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BEST PRACTICES & STRATEGIES

"how", "what", makes sense Tip 5: Describing images in a target-group-
from the SEO perspective. oriented and appealing way
Three points are particularly
important here: First, it's the It is becoming more and more difficult for dealers to
balance, meaning if too much describe the products linguistically, as voice-based
is declared, the customer search is currently not creating any images that favor a
feels overwhelmed by purchase. So, dealers must be able to persuade
information, if it is too little, customers to buy without photos or other illustrations,
users remain unsatisfied. which requires a detailed description of what is
Second, customers always displayed on photos or infographics- an all that target
expect detailed and group oriented. Especially, the emotional need of the
personalized results. Third, it customers must be satisfied - depending on the product
is the job of the SEO officer to - by a pictorial description: customers in the low-budget
be able to pinpoint what content is relevant at what sector are not dependent on illustrations, which is why
moment - and it needs to be concise and informative at this segment is already doing well today via voice
the same time. search. But if the customer does not yet have a clear
idea of the product and wants to be inspired by the
Tip 3: Generate readable content photo, Google Voice Search doesn’t provide much help
yet.
Writing texts differently than usual content: In contrast
to conventional SEO texts, the language-based search
engine optimization must guarantee loud readability. Tip 6: Making a Google MyBusiness listing
Therefore, the text should have a natural language flow
and not - as usual in SEO – be created by keyword The presence on certain Google services can increase
stuffing. Keyword density, headings, and subtitles were the SEO success in Voice Search, too. For example,
relevant to traditional SEO; however, users have a Voice Search is offering off-track Amazon dealers the
completely different search behavior for the language- opportunity to re-position themselves in their region -
than text-based input. which can be significant for their omnichannel strategy.

If users condense their writing, they generally formulate After all, customers have added value if the goods they
entire sentences in voice search. So, when the are looking for online can also be bought locally. As a
customer was looking for "buy red shoes", he asks his result, retailers should make a business listing on
language assistant today: "Where can I buy red shoes Google MyBusiness and look for reviews there.
for myself nearby?" Hence, retailers need to create
semantically natural and consistent text passages and Customers searching for a product will then also
switch from short to long-tail keywords, in which the receive directions from Google to the retailer, along
stylistic component is even more important than SEO. with contact information.
Featured snippets and outstanding content are crucial
for a good positioning in the organic search results and It will probably soon be possible to access the
the resulting "Consideration" for reading the result by availability of products in stores via voice search, and
Google. this will provide omnichannel retailers with new, high-
potential sales opportunities that will give their business
Tip 4: Increasing the charging rate strong sales momentum. ◊

Keep loading time as low as possible: Those who use By Daniela La Marca
voice search are usually in a hurry and need fast
results. That's why slow websites are not just a no-go,
but a significant sales brake. Because of the triumph of
language-based search, accelerated mobile pages
(AMP) from Google will become increasingly important
in the future. These are very fast loading pages that
currently only contain texts and pictures, they are set-up
rudimentary, but ultra-fast loading. According to experts
the speed of a page in Voice Search should not be
more than 1.5 seconds, because if the customer has no
answer during this time, the dealer has a problem as
people are simply too fast-paced.

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