For most of us, it has become second nature to ask Siri, Alexa, or Google for answers to everyday questions. And why not? We save valuable time and effort by voicing our queries instead of typing them into our devices. In fact, last month Forbes reported that “90% of consumers believe that voice search is faster and more convenient than text search.” Advancements in AI and machine-learning capabilities have made it possible to get quick, accurate responses to even complex voice searches, broadening its adoption to the B2B industry. As the preference for voice search continues to rise, marketers will need to adapt their current SEO and marketing strategies to ensure they can meet the needs of both text-based and voice-based queries.
How does a voice-based query differ from a text-based query?
Voice searches and text searches are not created equal, simply because we do not talk in the same way that we type. Hubspot explains, “when we talk to our devices, we phrase our queries differently, closer to how we speak in real life.” Since voice-based searches are more conversational than text-based queries, they are typically phrased as questions and are longer (three or more words), with more details.
Top 5 Content Optimization Tactics for Voice Search
By optimizing your content for both text-based and voice-based searches, you will improve your online visibility and reach a greater number of tech buyers. Marketers can update their SEO and marketing strategies to better support voice search using these 5 tactics:
More tips from Google on how to optimize content for voice search:
To ensure that the quality of their voice search results consistently meet user expectations, Google conducts human evaluations of the voice search results provided by the Google Assist. Google has compiled a list of guidelines that they use to measure the quality of voice search results:
- Information Satisfaction: the content of the answer should meet the information needs of the user.
- Length: when a displayed answer is too long, users can quickly scan it visually and locate the relevant information. For voice answers, that is not possible. It is much more important to ensure that we provide a helpful amount of information, hopefully not too much or too little.
- Formulation: it is much easier to understand a badly formulated written answer than an ungrammatical spoken answer, so more care must be placed in ensuring grammatical correctness.
- Elocution: spoken answers must have proper pronunciation and prosody.
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