How to optimise content for voice search?

  • On June 4, 2018

How to make your website talks with the voice assistant?

What is voice search?

Voice Search is the ability to talk to a device and get answers back. Ask Google what the weather is, and he’ll tell you the current temperature and forecast for your location. Ask Alexa what is the most effective way to remove a wine stain, and she will give you tips and tricks as well as the most relevant product for that particular topic. Think how Alexa / Google can recommend your brand as a reply from a user question? This is game changing and very powerful.

Voice Search is the most disruptive opportunity for a marketer today! By 2020, 50% of all searches will be voice searches according to Comscore. Understand how this method of search and discovery via virtual assistant will change buying cycles, consumer experience and even brand preferences for the year to come. Learn how to increase your brand visibility in the era of voice search.

How to optimise my content for the voice assistant searches?

To be found in the voice search era, brands have to build a more effective content marketing strategy to win the Answer Box. By optimising for topics that reflect the intent of your audience instead of just improving branded keywords. When a brand focuses its content strategy on the intent of the audience, it will better address the real needs of the customers.

The content that you create should solve challenges, or answer questions, that your audience most frequently has early in the customer journey. It is also essential to connect with customers at the right moment of their journey.

Voice Search FAQOptimize to short attention spans – It is essential for your brand to connect with customers at the right moment. Google outlines the following moments that every marketer should know: I-want-to-know moment; I-want-to-go moment; I-want-to-do moment, I-want-to-buy moment

Create a FAQ page – Frequently Asked Questions. Your FAQ page should provide answers to common questions that your users may ask. By figuring out what questions your customers are asking, you can create the type of content that they are most likely to find useful.

Answer the 5W’s & H – Be sure to answer the essential questions that everyone asks when collecting information or solving a problem: Who, What, Where, When, Why. And don’t forget the all important How ?. Our research also showed some other important trigger words to be included: Best, Can, Is, Top, Easy, New, Good.

Focus on structuring content in a way that matches consumer intent – Use formats that work for your customers and structure the content to intent. Consider using tables, ordered lists, bullet points, and video. Don’t forget the basics, update your Google Business Page with all your local infos, addresses and opening hours to meet local queries (where, when).

Use schema markup – Always use the best SEO practices by placing your keywords and key phrases in your header, metadata, URL structures, and alt tags. Also use Schema markup. Schema.org structured data helps to highlight specific information for search engines. It tells Google what information means not just what it says…

Understand the search intent – By targeting search intent, brand has the power to create content that answers questions that your audience has during the early phases of the buying cycle. This will improve the chance of taking over the Google Answer Box.

Voice Search ChecklistVideo transcript

Did you know that in 2020, 50% of searches will be done via voice?

Hi and Welcome to this new Digital Insights video. How to win in the Voice Search era.

Firstly, to be found, brands must build a more effective content marketing strategy to win the Google Answer Box. When a brand’s content strategy focuses on the purchase intent of the audience, it will better address the real customer needs.

Secondly, The content that you create should solve challenges, or answer questions, that your audience has early in the customer journey. It is also essential to connect with customers at the right moment of their journey. For example, the ‘’I-want-to-know moment’’, the ‘’I-want-to-go moment’’,  ‘’I-want-to-do moment’’, ‘’I-want-to-buy moment
’’

Thirdly, create a FAQ page – Your FAQ page should provide answers to common questions that your users may ask. By figuring out what questions your customers are asking, you can create the type of content that they are most likely to find relevant.

Ready to optimise your brand content for a potential Google Answer box? Get in touch with our Voice experts.

At the eBusiness Institute we are helping clients leverage e-business to their competitive advantage. Contact us to assess, guide, discover and implement your digital transformation and become a voice future-ready business.

 

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