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Intelligent Property Marketing

Could voice be a major player in search for property marketing?

A smart speaker on a table top
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5 mins

Could voice be a major player in search for property marketing?

When we say Voice search, we’re not thinking about replacing any of the ITV judges that sit with their backs to you. Simply the home help that many of us have come to embrace and learn to love. Google Home, Echo, Alexa, Siri, you’ll know them by their slightly robotic voices and if reports are true, bouts of nefarious laughter in the dead of night...

For those that aren’t frightened off by possible Deep State intrusion into their home, what started out as simple smart speakers, have evolved into answering questions, bringing up the latest news and weather, as well as a way of simply searching the web. What’s more voice search is becoming more prevalent on mobile too, especially when looking for directions.

This is where Voice search comes into its own…

The use of voice searches are up 35 times since 2008 and up 7 times from 2010 with the number of actual voice units being shipped increasing from 1.7m devices in 2015 to around 25m in 2017.

When producing content for digital platforms, consider how your brand will appear in a voice search. Not just the narrative, but also your brand personality, so what keywords do you want a device to pick up on?

The big question is how to create the right content and keywords to enable this new way of searching.

Intuition is key

The way we write, differs from the way we speak. We tend to type pragmatic searches into a computer, but still speak conversationally to a Smart Speaker and then get annoyed when it apologises to us that it wasn’t got the foggiest about what we’re searching for.

So for voice searches, we have to include longer tail keywords within our SEO and be prepared for direct questions. So rather than just typing ‘directions to Buckingham Palace?’, we’d ask ‘OK Google, how do I walk to Buckingham Palace from here?’ Your SEO should be set up for these longer form and conversational keywords.

Make your mark on the map

It may seem obvious, but adding a pin for your development onto Google Maps via Google Business listing is often overlooked and also affects your speaker/mobile’s ability to get to your prized scheme. It will also add in the contact details and business hours and phone number for customers to immediately link to on the move. This is very useful when your site is ‘tucked away’ or has a postcode that’s not registered for SatNav yet.

In summary, nobody is going to buy a home via voice, but they may ask: ‘OK Google, are there any {new homes/new developments/brand new houses} within walking distance of Brighton train station for example and your SEO should be primed for this sort of specific, conversational tone, rather than standard PPC fare of ‘New homes in Brighton’.

If you want any top tips on SEO, best practise or a review of your current situation, speak to the team today - we’re but a voice search away...

 

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