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Does Voice Search and/or Conversational Search Change SEO Tactics or Strategy? - Whiteboard Friday

Feb 18, 2017
Today we have some sort of nascent beginnings of it, and I made a prediction earlier this year, in my traditional post predictions, Voice Search, the search for the conversation, Internet of things, that they would not really have a big impact or much impact at all on the web marketing world. What we mean is engines, especially Google and Bing, talking about how one percent more up their requests are coming through voice searches. However, what we do not hear is how this could be changing SEO SEO or if it changes.
"Ok Google"
So today what we have is being things like people asking their device, their Android device, "Okay, Google, what is the difference between libel and slander?" You might hear this . Maybe you have a question, something you want to answer, and Google verbally respond to you, or they might just show you the results on the screen, and you can click on it, or a combination of both.
"Alexa"
You can ask your Alexa device, the device Amazon Echo Alexa, you can ask him, "Alexa, makes Iceland beat England in the football game Euro," or set of English and Icelandic soccer would say. In fact, they did. Really sorry that England, but I want to sort of see the Icelandic commentator freak out again. That sounds exciting.
"Hey, Siri"
For Apple products, "Hey Siri, where can I get Vietnamese rice noodles near here?" And Siri will look around and then return the results, that kind of thing.
Talking cars
Of course, there's also this idea that with more and more cars are becoming hotspots for research that drivers ask their things cars or ask their phones in their things cars like: "Well Tesla, "this is not true, you really can not say that Tesla yet, but I'm sure it is," When my brother-in-law's birthday, and he does not drink whiskey? " Hopefully your Tesla will be smart enough, thanks to the partnerships it has with the other technology companies, to be able to answer.
This is what is happening today. We are witnessing the rise in search of conversation and voice. So there is a new and different kind of demand keyword and also a new kind of result set that returns because of it. Is there really a huge difference from SEO point of view? Well, I will say no, no, he does not. However, I think there are strategic and tactical things we should pay attention to this world progresses, this world of voice search, the search for the conversation progresses.
strategically
1. The increase instant answers without research results continue
We will see a continued rise instant answers. What happens is that when a lot of these voices and conversation search queries are coming through, they tend to be longer, and they tend to be seeking an answer that camera can quickly give you a direct answer to. Things like, what I put here, which requires a certain logic and a certain understanding of the machines, some contextual understanding, but it is not difficult, and the machines do a good job of that.
I think what we'll continue to see is that the percent of queries with an instant response result is increasing over time. Now it's percent, not absolute numbers. I mean, of course, the absolute number is increasing, but that does not necessarily mean that traditional types of requests that were made to search engines will disappear.
In fact, one of the things that you and I urge caution against is to say, "Oh, because the voice and the search for the conversation are on the rise, we should stop paying attention to direct, search on the traditional web and web results. "It may indeed be the case that even with the rise of all these instant answers and new features SERP and voice search that the gross number of clicks on search results your industry, in your field for your keywords may actually have increased despite these trends. as these trends are additive, they are not necessarily taking him to other forms of requests, at least not necessarily.
2. Google (and Apple, Amazon, etc.) continue to disintermediation simplistic response / data issues:
I think Google and Apple and Amazon and Alexa, and all these engines involved in this will continue to disintermediation simplistic data and answer publishers. So I think it behooves you to question what type of information you post
The way I would sentence this is if a certain percent, X percent of requests resulting traffic can respond unless the Y words, or with a quick picture or fast graphics, a fast number, the engine will do themselves. They do not need you, and quite frankly, they are faster than you are. They can respond more quickly, more directly than you can. So I think it pays to consider: Are you in the safe or dangerous part of this policy framework with the current content you post and the content of plans you have for the future?
SAFETY DANCE VS. DANGEROUS ZONE
Safe: Recipes
Cooking conversions: Dangerous
So if you are in the world of food and cooking, recipes probably very safe. It is very, very difficult for a motor to say, "Well, here I am going to read the ingredients. Let me show you pictures. Let me give you the whole rundown. I'll give you feedback. I'll give you the number of stars. "This is too complex.
Which is very simple cooking conversions. "Alexa, how many pounds of flour do I make a cup?" simple cooking conversion, instantaneous response very possible. Quite dangerous to rely on a ton of your click-through traffic for such dangerous things.
Analysis of Sports: Safe
Sports scores: Dangerous
analysis of sports, very, very difficult for any of these services in an attempt to provide an analysis of a game, very easy for them to provide a score.
Product comparison Deep: Safe
Dangerous: price comparison of products Simplistic
Very difficult for them to make a thorough comparison product, very easy for them to make an accurate comparison, simplistic product price. "What are the prices of X on them?"
Safe: Learn to code tutorials
lookups fast function: Dangerous
Learn to code tutorials, almost impossible to disintermediation, but a quick look-up function, very easy to disintermediation.
SAFE: it is difficult to aggregate and present simply, you have a competitive advantage, and you will probably be able to maintain this traffic.
DANGEROUS: While it is easy to aggregate and present simply, you are probably in danger in the long term territory.

Tactically
There are three things we really think we are going to global research of the conversation and voice. Those are...
1. Research and keyword targeting requires the analysis of the characteristics of SERP
It requires a SERP analysis of both desktop and mobile, and preferably in the future, I think we're actually looking for keyword research tools that can make a voice request and can tell us what that the results be like or look like from the engine.
We must do our prioritization of keyword targeting, keyword we actually want and choose which keywords we want to create content to try to rank for, on the basis of our click-through opportunity and our value. If we do not have this information and the data, so we'll probably be choosing certain keywords thoughtlessly compared to our competitors think about it.
2. Structure of content should optimize the formats to use in their engines instant answers
If someone searches for defamation against slander, it is true that if you rank on the first page and you have the right content structure, Google can pull you in this instant response box. What we have seen from our research is that being in this instant response box is not a bad thing. In fact, it tends to increase the rate of clicks and all traffic for many, many publishers. Not true for everyone. Some instant answers disintermediation really requests, the "Iceland against England, what was the score?" If Google just tells you, you do not click. But certainly defamation against slander, you can see the libel is written or published defamatory statement, while slander is spoken. It is very likely that people will actually be browsing more on this subject, and then you have the ability to serve ads or use your services or whatever product you are selling, that kind of stuff. So things intelligently formats.
Dr. Pete has done an excellent blog post on how to rank number zero, how to enter the results of the instant answers. He recently made a presentation at SMX Advanced that he published on SlideShare, you can check as well. Both these handy resources.
3. Keep an eye on volume and absolute search volume trends in demand, not only aggregate queries percentages and statistics
So if the keyword search volume for words and phrases that you care, if orange is typed and the green here is the voice search, you can see that here looks like it is 60%, so that voice search has exceeded the typed search. But what really happened is that from year to year, research typed increased as well. He did not stop to pay to try to rank for those keywords. In fact, he paid more dividends. It's just that voice search has increased even faster. So I think we must be careful if we think of the voice as completely or disintermediation support of our industry or our content. Instead, we should think of this as additive, and we must pay attention to the real aggregate demand in volume, both typed and voice search over time.
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