Using Natural Language Searches for More Relevant UX
It’s no secret that technology has been constantly changing since the introduction of Siri, Alexa and “Ok, Google,” but the way users are searching is changing along with it. Natural language searches have been evolving over the last couple of years and are presenting their own unique set of SEO challenges. Google Insights gives us some tips on how to tailor our content for natural language searches across all our digital touchpoints.
Even as recently as two years ago, we were seeing people using more utilitarian search queries like “buying house paint” or “best toothpaste” to find what they needed online. What we have seen in later years is an increase in the use of more conversational and specific phrases like “what toothpaste should I use” or “how much house paint should I buy?” So, what does that mean for the digital marketers and our content?
Without hitting the delete button on all our existing content right away, marketers should first identify the specific user needs behind popular queries and see if common trends exist amongst these. This will make it easier to determine if you are answering important user questions during the buyer’s journey and help you determine whether you should optimize existing content or you should create new content. From there, it becomes more of an art, trying to think beyond just keywords and create a conversation with your audience.
Learn more about how you can use natural language searches to offer more relevant user experiences in an article by Think with Google.