Voice Search SEO Optimisation | Primal 019

By | August 28, 2019

Hi, so, on one question this week, we’re going to be talking
about Voice Search. So, my name’s Mark I’m
the Managing Director here at Primal, we’re a digital
agency based in Bangkok. And we’ve got a very special focus on helping brands here in Thailand grow as much as possible
through digital channels. On a weekly basis we take one question from our audience, our
prospects, customers, and we pick the best one. And we help to answer it. So, for this week’s question we are going to be answering, “How will Voice Search impact SEO?” You know, and how do we optimise this, to set us up for the future in terms of our SEO strategies. Hey Siri, how long is a piece of string? – [Siri] Check the display on
your iPhone for the answer. – It says twice the length
of the centre to one end. (laughs) That is the best answer. So, I’m sure you’ve all been
familiar with Voice Search. You may have used it on
your mobile phone with Siri. You may have bought Google Home. In which you use your
voice to interact with. So, you know, Voice Search has been essentially
growing since 2008 by 35 X. So, that’s quite a high growth rate in which, you know, it’s raising eyebrows. It’s capturing our attention. Is it something we need to be focusing on? In my opinion, it’s something to focus on, but it’s not the end all, be all of your SEO strategy right now. But what we can do right now is start to think about the future. And how we could potentially capitalise on this opportunity now. So, it doesn’t necessarily
mean you always have to be the best at doing SEO
to be able to capitalise this. But rather, you know, be the
first to start looking into it. Potentially doing it. So that you are setting
yourself up for the long term. Because obviously Voice Search is growing. And it’s potentially something that could be helping your
business in the future. So, you know, having
a look at Google Home, Alexa, mobile assistants
like Siri, you know, we can see that 20% of all
searches now are done by voice. Mostly predominantly in
countries like the US. And 40% of, you know, adults
are using Voice Search at least once per day. I did a quick survey before with the team. I think we had one out
of 30 people actually say that they use Voice
Search on a daily basis. So, just rough numbers. You know, here in Thailand
it’s probably not as common. I think it’s still
potentially a little bit weird for people to be able, you
know, talking to their phone. But it’s something that may be adapted, you know, as its usefulness grows. Especially for Thai people. So, when looking at Voice Search, you know, we’re looking at
more conversational phrases. So, you know, and they’re longer as well. So, you know, when we look
at traditional SEO campaigns. And we’re optimising for certain keywords, you know, and SEO type key phrase. And I’ll use the example
that I used just recently. I was looking online to
buy a pair of rugby boots. So, typically I would type
in “Buy rugby boots Bangkok.” And, you know, use those
results on the first page to then lead me to my final
purchase on a website. I did stumble upon a website
that was really cool. Canterbury.co.dh, a really cool brand. You know, and versus, you know, some people that may not type in such short phrases to find
what they’re looking for. They might type in let’s
say more long-tail phrases such as, “Buy rugby
boots online in Bangkok.” This would lead people to
potentially more refined results. Because there’s more
context in longer phrases. And also, you know, as
an SEO for optimising for those keywords,
we’re capturing perhaps, you know, 70% of the other
searches, that are not, you know, big head keywords. But when optimising for Voice Search we’re looking at question type phrases. That one would use in a conversation. So, an example in this case would be, “Where can I buy a pair of
rugby boots online in Bangkok?” So, obviously, these
are much longer phrases. And it’s not something you
would normally put into, you know, a piece of
content to optimise for. So, how can we as SEOs really try to focus on these more conversational
type questions. To help us optimise for
Voice Search in the future. So, there’s a few different ways. One thing that we can do. Or the first step in optimising
for these type of phrases is essentially speak to
your customers, you know. Have a look on, what are their most frequently asked questions? What are the questions
they’re literally scratching their head daily in order
to answer, you know, with brands, and your business? And really have a look at,
you know, forums as well. You can even potentially look
into social listening tools to pick up where your brand
is being talked about. In order to gather as much data on what are the most frequently asked questions to do with your industry, and your brand. And obviously prioritise the ones that, I guess, get asked a lot. You know, you want to
have a look at, you know, the whos, the whats, the whys. And there’s also this really cool tool. It’s not available. Or it might be available
in the Thai language. I need to check. It’s called answerthepublic.com. It is, in terms of coming up for ideas on what types of questions we could potentially optimise for. Answerpublic.com when
it comes to English SEO is an awesome resource. I highly recommend it. Especially if you’re
trying to come up with blog content ideas as well. It’s worth checking out. You simply just type
in a topic, or a word. And it will simply list
out a bunch of questions around that topic, you
know, for that keyword. Drawing upon, you know, various reputable sources for those questions. So, once you’ve gathered some data. You’ve spoken to your customers. Maybe you did a survey. And you’ve identified, okay well, these questions, probably
the most important questions we need to answer as a brand. So, you know, we can potentially be creating blog posts about these. And we potentially want to, you know, be creating content around these as well. So, one of the most important things is that when you type in, or Voice Search these questions, you’ll notice that. Or it’s been proven that
90% of the Voice Searches that, you know, people have studied have on Google a featured snippet. So, that’s where, you know,
you’ll type in a question. And it will automatically have in a box. We’ll share an example here. Of, you know, the question and the answer taken from one of the
websites on the first page. And you’ll have a look
that it’s got the question, and it’s got the answer in that box. So, you know, when it comes to optimising on the page, one intelligent step would be to take the, actually, write out the actual
question that gets searched. And also include the answer. So, that’s one good step to take towards answering that question. To actually put the
question as one would say it in Voice Search into let’s say the blog post, or the page. So, you know, that’s one easy step that brands could be taking now in order to optimise
for voice in the future. So, I hope that’s got you thinking a little bit about Voice Search. Potentially what you could be doing now. You know, in terms of
how we can potentially optimise for this in the future. If you have any digital
marketing questions that you’d like us to answer. Drop it in the comments
section in videos like this. And we’ll be sure to pick it up in next week’s video. So, thank you for listening. And for your time. Thank you.

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