For those who thought that voice search was going to be a passing fad, it's time to rethink that position. As of early 2018, data suggested that as many as 40% of American adults rely on voice searches on a daily basis. The number of voice-enabled devices is growing from just smartphones to include assistants like Cortana on desktops and laptops to smart home devices. If companies hope to take advantage and not fall behind in the voice-search era, mastering the basics is a good place to start. So, what are the important basics of voice search marketing strategies that can help Pay Per Call campaigns?
Remember to Use Long-Tail Keywords
The first basic feature of voice search marketing to keep in mind is the importance of long-tail keywords. Long-tail keywords are longer phrases and often feature a conversational sentence-based format over shorter two- or three-word search terms. Long-tail keywords as a part of any Pay Per Call campaign are less broad and highly targeted to a specific category or need. Here's how to better incorporate long-tail keywords in voice search marketing strategies:
- Create specific articles to promote which directly target a consumer need or interest
- Write in a natural voice which is conversational and better aligned with user voice search tendencies
- Consider using an FAQ section on landing pages which answer initial queries before consumers pick up the phone to call
Focus on User Search Intent
Another important basic factor of voice search marketing strategies is user intent. What is the reason behind a user's voice search in the first place? Companies need to pay close attention to the types of queries users are making and why they are making them. This insight is important in crafting a Pay Per Call voice search marketing strategy that answers to those intents. Generally speaking, there are three types of search intent:
- Informational searches are, as the name suggests, when a consumer is just looking for information. The user might not call as a result of seeing Pay Per Call content, but it does put the brand in front of their eyeballs.
- Navigational searches occur when a user is looking for a specific website, company, or product.
- Transactional searches are conducted by consumers ready to buy. These individuals are ready to pick up the phone and call as a result of interacting with Pay Per Call content. These are the primary voice searches to target because consumers know what they want to buy and/or need questions answered before doing so.
Prioritize Local SEO Efforts
Voice searches are conducted for general products as well as for specific local items. The most common reason people conduct local voice searches is that they are on-the-go already and need quick answers to solve problems. Local SEO for voice search marketing strategies is an important factor to master because many of these searches require a swift answer and work well with Pay Per Call. Think of an individual whose car won't start or came home to find out they're locked out. In both cases, users will conduct a voice search and likely call the business directly rather than fill out a lead form.
If companies want to pop up in local SEO voice searches, follow these basic tenets:
- Use local keywords to ensure Pay Per Call content appears during voice searches. Don't forget to include keywords for the city, state, and/or region.
- Take advantage of user review and rating sites, such as Yelp. Active profiles with reviews from happy customers help boost visibility.
These are some of the core tenets of voice search marketing strategies. Each of these basics can easily be integrated into a Pay Per Call campaign to remain viable and visible in the era of voice searches.