The search landscape is changing. As a business owner, it is too much to stay on top of. One thing that you may be hearing about (or using yourself) is voice search. I know that we have received numerous questions about how to be prepared for it.
Per Search Engine Land 20 to 50 percent of all searches are going to be voice-initiated by the year 2020. While that is a big gap of 30%, do you even want to miss out on the smallest possible percentage of potential leads through your website? You also have to think about the fact that you have ONE shot. Alexa, Siri, Cortana, and Google Assistant can’t return a whole page of results. They can only respond once. So what do we do?
What is a featured snippet? It is a featured search result that Google shows organically. Featured snippets display below the paid Google Ads. They are geared toward answering a question quickly to a user’s query.
So how do you get more featured snippets? Start by knowing the questions people are asking. Tools like Google search console help greatly, but knowing your market is important. Communication is key with your digital marketing company to make sure these are identified. Once you identify this you can develop other related questions that users might also need answers to. You need to then continually create content to answer those questions. It’s important to identify as many of these questions and answers possible to increase your chances for more featured snippets.
In an article by Search Engine Land you hear mention of “Skills” and “Actions”.
You can find samples of Skills here: https://www.amazon.com/alexa-skills/
You can find samples of Actions here: https://developers.google.com/actions/
Working with our developers you can create skills and actions for your own business!
Remember that every question that a user asks is a possibility. While there are questions and phrases that will be very common, don’t ignore the less common questions and phrases. Like with traditional SEO, you want to increase the visibility of your website in search by optimizing for as many potential keywords as possible. By providing as many potential answers to queries as you can you increase your chances of returning an answer. It’s also important to note that these actions are helpful for desktop and mobile search as well so your efforts will be useful elsewhere.
We are absolutely sure there will be more information on voice search coming down over the next few months. Our team will continue researching and providing feedback as we have it. In the meantime, if voice search is a concern for your business, give me a call. Let’s see what we can do to generate you leads from voice search!