The Role of Voice Search or “Alexa. Will You Become My Robot Overlord?”
Hollywood has told us time and time again that robots take over the Earth. The Matrix, Terminator and countless others paved the way for AI paranoia…and yet I have two Amazon Echos in my house.
Every day we ask her to play certain songs, make jokes and occasionally have a chat (it’s a surreal and often confusing experience.) She sets my alarm. She tells me the temperature. She answers my questions.
In fact, hundreds of thousands of people use her, Siri and Google on their phones and in their home. She’s always listening and learning. That’s how you get robot overlords. It’s also a brand new realm of search.
Voice Search and User Intent
When I sit at my laptop and I look something up, I use a search query. It’s not usually a sentence, but instead something like “taco places in (insert city)” or “Al Pacino movie cockroach.” People don’t do that for Alexa and her AI ilk.
When you talk to a digital assistant, there’s context. “Alexa. What are some taco places in (Insert city).” “Alexa. What’s the Al Pacino movie where he calls people cockroach.” (It’s Scarface and everyone should already know that anyway.)
The difference is understanding what the users want. If you sell furniture, then instead of simply pasting keywords in your website, create content that speaks to user intent. If a person considers purchasing a couch for their living room, create a blog post about “How to match couches to living room décor” or “What are the hottest couch trends for 2019.”
It Starts Early in the Sales Funnel
When people want to purchase an item or service, they likely don’t start with buying in mind. They want to research it first.
“Alexa. What’s the best rated van for 2019?” or “Alexa. How do I unclog a toilet.” (If they can’t get it unclogged, they’ll need a plumber. Why not choose the site they got the information from?)
Identifying and developing content for user intent is a major part of search engine optimization in the voice search era. It’s not enough to simply be educational; you need to match the conversational tone that people use.
It’s why questions are a great way to help your SEO. It’s not just digital assistants either, it’s cell phones too.
Behold! Our Robot Overlords
Sure, Jeff Bezos is probably listening to my conversations, but Alexa is not going anywhere. If anything her role will increase until she finally subjugates me by locking me in the house with the lights off playing Spice Girls until I submit.
In the meantime, use Alexa and her AI brethren to your advantage. Craft content that goes after user intentions and watch your traffic increase.
If you want to learn about SEO or voice search, feel free to explore our site.