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Adjusting Search Campaigns for Voice Searching

Technological advancements continue to change the way companies conduct search campaigns. One development that appears to be gaining traction is voice search. This search option is growing because it’s convenient and efficient.

Author: Matt Ganey
Date: Jun 8, 2015 - 7:43:27 AM

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Technological advancements continue to change the way companies conduct search campaigns. One development that appears to be gaining traction is voice search. This search option is growing because it’s convenient and efficient.

A Growing Search Option
People are increasing their use of mobile devices. As a result, voice search is becoming more popular. Furthermore, Microsoft just went all in on the technology by upgrading its previous voice system in Windows 10. The company’s next intelligent personal assistant and information guide will be known as Cortana, and with its inclusion in Windows 10, millions of personal computer users will have easy access to voice searching. Google Now and Siri further increase the availability of this technology.

Modifying Your Campaign
To stay ahead of the competition, consider modifying your company’s search campaign to target those who have embraced voice searching. Text queries are conducted differently than voice searches, but there isn’t yet a specific input for the varying search options. However, you can put your company in the voice search spotlight by considering how the different forms of technology are used. For instance, when most people use voice search, they ask the assistant a question. As you adjust your marketing campaign to focus on voice searches, be sure to tag question words such as how, who, what, why and where.

Campaign Adjustment Tips
Statistics show that question phrases for searches have been growing over the years. The term “who” has experienced the most growth, but how, when and where are hot on its heels. The increased use of these question terms can help you adapt your search campaign to include traffic from voice searches. Also, keep in mind that people who begin a search with what, who, how or when are generally conducting initial research into a product while those who start an Internet query with “where” are prepared to begin a real world search or make a purchase. When adapting your campaign to voice searches, take into account that specifics make a difference. For instance, use question-based phrasing in your keywords, and avoid using negative terms that fail to promote your product.

According to research statistics posted by Bing, voice searches usually feature more words for each query conducted than text searches do. Bing confirms that two word inquiries are the most popular searches performed for text searches while the number of words used for voice queries increase to three or four words on average. Matt Cuts, a highly respected Google engineer, recently reported that the company would need to consider changing its perspective and modify its search engine to improve searches for voice technology users. Mr. Cuts also stated that people often make these types of searches using complete sentences. When Internet users complete text-based searches, they will typically get fewer accurate results by typing in complete sentences that feature more words. However, when voice queries are made, search engines are beginning to display better results with the kind of phrasing that includes natural language rhythms.

Final Considerations
Since voice searching is growing in popularity, it is a good time to adjust your company’s campaign. You can do this by keeping your local profile current and displaying the correct address on your site. Also, be sure to include your phone number and store hours. Keep your business’s FAQ page up-to-date, and consider adding a Q&A page or section. A Q&A section can include many of the phrases that people use in their voice query. This feature may give your company a high search engine rating.

As your customers continue to embrace voice technology, you’re likely to gain new ways to capture their attention. Be sure to modify your search campaign to target customers more aggressively through voice searches and to give them the search experience they never knew they always wanted.

Search Optics is a leader in digital marketing solutions for the automotive industry. Search Optics’ automotive digital marketing services include custom websites, search engine optimization, paid search and mobile solutions that generate leads which result in sales opportunities. Search Optics specializes in car dealer marketing and automotive SEO services.

View all articles by Matt Ganey

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