Internet search becomes a more complicated, yet sophisticated thing every year. As Google continues to focus on helping users more easily find more of what they want, SEM services must pay close attention to keep up. These days, the emphasis on voice search is growing as Google is finding great ways to improve it, making it a preferred option for many users.
Based on these continual changes and improvements, search engine marketing must also change to acknowledge and incorporate voice search to keep those pages ranking. To do so most effectively, marketers can consider the ideas below.
Content That Answers Voice Questions
People using voice queries are either looking for something like a product or location or trying to answer a question. Knowing this, SEM services can get the best results by researching what common questions their targeted audiences are asking and specifically how they are asking them. Search those questions using voice and see what kind of results come up and how well those test questions are answered. Strive to create content answers the user’s questions and can be easily searched using the common conversational voice questions.
Smarter Search
With voice capabilities, Internet search can be smarter than it has ever been. Google now has the power to differentiate between when it is corrected after serving incorrect results as well as continue serving more detailed results based on previous queries. It is also able to provide relevant local results through voice queries without the location specifically being mentioned. It can also deliver results related to other apps and websites currently in use.
With this ability to think ahead, voice search quickly gets users the content they specifically want. Therefore, search engine marketing must be location based and contain content that has a clear, definable context that can be provided when users request it using common phrases and normal conversational grammar.
Long Tailed Keywords
Never before has the long tailed keyword been more important than in today’s environment of voice search. Long tailed keywords are more conversational and more easily match the way users make voice queries. So while shorter keywords and phrases are still relevant to certain aspects of SEM services, long tailed options must also be incorporated into content and recognized in search engine marketing techniques.
Schema markup can also be a big help, as it ensures that long and short keywords as well as all content are delivered based on the correct context. Optimization can be further improved using detailed site maps and FAQ pages.
So as voice search continues to become smarter and more accurate, SEM services must learn how voice queries are being used in order to market toward those users. Search engine marketing needs to focus more on the different ways users ask questions when using voice queries, then create and market content based on a more conversational approach. As search continues to become more complex, marketers need to keep up with these changes to continue creating the most searchable pages overall!