OK Google, How Do I Optimize My Business for Voice Search?

By LeVi Pham


In a previous blog post, we explored why smart speakers are the future of digital marketing. Every person who possesses a smartphone carries a virtual personal assistant in their pocket by the names of Siri, Alexa, Cortana and others, ready to respond to verbal queries on the go. Recent studies have shown that the popularity of voice search is on the rise. Uberall’s study shows that out of 1,000 respondents, 21% are using voice search every week, 48% use voice search to locate business information, and 60% feel that voice search will be important in the future. Since 2013, the ability of Google voice recognition software to pick up the correct word or phrase improved from 80% to 90%, with the end goal of being 99% accurate. Continuous improvements to AI and voice recognition software mean that it will be easier and faster to find answers through voice search. So it is now more important than ever for businesses to be voice search-ready.

What can you do to catch up with this fast-growing trend? Here are the 5 best strategies to optimize for voice search:

Image source: becominghuman.ai

  1. Focus on search intent and natural-language context

    2. The use of natural language in search queries is one of the most important characteristics of voice search. People tend to use shorter queries when they type into the search box to save the physical effort, such as “dentist in the Annex.”
    On the contrary, voice search queries gravitate towards specific, longer questions that are closer to natural speech, such as “Where can I find a dentist in the Annex area?” Understanding the user’s intent when searching is key to ensure your business lands in the top voice search results. Tools such as AnswerThePublic can generate natural language phrases to help you interpret a user’s intent based on the question phrases they use. TextOptimizer also uses semantic analysis to figure out how Google would respond best to answer the inputted queries. These tools could help you tailor your content to match search engine expectations and achieve a higher ranking.

  2. Answer questions

    3. As mentioned, people are specific when they are searching for information with voice search. Most voice search queries will start with the 5W+H questions, i.e. who, what, where, when, why, and how. The best way to redirect users to your website and increase your brand awareness is to respond to their questions with instant answers. One strategy is to use structured data (also known as schema markup) on your website, which as Neil Patel explains help search engines return informative results to users by classifying your data and telling them what it means, not just what it says. Websites with a clear sitemap and well-linked pages (internally and externally) are favoured within voice search results. SEMRush found in a recent study that of 50,000 queries tested on voice search devices, 80% of the answers came from the top three organic results, and 70% occupied a Search Engine Results Page (SERP) feature (example features: Rich Snippets, Paid Results, Universal Results, Knowledge Graph, Featured Snippets), with 60% of those returning a Featured Snippet result. A Featured Snippet is a summarized answer to the user’s search query that is promoted to the top of the search results. Aim to answer multiple questions your users might have when they land on your site, which increases your website’s chance of appearing in a Featured Snippet. You can isolate different categories on separate web pages to respond to specific queries, such as “teeth whitening” or “root canal.” It is also a great idea to add a FAQ (Frequently Asked Questions) page to your website. Conversational search engines can pull from a FAQ page to provide users with an immediate answer. Content created around customers’ questions, such as blog articles and social media posts, could significantly increase your chances of appearing higher in voice search results.


  3. Be local

    4. The Internet Trends Report 2018 found that 22% of people use voice search for finding local information, which makes sense because most people use smartphones on the go. According to Google, 67% of smartphone users want results customized to their city/zip code, and 61% want results customized to their immediate surroundings. For this reason, always keep your business information, such as the address, phone number, and opening hours, up to date on your website and on your Google My Business listing. Incorporate the following keywords into your SEO: phrases people use to describe your neighbourhood (e.g. “the Junction”), “near me,” recognizable landmarks, and local institutions. Your business listing should also have a healthy number of positive reviews to build trust and credibility with your potential clients. It is important especially when people search for phrases like “best pediatric dentist near me”, as your Google ratings could affect where your business is placed in the search results.

  4. Be mobile-friendly

    5. To optimize for on-the-go voice search, it is obvious that your website must be mobile-friendly. This includes having a responsive web design and fast loading time, as users expect immediate answers to their queries. The SEMRush study shows that for most questions, the answer chosen by Google loads faster than the average page speed for all other results in the same SERP. You can test whether your website complies with Google’s guidelines by using Google’s Mobile-Friendly Test Tool and see elements that are slowing down your site with Webpagetest.org.

  5. Increase readability

    6. Clear, easy to read content not only helps physical readers to scan the text before committing to reading your article, but also helps machines understand the content and deliver relevant answers to search queries. Tools like Read-able by Webfx grade your content readability using popular readability indicators, such as the Flesch Kincaid Reading Grade, Gunning Fog Score, and Automated Readability Index (ARI). Pages in the top organic results have a score of around 8 on the Flesch Kincaid grade. Use short sentences and short paragraphs that are easy to scan and understand. Utilize subheadings, bullet points, tables, and highlighted passages to break up your content into clear sections. And remember, simplicity is key! Voice search is like normal conversations - the most simple and straightforward phrases are the best to communicate your message. Be factual and clear, and stay away from complicated jargon. Keep your content as close to natural conversation language as you can to improve your clients’ experience with your business.
    Image source: Search Engine Land

The Final Verdict

The voice search evolution allows closer integration into our lives and day to day tasks. Voice search is here to stay for the long run and not just a passing fad. As accuracy among artificial intelligence (AI) search tools improve, more and more people from all demographics will turn to voice search to find information. Introduce your services to new clients by providing clear answers and quality content that accurately targets their needs. Now is the best time to reevaluate your SEO strategy to factor in voice search and gain an edge over your competition.

Have questions about optimizing voice search for your business? Speak with an UpOnline representative today!

Related Article: 4 Reasons Why Smart Speakers are the Future of Digital Marketing
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Stories are the Future of Facebook Advertising

Photo Credit: Techjaja
 
By LeVi Pham

A Brief History

Snapchat was the pioneer of the Stories format back in 2013. In 2016, Facebook released its Stories clone for Messenger and Instagram, which became a huge success with more than 150 million users just 14 months after launching. Facebook Stories was officially launched in 2017. According to Techcrunch, Stories now have 500 million daily users across Facebook and Messenger, versus just 190 million for Snapchat. In April, COO Sheryl Sandberg announced that 3 million advertisers have bought Story ads across Facebook’s family of apps, which also include WhatsApp and Instagram.

Facebook has begun to prioritize news feed content from users’ friends and family over brands and businesses. As the organic reach of Facebook posts for businesses continue to decrease, the growing popularity of Facebook Stories offers a great opportunity to build brand awareness, engage, and strengthen their relationship with their audience.

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4 Reasons Why User-Generated Content (UGC) Should Be Part of Your Marketing Strategy


By: Heather Karbi


“User-generated content” (UGC) is a term used for any content produced by consumers or users of a platform or product. A brand may choose to start a UGC marketing campaign because it essentially allows the public to promote for them, free of charge. Most of us surround ourselves with user-generated content all day long, scrolling through other social media users’ status updates, pictures, thoughts, and opinions about anything and everything. So, it shouldn’t come as a surprise that consumers enjoy user-generated content -- even when it is used by advertisers, and ultimately for financial gain.

Why is UGC so successful, and why is it a good approach for your next marketing campaign?
Let’s examine:

  1. Consumers trust other consumers more than advertisers


    2. Studies have shown that consumers are attracted to other consumers’ opinions more than they are to typical advertisement. UGC, however, is different from a typical, sales-pitch-type advertisement. Even though it has the same appeal that word-of-mouth does; getting someone else’s raving opinion about a brand entices us more than messaging from the advertiser themselves. Why? Because we know that advertisers have their own biased interests and this makes it harder to trust their opinion. An advertiser likely would never be brutally honest in criticizing their own brand, however, a random consumer might.

    Thus, when a random consumer decides to create their own content for a brand, it’s not only intriguing and atypical, but it’s also more trustworthy. In fact, the future of digital marketing will only become more reliant on UGC, as studies reveal that millenials trust UGC marketing 50% more than standard advertisement. Moreover, peers’ social media posts influence nearly 70% of millennials to buy new products. We trust our peers to give us the most honest opinions on a brand, which means that marketers should adjust their strategy with this in mind. UGC campaigns spotlight the consumer’s voice rather than the advertiser’s, and are proven to be much more influential because of this.

    Related Article: How to Run a Successful UGC Marketing Campaign
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6 Ways to Boost Your SEO Score with Image Optimization

Search Engine Optimization - Improve your ranking today
By: Mayda Alkhaldi


Understanding how to best rank your site on search engines requires more than just learning about optimizing search terms. It is also about the images you post on your site. Did you know that SEO image optimization can really help boost your SEO score? Continue reading to learn more about this valuable digital marketing technique.

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8 Inspiring Examples of Socially Responsible Marketing


By: Heather Karbi


Studies have suggested that socially responsible marketing - marketing that advertises a brand’s charitable efforts or ethical practices - is increasingly important to consumers. More specifically, millennials care about social responsibility more than the previous generation, which means inevitable change to the marketing industry.

Take a look at these staggering statistics:

  • 92% of millennials are more likely to spend their money on ethical companies
  • 91% would switch brands to support a socially responsible one
  • 81% expect companies to publicly promote corporate social responsibility
  • 61% report that they’re worried about the state of the world, and feel personally responsible to help change it


The increased demand for corporate responsibility has resulted in more advertising centred on social issues. Only 6.4% of Super Bowl ads from 2008-2017 were socially responsible ads, while in 2018, this percentage increased to 25%. It’s no wonder why -- the world is more progressive than ever, and millennials are using social media to discuss and promote social responsibility. Choosing an ethical approach in advertising can grant big rewards, and it could be especially important going forward. With that in mind, let’s get inspired by the following 8 examples of great social responsibility marketing:

  1. The Body Shop


    2. The Body Shop is known for their organic, 100% vegetarian skincare and bath products. They are committed to defeating animal testing, and they promote this mission wherever they can. Not only do they advertise their cruelty-free stance on their social media and website, but they also advertise their global petition -- already boasting over 8 million signatures -- which you can sign at any of their stores. The 700,000 Canadians included in this number make a good case for the passing of Bill S-214, which would end the sale and manufacture of animal tested cosmetics in Canada. As of last week, the bill has reached the House of Commons and is close to becoming law -- in large part due to The Body Shop’s petitioning and protesting on Parliament Hill.

    The company is also passionate about empowering women, sharing how they support the women who collect shea butter, nuts, and other natural ingredients in places like Ghana, Peru, and Nepal for their products. Ingredients for cosmetics are largely obtained by women in struggling communities, who are usually severely mistreated and underpaid. The Body Shop stands against this by ensuring that they trade fairly with all of their suppliers.

    When you visit their website, the first thing that you see is the message, “Celebrate 25 Years of Female Empowerment, discover the benefits of our nourishing community trade shea products.” After that, you’ll see, “Ban animal testing in cosmetics,” proudly declared. As a result of all of their activist efforts, they’ve built an outstanding reputation as an ethically-run cosmetics company among competitors who torture animals, pay unfairly, and use unsustainable ingredients.


  2. A&W


    3. Although a burger chain, A&W turns out to be pretty kind to the environment. One of the largest perpetrators of global warming is the meat industry, and A&W is not afraid to address this concern and combat it with ethical policies. In recent years, they’ve worked on introducing more meat-free alternatives, and acknowledging the inhumane reality of factory farming; they advertise their free-range farming, ban of the use of hormones, and vegetarian-fed chickens. While Canadian dairy farmers are not permitted to use hormones and antibiotics in their products, the use of hormones is still legal for beef cattle. As a result, A&W stands out from other fast food chains like McDonalds and Burger King. The brand’s website advertises their “values,” which include animal welfare, sustainability, and waste reduction. By advertising their more humane practices, they not only make the average consumer feel a little less guilty about eating a fast food burger, but they also don’t exclude those who care about purchasing humane meat, and those who choose to not eat it at all.

    They are also recognized by the National Zero Waste Council for their innovative reduction in plastic waste. They use reusable mugs, ceramic plates, metal baskets, and as of this January, they only use biodegradable paper straws. By a large margin, A&W sets the example for other chains to follow in suit, because environmental issues only become more concerning and talked about as time goes on. A&W’s efforts to improve the meat industry have proven to pay off big, with higher sales being linked to their socially responsible actions. Currently, their social media emphasizes their new Beyond Meat Sausage & Egger, which is the first of its kind in Canadian fast food, being the only vegetarian breakfast sandwich with plant-based protein. Moreover, they post frequently about their waste reduction and their hormone-free beef. A&W’s planet-conscious efforts have become an essential part of their branding and within the Canadian fast food industry, they certainly stand out from most chains.


  3. Ben & Jerry's


    4. Ben & Jerry’s isn’t just known for its ice cream. It’s also known for being a strong advocate for social justice, environmental efforts, and fair trade. Their website boasts, “We make the best possible ice cream and in the best possible way.” It isn’t hard to find the social responsibility intertwined with their online marketing -- they proudly advertise their stance on social issues and frequently pair a new flavour to a new charitable effort or movement. For example, their recent “Pecan Resist” flavour partners with four different organizations that work to improve gender and racial equality, the state of the environment, or refugee/immigrant policies.

    Moreover, they promote their commitment to giving farmers of sugar, cocoa, vanilla, bananas, and other delicious ingredients the fair price they deserve. Their line of vegan ice creams advocate for more dairy-free alternatives, and they also ensure that when they do use dairy, the process is as ethical and humane as possible.


  4. TOMS


    5. Since the founding of the shoe company TOMS, their mission has been to give to those in need. They brand themselves, “The One for One Company,” as every pair of shoes that are purchased from TOMS will provide a pair for a child in need, living without shoes. Since their kickstart in 2006, they’ve donated an incredible 86 million pairs of shoes -- and it doesn’t stop there. In 2011, TOMS began providing “the gift of sight” to people in need, as the shoe company expanded with a new line of eyewear. With every purchase of eyewear, they give glasses, medical treatment, or surgery, to a person living with visual impairment in a developing country. Similarly, with the introduction of their TOMS Roasting Co. Coffee in 2014, they began a clean water initiative which matches one purchase of coffee with one week’s supply of clean water to a person in need.

    While their premise is simple, it’s incredibly effective. The company has built its name on giving back, and social responsibility is not just a part of their marketing platform -- it is the very essence of their brand, and the foundation from which the company was built. Their social media posts are seldom direct promotion for their shoes, but rather, advocacy for social and global issues. Their posts are extra shareable and click-worthy because of their ethical nature, earning them nearly 2 million Twitter followers. If you believe in the causes that they support, you’ll likely be more open to buying their shoes if given the choice between TOMS and a competitor that does not advocate as passionately.


  5. Warby Parker


    6. Similarly to TOMS, Warby Parker consistently gives back through their Buy a Pair, Give a Pair program. They match every purchase of glasses with a donated pair to someone in need, and as of today, they’ve donated 5 million pairs so far. According to their website, 2.5 billion people worldwide are living with impaired vision because they lack access to glasses. To combat this, they not only give out pairs of glasses but also train men and women in administering basic eye exams, so that they may sell glasses at a reasonable price in their community.

    On their website homepage, they advertise the message, “For every pair purchased, a pair is distributed to someone in need,” with a link to their Buy a Pair, Give a Pair page. There, they explain that their mission is to help alleviate the global problem of visual impairment, because living without glasses has a significant impact on quality of life. Glasses can improve a person’s productivity by 35%, and monthly income by 20%. For those who can afford glasses, purchasing from Warby Parker makes this necessary buy a charitable act, and a socially responsible purchase that goes a long way. On social media, the company advertises their program to remind consumers that with their one purchase, they don’t just improve their own sight; they also improve the sight of someone in need.

    They also use social media to promote their continuous support of young, diverse female writers. Warby Parker’s posts often advertise their in-store events, which feature readings and lectures from upcoming poets, alongside posts that feature interviews with young writers and other related content. The brand has established itself as a charitable advocate for good causes, whether that be the gift of sight or a commitment to representation in the arts.


  6. Levi’s


    7. Levi’s jeans are primarily known for their trendiness, celebrity endorsements, and sustainability. The company has built a name for itself in the fight to stop climate change by advertising their water conservation, recycling, and animal welfare efforts on their website and social media. In 2009, Levi’s introduced their “Care Tag For Our Planet,” which instructs customers how they can care for their jeans eco-consciously. This tag accompanies every pair of jeans and reminds the owner that it’s easy to make green choices when caring for their clothing items. Washing less, washing in cold water, line drying, and donating when no longer needed are all conscious actions that go a long way to encourage change. Moreover, Levi’s stores in the US and Canada accept donations of denim (from any brand, not just their own!) for recycling and reuse.

    These sustainable practices include the customer in an eco-conscious mission, which effectively inspires the purchase of their products as well as small acts of kindness to the environment. Other policies they’re proud to share online: Levi’s prohibits fur for decorative purposes, only uses animal materials when humanely collected, and commits themselves to fair labour conditions and wages. When they’re not tweeting about their most recent celebrity endorsements, they centre their social media posts on sustainability, and most primarily, water-conservation efforts.


  7. Pura Vida Bracelets


    8. Pura Vida is a jewellery company that prides itself on its social responsibility. Founded in 2010, they primarily sell bracelets which are handcrafted by artisans in struggling communities worldwide. Over 650 talented people from countries like Costa Rica and India have a steady income job creating bracelets for Pura Vida. But not only does Pura Vida support people in need and pay fairly -- they also have a line of charity bracelets. Mental health awareness, animal conservation, autism, and breast cancer are just a few of the causes represented, and for each corresponding bracelet, 10% of the profits go to a charity for the cause.

    From visiting their website, it’s clear almost immediately that the company gives back. They advertise the story of their founding, which is all about their mission of supporting artisans, and their charity line is emphasized as you browse through the site. On social media, they frequently post about their charity efforts, their current non-profit partners, and their commitment to supporting impoverished artisans.


  8. H&M



    9. In recent years, H&M has introduced more socially responsible marketing to their platform. On their website homepage you can see “sustainably sourced” clothes advertised and a link to their product sustainability page. In recent years, H&M has promoted their line of “Conscious Clothing” -- sustainable fashion that uses only organic and recycled materials to give you affordable yet guilt-free garments. The company also created a program to encourage the recycling of clothes, which is also advertised on their homepage; every H&M store in the US and Canada accepts donated old clothes for the purpose of fashion recycling. Bonus: they even give you a coupon for each bag of clothes you donate! In the US, you’ll get a 15% discount, and in Canada, you’ll get $5 off your next purchase over $30.

    Although H&M has been slammed in the past for unethical labour conditions, the company is working on their image, at least as far as the environment is concerned. Today, 57% of their materials are sustainably sourced, and they hope to reach 100% by 2030. On social media, they advertise their eco-friendly line and market themselves as a leader in sustainable fashion.



The future of socially responsible marketing looks promising. More and more companies are hopping on the wagon of socially responsible advertising, and this preference of charitable, ethical practices only grows as social media users start conversations about social, global issues. Demanding corporate responsibility creates real change in the world, and we all become a little kinder to the environment, animals, manufacturers, and those in need.
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