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busquedas_voz_marketing

“Siri, which is the nearest hamburger store?”

“Ok, Google, what time will it be tomorrow in Madrid?”

Surely you or someone around you has done something similar to this once. According to data collected in the United Kingdom, 42% of Britons perform voice searches every day (four years ago that percentage was only 25%). ComScore estimates that by 2020 50% of searches will be carried out in this way and, to add more things, the use of virtual assistants such as Alexa or Cortana have seen their use multiplied by three in the last year.

asistentes virtuales

Fuente: www.searchenginewatch.com

And with this data, obviously in marketing we can not sit idly by what does SEO imply this growth in voice usage? What characteristics do these searches have? How can we start working to improve our positioning?

SEO HAS A NEW PARTNER, AEO

One of the first things we can think about is that SEO now is really going to die (since when have we been hearing that SEO has died?) But in reality, voice searches will be one more discipline that will coexist and that should Complemented with SEO. Not everything done so far on our websites will end in nothing and of course will not have to leave it parked.

Some specialists in the field point out that what changes the search by voice, instead of search engines, will also be response engines. If on the other hand we have the work of search engine optimization (Search Engine Optimization, SEO) now we will have the Answer Engine Optimization, AEO. And why?

The new assistants and voice seekers work to give a single response to the user, dont strive to give a list and that the user chooses, the tendency is only for one to come out. Logically, this implies greater competition and complexity when positioning our business.

NEW SEARCH PATTERNS

Voice searches are different… and that implies that the results must also be.

  • The terms of voice search are longer than in text.

With one of the examples of the beginning we can see it. In voice we ask: How will be the weather tomorrow in Madrid? “While in 2 words it would simply be “Madrid Wheather”.

Besides taking into account the famous long-tail here, querys in voice usually start with a question, so it is a good opportunity also to know the intentions of the users and to know in which part of a possible transaction is placed.

  • Geolocation

Currently, a large part of searches are made on mobile and have a large local component. The phrase “near me” is quite common on Google My Businnes page, for example, is a must.

  • More informal tone

In addition to taking into account that right now the younger audience and millennials are the big users of voice commands, we must take into account that the way we express ourselves in writing and by voice are very different. By voice we are more natural and more informal, which implies that technology has to be more and more semantic and sophisticated to be able to give a valid response to users.

COMMUNICATION AND CREDIBILITY

For Chee Lo, Head of SEO of Trustpilot, and Jason Barnard, SEO consultant of Kalicube.pro (source) in what we must work right now is in these fields, to be able to communicate and have credibility.

For Google it is very complicated to obtain all the information of a web page, its a lot of content, a lot of information that there is to index, a lot of other information to discard, etc. Multiply that by billions of web pages.

Well, now let’s add that searches become more sophisticated: What is the cheapest pizza near my house? What is the best technology store in London? The key here is to make it as easy as possible for the engines to understand what you want to communicate and position yourself in the best way. Two important tools to enhance here are the structured data and HTML5.

As for credibility, one thing is clear, the more credible you are, the more confidence you have in yourself.

In the engines it happens the same, if you communicate effectively and also others speak well of you (social media, ratings, opinions, etc.) better positioning and more likely to appear first (or as the only result) you will have.

That you no longer consider voice searches a simple thing?

En los motores pasa igual, si comunicas de forma eficaz y además los demás hablan bien de ti (social media, ratings, opiniones, etc.) mejor posicionamiento y mayor probabilidad de aparecer el primero (o como único resultado) tendrás.

¿A que ya no consideras las búsquedas por voz una simple cosa más?

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