Voice Search Creates New Opportunities
With the increasing use of digital assistants such as Siri and Cortana, experts in digital marketing are getting ready for the rise of voice-activated queries, with Forbes calling 2017 the year of the voice search.
Apple introduced Siri, the first digital assistant, in October 2011. Since then, Microsoft has followed suit with Cortana, Amazon with Echo, and now we have Google Assistant. As more and more of us are using voice search to get answers out of our smartphones, tablets, or desktops, content development is evolving to accommodate the natural language that accompanies voice searches.
When we type a question on Google, many of us use concise phrases such as “return flights Hong Kong to Melbourne.” When we use voice search, however, say, using Siri, we tend to use natural, conversational language and ask “How much is a return flight from Hong Kong to Melbourne?”
This key difference in phrasing typed versus voice questions is fast becoming a crucial factor in the evolution of content development. Experts in digital marketing have identified key areas that companies have to pay particular attention to in developing their online content. These are:
1. Adjusting content to accommodate question phases. Actual questions that are used in voice searches, and which are growing year by year, let businesses know exactly what information is being sought. For instance, “Singapore holiday” typed on a search bar becomes “What are the best places in Singapore to visit?” on a voice search. This gives businesses a chance to add relevant keyword phrases in their keyword list for SEOs, thereby attracting more visits to their site.
2. Identifying stronger intent. “Camera batteries” could refer to how much they cost or how they can be installed. But “Where can I buy camera batteries?” is far more specific, and an analysis of voice queries can give a camera-supplies business a chance to develop its content to respond to the most common queries — while negating those that do not build the business, such as “How do camera batteries work?”
3. Taking advantage of local opportunities. Mobile voice searches have been found to be three times more likely to be local-based than text-based. This means that local businesses can sharpen their approach by adding relevant keywords to their list (such as places of interest, local landmarks, and local lingo) as their prospects increasingly use voice search to find them.
Subscribe to MYL’s YouTube Channel to receive updates on translation opportunities at MYL.