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  • Writer's pictureLaura Disney

How We Search For Websites Is Evolving!

Whilst researching marketing predictions for the new year, I came across an intriguing article which got me thinking…over the last year, voice search has dramatically changed how people are searching for information on the internet. And as a consequence, means websites are now digested in a completely new format.

This type of search has added a new dimension to how any website is read. There’s one thing noticing a typo or a blurry image when you land on a website, but when something is reading it out to you, word for word, it makes errors even more noticable! Ultimately voice search has changed how your website is now interpreted and given to your audience.

Although it is a fairly recent technology, it is certainly one to be mindful of. Voice search is becoming more prominent and websites need to adapt and be ready for this change in behaviour.

I wanted to share with you some interesting facts about voice search:

  • 20% of mobile queries are currently done with voice search

  • 58% of people have used voice search to find information about a local business

  • 72% of people who use voice search devices claim they have become part of their daily routines

With voice searches now accounting for such a large volume of searches, it begs the questions, is your website geared towards voice searches? By which I mean, does your SEO need revising to accommodate the change in searchers behaviour?

I have seen this trend become more predominant within my own Google AdWords search terms and Google analytics, and due to its increase in popularity, I would certainly recommend anyone who is thinking about updating their SEO to bear this type of search in mind. This is a new trend that is here to stay and website owners need to take notice as it adds a whole new dimension to how your website is read by an audience.

Here are my recommendations of what to update on your website to accommodate this shift in search behaviour. To update these, they can often be found via your website’s CMS. This includes, but is not limited to:

Meta Description Tags - This is one of the most important items to update, this is the text that appears on search engines as part of the search results and shows a description of the page. It essentially describes what is on that page. It’s this text that ultimately determines if users click on your result over your competitors.

Alt text Tags - These are often auto generated and forgotten but just as important. An alt tag describes what is in an image. More often than not, this description is pulled from whatever text you have saved the image name as. However if your website is being read out loud, it needs to be a clear description of what the image is, at if relevant, also mentioning your key products/services.

Title Tags - These are the titles of the page. This may sound like an obvious one but these are often auto generated; so make sure they mention your key products and services. Again if this is being read out loud, it needs to reflect what you do but more importantly, what the page is talking about.

Before starting any updates on the above, I would recommend carrying out relevant and thorough keyword research, to ensure you are fully utilising these website features and maximising traffic to your site. Why go to all that effort of updating your site and not fully make use of the opportunity it can bring?

Alongside updating your site tags, it is also important to review your website text. Does it reflect your brand values? Is it up to date? These are crucial elements which again can easily be forgotten. It’s easy to set your website live and then seldom update the information. Review your text and be mindful of how your audience is digesting the information, is it conversational? Does it solve a problem? Does it make the viewer want to get in touch?

Another recommendation when reviewing your content, is to ensure it's localised. This isn't always possible for every business, but if the content can be more localised then it's worth taking the time to do so. In more recent months, Google has geared more towards localised searches. So, if your content can be specific to a certain region or area then make sure your content mirrors this and it is more likely to be included in relevant voice searches.

There are plenty of ways that you can update your website to ensure you are maximising the opportunity of voice searches. If you would like any more information or to have a chat about your website’s SEO then get in touch!



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