Optimizing your site for voice marketing means rethinking how users are going to search for you and adapting your content accordingly. Take note of these tips:
- Think questions and answers. A very common use of voice assistants is to answer questions quickly, from “What is the weather going to be like in Barcelona today?” to “Tell me what time the hair salon opens.” Therefore. When optimizing the content of our website for smart speakers, we have to think about what our users’ doubts may be and how to solve them with a quick response. It must also be taken into account that the same question can be formulated in many different ways.
- Research your keywords. It is very likely that the keywords of your overall SEO strategy will not work for voice marketing. Since our way of looking for information is very different in oral and written language. Therefore, you will have to carry out a thorough investigation of your keywords again. Keep in mind that voice searches tend to be much more specific and focus on long-tail terms: for example, instead of “hotel in Madrid” you may be more interested in positioning for “3-star hotel near El Retiro park”.
- Optimize your schemas and microdata . In SEO by voice.We are not going to rely on articles written with hundreds or thousands of words, so it is important to look for other methods for crawlers to identify and understand the content of your website. For this reason, my recommendation is that you consult an on-page SEO expert to give a good review of both schemas (which help search engines understand the context of content) and microdata (which inform crawlers of data such as the telephone number or the address of your company).
Key number 2: empathize with the user
Voice marketing brings us closer to the way people communicate with each other. And therefore, we expect voice assistants to be much more “human” than the web. For marketers, this poses several interesting challenges :
- Hit the tone . Excessively robotic smart speakers cause us rejection, but we don’t want them to take excessive confidence either. In turn, the answers have to reflect the values and style of the brand. In particular, it is important to take care of the responses to users when an error occurs. The wizard should ask the necessary questions to clarify what the problem is and clearly tell the user how to resolve it. If it’s not possible to provide a quick response. It’s a good idea to redirect the user to a web page or mobile app that can help them resolve the error.
- Give the right information . We must resolve all the user’s doubts, but always taking care to go little by little and not overwhelm them. Telling him the information about the weather, the news of the day. The traffic and all the events on his agenda before having the first coffee can be a bit excessive.
- Master the context . When we speak, we do not repeat all the information at once. But we rely on the context to omit information that is understood. For a voice assistant to work correctly, it has to take into account the user’s previous searches (“Where is the Eiffel Tower?”, “How tall is it?”), the place where it is located (“find bakeries near me “), his current activity on the mobile (“show me more about Carrie”) and the data you have about him (“calculate route from my home to work”).
- Listen (really) to the user . When we speak. We Papua New Guinea Email List want to feel that we are really being listened to. For smart speakers, this means adapting the response to the type of question and the tone of the user, taking into account the emotional implications of each situation. And reassuring them that the message has been received correctly, for example, asking what they want to say or with a simple “Okay, I’m going to…”.
Key number 3: find the new voice marketing talents
As always happens in our sector. We have to retrain ourselves and look for new talent to adapt to emerging technologies. What are the characteristics that a voice marketing expert should have ?:
- creative . In the end, voice assistant experts will have to write the “scripts” with which these devices interact with people. So they will have to be able to anticipate all kinds of situations and give an appropriate response. They will also have to design the personality of intelligent assistants to connect with users.
- With knowledge of SEO and user experience . These two disciplines will give you a good foundation to make sure you rank content well and respond to user needs quickly and effectively.
- With audiovisual experience . It is not essential that you have worked in radio or other audiovisual media. But it is essential that you understand how spoken language works and how it differs from written language. In short, you will need to have a good ear for conversations.
- empathic . Perhaps the most important feature is TR Numbers being able to put yourself in the shoes of users. Understand what they are feeling at all times and adapt the responses of the voice assistant to be as useful as human.
