How can voice search benefit me as a content creator?
More than ever, we’re saying “Hey, Google” and asking the burning questions on our minds. Where mobile search was once the next big thing for SEO and getting found in search, now it’s voice search. People are literally asking more from their Google app or Siri assistant than ever.
Sure, people still type keyword phrases into the search engines. Yes, people always asked Google things in the form of a question. But, today, people are becoming more casual and more varied in how they ask Google and other search engines their questions.
Brands both big and small need to learn how to adapt to how people naturally ask for what they need. Those that do will be best poised to succeed going forward when being found in search. So, independent content creators need to learn, too, since of course, we are smashing personal brands ourselves!
What Does Voice Search Mean for SEO?
For years, search engine optimization (SEO) was focused on optimizing content around phrases both general and specific. It’s long been a game of finding the phrases that others haven’t bothered to optimize for when trying to rank in search engines. Search queries were once as simple as a word or two, with results being very general. Paid search (also known as PPC advertising) through a program like Google Adwords was the key to dominating these broad keywords.
Of course, as people became better with computers and search indexing became far more complex, search phrases became much longer and specific. This is when targeting longer, more specific search queries became more important in trying to rank in search engines.
The advantage you gain from creating content that serves more specific searches comes from being able to more easily rank on page one of search results. It’s still true today that if you don’t rank on the first page of SERPs (search engine result pages), your organic search traffic will be next to non-existent. Since organic search traffic literally costs you nothing per click, it makes sense to focus on this content marketing tactic.
Of course, keywords are still important in optimizing for voice search. The key difference with voice search is that searcher intent becomes far more important. What’s good about having more of a focus on searcher intent? People will naturally ask Google questions differently based on their intent. Through voice search, it’s a lot more clear if someone is just researching, trying to make a decision, or is ready to buy something.
With intent now a key part of SEO strategy, the focus for ranking in search shifts from keywords themselves to understanding how your target audience asks questions using those keywords. By considering how and why people ask questions, and not just what they ask, you can create content that better answers people’s questions naturally. You just have to ask yourself, what questions do people ask when they need answers related to what I have to offer them?
Is Voice Search a Good Thing for Content Creators?
The growth of voice search is a great thing for businesses, brands, and content creators who are ready to embrace it. By understanding how search is constantly evolving, you can stay ahead of the curve. The great thing is you don’t have to reinvent the wheel to get started on optimizing content for voice search.
Just start asking your favorite search engine questions. See what comes up. Any time you ask a question that isn’t being answered well, there’s an opportunity for you to capitalize on when creating your next piece of content.
Whether you write articles or blogs, record podcasts, or produce videos, it’s important to understand how people can find you. Now that it’s becoming more important to directly answer questions, all sorts of content have to become more diverse. Pretty soon, trying to beat more established websites and channels won’t be about finding the perfect keyword phrases to target. It will be about answering the right questions for the right people.
Content creation, SEO, and other facets of internet marketing need to become even more personal. That’s a great thing for small brands, especially personal brands like those of content creators, who are able to work with search queries one-on-one. After all, the more quickly and personally you can answer questions, the quicker you’re going to make new fans.
Voice Search Marketing is the “Next Big Thing” for SEO
Voice search in content marketing is going to explode in the next few years as the next big thing. It’s a natural evolution in the way people search for what they need online. Some companies are already jumping on the voice search bandwagon. It doesn’t matter how big or small your brand is. Make sure your content is ready to show up for the questions your audience is searching.
A more personal search experience means more opportunities for you and your content to connect with your target audience than ever. Sure, link building through naturally-built backlinks and creating a mobile-friendly experience on your website are still going to be important parts of your SEO strategy. But, content needs to become more intent and answer-focused than simply competing with others on the search engine results page ladder for competitive keywords.
Instead, focus your SEO strategy on getting your voice to stand out in the crowd by being the best authority on your topics or in the niches you serve. You just ask questions and learn how to answer them best. Isn’t that we content creators should have all been doing all along?
~ Amelia <3