Voice Search
It’s a growing phenomenon! It’s now possible to speak to your computer or smartphone to search the web.
The figures speak for themselves: with over a billion mobile phones in use worldwide, there are real opportunities for voice search.
With 20% of searches from the Google Search Android App and 25% of searches on Bing mobiles being by voice, voice search has really taken off!
A new challenge is emerging, since it is no longer a question of positioning oneself solely on keywords, but on complete queries. After all, people don’t speak the way they write! The challenge now is to respond to phrases grouped together using the 5W method. As this has a direct impact on natural referencing, the SEO strategy will have to adapt.
The hotel sector is directly affected. We are seeing increasing interest in queries associating “find me a hotel near me” or “hotel near me”. It should be noted that we have identified that voice-type queries are different from traditional searches, being longer and more precise, and even incorporating the geolocation algorithm.
Eliophot has been taking action since 2016. Aware of the growing importance of voice searches, we are optimising our solutions to fully respond to them. As experts in digital marketing, we have a duty to adapt our content in order to offer the most accurate user experience in relation to changes in searches. Through the important link with local optimisation, we do all we can to ensure quality local referencing. Through our copywriting, we are mainly targeting questions via an internal QQOQCP matrix.
Description of the problem, the task, the activity
What type of product is it, what is the hotel classification?
Internet users are looking for generic information about establishments and services.
Description of the stakeholders involved (owners, manager, label, voluntary chains, etc.).
Who is involved? Who are we highlighting in the storytelling?
Internet users want information in the pre-sales phase.
Description of the place
Where are we? Where does each service take place? In which geographical and tourist areas?
Internet users are looking for an establishment or service in a specific geographical or tourist area, or want to use their mobile phone to identify the location of a hotel in order to activate the GPS function.
Description of the time, opening hours, availability, etc.
What is my timetable for each service?
Internet users want time-based information: month, day, hour, duration, frequency, schedule, deadline, etc.
Description of the know-how and positioning of the various services What do I offer my target audience for all my services?
Internet users want information on: payment methods, equipment, services, etc.
Description & transparency of all public prices for all services
How much does it cost?
Internet users are looking for pricing information, or are incorporating “price” semantics into their voice search.
Description of reasons, causes, objectives
For what purpose? What purpose? What commitment?
Internet users are looking for information about the hotel’s commitment and the purpose of their stay: well-being, eco-responsibility, etc.
As most of these searches come from mobile phones, we are optimising the user experience as much as possible by offering easily accessible content and optimised loading times. Customer reviews are also important and are taken into consideration.
The aim is simple: to target popular locations on mobiles resulting from a mobile search: answer box, featured snippet (position “0”), etc.
Voice search represents a major milestone in the evolution of search queries since the birth of the web. The digital landscape is changing, with the notion of the “response engine” replacing that of the “search engine”. SEO is therefore moving logically towards an AEO (Answer Engine Optimization) strategy.
After the arrival of smartphones, Voice Search continues in the same vein: that of a search for results, or rather the most intelligent, most precise and fastest results.
