Voice Search Impacting SEO Strategy

Nobody would want to cut their annual profits by 20% just like they don’t want to ignore one out of five of their customers. By recent statistics, 20% of people search through voice on their mobile devices and they are expected to grow as more number of people becomes adaptive to voice search.

We will discuss how it will impact the SEO strategy:-

Why people opt for Voice Search?

It’s very convenient and because of this, no wonder it is popular. Google is leading the charge to improve on voice recognition technology. In 2015, it worked on its ability to understand the meaning behind voice searches. Its artificial intelligence system makes interpreting queries and matching them for best results of Google search engine.

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Voice search optimizations are responsible for which results to serve because it’s not like the traditional form of choosing among a set of blue links on a page. Further complexities in local search results get added to voice search. The search must be such that it fit the taste of new generations also. Third party integrations are happening which allow the brands to come together with virtual assistants of Google seamlessly which are worth watching out for.

As the behavior of the search changes, digital marketers try to understand how to be a part of those results. 

Preparing SEO Strategy

1.      Know targeted viewers

The business needs to be aware of the keyword research strategy for someone to find out for your product or service if they are using voice search. They are more conversational and hence revolve around questions rather than 2 or 3 words which many people generally type. 
Forming a list of voice searches that the users would likely use, as part of your research can be done. Brainstorm upon this with your team and take help of social media.

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2.      Evaluate results

Start questioning your brand’s product and services using voice search to know if they show up or how they are showing up. With newfound keywords research, you can start doing the checking. Once the real-time voice query search is done, if there are any issues, your web pages, and content needs evaluation. It might happen that the website isn’t doing well in answering questions like what, where, when or how.

3.      Competitor Evaluation

As part of the SEO strategy, find out who is showing up for those voice queries if not you or rather who is ranking above you. Carry out page by page analysis of the top rankings of voice search important to your website. It will help you understand the logistics of the content on those leading pages. 

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Curb The Non Manageable Metrics From The Unimportant Ones

Marketing campaigns reach new heights as business flourishes, so does the volume of data. You try to measure the results, set standards and achieve them whilst managing the sales team. The amount of data that you refine through social and blogging efforts is quite vast- demographic, audience reach, follower engagements, casts per action, page views, impressions, posts reactions, shares, link tracking, targets achieved, etc.

Overloading happens when data is approached from the front end. Analytics and data are heavily layered and unmanageable metrics drags the attention away from important things that are within our control. Metrics are effective only if the analysis is prioritized and if you track the right things.

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1) What is Unmanageable Metrics?

Every data has a purpose or else it wouldn’t be tracked & displayed within analytics tools- this is partly true because the value of data can vary. Stop controlling the elements & metrics. An unmanageable metric is the one in which the results can’t be affected directly. For instance: – customer acquisition & retention, market share, web traffic & profitability.

The metrics can be influenced but the profitability or market share can’t be transformed by that.

2) Set the Ultimate Aim

Set multiple goals and define them on the basis of what is relevant to your business, results that you want from the campaign and what actions you want your audience to make. Some goals might involve: – getting the customers to buy a specific product, getting more engagement, increasing the social shares of the content. Goals like these are easily quantifiable with the key performance indicators.

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3) Analyze your Direction and your Customer’s Journey

Keep an eye on you current sales and customer data. What paths were taken in the past to reach to the conversions? Breakdown all your data like 20% sales from ads on facebook, 10% from email marketing, and 50% from blog posts, etc.

The conversion metrics allows looking for a clear picture of the most effective tactics which are producing results. Also consider also the areas which aren’t performing well. Sometimes temporarily avoid lower performing sources and focus on what is working best for you.

4) First Step towards Conversion

Analyze the consumer’s behavior pattern from initial stage and find out what made them convert. What exactly grabbed their attention? It will vary with various channels and with each customer. After you identify the source, examine your funnel. Each channel needs to be examined in order to find the co-relations. Because of this you will understand what type of content has made your target audience to engage and convert.

5) Critical Metrics for Monitoring and Managing

Define the campaign goals and metrics for monitoring the success, measure actions, comments, and clicks through social ads. Expand the blogging efforts, marketing outreach through split tests and include customer acquisition costs.

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Is Your Seo Data Directing You The Wrong Way??

Accurate data is crucial for measuring the success of SEO initiatives and informing about the actions needed for future ones. So, what to check for ensuring accurate data collection and reporting? With the rise in SEO platforms and technology of enterprise level, we have plenty of SEO data with lot of information at our fingertip. But the question is that are we really getting true and accurate picture of our SEO performance? Let’s find out.

Attribution

This is one of the biggest challenges of online marketing. Is last click the right way to look at things? How about first click and who gets the credit for conversion when there are many different touch points along the path to purchase. Some brands go for the first click while some looks for the last. Some even have complex attribution methods which give half credit to different touch points.

We need to come to a mutual agreement with the clients on the attribution model we are going to use and then ensure that our reporting data reflects it. For comparing the impact of different attribution models on the valuation of your marketing channels you can use various comparison tools for such models in Google analytics.

Channel Classification

Paid search is not set up correctly and can get misclassified as organic search which can inflate your SEO services numbers and make them highly correct and accurate. This is one of the common mistakes. Always check to see if your search channels are set up and classified correctly.

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Site Search

To get insights into what users are looking for on the sites, tracking on site search is a great way to help you develop a holistic content strategy at all the stages of user engagement. You need to enable this and add parameters to on site search keywords depending upon your analytics platform.

Global Tagging

Do not tag inconsistently. It is the most common mistake. Tracking code does not get added to new page templates or the web developer overwrites a new page template and forgets to add in the tracking code. Or the website has many page templates and a lot of pages which can be difficult to manage. No tracking code means no data, so ensure that tracking code is on every page of your site so you can get an accurate and complete assessment of your organic traffic.

Conversion Traffic

Issue of goals not setting up and configured correctly is another common mistake. Goals vary from website to website but it could be sale, booking, brochure download, newsletter signup or something else.

Whether or not you are making progress towards your goals, set goals and goal funnels will allow you to determine how SEO services and conversion optimization are performing. Enabling goal funnels would see the pages or steps in the conversion process which leads to drop offs and you need to look more closely at it and come up with some strategic ways to fix them. 

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Bot and Internal Traffic

Watch out for the bots that misinterpret your search metrics. Most of the analytics platforms provide the choice to exclude traffic from bots. You only need to enable it.

Always ensure that you exclude traffic from your own network because that can also misinterpret your data. You can set filters up to exclude traffic based on specific IP address so you can get the most accurate data.

Analytics Version Control

Providers for website analytics are constantly upgrading to new versions and some older version may not be supported anymore, possibly giving you the outdated data. Always run close to latest version and have updated tracking code on your site.

Final Thought

Set up data collection tools correctly and manage them properly. It is crucial for getting accurate picture of your SEO performance. Always work with your analytics team and conduct routine audits to ensure that everything is working. Having accurate data on your fingertips, you can make right decision on SEO strategy and assign proper credit to organic search.