Tailor your website for voice marketing

As technology and users' own behavior on the Internet evolve, new technologies are taking precedence. Among these, the era of virtual assistants is increasingly present in homes around the world.

It is said that currently, worldwide, 70% of households have some kind of voice assistant, either in home devices or on their cell phones, and especially in younger generations, its use is preferred over direct human assistance.

What are voice assistants?

These programs combine artificial intelligence and programming, pioneered by Apple's Siri, which appeared as a friendly voice on cell phones that could perform tasks such as making calls, sending messages, opening applications or playing music.

With the rise of its popularity, Amazon launched Alexa, today the most popular of these assistants which connect to Smart systems and control alarms, screens, coffee makers and lights.

There are other assistants of this type, for example Google Home or for computers such as Cortana, which become the key to voice marketing.

What is PASO?

A regular question from our clients is how to use voice marketing to reach a wider audience. Our solution is to implement PASO (Personal Assistant Search Optimization) strategies on your website.

Previously, websites were only optimized for SEO strategies, i.e. for traditional search engines such as Google or Bing, but we must understand that the way a user searches in writing is different from one who consults his virtual assistant.

For example, if we want to search for sports shoes, and we use a browser, we will probably put in the search engine terms like "sports shoes" "tennis" "men's tennis" and we will check the results. But to an assistant we will say things like "what are the nearest shoe stores to me?" "what is the cost of a pair of men's tennis shoes?" "what is the best brand of sports shoes at the moment?". In these cases the assistant will look for the pages that best answer the question, and provide these answers.

Taking into account the above, our sites must be optimized in terms of location tabs, as well as having long keywords (longtail), and generate content with questions and answers to fit precisely to these terms.

How should I implement my voice marketing strategies?

Among the general advice we provide are:

• Generate content on your blog such as FAQ or questions and answers.
• Optimize your website to have clearly coded titles and descriptions.
• Index your content in search engines.
• Ensure that the website loads correctly, is fast and functional.
• Adjust Google My Business profile with address information, opening hours and frequently asked questions.

Other techniques: Skills or functionalities

Although each wizard calls them differently, they are small developments that allow them to be included as additional tools in the program.

If you have a budget for its development, you can take this as an additional app that links to the assistant. With this, for example, if you have a news site you can generate a skill that makes the assistant give your news when requested, or even have last minute reminders about news on selected topics.

These types of developments, of course, do not fit all industries, but they can be helpful if you have something to offer your customer on an ongoing basis that you want priority access to.

Strategies for voice marketing campaigns

Once you decide to implement this option, you should know very well your audience and the way they use your assistants. This will allow people who use this functionality on a daily basis to find your business directly.

Within what has been investigated, wizard users want to be able to access specific information from the wizards such as:

• Business information such as address and hours of operation.
• Advice and tips on how to use the product or service.
• Promotions, offers or discounts.
• Information about events or upcoming activities.
• Customer service, to avoid having to make calls.

Within the strategies we can separate the generation of content that adapts to these needs, as well as having more promotional results, such as sites that within their description include CTAs like "25% discount in online store" "get 10% discount on your first purchase" and others.

Voice marketing is a new field, full of opportunities for all markets and should not be ignored. If you want to assess whether your content is optimized, or want to implement STEO strategies, do not hesitate to contact us.

At Click Digital Marketing we have the experience and a multidisciplinary team ready to help you achieve your goals.