The fact that the world of online marketing is constantly changing is nothing new. Voice search is introducing a permanent change in online search habits on the user side. Spoken language is usually the easiest and fastest way to interact. Especially when it comes to getting information quickly or conveniently and in parallel to other activities or to start an interaction such as a call or navigation. And so voice search not only enriches everyday life, but also reflects how content should be provided in the future in order to remain relevant. Voice search offers not only convenience (search queries are spoken rather than typed), but above all information on products and services and can thus contribute to important decisions in online commerce.
Hey Siri, what requirements does the voice search have on domains?
So far, domains have been selected according to the following three criteria: being short, easy to remember and having a unique spelling. Alexa, Google and Siri are now using voice control to change their online search. Success criteria of URLs and domain names are literally changed.
- Domains no longer have to be very short
While short domains with simple notation have been preferred so far, voice search now allows the use of longer URLs.
- Interrogative sentences imitate the natural language behavior
Vocalizing questions is part of the spoken language. Amazon's Alexa, Siri and Cortana are to assist in answering questions. The basic difference between voice and text search is the content: While text search uses phrases such as "buy domains cheaply", voice search uses phrase sets and long tail phrases with ten keywords and more such as: "Where can I easily manage my domains?".
- Being able to simply pronounce domain names is crucial
The unambiguous phonetics, that is to say a comprehensible sound of a domain, becomes a must-have criterion with voice search. With new domain extensions like .shop or .car, domain owners can create easily understandable and noticeable addresses. By contrast, addresses with abbreviations, characters and numbers will increasingly lose relevance with voice search.
To check whether a domain name is suitable for voice search, you should perform the radio test. The aim of the test is to find out if a potential customer is able to find the associated website after listening to the radio spot.
Alexa, how will voice search develop?
Speech assistants are becoming increasingly intelligent and the basic idea of the simple search is successively taking a back seat. Rather the focus increasingly lies on providing information that may be useful and helpful to the listener.
According to a survey by Uberall, almost 60 % of respondents consider voice search to be a relevant topic of the future. 22 % of German consumers carry out a language search at least once a week.
So far over 59 % of German consumers are not using voice search. The reason for this is above all the user-friendliness: about a quarter of the consumers indicated not being used to voice search as the main reason for not using it. 17 % are still skeptical about the accuracy of the search results and 11 % doubt the efficiency of voice search.
Cortana, how do I integrate voice search into my marketing strategy?
Five steps to voice search for businesses
- Identify search queries
Even before the voice search is integrated into the marketing strategy, signal words should be selected which clearly limit the voice search. For this, a list with direct commands of all language assistants can be helpful. When identifying search queries, please remember to use question words in the search phrase: sentences with long-tail keywords are the rule here. Unlike the text search in which the user would type "buy domains cheaply", he would rather ask the virtual assistant "Where can I buy the cheapest domains?"
- Set thematic groupings
First, the two groups "questions" and "commands" should be distinguished. Possible groupings could look like this:
Information: cost Search: provider Siri Questions How much does a .de domain cost? How expensive is an SSL certificate? Who is the best provider for .de domains? Ok Google, how much ... / who is ...? Hey Siri, how much ... / who is ...? Commands Find prices for one .de domain! Show me suppliers for .de domains! Ok Google, show me ...!
Hey Siri, show me ...!
Groupings are variable and should be designed in the way that best suits the product or business model. Thus, the groupings can also be created based on operating systems or demographic characteristics. Thematic groupings can also be useful for creating ad groups.
- Creating campaigns for voice searches
Voice search does not need its own campaigns: New ad groups can be added to existing campaigns that focus on thematic groups or specific issues. When rebuilding ad groups, be sure to look for mobile optimization. In addition, bid adjustments should be made by topic group.
Keyword: "How much does a .de domain cost?" Ad text: ".Register DE domains for --- € a year."
Also, be sure to include different ad texts: For example, for query-specific ad groups the ad text could consist of answers to the questions.
In addition, it is advisable to make the searches as granular as possible. Users of different operating systems often differ in their buying behavior. So, it would be useful to target the ad group only for voice searches through Siri for users only use Apple devices.
In terms of ad text, it's about trying out content: How do voice search users respond to content? Which target group do you want to reach with the voice search?
- Answer customer queries via voice
You should consider what questions customers might have about you and your products or services. Interested parties need relevant information to make informed decisions about spending their money. Try to empathize with potential customers and highlight how you differentiate yourself from competitors in the marketplace.
- Analysis and continuous optimization of the voice search
After creating ad groups, you should be monitoring the performance. What effect do changes have at the keyword level? Are there any positive effects on quality factors or CTR? Has the wastage on search query reports decreased? Will CPC prices be lower or will the ad positions change? An important factor is, of course, the conversion rates which ideally increase, while the costs per conversion fall.
In terms of the performance of the voice search ad group, we can see what has improved and worsened compared to the old ad group. Common criteria such as impressions, clicks, conversions, positions etc. need to be optimized, analyzed and further optimized.When comparing mobile traffic in the last two years, it could be that long tail keywords appear more frequently.
If you decide to incorporate and push voice search into your marketing strategy, try to deliver the best results in the industry. For search engine optimization on voice search, part of the content must contain questions and a short answer.
Provide as much as possible and, above all, well-prepared information about your company and your products. The easier it is for Google's bots to search and analyze your content, the more likely it is that your content will appear in search results.
When developing a strategy for using voice search, you should always keep an eye on the customer value. This should benefit from the function and be as easy to use as possible.