{"id":138964,"date":"2019-12-02T12:24:30","date_gmt":"2019-12-02T12:24:30","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=138964"},"modified":"2020-02-21T12:55:57","modified_gmt":"2020-02-21T12:55:57","slug":"voice-search-ascending-three-areas-that-require-your-attention-right-now","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/12\/02\/voice-search-ascending-three-areas-that-require-your-attention-right-now\/","title":{"rendered":"Voice search ascending: Three areas that require your attention right now"},"content":{"rendered":"

By next year, comScore expects that 50 percent of all searches will be voice searches<\/a>. And of course, it won\u2019t stop there. A decade from now, it\u2019s not unreasonable to think that nine out of 10 searches will be via voice<\/a>, and at that point, a lot about what we know about best practices in digital marketing will have shifted.<\/p>\n

After all, in the world of voice search<\/a>, simply getting onto the search engine results page becomes insufficient. What brands need is to find their way into what\u2019s become known as the \u201czero position\u201d\u2014that singular best response generated by a voice assistant in regards to a natural language query.<\/p>\n

Most marketers are watching the ascent of voice search<\/a> with obvious interest, but few are sure exactly what they should be doing as this brave new world unfolds before their eyes. The good news is that there are very concrete steps that can be taken right now to better position brands for the voice-dominated future. If you focus on the following three fundamentals today, you\u2019re going to be in strong shape tomorrow.<\/p>\n

Optimize according to Schema<\/strong><\/h2>\n

Schema represents a foundational means of ensuring your online content<\/a> can be found and understood by web crawlers and properly ingested by the major search engines\u2019 algorithms. This is true today, and it will be true tomorrow. Unfortunately, given the ever-increasing complexity of the marketing technology landscape these days, too many marketers have lost site of this important priority. To succeed\u2014or even survive\u2014in the world of voice search, the schema<\/a> need to be a top digital marketing priority.<\/p>\n

In the most basic sense, schema is an agreed-upon structure for how online content should be organized in order to best be understood by search engines. The major search players of the world have codified the best practices of engagement via Schema.org, a joint effort focused on creating and maintaining schemas for structuring online data. These days, optimizing web pages with schema is a critical first step to succeeding in organic search.<\/p>\n

The beauty of Schema.org is that it\u2019s supported by all of the major search engines, and these are precisely the companies that are currently writing the future of voice search. We can expect to see similar structures dictating voice search results as we do in the currently established schema. Thus, best practices for site optimization today will remain the best practices for the future. However, neglecting these best practices in a world where the zero position can make or break a brand will become all the more vital.<\/p>\n

Focus on featured snippets<\/strong><\/h2>\n

Google\u2019s Featured Snippets<\/a> aren\u2019t new, but they\u2019re far more important in the world of voice search than in traditional web SEO<\/a>. Featured snippets are designed to help people answer questions quickly in a way that naturally aligns with how people search with their voices. In other words, it rewards content that presents information in an obvious Q&A format versus being optimized for keyword searches.<\/p>\n

To improve your chances of reaching the zero position for a given query, structure your content for featured snippets. In a blog post, for example, this might mean asking a question in the opening paragraph and ensuring it is answered in that same paragraph in 50 words or fewer.<\/p>\n

Sure, the blog post can go on to discuss the subject in much more detail. But what a voice search engine will care about is being able to answer a user\u2019s question in a succinct, straightforward way. Give them the questions and answers they crave.<\/p>\n

Get your profiles under control <\/strong><\/h2>\n

In preparing your brand and its digital assets for a voice-driven world, don\u2019t forget about your third-party digital profiles. Again, this is a best practice in the search world today, but it\u2019s going to become even more necessary for survival in a future dominated by voice search. After all, when people search for information relevant to your business, there\u2019s a good chance the first place the search engine turns won\u2019t be your website.<\/p>\n

It will be a third-party profile that succinctly describes your business and, in particular, the details of nearby locations. After all, voice assistants powered by companies like Google also have their own business listings for your locations\u2014and they\u2019re highly likely to turn to those first when providing information back to users.<\/p>\n

If your business information is inaccurate or outdated in your third-party profiles, reaching the zero position in a voice search with that information could be more harmful to your brand than not being found at all. So as you think through your digital strategy for a voice-driven world, be sure to get back to basics. Structure your content correctly. Give vs the answers they want. And above all, make sure your information is updated and accurate anywhere the algorithms might find it.<\/p>\n

Bart Bartolozzi is Director of Product Marketing at\u00a0Synup<\/a>, a location intelligence tool that helps businesses with their local marketing, discovery, and engagement.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Here are three concrete steps that can be taken right now to better position brands for the voice-dominated future.<\/p>\n","protected":false},"author":1092,"featured_media":125584,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27279],"tags":[27753,1217,716,37,113,380,1007,33,27754,192,27755,63],"content_type":[],"class_list":["post-138964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-voice","tag-bart-bartolozzi","tag-digital","tag-featured-snippets","tag-google","tag-marketing","tag-martech","tag-schema","tag-search","tag-synup","tag-technology","tag-voice-assistant","tag-voice-search"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/04\/Voice-search-study-from-Uberall-120x90.jpg","category":"Voice","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/138964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=138964"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/138964\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/125584"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=138964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=138964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=138964"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=138964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}