Are you worried that potential customers might not be finding your business online, when they search for something that you provide? Everyone wants to appear at the top of the search results, but many remain ignored in the mass of results. As a business owner you invest time and money into your online presence, so that customers will find you and buy your products or services when they search online.
Voice Search Assistants
Many people are navigating the online world by asking digital assistants for answers to questions, recommendations of where to go, what to do and what to buy. There will probably always be situations in which text based search is preferred. However, rather than risk customers finding your competitors, but not your business, you should consider how you can adapt content for voice search.
A voice search delivers only one result, which the search engine algorithm has decided is the best result and businesses compete to be that single result. However, many people prefer to have alternatives to choose from and enjoy exploring the Internet, to find content and information that they might otherwise not have found.
Voice search is useful if there is only a single answer to a question or when giving a specific instruction, such as play a particular song or movie, but it does not allow for the exploratory nature of the Internet. It is possible though that more conversational smart assistants will begin to offer a variety of results for people to chose from.
Writing For Search
When searching online using text people expect to receive results ranked according to relevance to their search terms and the quality of the landing pages. They can then visit and compare some of the pages, until they find what they want or follow hyperlinks to new content and information that interests them.
The principles of responsive mobile design, good quality content, use of long tail keywords, fast loading pages, compressed images and caching apply both to text and voice search. When you are writing for search, text should be written in a clear natural style that is easy for people to follow. Whether they read or hear it spoken, information should be relevant and calls to action should motivate people to do something specific.
You could make content more digestible, by breaking information into short blocks of text with relevant headings and highlight important information. People often use short phrases when searching for something and your text should include them, as a natural part of the content and because they add value and clarity. You should also try using voice search yourself and compare the experience and results to text or image based search, for your website and other websites.
As with text search, voice search depends upon the use of relevant keywords and search engine algorithms are competing with each other to deliver the best results to their users. When planning a voice based strategy for your website, consider when, where and why people might be using voice rather than text to search online and interact with websites. For example, they could be doing other things at the same time and might respond better to short pieces of information rather than extensive details.
Ask yourself what people who land on one of your pages is hoping to achieve. Often people use voice search to find local information, particularly if they are on the move, so if your business serves a local area this should be reflected in the content. Think in terms of the questions that people might ask and what would be a suitable reply, such as referring to a well known landmark when giving directions.
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