Today, every marketer is aware of the impact that content marketing holds in terms of generating organic rankings, referral traffic and also, link building. It perhaps has quickly become the most important aspect of Digital Marketing.
But what’s the latest development in content marketing? It surely is the entry of voice-search assistants that have influenced the latest advancements in the field of content marketing. Voice search has already begun to impact many marketer’s SEO efforts. And since content marketing and SEO go hand in hand, it is vital for every brand to start focusing on producing content that can effectively be optimized by the voice-search assistant.
‘Question-based’ search queries today, are growing more and more in popularity. This means that the content that is created will have to be centered around such queries. To understand these advancements, marketers will first have to think about the intent of the user’s query. Why has the user opted for a voice-search query and not a textual-search query? Understanding this would just be the first step to creating quality content.
Voice-search Assistants v/s Search Engines
When it comes to typing out a query on a search engine, users mostly avoid keying in full sentences and limit it to only the essential keywords. Well, that is not the case with voice assistants. Voice searches mainly involve long-tail queries in the natural language of the user.
For example – when a person is looking for a specific theatre, he will simply type the theatre’s name and the city or zip code. But when using a voice assistant, the query changes to ‘Where can I find the XYZ theatre in this city?’. See the difference? Thus, this indicates that the content changes according to the targeted platforms.
Why do People Love Using Voice Assistants?
Why do users opt for a smart speaker or voice assistant? The reasons may vary. They might not be interested in visiting a particular website and would want the information quickly, without any waiting around. A survey conducted in the US and Europe also states that people would prefer using a voice assistant rather than searching for a piece of information on different websites. This might be considered as one of the reasons people today are choosing voice assistants over manual search on search engines. Research by Abode also states that the most common use of voice-assistants is to ask questions such as:
- News Headline
- How’s the weather today?
- Sports Scores
- Basic research
Who are the Biggest Users of Voice Assistants?
According to research, a larger number of Millenials have been found to use voice assistants. They mostly research or look for reviews on a particular product or service that they wish to go for. Now, this perhaps can be an important clue for marketers to help optimize their content effectively. This information can guide them in developing content that will serve as an answer to such queries.
With the above information, it is clear that voice assistants have had a significant amount of influence on SEO. But if you are a brand, you need not have to worry about the change because different voice assistants use different data. For example, Siri and Alexa use Bing data, and Google uses Google data. So depending on which system a user uses, they will get different results. The most important point for the marketer is to develop or deliver content that effectively answers various questions and searches on the spot.
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