According to Google, 60% of searches from mobile devices are done by voice. Are you ready for the voice revolution?
In my previous blog, I talked about how AI can help with Automation and Personalisation of your site. With the great improvements in AI and how it processes voice data, it is shaping how users search online. Currently, more than 50% of teens and 40% of adults use voice search daily, though research has found that users older than 25 feel more comfortable using voice queries privately rather than in public. Users younger than 25 are not uncomfortable using voice search in public.
There are already simple steps that organisations can take to adapt their marketing to voice queries:
- Optimise location data
- Fill out all relevant information on Google My Business
- Promote and curate review
- Focus your branding
- Have a voice in mind when developing relevant content
- Conversational keywords
- Making FAQs far more conversational, as well as creating guides that contain informal, verbally phrased questions.
The narrowed algorithms used by voice-recognition software, access user preferences, location and search history to tailor results to the user.
It used to be known that Knowledge was power, but in today’s world it’s more Data is power. With data being touted as a resource more valuable than oil by the Economist.
How it is affecting E-Commerce and real-world sales (physical shop)?
Voice search returns real-world value, so it’s essential to get it right, especially with the introduction of Voice Assistants like Alexa, Google Home & Siri. Below is a slide taken from Benu Aggarwal’s presentation at SMX West 2017.
As you can see from people using voice search 50% visit your shop and a sale happens within 24 hours 18% of the time, some really impressive stats! So how to make sure your site is optimised for this approach I hear you ask, well here are a couple of things you can do:
Follow SEO Best Practices & Focus On Local Searches:
Schema markup is a great way to achieve rich and structure data to provide detailed product information and attract potential buyers. Identifying content elements and tags through schema enables search engines to quickly identify the relationship in the required context and deliver a seamless voice commerce experience. You should also consider revising your sitemap to make it easy for search bots to crawl your site, increasing your chances of showing up in search results.
The future is indeed in voice-activated search, driven by machine learning and NLP. According to research, voice search is three times more likely to be local in nature. Thus, it pays to optimise your e-commerce for local SEO, to ensure that your online store is voice-commerce ready.
Add Natural Language To Your Site’s Content
Optimise your e-commerce site’s content by adding a natural conversational language to it. Voice searches usually tend to be long-tail keywords and more voice-friendly and often include questions, with a preference for high local search results. Thus, from product titles to product descriptions, the focus must shift from solely focusing on the text-based Google search engine to a natural conversational language. Consider adding a Q&A page, using phrases and keywords that people actually use during their conversation.
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