A little round device is starting to pop up in households across the globe. The phrases “Hey Siri”, “OK Google” and “Alexa“ are at the tip on tongues on a daily basis now. Did you know 40% of adults with either a smartphone or “smart speaker” device conduct at least 1 voice search per day? And it’s only growing. Experts in this space such as Comscore are predicting that by 2020 *half* of all online searches will be done via voice, and Mediapos predicts that 30% of all searches will be done via “screen-less” devices like the Google Home or Amazon Echo.
What does this mean for your business? How do you continue to compete when the rules of the game are changing?
Searches are going to get longer
Just as a simple experiment, let’s pretend your are looking for a real estate agent in the Sydney suburb of Auburn. Grab a piece of paper (or a text pad on your computer) and write out how you would search google for that information. It’s going to be very brief, succinct and straight to the point right? Something like “real estate agent auburn”. It tells Google exactly what you need – and most businesses out there will be building their content around this expectation.
Now do the same exercise – but speak out loud exactly what you are looking for. You’re conducting a conversation with your smart device, and because of this, what you say will be significantly longer:
“Hey Siri, I’m looking for the best real estate agents in Auburn New South Wales to sell my house”.
That’s over double search term length that all the ‘traditional’ SEO content is going to be targeting for. To win the race for the top few places in Google – you need to account for this. You can start building your pages around longer and longer (and more specific) search criteria. This will help you two-fold: 1. Your content is going to be more knowledgable and locally focused, and 2. There will be less competition because you are ahead of the curve on voice search.
Search engines are getting smarter
You will already see it with Google now, on some searches (events, recipes etc.), Google will simple give you the answer you’re looking for right at the top of the search results – without even needing to visit the website. I know what you are thinking, “Google’s just stealing our traffic!”. That’s definitely the case, but it’s a matter of seeing the forest for the trees. As a business selling a product or service – you aren’t in the game of raw traffic. You’re there to make conversions. If potential clients are getting information our of Google specifically about you – does it *really* matter if they hit your website first? Is it really any different to if they found you through any other aggregator service?
The way Google does this is via “schema markup” and “structured data”. It’s essentially extra code snippets on your webpage that can tell search engine’s very specific details about a product, event, business or person. Your website will ‘tag’ the appropriate information, and search engines will be able to extract this content directly.
As voice search gets better and better – this extracted information will be able to to be used to directly answer user queries. Users will be able to get information about your products or business simply by asking their smart device. Making sure you’re integrated with this option will create pull-through customers as you’re reducing roadblocks in searching out your business.
Both the Google and Amazon voice hardware supports the notion of custom “applications” built into their platforms. Apple will surely soon follow suit. What this means is that you can built fully custom voice driven platforms to interact with and feed information to users. You could set up a custom application to report the latest news in your industry. The marketing advantage to having users ask “OK Google, ask <Business Name> what the latest news is today”. You’re consistently in front of the users and becoming a part of their daily lexicon. That’s how you make the just from just a photocopier to ‘Xerox-ing’.
TechEquipt can help you target your website to take advantage of this new shift in technology, and build out your full service voice applications. Talk to us today to further discuss how you can get in front of the market with this revolutionary shift in search engine usage.