The preferred method for searching out information on the internet is rapidly changing. Over the past few years, voice search has become more prevalent with the advent of digital assistants like Amazon Echo and Google Home. That’s not even taking into account mobile voice search utilities like Siri and Android’s Google Voice.
What does this mean for your digital marketing plan? It means that the structure, style, and tone of your online content need to be adjusted to reflect how people are seeking information.
Here are three ideas on how to optimize your content to take advantage of the growing popularity of voice search:
Make It Conversational Traditional text search queries are generally limited to one to three words, while voice searches usually run longer. That makes sense given the fact that when using voice search, queries are often phrased in the form of a question and are very detailed. In light of this, your keyword strategy must now be more conversational to reflect how people talk and ask questions in real life.
If you’ve used the voice search function on your smart device, think about the kinds of questions you have asked. Adjust your content to reflect this, so the search engine spiders are more likely to pull your page(s) higher in organic rankings.
It’s Your Business – Claim It! If you haven’t already claimed your Google My Business listing – then do it now! A large portion of voice search queries are local in nature, so having your Google My Business listing claimed and optimized helps increase your chances of showing up in local searches. We’ve assisted many of our clients with this process and can do the same for you – just ask!
Just the FAQs Creating FAQ (Frequently Asked Questions) pages can also help improve your chances of showing up in voice search queries. Use conversational keyword phrases to structure the questions, and make sure to group similar subject questions together. Remember that voice searches tend to be much more detailed than text searches. That means your questions should be very specific in nature, e.g., “Where can I find the best deal on a certified pre-owned, three-row crossover near me?” Also, make sure that your answers to questions are succinct and to the point.
Voice Search Is Here to Stay Trends show that voice search will continue to gain popularity moving into the future. It’s important that your digital marketing efforts address this trend so that you can continue to grab your share of online prospects and help generate more traffic to your dealership.
John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising.
Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry.
The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners.
Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards.
The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program.
Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.