Around a year ago, I wrote about how voice search would start to play a more prominent role in our search behaviour. For those who are still wondering whether voice search is really set to be the ‘next big thing’, here are a few new figures:
If we can believe VoiceLabs, this year 33 million home devices will be sold (there are currently around 10 million).
In this blog, on the basis of a practical example, I will explain how and when you can anticipate and capitalise on the change from text to spoken searches. If you answer the question, you can convert the visitor into a sale or lead.
As I stated in my first blog, micro-moments are becoming increasingly important. When we use voice search, we want to find information quickly, e.g.
28% of people indicate that voice search is a more accurate search method.
Imagine that you have an inspiration page on duvets; you should be thinking in terms of the aforementioned moments and elaborating scenarios for possible questions that could be posed by means of voice search.
You see; our voice searches are usually longer than our text searches. Text searches contain 1 to 3 words, on average.
Voice searches contain 3 to 5 words, on average.
And did you know? On average, we talk three times faster than we can type. (Source)
Given the fact that masses of questions are possible on an information page, you not only have to elaborate the scenarios above. Possible questions should ideally be plotted in a funnel so that you have an insight into where on the page you must answer questions from the funnel. If we look at the most commonly heard questions, we can use the following funnel:
In order to create an effective, clear and structured overview, phases and funnel steps must be added in a keyword search.
A frequently heard, logical question regarding the above could be ‘What does that type of page look like?’ Here, we can look at a (almost) fantastic example of a Bol.com page on fishing rods. What Bol.com has done so well is that almost all of the possible subjects in relation to fishing, hooks, types of line and other items have been elaborated. It is a great example of a page where a visitor can find almost all of the information that he/she needs. The questions that Bol anticipates are:
As you perhaps can already see, Bol has effectively anticipated all of the possible questions that could come up during the awareness phase. Questions that could be added include:
Possible improvements for this page:
It is only a question of time before voice search is adopted across Europe and the assistants get better at providing the right answers. Are you currently working on developing a new website or a re-design? Then I recommend that you think about more than just short-tail searches when creating keyword searches. Put yourself in the customer’s shoes and try to answer all of the possible questions.
This article is published on Emerce.