How Voice Technology Will Influence the Future of Marketing

 


Joey Armstrong is always looking for the next big thing in the marketing world. Technology has made it so that the next big thing is almost always right after the last big thing. Staying current and taking advantage of every marketing shift can be difficult. For instance, voice technology is creating a whole new space where marketers need to ensure that their brand is being mentioned via vocal search. Joey Armstrong is often asked how brands can make this happen and how long it will take to optimize a plan properly?

Did you know that already almost a quarter of searches are done via voice technology?

The first thing to consider when coming up with a voice search plan is how the voice search algorithm works. Location plays a key factor in voice search results, so it’s important that companies that tailor to the local markets are considering voice search in their optimization practices. Brands should understand the average user of voice search technology are millennials and those who are Gen-Z. If an audience of a brand scales older, they may not need to optimize for voice search just as quickly.  However, if they are looking to attract more younger customers then voice search presents one awesome opportunity.

A lot of voice search technology relies on a search engines top answers to conversational queries. One of the best ways to optimize a website for voice search is to consider conversational long-tail keywords. The auto suggest function in Google provides a great opportunity to learn what customers are typing in via search. These longer queries often match up with what a person may ask Siri, Alexa or Google Assistant.

The best place on a website to optimize for a voice search is a frequently asked questions page. Providing a really detailed answer to a commonly asked question can do wonders. Headlines should be included in the text that reflect those common questions. Immediately after each headline should be a clear, detailed answer. Short and sweet content can handle the voice search need while detailed, relevant content afterwards can take care of the SEO for the page.

Keep in mind that most questions start with the five “Ws” and “How.” The searcher is asking the voice assistant to provide an answer that fulfills an immediate need. They aren’t looking for a book of research on the subject. They want an answer that helps satisfy their current pain point. The more clear, concise, and conversational a marketer can be with the answers on their webpage, they better off they will be.

 

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