The dynamics of content marketing are changing fast.
The new trend around which Google and other search e
Search engines are changing
rules in voice search optimisation. A content marketer needs to know how to optimise
content for voice search.
Google recently advised publishers through notices on
ways to come into the search results of Google Assistant. Google Assistant is a
voice search enabler. The advice entails
the fact that new optimisation factors
will revolve around voice search.
Like, when a person makes a query on voice
search, he speaks in full sentences. He asks questions. The keyword-based content development would not match the search
results of a voice search.
The Panda, Penguin and the Hummingbird Updates
changed the search scenario. Earlier, the searches were based on simple queries. However, with changing technology,
human behaviour changed from queries to full-fledged questions on voice search.
The above-given
map is a plotting of voice search growth in comparison to web search. Between
the years 2015 and 2020, voice search has grown steadily from around 10 million
searches to a whopping 200 million
searches per month. It is a considerable
rise, a strong hint that prospects of
voice search are good.
The web pages are pulled out by full sentence questions on voice search. So, to optimise
for voice search, content developers need to develop their contents around
those queries.
The content developed should be based around a
set of top FAQs which can be probable questions for the given content. The strategy will help web pages to
come in organic search results. Voice
search SEO is based around the FAQs
that users ask.
Now, how to ensure that the content you
developed will come in the voice search results?
Content quality is an essential factor that helps a website land on the voice search
results.
Boost your organic traffic with these “how to optimise content for voice search” tips:
1. Attract the readers with your originality
Keep your content as original as possible.
You can gain knowledge from the other market players by keeping track of the
new developments resulting in the search results. However, including only that
information in your content will not help you land on voice search result
pages.
Include original ideas and innovations in
your content and present them to your readers. You will have more viewers. The innovative ideas will also give your website
more shares. Popularity among readers brings value to the site. It may also
bring you to the first page of the search results.
2. Turn heads with a compelling content
To gain more viewers and readers, make your
content compelling. The writing style should appeal to the reader. It should
get their attention the moment they click on your page. Also, the page design and layout should be such that the reader
stops to read it.
A reader should be able to scan the content
once he is on your webpage. It should give him a rough idea of what your
content is about. It will also help him
decide the relevance that your content holds to the answer or solution he is
searching.
3. Lead the pack with authority
Write authoritative content according to Google Owl update. Be that
spot of information and advice readers look for.
It will help you gain authority among your readers.
They will feel the relationship you want to
establish. The readers will trust you and
come back to you whenever they are in
need of some advice or information.
4. Establish authority with information
Try to give your reader the value he is
searching for. Give solutions according to the reader base that you serve.
Inform them about the new changes and innovations in the relevant field.
5. Backlinks! Backlinks! Backlinks!
Try to gain high-quality and relevant backlinks. Remember,
irrelevant backlinks do not help. Instead, Google penalises a website if it hosts too many irrelevant backlinks, as it
misguides the reader.
Google wants to keep the quality of its
search results high. It creates and bends the
rules to achieve excellence. Any
practice that does not conform to its set
standards gains distrust from Google.
High-quality content means a regular reader
base. A human’s attention span has decreased to 8 seconds, even lesser than a
Goldfish whose attention span is 9 seconds.
And with the availability
of a plethora of options to choose from, he tends to not stay on any one
website for long.
Write gripping content that gives a clear
overview of the information or solution your webpage contains. So that without
spending much time on your page, the reader gets a complete idea of the
relevance with one scroll. Only then will he read further.
Google
Hummingbird regulates and analyses quality to produce
accurate voice search results.
Apart from
this, to gain further knowledge on how to optimise
content for voice search in 2019, read further!
It is a well-known fact in the content market that with
new technologies at aid, the trends in the virtual
market are fast changing. With the introduction of artificial assistance,
people’s search methodologies have changed.
Okay, give
it a reflection! Do you still type those long words on your smartphone for
getting results on Google?
It’s a ‘no’
probably!
The hassle of typing is
now replaced by voice assistance whereby a person needs to ask questions
to get the results. And with this, Google has implemented many changes to suit
the voice searches.
Accordingly, to compete and land on the voice search
results, strategies for voice searchcontent marketing are being developed every day. Web content developers need
to focus on these strategies and techniques to adopt in their writing.
Some of the Trends to Include in Your Content for Voice Search SEO:
· Focus on semantic search –
Google understands what people ask for. It records patterns of previous searches
to provide the best result on the next query. Understanding semantic search means following the model
on which a given section of users searches
their questions.
So, how to optimise content for voice search for
bringing your web page in the voice search results?
Optimizing your content for voice
search demands that you develop your content according to those behaviour
patterns. Understand the information requirement of your customer base. Align
your solutions with the different types of queries. It will help Google match
your content with user requirement.
· Create a single dedicated
purpose for your website –
Voice search is still an emerging
trend and has not grown to its full potential. It means voice search is still restricted to certain types and purposes
of search. The image given below lists some of the purposes for which teens and adults use voice search.
Do you know the purpose for which your target reader base
uses voice search?
If you are a business that
sells sports equipment online, there is a high probability that your target
reader will look for the best websites that sell best track spikes, racquets,
clubs, gloves, etc.
Ask yourself, “Does my website develop contents that stick to the solutions my target
reader is asking for?”
If you answer it in affirmative, you
are using the right strategy of voice
search content marketing! If it is a no, it’s high time you tap the
potential of voice search optimisation to
boost your online business.
·
Match the content with
user tone
–
Voice search is not limited to
specific keywords that were the optimising
points for old SEO practices. Users on the voice search platform use full
sentences to get perfect results.
To top it all, Google voice assistant is getting smarter every
day. It now even recognises the voice and tone of the user to identify which
part of the world he/she belongs to. The
results are pulled out of the database by the tone
used.
Questions! Do you include questions
in your content?
If not, adopt this practice today itself! Include questions in your
contents. It is another parameter that generates organic results.
The leverage! Readers notice it at first glance. Believe it or not, nobody
reads your content word for word. Most
users skim through the page to get the relevance.
Questions help your content stand out.
So, now you have a tangible idea regarding how to optimise
content for voice search.
Here are some other tips which will
help you get that edge in optimising your
website for voice search.
·
Optimize your website for
mobile search –
In the smart world of smartphones,
your site needs to stay smart enough for featuring
on mobile search results.
One prerequisite for websites to walk
in rhythm with voice search SEO is mobile-friendly. To give the readers an easy
scroll through your web pages, you need
to ensure your site supports mobile-based
scrolls and has enough speed to load the
pages fast.
Pageonepower.com says, “If your site isn’t mobile-friendly, you’ll
get booted from page one, or you won’t ever make it there”.
It is so because if your web pages do not load fast, the reader will
bounce to another option on the SERP. It increases a webpage’s bounce rate,
thus attracting penalty from Google.
· Get that position “0”
through featured snippets –
If you are someone with your website
already featuring on page one of the SERP, this is for you!
Featured snippets are pulled out from
search results of page one. You do not need to be on rank one for getting
featured on the SERPs. If you are already on the first page of the SERPs, you
are halfway through. You do not need to change the content drastically. Instead, make some tweaks to it.
One simple and easy step to come to
position “0” or the position of featured snippets is by placing questions in
headers. Then answer the question. To make your page visible, you can
also provide information in tabular
formats or bullets.
Do you see the box in red above? That
is a featured snippet with simple numbered
answers to the query “How do you choose a college?”
This strategy of voice search content marketing helps in getting you featured as a snippet
with a small description of the content inside. Snippets
are most likely to be clicked among the search results.
· Focus on directory based optimisation –
It is a tendency of users that they
do not search for a local business. Instead,
they search for the best business. These
businesses register with local
directories. Keep yourself recorded in
the lists with descriptions, pictures,
responses and reviews.
Some AIs like Alexa also use these review sites which are the third party
oriented to pull out search results for these “the best” types of queries.
· Brand name should be
easily pronounceable –
In the featured snippet, Google
mentions the source from which the information is pulled out. It is to enable a click-through in case the
user wants to get more information. So, it is an
excellent source of generating organic traffic.
It is an
excellent opportunity to get your brand recognition. Under voice search, the voice assistant of
Google responds to a query by saying, “We
found this information on (name of your site)”. Thus, ensure your brand can
be pronounced easily. Else, the voice assistant may find it difficult for
listing your brand as a featured snippet.
Do you get
the point? You lose on a great opportunity to come in voice search results!
Voice search
SEO has
replaced old SEO habits and trends. It has led to a massive change in the SEO market with a significant shift from keyword-based SEO marketing to content marketing based on voice
search optimisation. The change has evolved over the long term with many updates from Google.
What’s more?
It is difficult
to identify the update that changed your website’s popularity for good or for
worse. Here is a list of all the Google updates. It may turn out helpful in
identifying the factor or factors which affected your website.
So, now you probably have a clear answer to the
question, “how to optimise content for voice search”.
Do not forget to tell us below if this article was
useful to you!
Happy
reading!
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