In a world where we seek access all kinds of information accurately, quickly and efficiently, voice searchesthey become the perfect ally of the user to answer their queries.
Voice search is today a reality. It is estimated that for this year 2020, the . In addition, according to some recent studies, this will represent approximately a 130% growth during this period compared to the previous one.
The voice search It is a technology that makes it possible to speak to a device, which, through an interface such as a search engine or a chatbot, obtains the results of the searches carried out.
Some examples of the success of this technology can be that of a mobile devicewhich when speaking to Google offers you search results, or for example, the user who is at home and asks a question to Alexa.
These are just two examples of a large number of devices that are joining this technology that is advancing faster and faster, foreseeing a promising future for it, such as Apple Carplay, Android Auto or the Apple Home Pod.
Voice search features
Google does not currently offer any tools to differentiate between voice searches and manually typed searches. However, recent studies confirm that the vast majority of voice searches will be done through a mobile device. This makes us intuit a context on which voice searches are carried out, as well as the results offered.
natural
They are searches that tend to be more longer and grammatically richer, moving away from searches without prepositions, articles or conjunctions, typical of written searches. This is normal, since it has been calculated and shown that we have the ability to speak up to four times faster than we can write. It is normal that user queries, being longer, are also more specific, and therefore this leads us to have to offer more specific results, which respond to the user.
Geolocated
It is important to know that a good part of these searches are related to local content. Therefore, it gives us very interesting information about the user’s location and the information they seek to obtain.
reflect individual tastes
Since these searches are performed from personal use devicesare a reflection of the needs, concerns and tastes of the user and potential client.
Immediacy and temporality
These are searches required at a specific moment in time and seek to quickly resolve a specific user need. They are not usually searches that require an exhaustive investigation of information by the user, so the precision and efficiency of the response are highly relevant.
informational type
They are usually searches that aim to provide answers about a specific informational intention, questions that the user has asked at that time.
How does voice search influence your brand?
Due to the increase in voice searches, brands are considering investing in machine learning technology, in order to improve their digital marketing campaigns. In this sense, the deep learning is gaining great prominence. This will allow an improvement when it comes to offering more personalized messages, which are more in line with the search intent, thus contributing to the loyalty and user loyalty.
In addition, the Inbound Marketing It will be essential when it comes to adding value to our users, offering them content of interest. In this way, we will also strengthen our Online Reputationsince we generate trust, relevance and authority.
All of this will aim to improved range and visibility of our brand, since Google will increasingly take this type of search into account when offering its results.
Optimize your SEO for voice searches
Loading speed of your website
It is no surprise that Google gives priority in search results to those websites that have a optimal charging speed. If we add to this that this type of search has as its main characteristic, the immediacy to offer a response to the user, it is essential that our website has a fast response time.
Google My Business Profile Optimization
have one Google My Business listing optimized, it is essential to be able to position in the voice searches carried out by the user. Include relevant information, opening and closing hours, attractive images of your business, address and main contact information, among others.
The content on your website
It is important that you take into account this type of search when writing the content of your website. Make good use of language by making your content as natural as possible. It is also recommended to use keywords of “long tail”, since you will have more possibilities of appearing in the search results when the user makes this type of more precise queries.
Respond to search intent
The immediacy and efficiency in responding to the user, it is one of the main characteristics of voice searches. We recommend that you use headers in the form of questions to capture the search that the user is doing. You can also make a difference, the content strategy in your blog, publishing your knowledge about the sector in the form of articles to help Internet users.
structured data
Sort searches From a semantic point of view, it is vital to display our content in a more specific and attractive way. Use Schema or JSON markup to help Google better understand what your content is about.
mobile-friendly
As we have mentioned before, the vast majority of these searches are carried out through a mobile device. Therefore, that your web page is adapted to all types of mobile devices it is an obligation.
Featured Snippets
This is information extracted from a website, which Google presents as part of the search results. It is a way that Google has devised to offer a response to the user quickly and concisely. They will be the first results to appear in a search, above the organic results, obtaining what is known as “position 0”, the one that Google has identified as the best answer for the user.
Frequent questions
We recommend that you work on a list of frequent questions for your audience. In this way, you will be able to identify what the user’s searches may be and anticipate them, offering an answer on your website.
The future of online search
Now it is more important than ever to understand that voice searches they are changing the way we carry out an information search and therefore, we must be prepared for it.
Understanding that the results offered to the user could vary depending on variables such as the query made, the device from which it is made or even the context in which it is made has never been as key as it is today.
Although there is still much to be said about voice searches and how they influence SEO, we can consider them as one of the great opportunity for brands. But without a doubt there is something that we can affirm, and that is that the 2020 will be the year of voice search.
In We work with a vision of the future on this type of search trends in the SEO optimization of our clients. We tell you more about how to compete in the organic results in !
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