How to write content for a voice-first world

Mon, 18/06/2018 - 18:51

As the virtual playground continues to grow, more people are turning to digital assistants as their go-to content source. With such a wide variety to choose from, such as Google Now, Siri, Cortana and Alexa, it’s becoming easier than ever for customers to pick their preferred assistant and find their soon-to-be favourite pizza restaurant in just a matter of seconds. And the more information these artificial tools are fed to be able to respond to complex voice commands, the better it is for your business’ bottom line.

While artificial intelligence (AI) and chatbots might have flown over your head, you cannot ignore voice search. If you want to boost your website traffic, Google ranking on search engine result pages (SERPs) and your overall user experience, now is the time for your business to leverage voice search. 

Here are a four writing tips that will enable you to write better search content.  

Write according to context

Content marketing has prepared copywriters for voice search as conversational writing has become the new norm. Even though it’s tricky at times, it’s important to try and create content that responds to user intent. Most voice searches are done via mobile search, therefore you need to cater to customers who are always online. Take Micro-Moments, for example, these searches are focused around I-want-to-know, I want-to-go, I-want-to-do and I-want-to-buy moments. Creating content that answers your users’ queries and most asked questions about your brand is a good start to succeeding in the voice search rat race. 

Look at longtail keywords

Writing for voice search as opposed to regular SEO requires a different type of approach, planning and guidance from a professional digital agency. Most keywords or phrases for SEO reading terms are restricted to a few words. With voice search, you can imagine that it’s double the length. Try and include words like “what”, “who”, “where”, “when”, “why” and “how” as part of your longtail keywords. 

Simply by adding these words to your keyword sets, you will be able to help customers who are looking for something in particular or associated to your brand. Bear in mind that the type of content that people are searching for on their mobile is quick and in the moment. These individuals are on-the-go, therefore your content should be local, location-based and value-adding to their current state. It should answer their question in a matter of seconds. Hence the need for a fast-loading website that is optimised for mobile.

Think about using artificial tools 

AI can give you greater insight into the type of searches your customers are looking for and how you can adjust that information to be more relevant. As mentioned, voice search content is more locally focused because your location is usually embedded into the app or search engine you’re using. In order to improve the user experience and your Google ranking, you will need to create content that is hyper-local targeted, as customers will be searching within their radius. Also, ensure that the digital marketing agency in Cape Town that you’re working with can help you claim your Google My Business listing while they’re at it. This means that your business will show up when a voice search is done that meets your offerings. 

Publish content that is easy-to-read 

More often than not, writing content with the end user in mind has proven to be a success. While it might not always be the type of content that interests you, it’s the type of content that answers your customers’ queries. This is what matters most. Make sure that your content is clear, informative and worth clicking on. Customers don’t have time to sit and read long pieces for hours with technical jargon that doesn’t add value to their lives or answer their much-anticipated question. Keep your content short and to the point, and if possible, answer the most common questions in your first couple of paragraphs. 

It’s a whole new world...

Voice is not a fad, it’s part of an ever-growing revolution. If you don’t start optimising your content for a voice-first world, you’ll miss out on traffic and site rankings in the future. Start planning with a digital marketing agency in Cape Town that can guide you and assist with the necessary skills to help your business strive. Choosing the right digital marketing agency can bring you years of happy customers. 

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