Nowadays, technology has become more intuitive, especially in terms of interaction. Let’s consider the case of conversational speech. Modern users want answers, and they want them quick. They don’t like to go through several search engine result pages. This is where conversational speech is needed. Voice assistants, such as Siri and Alexa, have shown that it’s faster and easier to find answers when one uses conversational search queries.

Search Intent

Intent drives each and every online search query. When a user searches for pasta, their intent is to visit a restaurant selling pasta. Similarly, when one searches for an affordable mobile phone, their intent is to purchase a phone.

It’s worth noting that intent is stronger in conversational searches because it contains a greater number of words and descriptors. For example, when you ask “where can I purchase a compact white-coloured phone”, you are not merely searching for a mobile phone, but also showing the intent to buy a “compact” and “white” phone.

Also, conversational search queries mostly consist of “how” and the five “Ws – why, when, where, what, and who.” For instance, “where” asks the search engines to provide a location, whereas “who” makes them find someone for you.

Moreover, according to Google, people usually search for stuff with “I”. In the past few years, search queries containing “I” have been steadily increasing.

• How much do I need to pay for a visit to Disneyland?
• What is the best weight loss diet for me?

Micro-Moments

In this digital age, people instinctively turn to their mobiles throughout the day. These are also known as micro-moments that force people to discover something, perform an action, learn stuff, buy a product, or watch a video.

When you go outside for a walk and see someone wearing a cool t-shirt, you are tempted to open Google and look for something similar. This is exactly what a micro-moment is.

Lately, micro-moments are heavily used to signal location-based intent. This means people type queries ending with “near me” or “nearby” terms, signifying the intent that they want something close to their location. After 2015, there was a 500% growth of mobile searches where queries such as “can I buy” used “near me”.

As searches become more conversational, your digital marketing strategy needs to adopt a conversational SEO strategy. Now is the time to avoid using technical jargon in your content and prioritise natural language that is similar to real-life conversations and focuses on factors, such as the “five Ws”, micro-moments, and “near me”.

If you want help with incorporating conversational SEO in the UK for your brand, get in touch with us for more details.

Want to learn more about how Voice Search is changing SEO? Read our Blog at https://theseoplatform.co.uk/blog/how-voice-search-is-changing-seo/.