Voice Search: 4 Ways Marketers Can Prepare Now

By Christie Huber

Forrester Local Searches Click to Call

As a fellow marketer, I’m sure you are as focused on your daily search ROI as we are. It can be hard to optimize for the present, much less consider what might impact your search ROI in the future. We all know that smartphones have already changed search forever, but there are also new and emerging trends in voice search that you should consider today that will impact your SEM and SEO ROI tomorrow.

Forbes named 2017 “the year of voice search,” as 43% of US online adults now use a digital assistant and 97% say they like to get general information from digital assistants today. Voice assistants are in billions of homes, whether as part of our smartphones (like Siri and Cortana) or as new products like Amazon’s Echo. It’s a trend that search marketers shouldn’t ignore.

Thankfully, Forrester Research has analyzed the expected impact of voice on SEO and SEM, which they covered in a recent webinar with DialogTech. Here are 4 suggestions that Forrester recommends marketers can use now, as well as to prepare for the future impact of voice on search:

1. Revamp your SEO strategy with voice in mind.

When a voice search is conducted, artificial intelligence (AI) tools like Siri and Cortana source the majority of their information from search engines. This means you need to take the time to understand what questions consumers may be asking that could be answered by your site. Then be sure you have existing content that answers these questions.

Alternatively, you can create new content to answer these inquiries in a simplistic format such as a bulleted list, table, or FAQs page. This will help ensure that your brand’s content is provided more frequently when voice searches are used.

Pro-Tip: If you have a search box on your site, go through the searches to discover valuable new content to create on your site based on what consumers are looking for.

2. Understand how your customers are finding you.

The consumer journey has shifted to one of omni-channel discovery — your customers are using a variety of channels to seek out information about your brand or service. In order to be prepared for the future of voice and from where voice assistants may be sourcing information, you must understand all of the places and channels that your customers are looking. By utilizing an omni-channel marketing dashboard you can include data from all sources, including Google Analytics, AdWords, Facebook, and more.

Pro-Tip: Remember that these channels include places you may not immediately think of, such as apps, Facebook messenger, your Apple watch, Twitter, or even your Amazon Echo. Be sure to monitor interactions from these channels and understand why customers are using each and at what stage they are in the buyer journey.

3. Localize your marketing.

Did you know that one-third of all mobile searches today are local in nature? Often times, consumers searching for your brand aren’t looking for pricing or availability, but are trying to find the phone number for the location nearest Go to the full article.

Source:: Business 2 Community

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