In a word: The search for web content will change drastically in the coming years. Because with language assistants like Google Assistant or Alexa of Amazon (more or less intelligent) partners into the households and offices held introduction. Inquiries and entries are no longer typed in, but pronounced aloud – and the output of search results provided it is a smart speaker (see blog post on Digital Trends 2019), is also spoken and no longer shown in writing on a display. It follows from this that it is now time to critically examine one’s own appearance, content and technical background to determine whether they are suitable for the future.
When entering search words in writing, short head keywords are usually used – i.e. short keywords that are arranged in a row and can be typed quickly. The spoken input rather consists of long tail requests – i.e. whole sentences or questions. This basic distinction makes it clear in which direction the SEO of the future should go … but beware: not every content is suitable for voice search. In order to avoid unnecessary (and expensive) additional work during the revision, it should be defined in advance which search options make sense in everyday user life!
A few suggestions …
Use common formulations: The search criteria should be broken down to a simple language level. Complicated or highly pompous formulations literally lead to nothing. This is a good opportunity to put one’s own customer benefits and brand core back on paper.
Integrate common keywords: Even if the own product is very special, there will be a generally understandable category for it. Think from the point of view of users and customers.
Optimize results for the respective device: It makes a difference whether Voice Search is used on the desktop or on the mobile. The search results can, therefore, be displayed as text or image-based.
Customize content for men and women: Google uses voice analyses to evaluate search queries from men and women differently. When searching for “shoes”, for example, men’s shoes or women’s shoes are displayed accordingly. How can this be applied to your product?
Voice output of the search results: Search results do not necessarily have to be text or image – voice output is also possible. You can choose between featured snippets (ready-made answers) or chatbot’s (multimodal and interactive).
The Voice Search will not replace the classic text input but will complement it. With this knowledge in mind, it is possible to make your own website fit for the future today. The more clearly the content is structured, the HTML source text structured and the SEO strategy formulated, the more efficiently the various search mechanisms can be integrated and implemented. The new technologies of voice input and output enable a completely new user experience – and thus also completely new marketing and sales possibilities.
Search and find. Questions and answers. Shopping and selling. There are many possibilities to use Voice Search for your web presence and to stand out from your competitors. In the service and information area, one should concentrate on the Google environment in order to get in touch with the users from there. Especially in the area of online marketing and sales, it is important to keep an eye on Amazon’s Alexa, as this language assistant has one of the largest and most important market platforms as a basis.