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How Google Home Is Affecting the SERPs & Your Business

August 7, 2019 // By: Rachel Steinberg

Google has been around since 1998 and is used by billions of people every day. However, as technology evolves, the way people get answers to their questions is starting to change.

Voice-activated assistants have recently become popular, making it easy to complete day-to-day tasks, like getting directions to a new restaurant in town or finding a car dealership in your area.

With an increasing use of devices like Google Home, businesses need to adjust their way of marketing, specifically when it comes to Search Engine Results Pages (SERPs).Below, we’ll go over exactly how Google Home is affecting the SERPs and your business. This is so you can think about how to adjust your promoting strategies. Keep reading to learn more!

Voice-Activated Search Is on the Rise

Google Home was released in 2016, so it’s a fairly new technology. With this digital voice assistant device, all your requests can be captured, processed, and performed in no time.

Overall, this system makes it easier for consumers to get the help and information they need. As a result, it’s safe to say that the market for voice assistant technology will grow. In fact, according to Strategy Analytics, “sales of digital voice assistant devices will increase by 738% from 2016 to 2020.”

What SERPs Are Like on Google Home

So, what does that mean for your business? It means you’ll need to consider what kind of impact Google Home will have on search marketing and even more so on SERPs.

It’s important to note that a SERP from a digital assistant is different than from a standard browser. Google Home will try to streamline searches as much as possible. Therefore, this usually means that only the top result is given.

You can use this fact, along with where the device’s answers come from, to your advantage. By knowing this information, you can think about how to properly optimize for this digital device.

What to Consider for Optimizing Sites

There are several things you’ll want to keep in mind when optimizing your business’ website for Google Home.

Understanding Search Queries

Some search queries are device-specific, like setting up an alarm or playing music. However, there are many that SEO can have a direct impact on, such as:

  • Facts and information: You could ask, “How often do I need an oil change?” The system will then give you the information you’re looking for, like mileage intervals and signs you need an oil change.
  • Local guide: This could be information like an address, phone number, or hours, and is a great way to get your business’ name out there.

Understanding Customers’ Needs

Someone may be interested in buying a luxury vehicle nearby, like a BMW. However, the way they’d ask for this information differs between computer and voice.

For example, they may type “BMW near me” or “BMW [town name].” Yet when they speak out loud, they may say, “Google, where can I find a BMW near me?”

The intention is the same: Wanting to find a specific car in their neighborhood. However, the keywords aren’t identical, as voice searches are usually longer. Therefore, you’ll want to research your audience to determine the search queries they use. This is so you can understand how to answer them.

How to Rank on Google Home Searches

Finally, you’ll want to think about how to adjust your SEO strategy, so that you can rank on these specialized searches. Here are some points to consider:

Adjust to Spoken Search

As we mentioned before, people word their questions differently when speaking them vs. typing them into a browser.

Therefore, you may want to consider adding specific long-tail keyword phrases to your copy. This can help provide the most relevant information based on users’ intent.

Utilize Local SEO

While there are tons of inquiries that people have, many are based on local needs. By taking advantage of local SEO content, you can help regional searchers find your business.

Plus, you’ll be seen as locally relevant, which will help establish how valuable your organization is. That can make a huge difference when it comes to ranking first on Google Home.

Rank for Featured Snippets

A featured snippet provides consumers with a concise and direct answer to their questions and is shown right at the top of a SERP.

As previously mentioned, voice assistants like Google Home take that first result and repeat it to you. Therefore, you’ll want to make sure the information you have on your website gets ranked first.

Not only will users get the info you provide, but they’ll also learn more about your business and your expertise. That’s because of the “According to...” function on Google Home—this will mention your business’ name and ultimately help boost your brand awareness.

Learn How to Optimize Content for Google Home

Google Home is the wave of the future, so you’ll want to adjust your SEO strategies accordingly. This means creating informative copy that directly answers consumers’ questions and is seen as a reliable source.

To learn more about voice-activated assistants and get help with SERPs for your business, contact Stream Companies. Our experts are always one step ahead of the latest technologies. Therefore, they can help you reach customers effectively through a variety of mediums.

Don’t wait. (Google) Home in on your marketing tactics with our help today!

Topics: SERP, Voice Search Optimization, google home