How Voice Search Will Affect SEO in 2019
Voice search optimisation will be crucial for online retailers looking to boost their SEO and conversion rates if voice-enabled appliances are indeed the future of searching the web.
The skeptical majority would argue that visually browsing and finding Search Engine Result Pages is far more gratifying (they’re right, for the moment). Especially when you analyse the social media marketing boom which has seen the likes of Instagram become an eCommerce platform in itself thanks to scrolling through high-res images of celebrity product endorsements.
Even Amazon has partnered with Snapchat in a bid to win the Visual Search War; soon, Snapchat users will be able to identify and order items by simply pointing their smartphone cameras at shirts, shoes, jackets, you name it.
Visual Search can result in achieving a reputation, or social status. It’s easier to become a renowned presence if retailers successfully master the art of visual marketing.
And with Augmented & Virtual Reality becoming more & more engaged in retail marketing, it might suggest that voice search will never truly be regarded as an elite search platform.
Something To Shout About
The calculated demographic is relatively honest and accurate; Voice Search is easy to use, requires minimal effort, and delivers quick answers.
3 of Voice Searches’ best features are exactly what consumers look for in a website, service, or appliance. If, in 2 years, Voice Search technology has indeed boomed to 50% of all search, then businesses would be foolish not to optimise their eCommerce content for SEO purposes.
Retailers that have content optimised for Google are also subsequently optimised for Apple’s Siri (whilst Alexa uses Microsoft’s Bing search results).
Tech lab experts estimate that by 2020, 50% of all searches will be made through voice, with adults between 18-29 most likely to utilise Alexa, Siri, or Google Assistant.
Get Primed For Optimisation
Voice Search is impacting SEO as we speak, ironically. Businesses need to prep for longer conversations within their content if they’re to entice this increasing group of consumers into their store, eatery, garage, etc.
‘Conversations’ is the keyword; voice search users speaking out loud will be posing questions with a conversational tone. Therefore, retailers are advised to target long tail keywords that closely follow natural human speech.
Generally, the voice of the public is looking for instant answers or solutions to their problems or general questions.
Consider the following voice search queries when implementing a Content Strategy for voice search:
- Where is the nearest 24 hour garage?
- Who is the CEO of Apple?
- Where is the best Italian Restaurant near me?
- Who is the best Digital Agency in Chester?
Keep Your Google My Business Page Updated
Voice search users search for local businesses on a daily basis. What some fail to optimise is their Google My Business directory listing, which is incredibly detrimental to their search relevance on Google.
To be recognised in local searches, a plethora of accurate and detailed information is essential to ranking highly. Ensure business names, addresses, and phone numbers that appear in (maybe different) listings online match.
Data scattered across the web that contains different contact details will result in Google throwing you down the rankings due to the unreliable information you’ve provided on said directories.
Maintain your brand’s most valuable content and first port-of-call within not only voice, but visual search too, and watch as Google enlists you as a reputable business.
What is Google's Position 0?
Businesses are obsessed with being the best, numero uno, or in Google’s case, number 0.
Position 0 is literally the top ranking in the Results Pages, more so than position 1.
The search engine giant considers Position 0 as the best answer to a user’s search query; usually displayed within a featured snippet in list form, or in-depth and brief paragraphs.
In Google’s own words, the engine “pragmatically detects pages that answer the user’s question, and displays a top result as a featured snippet in the search results”.
However, this commonly applies to niche queries such as health, mathematics, and craft. Businesses that provide answers & solutions to frequently asked questions, should definitely be aiming to rank in this distinguished top spot.
Whereas, Ecommerce retailers can expect to rarely feature in Position 0, because shopping searches generally don’t produce that kind of content, but that’s not to say they never will or could generate a featured snippet for questions regarding what a certain product does, or how to fix it, etc.
Learning how to create and optimise a featured snippet will prove to be beneficial to not only search relevance but web-traffic too.
Brace Yourself For Ad Breaks
Recently, there has been more and more noise coming out of Amazon regarding approaches towards brands regarding the implementation of ads on their Echo device, and where Amazon strays, Google isn’t usually far behind.
This will likely mean that paid ads on voice devices will be a thing in 2019 and beyond. Let’s face it, this has been the case with all consumer’s favourite social media platforms, music streaming platforms, YouTube, all have succumbed to heavy retailer ads and monetization. Is it even really a surprise?
How they implement it is the real question; the inception of monetizing voice search with sponsored content will have to tread carefully so as to not completely lose all user confidence.
At Sherwen Studios, we can assist businesses with their search and content based marketing. It is inevitable that Voice Search will change the face of SEO, and sooner rather than later, brands will have to accommodate for the future of ecommerce.