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RESEARCH, ANALYSIS & TRENDS

tent should also strike the "natural sound" of the users placement of keywords.
and provide specific answers to the most diverse user
questions. A good example is FAQ-like prepared con- The knowledge about the search engine optimization
tent, which can correctly answer a wide range of user- on voice input is still very limited today. Currently, it is
specific questions. best to use the language-based search on Google &
Co. itself to understand how the voice queries work,
In the context of the importance of individually oriented what results are displayed and how your own site is
website content, local SEO is also becoming more and ranked. However, voice search is a trend that will
more important. If the user searches for a "shopping steadily grow on its own in the future, since the optimi-
center close by", Google will compare the location of zation of voice-controlled systems using artificial intelli-
the user with information from the web pages. Only gence will make the systems more and more respon-
when there is a match and relevant information such as sive and functional. That’s why it is so important to opti-
opening hours and address, Google will display the cor- mize your website for voice-based inquiries. It is essen-
responding websites to the user as search results. tial for the future and the success of the website over-
all. Operators of websites should put their focus on
New keyword research content design to provide answers to search queries
fast and conveniently on the go.
Website operators who also want to optimize their pag- Adobe Digital Insights revelations
es for voice-based search queries need to re-search the
optimal keywords, or keyword phrases, for the planning Although, the latest Adobe Analytics data shows that
of new, more individual content. But how do the users
formulate their questions, the answers of which should
be provided by the website to be optimized? Even if the
search queries have the same goal, they are formulated
very differently, depending on the user. For this reason,
the content and the orientation of the individual web-
sites must be more complex than before to be an opti-
mal search result for the users and to be displayed as
high as possible in the Google search results

We might will be able to identify soon Google search-
related requests separately in Google Search Console,
if we believe a recent Twitter message from Google.
The data is already available. online sales of voice-enabled devices grew (39% YoY),
Nevertheless, to get to know already today what the with new generation of products driving innovation and
own target group is looking for and how they verbalize consumer appetite, Adobe’s research revealed as well
their search requests, an ideal approach is to consult that voice assistants may not be too popular with every-
the target group itself. For the survey, you can use plat- one as might thought and that the market has still plen-
forms from crowdsourcing companies such as click- ty of room for improvement.
worker to use the crowd as survey participants, select-
ed according to target group criteria. According to Adobe Digital Insights, 49% of the people
surveyed don’t use voice assistants and half of the po-
Operators of websites must focus on long-tail key- tential market still needs convincing that voice assis-
words and content design tants are the trend of the future.
Furthermore, 37% of people reported that their experi-
Website operators should deal primarily with the ques- ences with voice assistants are not up to par with their
tion of how users are searching and be prepared that standards, describing their interactions with voice as-
optimization measures will be very different compared sistants as either “not good” or simply “terrible”.
to the previous written search. Voice search query in-
puts differ significantly from written ones, since they However, the excitement for the devices is there, and
generally consist of longer phrases and completely dic- sales are growing, and improving customer delight
tated sentences and questions. Website operators could lead to a healthy increase in sales, Adobe con-
should therefore focus their SEO efforts on long-tail cludes. ◊
keywords and whole sentences. The pages that are By Daniela La Marca
optimized for matching keywords and phrases should
provide users with relevant information, and answers to
their questions and should not focus solely on the

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