PrattTribune - Pratt, KS
  • Digital Media Marketing: How natural speech search is changing your content

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  • The way we search is changing. As the use of mobile devices increases and technologies improve, we’re moving towards a new way to search.
    Voice recognition applications like Siri, S Voice and Google Now have changed the way we find information on our phones. These technologies are continuing to improve and are even finding their way into other devices in our lives - we can now speak to our cars, televisions and even kitchen appliances.
    How is voice recognition changing search? We’re gradually being retrained on how to search online. Instead of typing in a traditional query, such as “Restaurant Boston,” we’re now asking full-phrase questions like “What restaurants are close by?” As searchers, we no longer have to think about how to find what we're looking for, and instead can search in a way that is natural to us, using a natural speech search.
    As Google continues their ongoing efforts to improve their search engine, they’ve acknowledged this more refined way of searching. With recent changes including the introduction of the knowledge graph and the hummingbird algorithm update, Google is focusing on each individual word of a search query, tying them together to return a search result. While this means Google is getting smarter about their searches, it also means they’re no longer just looking for specific keywords.
    What does natural speech search mean for your website's ranking? Have you considered your website's content lately? This new era of online search will have a lasting affect on how your content gets you found.
    Here are some basic tips to make sure you’re writing effectively to speak to those natural speech searches on Google: 1. Write your content as you would naturally speak
    Keep your content relaxed and natural. Think about how you speak about your business, and how your customers speak about your company. Do you have a long business name which is often cut short? Do you go by any abbreviations or nicknames? It’s best to mention these in your content. Although it may be more formal to write out your full business name each time, you need to keep your content natural and conversational, using terms and names your customers might be searching for. Keeping it relaxed also means contractions and abbreviations are fine to use - they’re actually encouraged!
    2. Think of how customer mention your business
    When a customer calls your business or comes into your store, what are they looking for? Think about it: What are the top five questions they ask? How are they wording them? Customers might not always know the technical terms for services, or full names of your products. Avoid industry jargon and technical names for things when customers describe or ask about them differently. Using terms they may use will not only increase your natural search results, but will also keep your content relevant.
    Page 2 of 2 - 3. Remember your SEO basics
    These modifications don’t mean you can throw out all of your basic SEO rules. As always, keep it simple and to the point - no one wants to listen to you go on and on, and they’re not going to read it either. Also, don’t try to overload your site with keywords. Repeating your business name, services, or town names over and over will just frustrate the client and hurt your content's ranking with Google. The old days of keyword-filled SEO content are gone. Today, your content - and your website - will be rewarded for being unique, helpful, and well-written with relevant information.
    Keeping these simple tips in mind can help you adapt your website to this new world of searching. The internet is changing, and your customers are changing with it. Following and adapting to new technological trends will assure your business' online success for years to come, being found by customers where and how they're searching. Why not start preparing today with some simple modifications to your websites content?
    Propel Marketing is an online marketing company providing digital solutions to local small- and medium-sized businesses: www.propelmarketing.com.
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