If voice search is going to work anything like how current paid search works, then chances are, there is going to be a ranking system similar to Google Adwords’ that checks the relevancy of a brand to a certain question as well as how high the bid for a keyword is. But due to voice search’s lack of visuals, people won’t be scrolling to read all the results returned. The number of results that will pop up through Alexa or Google Home will most likely not go above three. Maybe five, if Amazon or Google finds that it is not detrimental to a user’s experience.
Either way, brands are going to have to get smart if they want to make it onto the “voice shelf.” Assuming paid search for voice-operated devices is similar to paid search now, long-tail keywords are going to have a lot more demand and be more expensive as voice search grows. Bids for keywords like “who, what, where, when, why and how” are probably going to skyrocket. Brands will need to look more into conversational words and everyday slang.
But no matter what, the key to getting onto the voice shelf is going to be relevancy. Whether or not paid search for Alexa and Google Home becomes possible, SEO will be more important than ever with voice search because most consumers won’t be interested in ads but in organic answers to their questions. 60 percent of all questions asked of AI assistants are simply general questions. This means that not only do brands need to be relevant to consumers, but they also need to be proven experts.
If a person asks, “Alexa, how do I adopt a cat?” Alexa will pull her answer usually from the “answer box,” the box that pops up at the top of the search results, according to Search Engine Journal.
The best way for a pet brand to capitalize on that person’s question would be to polish their FAQ section and be the best answer. If a person follows up with questions asking about pet food, then that brand is already in a good spot to lead the consumer to purchase from them.
For now, the future of paid voice search is a mystery. If it comes to fruition, that will invite another era of experimentation for the best paid voice search strategy.
How do you think paid voice search will work? Is there a certain strategy that you believe will be effective?
Comment what you think below!