Topics: Marketing Strategy
The way consumers seek and find information online is rapidly changing. Not too long ago, mobile internet usage surpassed the use of internet services on other types of devices for the first time. In addition, over half of consumers have used voice recognition on their mobile devices or virtual assistants to dictate messages, search for restaurants, ask for directions, or perform other tasks. In a look toward the future, Adweek projected that by 2022, 55% of Americans will own and use smart speakers in their home. With all of this considered, it’s clear that the use of voice recognition technology is on the rise. Having a better understanding of this technology and how it will impact your marketing strategy will help you create an effective marketing plan.
Writing for Voice Recognition
When designing content to be read aloud, first think about how consumers will be using their voice recognition tech. A large volume of voice searches occur to access information—weather, news, recipes, appointments, and more. Begin developing your marketing plan by researching questions and queries that your customers may be asking. Since consumers typically talk directly to their device, assume that their queries will be longer and more conversational in style. Instead of a typical typed search like “good restaurants” a voice query might instead be, “What are some good places to eat near me?” Or instead of “best baked chicken dish,” you might say, “How do I bake and season a chicken breast?” These longer, conversational voice searches may significantly change your keyword strategy.
Keyword strategy for voice recognition technology is driven by long-tail phrases in lieu of one- or two-word phrases. Writing in a conversational tone meant to match the tone of voice queries may clash with the tone your business uses and might sound slightly unprofessional or simple. To help you overcome this, Search Engine Land offers some great recommendations. Try using a Frequently Asked Questions (FAQ) page on your website as a platform for conversational answers to potential general and specific voice queries.
Optimizing for Voice Recognition
Once you’ve determined how to develop content on your website that matches the tone of voice queries, you’ll need to find ways to optimize your website so that it’s more detectable via voice recognition software. One step you can take, if you haven’t done so already, is to make sure that your business’ information is on Google My Business and is up-to-date. In many cases, this is the information that will be relayed to customers performing voice searches. Another action you should take, mentioned above, is to research and curate keyword phrases that users may ask through voice recognition technology. You will also need to use structured data (data that organizes information in a consistent manner throughout your website) to make sure that your content can be read aloud.
For longer content, the Content Marketing Institute recommends breaking it up into multiple pieces. Using a table or a formatted list can help voice recognition software understand where to break up the content. For example, breaking up the steps of a recipe will make the content easier to follow, thereby increasing its quality and engagement. This will help your content rank higher. Additionally, eighty-eight percent of all “near me” Google voice searches come from a mobile device, with mobile searches growing by around 146% every year. You can bet that having a ranked website is important.
As a business, start by leveraging the techniques discussed above to rank with searches, and capture new and growing voice-driven traffic. You can also contact Axis41, A Merkle Company, for help elevating your brand to the next level.