The thing about internet technology is that we’re always playing catch-up. First, we researched and identified the best key words for our products and services as we introduced Search Engine Optimization to our websites and eventually, our social media postings. Next, we hired a web developer to add the responsive design capability to our websites, so that they would download correctly into smartphones and tablets.
It appears that for our latest update, we must ensure that we’re using long-tailed key words, i.e. phrases, that will capture the voice activated searches of Siri and Alexa. Adweek reports that 67 million voice assisted devices will be in use in the U.S. before this year ends and that’s your motivation to seed your online content with phrases most likely to be recognized by A.I. enabled searches.
But let’s begin at the beginning—have you made any voice activated searches? If not, then try it out and make note of what you say. The next time that you listen to iHeart Radio, grab your iPhone and ask “Siri, play Michael Jackson.” Or speak to your Android and ask, “Alexa, order us a half gallon of milk and a box of Fig Newtons.”
Notice that words such as where, find, order, how, who and where are often used in voice searches and you will be wise to include those words when you update your content for voice search optimization. As well, keep in mind that voice searches are often used when the prospect is in motion and typing is inconvenient, for example, when walking or driving.
Voice search requires us to adjust our thinking (again!) to that of a potential customer and not of a business owner or marketer. What questions might a prospect ask when looking for information about your particular expertise? “Siri, find me architects in Philadelphia that do over kitchens and baths.” “Alexa, who are web developers in Tulsa that can create a new website for me?” “Who can help me plan the company meeting we’ll hold in Milwaukee in October of this year?” “Where can I find a dog walker near me in Natchez?”
Voice search key word phrases are like a conversation and your online content should respond in kind. Your newsletters, blog posts, FAQs page, white papers, case studies and descriptions of your products and services are ideal places to embed phrases that resemble prospect questions that are likely to be asked in voice searches.
Your prospective customers do not use industry-speak buzzwords such as leverage, growth hack, synergy, visionary, or disruptive. Is it not time to purge those words anyway? Your prospects are looking for answers, so give them the answers in everyday words that everyone uses. KISS–keep it simple, stupid—as you update your content to answer basic questions, including facts such as the products your organization sells, the services provided, the address of your business if customers can be expected to come in and the opening and closing times.
Thanks for reading,
Photograph: Taping Gang Busters, the “only national (radio) program that brings you authentic police case histories.” The program was broadcast from January 1936 – November 1957.