Smartphones have already drastically changed the face of web searches by overtaking the volume of desktop searches. Consumers are increasingly conducting searches on mobile platforms and there's another swing in momentum that is changing how people search. Consumers who find themselves constantly busy and on-the-go are not only using their smartphones to search, but they are doing so with voice search. The rise in voice search use by mobile consumers is the result of convenience and the improving performance of voice search.
Google notes that speech recognition in voice search programs is now 95% accurate and increasingly capable of understanding nuances in the English language. With voice search surging, now's the time to optimize your mobile marketing strategy for voice searches. Here are four ways to achieve that goal.
1. Focus Content Strategy on Questions
The type of keywords you'll have to focus on when optimizing for voice search differ than text-based queries in nature. For example, when consumers use voice search on mobile devices they don't just blurt out keywords. Instead, they ask questions to their devices. Your keywords have to adjust to keep pace and the best way to do so is to focus on conversational, long-tail keywords. As much as possible, focus your mobile marketing keyword strategy on natural language questions.
2. Offer Answers to those Questions
The content you create for your mobile marketing strategies should piggyback off of the keywords you are now focusing on. As you focus your mobile keyword strategy on the types of long-tail keywords and questions voice searches are asking, you have to optimize your mobile content strategy to ensure it answers those questions. A few tips you can follow in crafting the best content include:
Regularly refreshing content to ensure it is relevant
Answer common questions using an FAQ page
Create content that answers existing questions on your Google My Business Questions and Answers section
Use consumer reviews of your business to source ideas for generating content that answers questions shoppers are already asking
3. Keep Content Concise
One of the most important adjustments you can make to your mobile marketing strategy for voice search has to do with content length. While longer text is great for consumers searching from the comfort of home, it's not as ideal for those with an urgent need or those who are shopping on-the-go. When a customer conducts a search at home while lounging on the couch, they are more likely to scan through your content to find the relevant information they want.
However, when those same consumers are using voice search while on-the-go, the answers to their questions are often read aloud by their smartphone. In this case, consumers don't have the luxury of scrolling through long content to find the answer or the desire to wait while their smartphone reads back a long block of text. So, remember to integrate concise content into your mobile marketing strategy that is designed to answer those common questions that customers most often ask.
4. Speed Up Your Website
Last but not least, you can customize your mobile site design to ensure that your page loads are fast. Customers conducting a voice search on a mobile device are often looking for immediate answers to their questions. Customers locked out of their homes or stuck on the roadside with a flat tire don't have time to waste. Enhancing your mobile site speed will also help boost your search rankings as Google's speed update takes site performance into account when ranking results.