And Why do You Need to Know?
Amazon Echo, Microsoft Siri and many other smart devices have changed the landscape of search and will continue to do so; have you considered how this will impact your business? How will all that content necessary to get attention online be relevant in the very near future? Approximately 60% of SEO criteria has its roots in content and social media, but we have to rethink our approach and take back some power, because the things I’m reading tell me voice search is narrowing the playing field to a select few. And most of us will not be an answer to a voice query.
I don’t know about you, but I get super annoyed when ‘Google certified’ people call me insisting I go through them to improve my search results, but they have no idea what the name of my company is or who I am. Most of us get emails from our contact pages telling us they love our content, but have new hacks to get us to the number one place in Google – which cracks me up because with personalization, there is no such thing anymore. Hasn’t been for years.
This thing with voice search – that gets my attention. Here’s the deal. In the process of making choices easier for consumers, Siri and Alexa are programmed with limited responses. Those responses are and will be, first and foremost, properties owned or related to their parent corporation. Google voice is the local business owner’s saving grace, for now.
People are searching on a handful of terms in a very specific manner, and doing so within moments of a purchase decision. These micro-moments can only be leveraged with proper NAP (name, address, phone) information showing up consistently across all mentions of your name online. If you’ve never formally listed your business or if you have had any changes over the last few years and not bothered updating your information, chances are your website traffic has tanked – big time.
On a perfect day, only 3 search results show up in your mobile device without scrolling, and they’re pay-per-click, which means they are advertising and have spent significant dollars on Adwords to show up using the specific language used to search. Good news, most people scroll a little.
YOUR LANGUAGE IS EVERYTHING. Each word. Each phrase. Audio, video, or text – appropriate language MUST accompany the title and details of any content provided. Text is not dead, but blogging is not beneficial in the same way it used to be. It’s not about constantly updated, keyword rich, fluffy business stuff that many digital marketers simply purchase the rights to use for pennies from third-world countries. (Yeah, some of them still do that …) It’s about training your prospects and social leads to recognize you as a committed solution provider with an edge on the rest. You can’t SAY you’re an expert, you have to prove it. Content creation and deployment give you that opportunity.
Today, your content has to nail the particulars more like a great press release – who, what, where, when – and then get into a short audio, video, or article on ONE topic, and the more currently relevant, the better.
Videos and audios with no accompanying text miss a huge opportunity, because that’s how people like their information today, but they won’t be seen in a voice search without details search wants to share. Especially when they are using the phone to access it. I’ve seen excellent video files posted to YouTube with someone’s About Page bio on each. And. Every. One. TOTALLY missing the point of the text below the awesome video content.
Friends, the train is leaving the station, and you can be on it, but you’re going to have to take your content strategy seriously. Develop a list of relevant topics, a content strategy for strategic, consistent approach, and then execute with social content deployment that’s easy to use.
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