Posted on June 3, 2020
How People in Orlando, FL Talk to Information Appliances and How It Affects SEO
Conversations with computers have been a staple of science fiction for years. It has become a reality for many of us in Orlando. The artificial intelligences behind Siri giving us directions as we drive expanded into letting you search for service providers on your route and answer general questions for the kids in the back. Now information appliances are in our homes, and voice search is becoming almost as important as local SEO for businesses. But how does this affect your website’s SEO in Orlando, Florida?
Natural Conversational Flow
People tend to speak naturally to information appliances, but you aren’t trying to answer every question. Your conversational SEO must include the questions that people actually ask that are related to your business. “Where is ABC’s Pizza in Orlando?” What do these symptoms mean?” “What do I do about an XZY error message? And who can fix it?” Remember to include the questions people will ask about your business in your own content.
Identify the natural language questions people ask to find answers like your content should be natural language. Creating content that matches both conversational SEO criteria and traditional SEO can be a challenge. Fitting key search terms like “Orlando SEO expert” and “pest control in Lake Mary, Florida” into naturally flowing conversation isn’t easy, but it is necessary if you want your content to rank well for both types of search engine optimization.
Many Orlando businesses don’t know that you should be integrating local SEO references into conversational SEO, since navigation remains one of the major uses of infotainment systems. The solution is to include landmarks, intersections and neighborhoods into content. Here are a few examples combining voice search and local SEO:
• What services does ABC offer? This is the highest rated Orlando SEO expert south of Walt Disney World.
• How do I find ABC business? Take Exit 15 on Highway 101, turn right on Center Street by the X landmark, and we’re on the left next to landmark Y.
• Where is business ABC? ABC business is across the street from landmark Z at 123 Main Street.
• How long as business JKL been open? We opened in 1989, and we’ve become the largest retailer in X neighborhood!
This means a combination of local SEO and conversational SEO is essential to catching people in the final stage of the sales funnel, though looking for your type of business while walking or driving around. Furthermore, that type of content will increase your website’s ranking in local Orlando search queries and capture short lists of keywords entered into search engines that match the questions you spell out in your content. An Orlando SEO expert can determine the best combination of keywords to use in your headers, questions and answers to capture your intended customer base. An experienced Orlando SEO expert will include snippets about free parking, transit stops and other information your customers want to know.
Try Thinking Before They Speak
Your content needs to make sense when read by an AI like Google AI to the Orlando customer. This is where inserting too many keywords will kill the conversation before they learn about how to order your product. For example, repeating variations of the same question before you get to the answer will bore them, not convert them. Work with an Orlando SEO expert to determine the best keywords and full length questions to use in your content to avoid this problem. They can find out what queries are leading people to your website as well as determine their demographics.
Plan for Ambiguity and Variety
In conversation, people are often ambiguous without trying to be. And conversational queries may be ambiguous from the computer’s perspective. The artificial intelligences behind the information appliances are only recently able to remember the context of the last statement. It remembers context like “You were asking for reviews about ABC business. Let me tell you where it is.”
One challenge facing those creating content for conversational search engine optimization is trying to rank well for all of the likely versions of the question one might ask. Avoid writing multiple versions of the conversational query unless you have a very long article. The only thing worse than keyword stuffing from the user’s perspective is repeating the same sentence over and over again in different variations, taking forever to get to the answer the user seeks. Exercise caution in rephrasing the question in the first sentence below the conversational query used as the heading or subheading.
A safer choice is asking several variations of the question each as its own subheading and distinct answer. For example, you can put your Orlando, FL company’s name and address below the phrase “Where is X Company Located?” and then directions on how to reach your business below a heading like “How do I get to X company from 123 Highway?” One option is scattering the conversational queries across your webpage, such as having “Where is ABC business located?” on your home page and “How do I get to ABC business?” on the “Where Are We” webpage.
A great solution is creating frequently asked questions lists that answer questions your Orlando, Florida customers have. The content should tie into your branding while directing people to the appropriate action. Whether that is calling you to schedule an appointment, ordering a replacement part or resetting the device depends on the situation. Make certain that your content written to answer the question will be properly read by the device. For example, too many Orlando firms put their phone number or email in a graphic embedded in the page. While that makes content scraping by scammers harder, it prevents someone whose car infotainment center from telling the potential customer how to reach you.
Posting a push pin on a map embedded in your website but failing to spell out the address is just as bad. On the other hand, listing your address along with landmarks and driving directions will help people trying to reach you as well as improve your local SEO in Florida.
Talk to an Orlando SEO expert about the changes you’ll need to make to your website to serve your entire audience.