Voice-First Devices: Changing The Rules Of Content Creation
Voice technology has changed the way people search for information. While voice technology isn’t new, voice recognition software has been around for years, the increasing availability of platforms such as Amazon Alexa or the Google Assistant has made voice interactions much more popular. Voice commands can be used to send text messages, write emails, shop online or search the Internet. With the growing popularity of voice commands and voice-first devices, online content creators should be prepared to address voice platforms in their content strategy.
How Voice Changes Content Marketing
Voice-first devices are today’s hottest technology and content marketers are finding it necessary to think about content and search engine optimization (SEO) in a whole new light. There are three significant ways voice search has an impact on content marketing strategy:
- Question Style. When people type out a search query on their phones, they tend to keep it short and sweet: “best electrician” or “closest gas station.” When they use their voice, they’re more likely to ask questions the same way they do in real life: “who is the best local electrician?”
- Get Specific. Long-tail keywords and more detailed phrases may need to be written so they better match the way your customers speak. This will also be guided by how major search engines are able to present information. Artificial Intelligence is constantly evolving how this is done and there are currently no hard and fast rules.
- Location Matters. Since a majority of searches on voice-first devices are location based, that information will need to be reincorporated and it will most likely be driven on the technical end by how search engines are able to sort the data. Attention will need to be given to following the standards being set by the search engines.
The main challenge for any organization invested in voice technology is creating content that not only works on traditional platforms, but is also optimized to be easily discoverable and accessed by people searching with their voice.
How to Optimize Content for Voice Search
While voice search may still be in its infancy, you need to start taking it seriously today. Your content delivered via voice should address the questions being asked by your customers and reinforce your branding. Here are a few ways to get started optimizing for voice:
- Create content that addresses what Google calls “micro-moments:” I want to know, I want to go, I want to do, or I want to buy”.
- Mine your data for common questions asked by your customers and the results to create quick answers.
- Test your answers by using your own voice-first device to ask the same questions. Did your brand appear at the top of the responses?
Done right, voice can add significant value for your customers. It simplifies interactions, offers a highly-personalized experience, and delights them enough to ensure they’ll use the service again.
The Bottom Line
As voice processing matures and voice-first devices become more common, voice will become the preferred search method for your customers. If you start fine-tuning your content now to integrate voice search, you’ll gain the competitive advantage for years to come.
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