There’s been a lot of talk lately about voice search and its impact on SEO. But what about PPC? Does it have anything to say about it?
What is voice search and how does it Voice search actually work? You won’t read about that in this article, but you all know it from my colleague’s article Optimization for Beginners . We’ll go straight to what’s important for PPCers – namely the differences between voice and text search and what it means for us.
Before we get to the points mentioned above, we need to clarify 2 important things:
Voice assistants do not yet speak Czech . Logically, it is not possible to create and optimize campaigns for Czech customers (who search in Czech). However, the supported languages will certainly grow in the future.
We do not expect the end of text search – at least not in the next few years. Although will certainly come to the Czech Republic one day, we cannot expect it to suddenly replace text search. It is generally assumed that people will use voice search more for simpler queries, and text search will still be there for more complex tasks.
Differences between text and voice search
Using natural language. Let’s say you want to angola latest email list buy winter tires for your car online, cheaply of course. In the case of a text search, you will probably enter a query like “cheap winter tires for your car” into the search engine. But how do you ask Siri on your iPhone? Will you dictate the aforementioned group of words to her like a robot? No, you normally ask: “Where can I buy cheap cell phone database winter tires for my car?”, and that’s exactly it. differs from text search mainly in that you communicate with artificial intelligence and speak as if you were talking to a living person.
Words typical for questions. In text search, you will encounter search queries containing the words “what, who, how, when, where” and the like much less often. For voice search, on the other hand, this is a basic building block, as most questions cannot do without these words.
Better predictable intent
Now let’s follow up on the previous point – the another of the best websites for selling products is ebay choice of a word from the above list predicts the user’s actual intent to some extent.
Locality. Most voice search will happen on mobile, and we know that mobile generates a lot of local queries. And the same will be true for voice search.
Target group. We in the Czech Republic know what we are talking about – a target that is on Seznam does not necessarily have to be on Google and vice versa. But what about voice search? Data from the US shows that, as expected, Voice Search leads among young people, but the relatively older ones cannot be completely ignored.
We already have important information, but what do we do with it now?
Targeting questions Voice search
Since we now know that voice search is much closer to normal human conversation, or rather asking questions, the first conclusion and recommendation is more than obvious – instead of targeting individual keywords, we will target entire questions.
Setting bidding by question type Voice search
As you can see above, based on certain words, we are able to estimate the user’s level of interest in a product or service, which is extremely valuable information for us, which we can then use in bidding – i.e. bid the highest for questions like “when” and “where” and the lowest for questions like “what” and “who”.
Answering questions. In text search, we often don’t know the user’s real intention, so we try to “cram” as much information about us, our product, and some USP into the ad as possible. But with, we know perfectly well what the user is looking for – they want an answer to a question. Whether we give it to them or not is entirely up to us. So I will definitely answer the questions.
What can I say in conclusion? Perhaps there is no need to worry about because PPC will definitely find its way into it (after all, Google certainly doesn’t want to lose advertising revenue). In short, will bring several changes and a breath of fresh air to the entire world of search, and there is definitely something to look forward to.