Voice is taking over the internet
What started with Siri has expanded to other technologies like the Amazon Echo and Google Home in the smart home sphere, and personal assistant alternatives like Cortina, Viv and others. With a multitude of voice services on the marketing, different platforms are competing on functionality, breadth of knowledge, usability across devices and more. One of Siri’s issues has been its stark absence on Mac over the past few years, but thankfully that has all changed with the launch of Sierra. In any case, one thing is clear; as more people transition to using voice services and platforms, an increasing amount of voice content is being created. And this changes the digital marketing landscape and the way in which people search for and view content. As voice becomes increasingly popular as a form of media, so does voice search.
A change in the essence of search
With word searches, people have become used to typing in key words to find the content they are looking for. Marketers have based much of their content strategy on this and finding very niche goods or products have more often than not been a question of typing in the right key words. With voice, the way people search is different. Instead of honing into the key questions, voice searches are more conversational, largely based on full questions, and more reminiscent of what you would ask a real-life personal assistant. According to research the occurrence of the words “who” “what” and “how” in searches has increased 61% in the past year.
Marketing needs to be more conversational
This dramatic change in the way people are searching necessitates a change in the way brands, products, and services are marketed. In order to capture an audience that is searching for colloquial questions, your content must be of a kind that addresses those questions and does it in a conversational way rather than exclusively through key words and meta tags. And while it is always necessary to do customer research and build your marketing in a way that taps into your key audiences, in 2016 it might be worth researching the kinds of questions your target audience are asking. Ideally, your sites and blogs should be based on both traditional SEO keywords and semantic voice relevance (ie. voice-based questions and context).
Increase voice-based content
While voice searches are mostly throwing up text-based content, with the increasing improvements in voice analytics it won’t be long before voice searches find voice-based content. To stay ahead of the trend and keep users on your site for longer, it is already worthwhile incorporating voice content into your website or blog. This can start out with something simple like voice snippets of your bio on your blog or a voice pitch of your best selling product. Ultimately, though, one of the best types of content is the user-generated kind, which is always perceived to be much more authentic than brand generated advertising and content. To harness both the voice and user-generated content trends, it’s worth exploring the world of voice comments and reviews.
Heyoya is a game-changing comment and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
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