The future is on the way and one of the current innovations that is ready to impact the way people search for products is the intelligent virtual personal assistants or VPA. Artificial assistants like Siri, Google Assistant and Alexa are only one of the few.
As they have a significant userbase around the world, it’s smart to perform search engine optimisation specifically to improve your website now to take advantage of the way people use them daily.
Voice Assistants Are Growing Exponentially
According to research company Tractica, voice assistants commanded up to 390 million worldwide users in 2015 and are projected to grow up to 1.8 billion worldwide users – thanks in no small part to their active addition to smart phones, home speakers and home automation systems. The market holds a staggering level of growth and making sure your website is ready to be found by these systems is a great way to go.
Using the right type of keywords is the proverbial key to unlocking this side of the market. Whilst keyword stuffing is dead thanks to the stringent penalties that SERPs push on it, being smart about the wording of your keywords is the right answer.
The Growing Need for Long-Tail Keywords
Many people use VPA’s during handsfree sessions like driving or doing other activities, so the way people talk to their assistants is quite simple: they use full sentences. This translates to long-tail keywords in the SEO landscape – the element that we use to do faster rankings due to much less competition.
The long-tail has become much more valuable now due to their ability to contain specific information that customers need for a search that they need. This typically focuses on a number of factors: product type and locale or neighbourhood are amongst the most common search factors.
People using a voice assistant do not search like this:
“demolition services Brisbane”
Rather, they are more likely to say:
“Hey Siri, where are the demolition services in Brisbane?”
How Can I Take Advantage of Voice Search?
When the virtual assistant gets this request, they will use GPS and location services to provide localised and specialised search results and try to understand the point behind the question. By taking advantage of the way people do searches, not just local searches, you can get the best out of this method. There’s a few ways of getting the right long-tail keywords for voice search. You just need to know the basics.
The Phrase Needs to Be Natural
When searching through voice, people tend to talk in their natural accent and grammar. Whether the search is for lists and schedules, fun and entertainment or local information, you need to make sure that the keyword is in the natural colloquialism of real people.
The Phrase Needs to be Contextual
Keywords that include full questions and full statements that provide full intent are great to utilise. Phrases such as “I have coughs, colds and high fever” when searching for medical conditions becomes a valid search term. No longer are SEO keywords going to be search-oriented in voice searches but rather intent-oriented.
Use SERPs to Provide Common Long-Tails
Search engines, specifically Google, have autosuggest boxes that provide full sentenced queries from all of their users. These auto-suggest phrases are search volume-based, hence they are typically a great start when you don’t know what kind of keywords to use for your platform.
Utilise Keyword Tools
Use your keyword tools like Moz Keyword Explorer or SemRush to check the search volume for a specific long-tail that you intend to use. You can even get some suggestions and feedback for the ranking levels of some of them within that list that you receive.
Take Advantage of Local Presence
If you have a local presence or targeting customers within a specific search geography, it’s best to invest in long-tail keywords that add the geography that your product or service catches. Google loves its local search and will do anything to help. If possible utilise the Google My Business in Google Maps so they can provide searchers with your position.
Consider Asking Your Customers
Real-time customer feedback is a great way to put realistic search queries in your pages. Check with them through email or forums on how they search their products, how they utilise their voice commands and the like. You can even check Q&A sites like Quora for great ways to see how people ask questions.