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Why Voice Search May Be the Salvation of Creativity
If you haven’t heard yet, Google is encouraging digital marketers to start paying attention to voice search. The world’s dominant search engine intends to put more emphasis on voice searching in order to accommodate a mobile audience that would rather speak to their devices then wear out their thumbs. There is good news here for content creators: voice search may end up being the salvation of creativity.
Creativity in content creation has been lacking for some time now. That’s actually ironic, given the phrase ‘content creation’. Nonetheless, content creators have long been slaves to search. They have been told to create customer-centric content that both speaks to human users and satisfies the unforgiving demands of search engine algorithms. It is a game that cannot be won while still preserving creativity.
If you don’t believe that’s true, just spend an hour or so consuming content related to topics that don’t necessarily interest you. Through a disinterested perspective, you’ll quickly see just how boring and banal the vast majority of online content is. Writers write to make SEO marketers happy. SEO marketers demand content that keeps Google happy. At the end of the day, Google isn’t a person. It is a computer algorithm that is as emotionless and logical as Star Trek‘s Mr. Spock.
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Voice Search Brings Back the Humanity
Voice search could be the salvation of creativity for the simple reason that it brings humanity back into the equation. If you are not sure why, step back and consider how you run your own online searches using the voice function on your mobile device. Anyone who voice searches regularly knows that the most common way to do it is to ask a question or make a statement. For example:
- What is the weather today in my area?
- Find Chinese restaurants within 25 miles.
- What was the score of last night’s baseball game?
The digital personal assistants we all have on our phones have taught us to communicate with these little devices in a specific way. That way is almost always through a complete sentence – whether the sentence is declarative or interrogative.
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What It All Means
Understanding that voice search is the wave of the future is one thing; optimizing a website to take advantage of it is an entirely different matter. As so many experts have already explained, effective voice search requires an inanimate search algorithm to parse a statement or question, figure out its intent, then search millions of web pages to find the right results. It is not as easy as it sounds, even for the most sophisticated algorithm.
So how does this help creativity? According to Salt Lake City SEO provider WebTek Interactive, it gives content creators more opportunities to look beyond single keywords to the kinds of questions members of the target audience might ask.
One thing content creators have long struggled with are stringent SEO requirements that force keywords and phrases to appear in titles, the first and last paragraphs, and then throughout the rest of the text in a certain density. Such stringent requirements stifle creativity considerably. That changes when searches are focused more on complete sentences and questions.
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People Don’t Speak in Keywords
If you still don’t understand what’s going on here, consider the following unequivocal truth: people don’t speak in keywords. Only search engine algorithms do. People speak in complete sentences. People speak using idioms, innuendo, and implied thoughts.
In order to maximize the value of voice search, digital marketers are going to have to let go of their strict view of keywords and phrases to embrace a new way of thinking. They are going to have to allow content creators to speak in the same language the target audience speaks in – because audience members will use that language to conduct voice searches.
If you are a content creator, hang in there. Voice search is on its way. Once implemented on a large scale, it could be the salvation of your creativity.
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