With the success of virtual assistants, Conversational Marketing is becoming an increasingly strong trend. Are you ready for change? We will explain why and how it is time to update your site to appear in the first search results of the virtual assistants.
Dialogue is important. In private life, but also with its customers. And precisely because we live in a multi-channel era, it is essential to take care of all the interactions of our brand, comparing them to those of our potential customers. This practice is called Conversational Marketing .
Conversational Marketing tries to evaluate conversations during the user experience by interacting with users through audio or visual interfaces .
This branch of marketing is specifically designed to meet the needs of the consumer through communication, providing immediate answers and creating real conversations that help him obtain the information he is looking for.
In the past two years, virtual assistants have become a "phenomenon" and the reason for their success is the ability to answer the questions we ask them as if they were people. We use virtual assistants from our smartphones and home speakers ... How many of us have said "Hei Siri" or "Ok, Google" at least once looking for information?
Already in 2016 20% of the searches made on Google were voice searches , but according to comScore in 2020 the percentage will rise to 50%. This will inevitably have an impact on web pages and internet traffic; it is therefore necessary to start adopting Conversational Marketing strategies and optimize sites to respond to people's voice searches.
How can you optimize content for virtual assistants?
The first thing to do is to understand how these devices work. Virtual assistants get information from several resources . They can draw on our address book to make a phone call, they can turn to an on-demand music service to play a song, but they can also have their own tools to perform other actions, such as performing calculations.
But what happens when information is requested that the artificial intelligence system does not have? In these cases, the device looks for an answer on the search engines. This allows you to provide answers to simple questions such as: "What is Digital Marketing Services?" or "What is a reporting system?" by searching among millions of sites that talk about this topic.
Is there a way to make virtual assistants choose to show one of our content instead of another? Yup! We have identified 4 key points useful to achieve this:
Gain Authority
Virtual assistants want to be reliable and offer the best answer to the questions we ask them. So they will never provide answers from pages with little authority or that present unreliable information.
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This step is necessary not only to position yourself well in the search results, but also to give easy access to your content to the search engines. The structure of the site plays an important role in cataloging and easily identifying the information it contains.
Create content that answers specific questions
Users ask virtual assistants practical questions: "What is the weather like today?" or "What is the shortest way to go to work?". It is important to analyze the searches performed by users and to optimize the content in this sense, so as to provide precise answers to their questions.
Position yourself well in search engines
The first results on search engines are the best for a query, at least in theory. Virtual assistants seek short and concrete answers to resolve their users' doubts. It may happen that the first result does not satisfy the device and that another result is chosen, but still within the fifth position.
Thanks to our 4 tips you will be able to make your site able to establish a conversation with users through their virtual assistants and to encourage them to do further research for more information. In return you will receive mentions (when the virtual assistant says "I found a result on the We Are Marketing site", for example) that will help strengthen your brand image.