marketing with voice recognition
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7 Ways to Seize Your Share of Voice Search Web Traffic

Siri, Cortana, Google Assistant… They’re all recognized names for the artificially intelligent virtual assistants we talk to on our smartphones every day. In just the first year of being readily available on the market, from 2014 to 2015, voice search skyrocketed from a statistical zero to around 10 percent of global search volume. That amounts to about 50 billion voice searches every month.

When we do a voice search, we use different words than if we were typing the search on a keyboard; and that has implications for marketers who are concerned with SEO. Additionally, since these voice searches are being conducted using mobile devices, it is becoming increasingly important for websites to be mobile-friendly, or they won’t get their share of the valuable voice search traffic. How can you ensure that your website pulls in those voice searchers? Here are several tips that will help you leverage martech and voice search marketing best practices to optimize your site for mobile devices.

Amping Up Your Site for Voice Search

#1. Take the Test

According to TheNextWeb.com, your first step should be to take Google’s “mobile-friendliness” test. This report will give you a basic “yes” or “no” on whether your page is friendly to mobile users. It will also show you the resources on the page that could not be loaded. If you want to gauge the usability of your entire site, log into your Google account to use the sitewide mobile usability report.

#2. Ask Questions and Keep It Conversational

Keep in mind that people often ask their virtual assistants questions instead of inserting in a couple of keywords. As you plan your new mobile-friendly SEO strategy, incorporate question words like “how,” “why,” “when,” “where,” and “what.” Around 10 percent of voice queries start with those words.

Write your webpage copy and blog articles the same way that people talk. Don’t say, “The difficulty lies in adequately enhancing performance for online-based platforms so that users may discover the specific information for which they are searching.” Instead, say “How do you optimize your website so users can easily find what they want?”

Speak the mobile user’s language, and you’ll be more likely to grab your share of the incoming mobile search traffic. To gain even more insight into voice-based search engine optimization, consider using a tool like Rank Tracker. Another tool that will help you generate phrases, questions to answer, and other ideas around a topic is: Answer the Public.

#3. Deprecate Flash

More and more mobile browsers and desktop browsers are ditching Flash, according to a report from The Verge. The multimedia platform’s gradual demise is due to a heavy drain on battery life, a number of security problems, and other issues. The lack of support for Flash makes it tough for people to use your site from their smartphones if you’re including Flash-based content. And any difficulty you’ve built into your primary piece of marketing technology, your website, will hurt your user experience and the likelihood that Google will show your site in voice search results.

Instead of making your visitors work for it, remove this obstacle altogether and smooth the way for incoming mobile users. You can find other ways to present the content you want your users to see.

#4. Make It Quick

Did you know that 40 percent of mobile users will only wait 3 seconds or so before giving up on your website and moving on? That’s why it is crucial that you ensure fast load times for your mobile webpages. Talk to your web design guys and IT gurus about how to compress images and increase page load speed.

#5. Use Local Listingslocal markets

Many mobile users are interested in finding specific locations near them. They might ask their mobile AI to “find Chinese restaurants near me” or to locate “Realtors in Greenville, South Carolina.” To get a piece of this location-sensitive pie, you’ll need to include your business in Google’s listings. Make sure that all your information is present and accurate so that Google can help people find you. A helpful article from SearchEngineLand.com can give you insight into Google’s methods for ranking your pages in local search.

#6. Solicit Local Reviews

Local reviews are like gold in the world of local search rankings. Through social media campaigns, discounts, giveaways, and simply asking for them, encourage your customers to leave reviews for your business on Yelp and Google. The more positive reviews you have out there, the more likely it is that mobile users will see your business and come to you for goods or services.

#7. Let the Bots Crawl

Make it really easy for Googlebot and other search engines to crawl your site. This is how search engines discover new pages, find updated content, and identify web pages and content to add to Google’s massive index. Google offers plenty of information about how you can ensure that your website is crawl-worthy and easy for the bots to access. Google even supplies a “crawl errors” report where you can see if Googlebot encountered any roadblocks while crawling your site.

Are you ready to jump in and start optimizing your website for voice search? Evaluate your site for mobile-friendliness and find ways to integrate a conversational style and question phrases into your content. Optimize your marketing technology stack: Drop the Flash-based content, speed up page load times, and work on garnering those local accolades. With time, hard work, and the help of some handy online tools, you can draw a whole new crowd of mobile users to your website.

Ben Beck

About Ben

Ben Beck loves working at the intersection of technology, security and marketing. From his early youth selling discount candy from his locker to building his own SMS marketing tool that he sold to the State of Utah, he has learned the value of entrepreneurial thinking and smarter marketing. Connect with him on LinkedIn.

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