Voice Search is increasingly popular with nearly 32 percent users turning to Digital Assistants and as high as 22 percent queries are with a localized or location based intent, according to the Mary Meeker’s Internet Trends report. Moreover, the use of Digital Assistants among Smartphone users has gone up, with nearly 65 percent smartphone users claiming to have searched with an assistant in the last one year. According to SEJ, Voice search accounts for 25 percent of all search queries on Bing. Bing. Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa, three of the world’s top voice assistants are powered by or rely on Bing for their voice search queries. For brands promoting offers and deals including looking at ways to optimize their content for voice search, here are a few quick pointers.
Make your content conversational
Phrases such as nearby, and colloquial conversational terms such as coolest, trendiest are more likely to appear in the voice search. While the intent of search may differ among segments, the conversational tone of content can help brands target audiences through the buyer journey. Here are some suggestions from Search Engine Land, that can help brands optimize the content:
- build user-intent models to understand where the user is in the customer journey;
- match advertising campaigns (messaging and landing pages) to the right stage of user intent; and
- develop site content with a conversational tone, providing specific answers to users’ needs and top questions.
Make Your Content Rich With Specific Information
Nutrition information became readily available via voice search on mobile. Adding more specific product information to your content is likely to appear in the Voice Search results.
Highlighting offers with promoted pins can get your content noticed by audiences looking for summer ideas. As the younger audiences looking for offers are most likely to turn to digital assistants to find the information on deals and offers with localized intent, including the same in your content with conversational phrases and promoting the same with promoted pins is most likely to get your offers noticed. Google introduced Promoted Pins an Promoted locations on Maps as over a third of mobile searches are local.
Here is an example for Halloween Costume Ideas from Cortana, that were linked to Bing Search results, with Ads for costumes with a local listing, to help users find the places to shop for the costume.
Build the Context In Content
As including conversational phrases help the Assistants in locating your business for user queries, including the context in your content can feature your brand in the search Eco-system.
Adjust Your Content For Natural Language and Specific Queries
It’s not about the broad match any more. Customers are asking specific questions and Brand Marketers need to ready their search campaigns and content to answer specific queries. In a Search a example from Search Engine Land for Vacation Packages, content that answers specific query with conversational phrases are likely to perform better.
According to Search Engine Land, including Keywords in your Search campaigns can get the results from your campaign:
- Optimize your landing pages and ad copy to account for high-value natural language searches.
- Since broad match may not always account for natural language queries, consider adding these high-value natural language queries as keywords within your PPC campaigns.
- Select keywords based on the degree of intent the searches reveal. For example, I may not want to bid on “Who lives in the Bahamas?”
- Adjust bids based on degree of intent. For example, I would want to ensure I raised my bids for relevant queries such as “What are the best vacation packages for the Bahamas?”
Answer Questions With Your Content
Research the ways your audiences are most likely to query for your products and find ways to answer the queries with the content that appeals to them. Building relevance and resonance with images and context can help engage audiences.