The Importance of Semantic Search Optimization

Not long ago, the idea of talking to a machine to find answers to practical questions seemed futuristic. More and more, voice-enabled devices are becoming as commonly used as search engines, and with increasingly accessible price points, the surge of talking towers like Amazon’s Echo and Google Home shows no sign of slowing down.

It may feel obvious to use a voice-enabled device to turn on music, to read a recipe while you cook or to find out about the weather. Consumers’ behavior is changing with the available technology – it’s now easier to ask a device about local recommendations and make purchases than it is to type a question or keyword online. This shift in search options has major implications for marketers.

An article in Forbes assures us that while change is in the air, browsers’ search engines aren’t going to disappear overnight. However, there are a few key things brands can keep in mind to adapt to the mindset of consumers who go to Alexa with their search demands.

-Write it as you’d say it: now that the search engine can be disguised as a conversational digital assistant, people are likely to ask colloquial, natural-sounding questions, as though speaking to a friend. This means keywords need to be integrated into language that sounds comfortable to say aloud.

-Optimize for local searches. As I’ve written about in the past, local search is an important habit that small businesses can capitalize on. People have an established habit of typing “near me” into their searches when they’re looking for immediate, local answers. When it comes to voice-enabled devices, this powerful local search opportunity makes the “near me” trend even more significant.

Are you ready to prepare your brand for success with voice-enabled search? Get in touch today to start planning your next multi-channel marketing initiative with ASTRALCOM.