B2B marketers can use voice search to humanise their brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2019, 4:37 PM UTC

SEO strategy needs to move from phrase-based search to conversational search.

Optimizing B2B content strategy for voice search doesn’t need a separate and distinct focus because most strategies for voice search are easily transferable, but it does help in humanising the brand.

According to this article, understanding and learning what questions customers are asking along with summarising the core substance of content early on in pieces helps the chances of them becoming a featured snippet. Investing in location-based content, something digital B2B brands have traditionally put on low priority, can also help in optimising voice search results. 

Smartphones are also an important pivot in for B2B companies as around 50% of B2B queries originate from mobile device. And with a majority of voice searches coming from mobile devices, creating a responsive mobile design and lightning-quick load times can make a big difference.

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