Optimizing Websites for Voice: What You Need to Know

  • Share:
technology

Q22018TechBlog3

Digital assistants like Siri, Alexa, Google Assistant and Cortana are now a big part of how consumers search for and retrieve information. Given the option, many consumers would rather ask their devices to search for them rather than pulling up the keyboard on their smartphone.

Luckily, credit unions can optimize their websites for voice search with some basic changes.

First steps

Even something as simple as adding a “frequently asked questions/FAQ” page to the content of a website can make a difference. Other good practices include claiming the Google business listing and making sure it’s continually updated and that comments or reviews are responded to.

Conversational keywords

The way organizations approach keywords will also change, as companies begin to focus more on “conversational” keywords. Consumers talk and write in different ways, so where a member may ask something like, “What credit unions are open now in my city?” when confronted with an onscreen keyboard, they may type simple keywords like “credit unions” and hope their search engine will recognize their location. Voice search is more conversational than text, and marketers should know the difference between the two.

Q22018TechBlog3

Know where searches happen

Beyond optimizing for search, credit unions need to understand how consumers search for different products and services online, and how that is impacted by different search engines. For example, YouTube is currently the number two search engine after Google. For years YouTube has dominated the “how-to” educational video niche. This could be a good channel to integrate financial education videos, like how to balance a budget. Content needs to be created and optimized specifically for YouTube.

Search context is king

Content also needs to be changed due to how the search engines present items in a search query. RankBrain is Google’s machine learning artificial intelligence system. RankBrain measures how users interact with search results and then ranks the results based on those interactions: when someone clicks on a page, how long they stay there and when they leave the page.

These interactions have a direct impact on website content. The longer a person spends on a page the greater the likelihood they like the content on that page. Credit unions need to understand the context of a searcher’s intent and provide them with pages that relate to their searches to help ensure they engage more with the website and to increase conversions.

The next year will bring more fine-tuned insights on how best to design and optimize websites for voice. Credit unions can appear on the first page of searches by investing early in this new wave of optimization.

  • Share:


« Return to "Trends"
TrendScan logo
<< Back to Articles

Latest Trends

  1. Opportunities and Risks of Banking for Marijuana-Related Businesses
  2. Experience Company Growth and Discovery with Employee-Driven Communication
  3. Should You Still Be Concerned about ADA Website Compliance?
  4. The Member Service Experience
  5. Become a Tax Resource for Members
  6. Don't Get Snagged on ADA Compliance Requirements
  7. Are You Ready to Adopt a Continuous Performance Management System?
  8. Anticipating Change with a Succession Plan
  9. The Role of HR and Hiring Managers in the Candidate Experience
  10. What Is a DDoS Attack and Why Should Credit Unions Be Concerned?
  11. The Planning Process - Improved
  12. The Performance Management Conundrum: Structure vs. Creativity
  13. Consumer Attitudes Toward Digital Advertising
  14. Building a Website with the User in Mind
  15. Is Your Executive Compensation Still Appealing?
  16. Are You Properly Rewarding Your CEO?
  17. What Credit Unions Should Do with Ambiguous ADA Standards
  18. Content Marketing: Well Worth the Effort
  19. 5 Things Credit Unions Can Learn from Cyber Attacks
  20. Your Social Media Accounts Deserve Quality Content
  21. Credit Unions Could Replace Predatory Lenders
  22. The Quest for a One-Stop Shop Financial App
  23. 7 Tax Changes Your Members Need to Know About
  24. Learning Management Systems: What Credit Unions Should Consider
  25. Volunteer and Young Board Members Need Development
  26. Continuous Performance Management is Disrupting HR
  27. Americans’ Lack of Financial Literacy Is an Opportunity for Credit Unions
  28. What’s Hot in Performance Management Technology
  29. Credit Union Compensation: Philosophy or Strategy?
  30. 3 Succession Plans Your Credit Union Needs
  31. The Website Audit Your Credit Union Needs
  32. Cut Through the Noise and Deliver Value Members Want
  33. The Importance of Creating Quality Content
  34. How Useful Are Member Personas for Credit Union Marketing Teams?
  35. Optimizing Websites for Voice: What You Need to Know
  36. Why You Should Invest in an Applicant Tracking System
  37. Consumer Appetites in Mobile Innovation
  38. What Borrowers Wished Credit Unions Knew
  39. Why HR Should Take Advantage of Employee Self Service
  40. Shifts and Trends to Know About in E-Learning
  41. 3 Website Design Trends for 2019
  42. Just How Distracted Are Consumers?
  43. Selling Payments and Wealth Management Services
  44. 3 Key Factors for Creating Good Content
  45. Wanted: Apps for Clarification and Simplification
  46. Build Up Membership Through Supportive Savings Programs
  47. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  48. People Analytics: Bringing HR and Data Together
  49. 3 Ways Credit Unions Can Prepare for a Cyber Extortion
  50. Prioritizing the Credit Union Employee Experience
  51. Do You Know Why Payday Loans Are Used so Much?
  52. Popular DDoS Mitigation Methods in 2019
  53. The Credit Union Advantage for the Digital Customer
  54. Preparing a Transparency Communication Plan
  55. The Quickest Way to Understand Enterprise Risk Management (ERM)
  56. Is Your CMS the Right Fit?
  57. Preparing for Compensation Transparency
  58. Keeping Up with Digital Lending Convenience
  59. 4 Steps to Increased Social Media ROI
  60. 6 Factors for Choosing the Right ESS System
  61. Are You Missing Out on the Power of Video?
  62. A Simple Way to Unify Your Marketing Efforts
  63. 2 Big FinTech Goals for Credit Unions
  64. How Credit Unions Can Formalize the Branding Process
  65. 5 Guideposts to Measure Your Brand Promise Against
  66. Making Sure You Have the Right Leaders in the Right Seats
  67. What the C-Suite Wants out of Social Media
  68. Are Your Landing Pages up to Snuff?
  69. The Dream Team for Successful Online Customer Interactions
  70. How to Identify What You Want in an ESS
  71. The Best Compliance Training with New Topics You Will Need
  72. Empowering Employees and HR with the Latest Technology
  73. Credit Unions Can Compete with Shadow Banks
  74. Caution: Customers Don't Always Ask for What They Want
  75. How Credit Unions Can Embrace Storytelling in Marketing
  76. Content, Tools, and Channels to Capture Consumer Attention
  77. Identifying Marijuana-Related Businesses
  78. How to Generate Content with Fewer Resources
  79. If Your Site Isn't Mobile Optimized, You're Losing Out
  80. Protect Your Credit Union with a Website Accessibility Response Plan
  81. Don't Undervalue Your Brand Promise
  82. Don't Underestimate the Power of Financial Education
  83. 3 Factors Impacting Credit Union Compensation Plans
  84. Underestimate the Onboarding Process at Your Peril
  85. Leveraging Social Media for Member Engagement
  86. 3 Brand Promises Credit Unions Can Learn From
  87. Finding the Best Platform for HR Technology
  88. Serving the Underbanked and Millennials
  89. Why You Need ERM in Your Strategic Planning
  90. A Content Management System Will Make Your Life Easier
  91. Enterprise Risk Management — Where to Start
  92. Bankers associations’ opposition to mergers does a disservice to member banks and to consumers
  93. The Quickest Way to Find the Right (and Safest) CMS
  94. Is Your Credit Union Supported by the Four Pillars of Digital Banking?
  95. Omnichannel Delivery: Banking Based On Members
  96. The Easiest Way to Deliver Content for Employee Development
  97. Remaining a Player in the New Home-Buying Experience
  98. You Know You Need an LMS — Now What?
  99. You Might Already Have the Solution to Your Current Talent Competency Gap
  100. Predict the Future of Mortgage Lending with Analytics
  101. The Secret to Future-Proofing Your Organization
  102. Achieving the Golden “Narrative Transport” in Brand Storytelling
  103. The Process of Crafting a Relatable, Moving Brand Story

Related Trends

  1. Remaining a Player in the New Home-Buying Experience
  2. Predict the Future of Mortgage Lending with Analytics
  3. Is Your Credit Union Supported by the Four Pillars of Digital Banking?
  4. Omnichannel Delivery: Banking Based On Members
  5. The Quickest Way to Find the Right (and Safest) CMS
  6. A Content Management System Will Make Your Life Easier
  7. Credit Unions Could Replace Predatory Lenders
  8. 5 Things Credit Unions Can Learn from Cyber Attacks
  9. Do You Know Why Payday Loans Are Used so Much?
  10. What Borrowers Wished Credit Unions Knew
  11. Serving the Underbanked and Millennials
  12. Should You Still Be Concerned about ADA Website Compliance?
  13. Don't Get Snagged on ADA Compliance Requirements
  14. Consumer Appetites in Mobile Innovation
  15. The Quest for a One-Stop Shop Financial App
  16. Wanted: Apps for Clarification and Simplification
  17. What Credit Unions Should Do with Ambiguous ADA Standards
  18. What Is a DDoS Attack and Why Should Credit Unions Be Concerned?
  19. Building a Website with the User in Mind
  20. 3 Ways Credit Unions Can Prepare for a Cyber Extortion
  21. 3 Website Design Trends for 2019
  22. The Credit Union Advantage for the Digital Customer
  23. Optimizing Websites for Voice: What You Need to Know
  24. Is Your CMS the Right Fit?
  25. 2 Big FinTech Goals for Credit Unions
  26. Caution: Customers Don't Always Ask for What They Want
  27. The Website Audit Your Credit Union Needs
  28. Keeping Up with Digital Lending Convenience
  29. Protect Your Credit Union with a Website Accessibility Response Plan
  30. Credit Unions Can Compete with Shadow Banks
  31. Popular DDoS Mitigation Methods in 2019

Industry insights
to your inbox!

Subscribe