Google Voice Search Algorithm Changes
Google does thousands of algorithm updates every single year because they have one job. That is to put the most relevant information in front of their client, who is the person searching in the fastest possible time. Now what they have had to do with the way that technology is changing is to change their algorithm to stay in line with technology. 2020 is considered to be the year of voice search.
Think of how many people, you know, that use Suri, Google home, Alexa? In fact, right now 55% of households have a smart smart device, or voice search in their home, which has forced Google to update their algorithm to stay on top of how their clients are searching.
(tl;dr Click here to Watch the Videos Below)
What Is BERT?
In answer to this, Google created BERT. BERT is actually a Bi Directional Encoder Representations from Transformers. Basically, it is an AI or artificial intelligence algorithm that is reading and getting as close as possible to human voice search. This means, when people are using their Google homes and Alexas, to ask for a search question. Google is able to mimic the voice query and do the search based on that. What that means for you, as a business owner is that searching for a particular keyword or particular key phrase is becoming obsolete. What you should be doing now is thinking about the questions that your clients ask you.
This ensures when people are searching, if you are answering their questions on your site the higher you are going to start ranking in Google. There has also been another change in Google search, in that Google is now showing “frequently asked questions”. If you do have a WordPress website, there’s a fantastic plugin that you can use called Ultimate FAQs. These days most people don’t have time to waste scrolling and trying to find information. So if you are able to answer questions through setting up a frequently asked questions box on your page, you are on the fast track to showing up on Google.
How Will BERT Affect You?
If you are a writer, the search algorithm is better at understanding nuances in language, so websites with higher-quality written content are going to be more discoverable. Websites that have a lot of detailed ‘how-to’ guides and other in-depth content designed to benefit users are going to get the most from Google BERT. This means businesses who aren’t implementing a thorough content strategy are likely to fall behind the curve.
Another approach especially with the latest BERT algorithm update is to ask what information your clients want to find with their search. The way the search algorithms work, the more you meet your ideal clients need with your content, the better your ranking chances will be. This is in fact the simplified explanation for Search Intent. The sole purpose of the Google BERT algorithm search is to be ready for screenless or voice activated searches from Siri, Google Home, Alexa and the like.
How Will BERT Impact Your Website?
So if you do see posts on Social Media where Agencies are talking about how your SEO and your website is wrong thanks to the BERT algorithm change and your website is going to blow up, if you don’t employ them… DON’T PANIC! Yes, there has been an algorithm change. No, your website is not going to explode. All you have to do is just start adapting a little bit and changing what you’re doing online to answer questions. That is all Google is interested in … putting the most relevant answer in front of their customers in the fastest possible time. If your website or blog has the most relevant answer, then YOU (your website page or blog) will be who they put in front of their client while they’re searching.
The Rise Of Voice Search
So why is Voice search becoming so important?
- 55% of households are expected to have a voice activated smart device in their home
- 52% of people keep them in their living room
- 25% keep them in their bedroom
- 22% keep their voice search devices in the kitchen
The kitchen makes sense if you’re cooking and you want to try and find a recipe or find information as kitchens generally are the hub of the home. This will dramatically change the way that your customers engage and how they search online and in turn, how they are going to find you. By 2022, 30% of all web browsing is going to be screenless. So that is something else to keep in mind.
In short Marketing is simply you SHOWING your clients you fill THEIR need! It is all about telling stories and weaving magic and ALWAYS giving value! How are you building relationships and giving value? One process I always do with my clients is map out their online footprint, as it gives a very clear picture of any gaps you might have in showing up online. With all this going on in Social media and the digital space, as well as the constant switching between different devices – your clients need to see or hear about you 22 times before they begin to recognise who you are and move further down the purchase pathway to do business with you. So what do you do? You build relationships, explain the benefits you offer, and make those benefits impossible for them not to work with you!
Conclusion
Start making a list of the top questions your customers repeatedly ask you about your business or the services you provide. These can then become the FAQs you put online so that when someone is searching for an answer, you show up in your location and in your region.
If you’ve got no idea of how to start mapping out your SEO Strategy, let’s chat. If you are looking for a guide of how to start online, I do have a the 7 Tools we use here at Marketing Leap to help you pivot your business online, click here to download. There is no better time than NOW to get your business set up for the rest of the year. Know who your ideal client is, know your clear concise message and know WHERE you should show up online!
Whether you have any questions or simply want to chat, drop a comment below! Otherwise connect with me on your favourite Social media platform, as I am on nearly every one! If you don’t know how to pull this all together, I am holding Virtual Digital Success workshops focusing on different marketing elements. You can learn all about those here. Each month these workshops move online as self-paced courses so you don’t miss out on the learning!
So, if you are stuck or overwhelmed with creating the right Marketing strategy for you and your ideal clients, I have Strategy Sessions available. If its time to get a Clear Action Plan, Digital Strategy Map & Checklists, you can check out the details here!
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