SEO for Dummies and Siri

by Vince Runza
in SEO
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What are people asking for with their voices?

In days of old – okay, about five minutes ago, SEO for your business meant finding the search terms that your prospects were typing into their favorite search engine. That was easy, since there are tools that you can use for analyzing search terms in practically every niche there is out there.

Now, there’s Siri, Alexa, and a host of other voice recognition apps that will give you hands-free access to whatever you’re looking for. People are talking to their smartphones, tablets, even their TV remotes. What they are saying may not be the same as what they might type (and misspell) into a keypad.

SEO, or Search Engine Optimization, is mostly science, but a bit of art, that is used to create websites, articles, blog posts, and other content that can get indexed into a database of search terms. In simple English, the content you use to describe your business on Web pages will have key words and phrases that end up in an index, like the index at the back of a nonfiction book.

The funny thing is, how people ask, verbally, for things they want may not be the same as what they might write or type. If you want your content to reflect the magical new world of voice recognition technology, you might ask your customers, “how do you actually ask Siri (or some other voice recognition avatar) for what you want?” Pay careful attention to what they actually say. You might find that an effective keyword phrase is a bit different than what you’re using now. Add it to your content!

Example: you sell rubber baby buggy bumpers. You rank well for ‘rubber baby buggy bumpers’. However, people are asking for them this way: “Show me rubber baby buggy bumpers”. You can add a sentence to your home page content like this: “The next time you ask ‘show me rubber baby buggy bumpers’, you’ll find that we have the best in the Universe!”

Keyword phrases can be awkward, if you think only in terms of the keywords themselves. LSA, or Latent Semantic Analysis, looks at words and phrases and finds connections to indexed content. Again, in plain English, if you look for Cheezits® by typing or saying ‘cheese its’, LSA will find there’s a significant number of searches of ‘cheese its’ that ended up being for Cheezits®, and will deliver Cheezits® in the search results.

You probably don’t need a sophisticated search tool or SEO consultant to help you with finding the right voice recognition keywords for your content. You just need to ask people to show you how they do their own voice searches, and look for patterns you can incorporate into your content.

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