How Google Search Could Change in 2020
We’ve previously written about the top 5 marketing trends to look out for in 2020. One trend that we touched on briefly was artificial intelligence and voice assistants – a topic we thought deserved a little bit more attention.
You’ve surely heard of Siri, Alexa, and Google Assistant by now. You might even use a virtual assistant to control your lights at home, check your home security system, or find out if you need an umbrella before heading outside. These voice assistants are becoming more and more popular, and according to research company Gartner, up to 50% of all search queries made in 2020 will be made using voice search. As more and more people start searching with their voice, what does this mean for your property marketing SEO strategy in 2020?
When you visit Google’s website, you generally do so to find information on a topic you’re interested in (for the purpose of this blog, let’s say that you want to find information on property marketing trends for 2020). The information you would then type into the search field would look something like ‘top property marketing trends 2020’. Google’s algorithms are smart enough to take this incomplete sentence and provide you with a list of relevant search results. But that’s not how we search when we use our voice. In this case, your search query look (or sound) more like ‘what are the top marketing trends for property developers in 2020?’.
So, to ensure your company is doing as well in voice search as it is in regular type search, you need to update your SEO strategy to be better optimised for voice search trends. One way you can do this is by using conversational and long-tail phrases that mimic the style of voice search queries (tip: read your question aloud. Does it sound like something someone would actually ask? If not, give it another go).
Another way to optimise for voice search is ensuring that you’re using clear and direct language when writing. Voice assistants are looking for results that can answer a question in one or two short sentences – similar to how many FAQ pages are formatted. According to a report from 2018, results from FAQ pages come up more often for voice search than for type search – which makes perfect sense when you think about it. So, if your website doesn’t already have a page with answers to the most frequently asked property–related questions on the web – make this your top priority right now!
If you need help optimising your SEO strategy or writing great answers for your FAQ page, get in touch!