The Future of Voice Search and Actions on Google with Eric Enge

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We’ve been hearing it for years: “This is the year of voice.”

But will voice search ever actually become the norm? According to CEO of Stone Temple Eric Enge, the time is coming, and it’s coming fast.

On this week’s episode, Tom chats with Eric about how you can get ready for voice search and what it will mean for search engine optimization and SEO content.

THE INTERNET OF THINGS

So why are we thinking about Google voice recognition now?

According to Eric, one reason voice is becoming important so quickly is the internet of things.

“So many devices are getting connected to the internet.”

The internet of things consists of all devices connected to the internet that are not PCs, phones, or tablets. That can be anything from a watch, TV, or car, to a fridge or a thermostat.

These machines currently make up 75% of internet devices, and a lot more devices are expected to start connecting soon.

So how are you going to connect with these devices? You won’t be typing something into them or using them to access websites; instead, you’ll be using your voice.

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STATISTICALLY SPEAKING

Comscore says 50% of queries will be voice based by 2020.

Eric believes that estimate may be a bit aggressive; however, the rise in voice interactions is so sharp, he says the number will at least hit 30% by 2020.

“It doesn’t really matter what those numbers are exactly. It’s a big jump, and we need to be ready.”

This expected jump raises the question: Where do our SEO efforts need to be to help us interact and connect with people?

The nature of the questions people ask will change as voice search becomes more common.

That means we must learn how to get featured snippets in a new way.

Why?

Data shows that when you get a featured snippet, your traffic goes up in the web environment. Although we don’t know how getting featured snippets in voice search will affect revenue, the thought is that it will remain positive.

HOW WILL VOICE CHANGE SEARCH?

Google web searches via search engines have trained us to use choppy, short phrases to find what we want on the web. However, when people are using voice search, they are more prone to speak in natural language. Additionally, they expect to be answered in real language.

That means two things:

  1. You need to be more prepared to answer with more natural language queries. You have to map out all possible Google scenarios:

Example: “What is an index tag?”

“What the heck is an index tag?”

“What does an index tag do?”

  1. You need to create a persona for your voice search. Consumers would much rather hear your voice than Google’s.

ACTIONS ON GOOGLE

Actions on Google is an interface that allows you to build a voice-based app for your business.

The app created specifically for your business gets incorporated through the Google system.

Google will then be able to refer people to your business through implicit queries. That means Google will suggest your app to people without them having to ask for your business.

However, since Actions on Google is not quite accessible to just anyone at this time, Eric suggests working with a developer to get your application up and running.

KEY INSIGHTS

  • Voice search is coming, so get ready!
  • Actions on Google is a great place to start
  • Prepare your voice search for more natural language queries

ERIC’S TAKEAWAYS

  • Create a persona for your voice search.
  • Voice search is on the rise because of the internet of things
  • Don’t wait, start preparing for voice search now!

MORE FROM ERIC

Connect with Eric on Twitter

Stone Temple

2018-08-28T09:15:05+00:00