While all the talk lately has been about the future of mobile search, largely as a result of Google’s recent mobile friendly update, there’s more happening in search than that.
For instance, as mobility continues its rise in popularity and importance, the power and value of voice search is rising with it.
And it’s not just voice search either. Direct answers have also made somewhat of a splash in the search engine optimization sea.
So, lets take a deeper look into these new SEO features that seem to be making some waves. That way, you’ll know why they’re becoming so important, and how you or your SEO specialists can prepare your website and marketing efforts to make the most of them.
The Rise of Voice Search
Not too long ago, voice search didn’t seem to be much of a big deal. Now, Siri, Google Now, and Cortana have all served to take voice search from a novelty in the background to a feature that’s become an integral part of many people’ s daily lives, and one that’s at the forefront of search.
Also, while it was once a crapshoot in terms of if the voice assistant would actually understand you and perform the correct search, now, it’s a lot more reliable in terms of speech recognition.
On top of that, Google and the other search engines have made alterations to their algorithms to move away from purely keyword-driven content to better process the conversational tone of voice search. As longtime NJ SEO experts, trust us, that’s a telling shift.
So, at this point, the technology is simply more reliable, the search engines value it more, and people are starting to rely on voice search as more of a personal assistant, one that can anticipate their needs, give them the best and fastest results, and even complete actions for them. Basically, it’s not going anywhere.
The Rise of Direct Answers
Now, rather than simply returning links to other websites that have the content they’re looking for, Google has begun to provide the user with a direct answer to the query atop the other related results to the search.
Their intention is to, hopefully, answer the question adequately right there so that the searcher may not even need to peruse the links below.
Google’s main goal has always been to answer the searcher’s query as succinctly, naturally, and quickly as possible, and direct answers are simply another step forward on that path.
And nowadays, Google is returning their direct answers to searchers a heck of a lot more than they did just a year ago, a sign that it’s working and that they’ll likely stick with it.
The Link Between Voice Search and Direct Answers
Now, the correlation between the rise of voice search and that of the rate that the search engine’s return direct answers is simple.
Voice searches are most commonly performed on mobile devices, of course, considering the convenience of them, and we’ve been in SEO in NJ and NY long enough to know that one of things about mobile search that’s different from desktop is that, with mobile users, they won’t wait. And the search engines have noticed that difference as well.
They’re typically on the go, which is why they want their answers or information fast. Direct answers can eliminate the need to spend time browsing through and clicking links. If they get all the need right there up top, they’ll be satisfied.
The point is, mobile users are using voice search more than ever, and direct answers are the best way to cater the search to their immediate needs.
What can you do?
You need to start getting ready for a time when most queries could come via voice search, and when the search engines will increasingly use direct answers to satisfy those queries.
It’ll be hard to win traffic by providing information and facts that are already in the public domain. You can’t expect to win traffic with information that Google already provides in their direct answers.
Also, while a website’s authority has always been crucial to SEO success, it’s now even more so, as Google only pulls direct answer content from authoritative sites.
So, you need to revise your web pages and content to ensure it clearly answers the most relevant and basic questions. Also, look at the language and style of the content the search engines are using in their direct answers to see if you need to adjust yours.
The bottom line is, when Google uses your content for their direct answers, you’ll see new levels of exposure, gain trust and credibility as an industry source, and you could see increased traffic to your site if the searchers are still looking for additional related information.
About Climb The Search: CTS has been in SEO in New York and New Jersey for years, offering the total package of search marketing services. Whether it’s content marketing, website design, or video production, we strive to do everything we can to growing our clients’ businesses, each and every day.