence the way people choose to use their services.
For example, Google has been at the forefront of search innovation for years. The next logical step in Google's evolution is voice search. For years, Google has been trying to change and improve its technologies to better understand the needs of its customers and audiences. With the help of search engines, they are like toddlers who grow up and can finally understand what we are saying. We only enter queries and do not receive results. We are actually talking about something that is both fascinating and terrifying.
The impact of voice search on Google
Now there is an unanswered question: How can we plan, act, and report on what people are asking?
From a reporting perspective, Google stated last year that voice search reporting would be added to Google Search Console; He did not give any time frame for the launch of this feature. Google and other search engines are collecting all this data and may have a long way to go. These reports clearly inform us about what users are asking on their devices. But we do not have such information yet. So what can we do? A good solution for all of us is to align ourselves with the needs of our customers and what they ask of us.
Customer-first marketing is not a new topic, but with the growth of voice search and its popularity, interaction with the needs and requests of customers will be very important; Because it makes us sure that we can answer customers' questions ahead of our competitors.
Will voice search help or hurt us?
The real question is this. How will voice search impact us moving forward and how will our users interact with us? Gartner predicts that by 2020, 30% of online browsing will be screenless. Although this kind of news is a bit scary, but one of the employees of Microsoft mentioned it and added a practical point to it:
Although there will be a change in the scope of people's search and they will move away from their screens, voice search will not cause screens to disappear. Just as mobile failed to destroy the desktop altogether. We use artificial intelligence and train them to behave like humans. Therefore, they look at something, understand it, identify it and respond to it again. Customers love to interact with AI.
This speech provides answers to all the questions we stated above, but it depends on voice search and even social media. Despite Gartner's prediction, AI still needs to find content somewhere to prepare itself to interact with us in a human way. Let's see how voice search will impact organic search, paid search and social media.
Natural search is a key issue
Natural search essentially changes significantly every few years. The advent of voice search is simply the next wave in this ocean of change. What will change here is the person or thing physically looking at our content. This is more of a change in understanding of our audience percentage than a change in tactical execution. We still need to create content for our site, but we also need to keep in mind that the number of users who don't physically read our content is increasing. They use their virtual assistants to analyze information so that they can get answers to their questions. This is a different way of thinking and we have to adapt to this change.
What strategies can win in the field of voice search?
From a search optimization perspective, we should focus on strategies that produce good results in the search box results.
As you know, the search box is a feature on the search results page that is generally shown at the top of all natural results and directly answers the query asked.
Most people do not know that home assistants such as Google Home and Amazon Echo use this feature to answer most of the queries asked. It can be very helpful to know what questions are being asked and how to answer them.
After you understand what your customers are asking and what research you have done about the query, you can intelligently relate this research to your content and optimize it.
Google takes inputs from existing queries and provides real answers for users and tries to have a better understanding of how and when to create a search box.
Process featured snippets
Setting the best conditions to get featured snippets is not a guaranteed method, but a possibility. The following steps were created using the Conductor Searchlight platform:
- Identify a query related to your industry and specify the results page for which the brand will rank.
- The resulting query should be placed in the tag or header of the page you want to appear in the search results.
- Below the header, there should be a paragraph that defines or explains the query. Try to design your paragraph in such a way that it can logically answer the questions. In the example above it starts with something like this: A content map is something that…
Note: We scaled our pages from 50 words to over 1000 words based on monthly search volume and competition on queries. Monthly search volume and less competition require fewer words.
Important points in searches:
- Page authority plays an important role in getting featured snippets. Therefore, having valid backlinks that point to your site will be very useful.
- Search results page in different countries can generate different featured snippets.
- If there are steps, list them all under the main subheading and identify them with things like first step, second step.
- If you currently have a featured snippet for your target query and the information in it is incorrect, use the feedback link provided by Google and list the reasons why the information is incorrect.
Voice queries tend towards a question-and-answer format, so getting these rich results will make you stand out. Although the field of voice search will undoubtedly change and evolve, these exercises form its core and can be a good way to secure your position.
Competitors answer questions asked about your brand!
Another strategy that some people use to gain more market share in this area is to answer users' questions about competitors. For example, if you search the term [what are stubhub fees] in Google, you will see that the TickPick.com site occupies the top position and has an answer box for it:
These days, everyone is looking to improve their position and use such methods to do so. This will be scary for brands, because if someone gets these questions through devices like Google Home or Echo, the site will trap users and can use this opportunity to direct users to the site and sell tickets. to do; Without anyone realizing this. Most users like to get what they want quickly and don't care where it takes them. If someone wants to buy tickets for a concert and asks about StubHub's fees, a site like TickPick will have the opportunity to sell them for a small fee. Never ignore this method.
Don't forget who directed you here:
Another common mistake to avoid in organic search is forgetting other audiences to show new trends. SEO loves shiny and attractive content. That's why you should also target your current audience and not only think about the audience that is growing.
Voice Search Advertising Challenge
How to show click ads to someone who doesn't look at the screen at all? This question can ultimately lead to strategies that shape the search path. As the number of users using voice search is increasing, the audience of paid campaigns in action will be affected more than the theories suggest.
You don't have any screens to show your ads. The first wave of voice search will be people talking about their virtual assistants. I don't include cell phones in this list because people hold cell phones and look at their screens. This is not entirely related to voice search.
What we mentioned is related to people who talk to their device without seeing the screen and receive the results of their questions. What we will increasingly see as voice search evolves is that people continue to work without screens. Users will eventually get bored and need something new, this will lead to change. I believe such a change will lead to the integration of voice search on smart devices that have a screen.
Paid search may be a bit volatile in the early years of voice search, but it could eventually offer new ways for people to interact with their audience's devices. We have already seen the augmented reality version of Google Glasses. This device is a good example of how voice search can transform paid campaigns. Voice commands will become a big part of smartphones as the Internet of Things becomes more common. This leads to more devices using voice search and enabling it. Most of these devices will have screens and will be ready for targeting campaigns. In such a situation, people who use paid advertising can also reach new audiences outside of computers and phones. If you think that we are far away from these personalized ads, you are very wrong.
Voice search on social media
Social media marketing will also be affected by this issue. When the required data becomes available, more devices will be integrated and the methods of asking questions by the audience will also be determined. David Newman, director of sales and social media strategy at RhythmOne, says:
Voice search not only affects SEO, but it can also affect social media. This is especially true of how marketers and brands develop content. Most users will use voice search to ask specific questions. That's why brands should follow up related queries and try to include these queries in their content strategy. As more users turn to voice search, brands that use this method to their advantage will also gain more engagement and traffic than ever before.
In addition, networks such as Snapchat are expected to integrate voice search in their applications. They have developed their only search feature with 'Our Story' feature which allows users to easily find Snapchat stories in this area. Snapchat will launch a feature that allows users to find their stories via voice search.
This type of integration will eventually become an advantage in social media, as it can make sharing easier for users and improve their experience on different platforms without having to open the app.
Well, now let's go back to the discussion we had at the beginning of the article about the integration of voice search in smart devices. This topic will be very interesting for social media. Let's say you can look at something, take a picture of it and tell the device to share your image on Facebook or even all your social media accounts. This issue can increase the number of users and create a new world of opportunities for marketers. Some of these technologies already exist but will be more integrated in the future.