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Friday, 30 June 2017 04:32

Voice search and SEO: Why B2B marketers need to pay attention now

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Voice search is being adopted for a variety of purposes, and columnist Nate Dame makes the case that its influence on B2B decision-makers is growing as well. B2B marketers, be prepared!

People use voice search because it’s faster, simpler and more user-friendly. It simplifies searching for individuals who struggle to type on small devices, and it helps searchers avoid navigating confusing site menus. It’s also faster than searching by text, guided by improved accuracy in the technology. And that’s not just people’s perception: Google’s voice recognition technology is now 95 percent accurate — improved nearly 20 percent since 2013. On average, humans can speak more than three times as many words per minute as they can type. If voice recognition is just as accurate as typing, the speed of voice search provides a compelling justification for adoption. Voice search provides a better user experience, particularly on mobile devices. Given that 90 percent of executives use mobile devices to conduct research before making a purchase, it’s not hard to imagine that those executives will transition to voice search — not to mention the next generation of B2B buyers who are growing up with the technology as second nature. Where do people use voice search? If the most popular reason for using voice search is occupied hands/vision, then it’s easy to assume that people are using voice search in their cars and kitchens.

 Nearly 50 percent of respondents in a recent survey conducted by Stone Temple Consulting reported that they use voice search at the office. And, while most people are uncomfortable using voice search in public, individuals in the highest income bracket are, interestingly, the least likely to be inhibited about using voice search in front of others

So here’s what we know:

1. Executives use mobile devices to research purchase decisions.

2. People are already using voice search in the office.

3. Individuals with executive-level incomes are more comfortable using voice search, even in situations where others might not.

All things considered, the importance of voice search in B2B marketing becomes hard to ignore.

How to prepare for B2B voice search

Some predict that by 2020, 50 percent of all searches will be conducted by voice. Current numbers show that this prediction may not be too much of a stretch: last year, Google reported that 20 percent of its mobile queries were already voice searches.

To prepare for the impact of voice search on B2B SEO, marketers should take steps now to begin optimizing for voice queries. There are three major ways to optimize site content for voice search:

1. Focus on mobile. Voice searches are most likely to be conducted on mobile devices, so mobile optimization is more important than ever. But optimizing for mobile goes beyond simple responsive design — you’ll need to improve page load speeds, remove intrusive interstitials, abandon drop-down navigation menus and format videos to display in full-screen when held vertically to improve the mobile user experience.

2. Target long-tail keywords. Voice search queries are more likely to be longer than their text counterparts, and use more conversational language. Find relevant long-tail keywords, and target them in site content to cater to natural language queries.

3. Target featured snippets. When a featured snippet is populated for a query, voice search devices read the snippet and source aloud. This is a huge boost for brand recognition and authority, as Google essentially declares one company the expert. As far as voice search is concerned, “position zero” is the new page one.

The best part of taking time to optimize for voice search is that it improves overall SEO as well. Mobile optimization and page load speeds are already ranking factors, long-tail keywords comprise half of all searches, and featured snippets can drive traffic by securing a position-zero result. Voice search SEO isn’t really a separate initiative — it’s just an expansion or reprioritization of existing SEO best practices.

Voice search and B2B SEO

Voice search is used by people of all ages at home, in the car and in the office. And the rise of personal assistant devices, combined with the improved accuracy of voice recognition technology, will continue to drive voice search adoption through the end of the decade.

B2B brands are not exempt from voice search’s impact on user behavior, and these companies should take time now to begin focusing on voice search optimization.

Get started by optimizing existing content for featured snippets. Find keywords you’re currently ranking on page one for, analyze search results for user intent, and update your content to provide a direct answer. This will help boost brand recognition when a digital assistant reads your business’s name as the source of an answer in response to a voice search query.

 

Source:-http://searchengineland.com/voice-search-and-seo-why-b2b-marketers-need-to-pay-attention-now-277459

Read 1686 times Last modified on Friday, 30 June 2017 04:52

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