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  • Voice search: How to optimize the web to upload the results by voice?

    5 June, 2018

    The voice search assistants are software programs present in smartphones, tablets, speakers, TV, watches, etc. that respond to voice commands to perform tasks such as offering information according to third-party information sources available on the Internet. Currently, and according to IAB data, voice search is used above all to make calls, send audio messages and for navigation. In addition, its use is concentrated in users between 18 and 44 years.

    The main reason for the success of the voice assistants is based on the fact that they are becoming more accurate in the recognition of the language. The assistant who answers most correctly questions about general knowledge is Google.

    In fact, by 2020 it is expected that 50% of mobile consultations will be through voice, according to ComScore. Despite this, 62% of brands do not have a specific plan for voice search this year, according to data from BrightEdge.

     

    WHAT ARE THE FAVORITE VOTER ASSISTANTS OF THE USERS?

    The user accesses all types of voice assistants: Siri, Cortana, Google Assistant and, to a lesser extent, Alexa through the smartphone. Google Assistant, Cortana and Siri are present in the computers and Amazon Echo, Apple HomePod, Google Home, RavenH from Baidu and Tmall Genie X1 from Alibaba are present in the smart speakers.

    And what is the preferred time to use them? While driving, cooking and sports. And the favorite places are the office, public transport and restaurants. What is clear is that it is the Z generation, not even the millennials, who take full advantage of the interaction offered by the attendees.

     

    HOW DOES GOOGLE ESTABLISH THE PRIORITY IN THE RESULTS OF SEARCHES BY VOICE?

    When Google Assistant is ready to answer a question asked by voice:

    1º Read and recognize the result using the entities that it recognizes according to the content it has indexed and offers a concrete response. In case you do not find exact matches, select a set of related results.

    2º And the first thing that shows, first of all, are the Featured Snippets, which are outstanding results of the search engine that respond in a short and concise way to searches made by users with a title, URL and an image.

     

    WHAT CAN THE BRANDS MAKE TO BE PRESENT IN VOICE SEARCHES?

    All content on a web page is recognized, indexed and evaluated by Google, and the same applies to the content that is displayed after a voice search. Therefore, some aspects should be taken into account when developing a digital strategy in both cases:

     Mobile First Index. Google has increasingly opted for the idea that the websites are first developed for the mobile and make them responsible for the rest of the devices later. In addition, it must also be optimized and have a high loading speed.

     Structure of URLs controlled in an XML file. They help the site map to be recognized by the search engine.

     The web as a secure site. Installing SSL technology to make the site secure (https) increases the presence within the Google algorithm ranking.

     Have a keyword research strategy.

     Features snippets: These are the results that are easiest for Google to answer by voice, for being so direct and short, and for giving a quick and very effective response to the user.

     Study the structure of the site. And, with this, also take care of the categories and pages of the same so that they are related to the most frequent questions of the users. But, resort to elaborate some FAQs.

     Take care of the grammar. It can be decisive that Google does not find the word as it is done by the user through a voice search so that the result does not appear.

     

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