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Voice Search: How to optimize websites

Voice Search: How to optimize websites

“Computer? … Hello computer!! “- you hear Montgomery Scott talking to the computer. We can’t stop laughing at this scene. Some of these futuristic ideas from science fiction adventures of bygone days have long since become reality – for example, also the idea of ​​voice control or voice search!

20% of all smartphone users’ search requests are already made via voice search. What does that mean for our websites? How can you optimize your own website for voice search in the future?

In the online search, you had to use the right keywords, if we wanted to quickly find the right results. Today we can ask any smartphone by voice input to do that for us.

The interaction with voice input is still in its infancy and, due to an already increasing number of users, will greatly influence search engine optimization (SEO) in the future. In our article, we present three ways in which voice search can affect SEO and what methods there exist to customize your own website to these requirements.

How will Voice Search affect Search Engine Optimization in the future?

When we talk about voice search and voice interaction, in most cases we indirectly refer to mobile devices like smartphones and tablets. While language-based searches are also available on desktops or laptops, technology is still developing, yet under-utilized.

How has user search behavior changed recently, how are they looking for content and how does it affect SEO?

 

 1. Users ask different questions

What kind of search type are you or have you been? If we do a lot of daily searches on the computer to find what we’re looking for, we’ll just enter the keywords. As an example, to search for another similar article like this one we enter “voice input SEO” and it probably gives us quick results.

In comparison, language-based searches increasingly formulate complete different questions we are asking. To give an example:

1. Typed search: „Voice input SEO“
2. Voice-based search: „How does voice input affect search engine optimization?“

If you make use of this, the results will be very similar, though that may not always be the case.

It’s interesting to see why we ask differently when using Voice Search on a smartphone than when entering it directly. There are no studies yet, but it seems that we feel more comfortable talking in sentences with the “machine”.

Most devices can already understand semi-complex queries and get better and better! It is no longer necessary to adapt them to be understood by the algorithm.

Not with SEO! Here it will be necessary to focus on new keywords in the future. But what changes can we expect with speech interaction?

 

2. The Context will become more important

In most cases, the search results of your search are context-free. What does that mean? For example, at a base level, Google only considers the location of a search if it is also included in the search query.

 

This is no longer true for mobile devices. Most smartphones track their location through tracking, providing more useful information.

This information can have a positive effect on the search results in many cases, as they can provide a better context.

Imagine, we are just driving, our tank is empty and we are looking for a cheap gas station. Now there are two possibilities:

1. Search without location detection: „cheapest gas station in Graz“
2. Voice-based search on the smartphone: „cheap gas stations around me“

In both cases, we will get the best possible results, but you do not have to mention a location on your smartphone when searching for a voice.

For SEO, it makes sense to align your own website content for context-based searches and to use local keywords.

 

3. Google’s direct answers to voice search are becoming increasingly popular

Online searches have always worked the same way: You enter a request and the search engine returns a long list of links and websites that are rated according to a specific algorithm.

It works the same except with one difference: every now and then one receives a spoken, direct answer by means of voice input and assistance systems. Here is another example to try:

  •  Voice Search on the phone: „What is GPS?“

Here the search engine thinks that this is the best result and it answers directly. With the scroll down you still see the other results.

Google prioritizes the best results and tries to make the search itself smarter

This happens because, in most cases, users no longer want to leaf through long lists of results on mobile devices. Therefore, Google prioritizes the best results and shows them as a voice output.

In practice, this means that voice search makes it even more important to get to the top of the results pages with your own website.

 

How to optimize your own website for voice search?

We now know that voice search will have a great impact on SEO. Mobile searches are already more important and 20% of these already base on voice queries. We need to adjust the structures and content:

1. Use long-tail keywords

This is a short sentence that helps to optimize content for SEO. To complement our first example, this could be: “How does speech interaction affect SEO?”

While this may seem a bit impractical, users tend to structure spoken requests differently, so this is in preparation for increases in voice-based queries.

To find good long-tail keywords, we should follow these tips: Let’s start with just one or two keywords and try to wrap them in a phrase. This will then be reflected in the website again.

 

2. Optimize content for “instant answers” from search engines

There is still no optimal formula for how to implement this optimization in practice. However, here are some tips that will increase the chances to appear in the direct answers in the future as well:

  • Make sure the title or headline (H1) is aimed directly at the query for which you want to receive a direct answer
  • Paste the answer to this particular query directly into your content.
  • Structure your content with subheadings (H2, H3, H4, etc.) to help the search engine analyze the content more easily.
  • Make sure this content appears on the first page of search results.

Of course, we know that the last step is the hardest. In order to optimize a website and thus seize SEO, it requires a longer-term strategy in online marketing. We recommend our customers to use experts here so that optimal results can be achieved with the budget used for search engine optimization.

 

Sonja Schwaighofer

Sonja Schwaighofer

Webdesign & Online Marketing

We at GREATVIBES support you with search engine optimized websites so that you can generate more new customer contacts and contact inquiries online.

Contact us!

+43 660 318 2752
sonja@greatvibes.at

 

 

Marketing and Digitalization – we show possibilities for technicians and construction companies of today

Marketing and Digitalization – we show possibilities for technicians and construction companies of today

That is interesting! Even in the construction industry, new developments regarding digitalization have emerged in the recent years. Properly deployed software and hardware can help construction companies target processes and communications between construction sites and offices – where it fits best.

 

Thus digitization may help to network vehicles, and indicate when the next repair or service is due, or where the trucks are currently located. Using modern GPS technology in helmets can quickly save people who get spilled and take immediate action. In architecture and for technicians, 3D models and virtual spaces are very important.

(Source: Porr AG,  https://bit.ly/2XMo3UW)

If the customer can make a virtual walk through his own house before the start of construction, errors can be reduced and thus disappointments can be avoided more easily.

 

“On our website, there are videos that help our clients familiarize themselves with a wide range of construction topics. They are constantly updated and managed by us.”

David Birsak

Drechsler-Dach

Further, these models are important to find out if the technique is feasible and what is needed for planning and implementation. As you can see, digitalization in the construction industry certainly pays off. Digital construction is no longer a dream and can also be implemented for smaller companies.

How does digitalization affect marketing?

After evaluating the three conducted interviews with representatives of the engineering and construction industry, we found out that companies are just starting to use online marketing. The website is seen as a must and it is the first step towards an online presence. In addition, recommendations are still powerful and successful, but it has been noticed that with an online presence you are found more easily, as is the case with Mr. Seltenhammer, CEO of a civil engineering office in Vienna.

The website is the starting point for successful marketing. After analysing the target audience and deciding on the first social media channels to be used, it is important to share the right content to actively engage the target audience. Platforms like Facebook or LinkedIn are used to be present on the Internet, but many do not yet know how to take the next steps. The world of online marketing is complex, making the right strategy all the more crucial to stand out from the competition and get the USP right.

How can online marketing help reduce the skills shortage in the construction industry?

It is well known nowadays, that the construction industry is facing a problem: there are not enough experienced workers to meet the actual needs. Recruiting qualified personnel and experts for one’s own company turns out to be time-consuming and difficult, and it is actually the next generation who will move the business forward. This is where the presence of businesses on the Internet, or more precisely the potential of online marketing, helps to find and attract the right professionals even before they actively seek out them.

“It’s not easy to find good people – that’s what I experience with my colleagues and other companies. I am about to decide whether to hire employees or not.”

DI Arno Seltenhammer

CEO, DI Arno Seltenhammer

Have you ever heard about social media recruiting?

The times of the classical search for applicants have changed, social media recruiting connects them via the social networks of the company. Companies use Facebook, LinkedIn & Co. to address candidates in a targeted manner and thus establish direct contact and mutual interaction. The challenge is to arouse the interest of potential applicants. The use of social media for recruitment is increasing annually. Swietelsky is a good example, as they already do their recruiting mostly over the internet.

“We do 90% of our recruiting online. Mostly via our career page “We Swietelskys” and on job platforms. In addition, we use social media such as Facebook, LinkedIn, Xing and Instagram.”

Helmut Andexer

Head of Human Resources Division, Swietelsky Baugesellschaft m.b.H.

 

It is important to take the right step at the right time. We at GREATVIBES help companies specifically in the engineering and construction industry to succeed in strategic online marketing. How we do this?

In three easy steps:

  1. Comprehensive analysis through our strategy workshops
    We would like to get to know your company better. We research and analyze and you get to know us.
  2. Concept & Strategy
    A strategy is an important roadmap for your online marketing. Why? So that we use your advertising budget optimally and successfully.
  3. Implementation or support of the marketing/HR department
    We bring your strategy to success. Our focus is on text and design. We evaluate, monitor and report monthly. And you see the results – in numbers.

 

Monique Robineau

Online Marketing & Key Account Manager

We at GREATVIBES support you with web design & online marketing, so you can generate online more new customer contacts and contact inquiries.

Feel free to contact us for a first, free strategy discussion!

+43 680 24 20 201
monique@greatvibes.at

LinkedIn in the fast lane: How to generate leads with the new Sales Navigator

LinkedIn in the fast lane: How to generate leads with the new Sales Navigator

LinkedIn was found in America in 2003 and is now considered one of the strongest social networking platforms in the B2B sector. By creating a business profile for your company, you promote your online reputation and generate new contacts. You can also use LinkedIn to find new employees or collaboration partners. The potential is far from exhausted. Through the worldwide regular exchange, the platform develops into a place that promotes communication and enables building relationships and the binding of the target group to the company.

Do you also want to know how to best use LinkedIn to attract more customers? Read on, we will give you the most important tips and show you what you can achieve additionally with the Sales Navigator Tool.

First of all: Your Company’s own profile

The most important and basic prerequisite for this is the company’s own profile. You can create this free of charge and with only an e-mail address. All you need is a logo, a meaningful profile picture and a slogan to draw attention to your site. In the next step, link your own website to the profile to direct interested parties. You are welcome to have a look at our LinkedIn-Profil.

The next steps: How to use LinkedIn correctly?

  • Sharing relevant Content
    Whether, you are sharing interesting and exciting articles or posting your own articles, on LinkedIn you can involve your target group with professional and qualitative content and thus show your expert knowledge. Dialogue and communication are important for building relationships with customers, and you can do so with informative content.
  • Making new (business) contacts
    LinkedIn provides the opportunity to address corporate decision makers directly and personally. Depending on the projects, you will focus on the relevant industry and divisions. This means that you can make the most out of LinkedIn’s reach!
  • Finding your pre-defined target group
    Create an interesting contact strategy and you can easily reach your desired target group – without tedious cold acquisition. LinkedIn provides the tools and methods to achieve such a success.
  • Memberships and establishment of thematic groups
    Share or gather knowledge in a smaller group and exchange ideas with like-minded people about current topics. Benefit from the experience and expertise of others. This will help you get new information quickly and effectively. Sharing your content in appropriate groups, also help you redistribute and broaden your business’s reach.

In the German-speaking countries, XING is still the market leader with around 15 million users compared to LinkedIn (only 13 million) (see Source). Since LinkedIn is available internationally, the number of these users continues to increase. If you want to take advantage of this advantage, it is just about time to shine with your own profile and address the right customers or share content. With the already mentioned tips, you succeed in the beginning, and we are happy to support you in the further implementation and strategy planning.

Statista’s chart shows that most users are from the US, but the number of DACH regions is in the top 10 and will continue to rise in the future. The figures show the number of registered LinkedIn members in millions in 2019.

If you are already active on LinkedIn and want to make even more use of it, read about our experience with the Sales Navigator.

Source: https://de.statista.com/statistik/daten/studie/194634/umfrage/anzahl-der-nutzer-von-linkedin-nach-region/

avigate correctly with the LinkedIn Sales Navigator

We have already successfully tested the premium tool and would like to share our experience with you. It offers the following new possibilities and benefits:

  • Advanced lead and enterprise search
    If you are searching for decision makers and potential customers, you can search specifically for regions, industries, etc. and thus limit the results individually to your company. This not only saves time, but also provides the right contact data. After some successful research and a limited selection of potential new customers, you can save the lists and continue following those people or leads. As a result, you always stay up-to-date with changes and wishes of the target group. You’ll get updates on topics your leads are currently dealing with and see new posts at a glance. Thus, you are always a step ahead of the competition!
  • Sponsored InMails
    These are specific LinkedIn messages sent to new contacts without having to be directly connected. This makes it possible to write the target group or cooperation partners straightforward. They are not limited to a certain number of words as in the networking request, but can directly contain your offer to potential customers. With the Sales Navigator Professional, 20 InMails are available each month.
  • List of profile visitors
    With the Premium account you can see all visitors on your own account. In comparison, the Basic account is limited to the last five profile visitors. If you want to expand your network, you can contact relevant visitors and then network them.

Our Conclusion

What helped us the most? The search and generation of lead lists. We were thrilled because it allowed us to search specifically for selected industries and to directly contact these decision makers.

What was less helpful to us? The included InMails. In the following step, we sent InMails and found out that only half of all mails are accepted and read. LinkedIn offers webinars here in the Learning Center, where you can learn, among other things, how to write InMails correctly and use the Sales Navigator more effectively. These take place approximately 1-2 times a month.

Apart from the saved leads and the constant updates as well as posts, the Business Sales Navigator has a proud price of 49.58€ excl. taxes per month. We will definitely continue to follow the development of LinkedIn and can imagine using this tool more actively in the future.

More information about the packages and included services is shown here. For one month, you can try the Sales Navigator for free! If you have any questions about LinkedIn, please do not hesitate to contact us.

Monique Robineau

Online Marketing & Key Account Manager

We at GREATVIBES support you with web design & online marketing, so you can generate online more new customer contacts and contact inquiries.

Feel free to contact us for a first, free strategy discussion!

 

+43 680 24 20 201
monique@greatvibes.at

Online Advertising needs the right time & budget

Online Advertising needs the right time & budget

The monthly advertising budget for online advertising is X Euro and generates Y Euro. Sounds simple? But in reality, it is often more difficult than at first glance!

In this article, you will learn about the different forms and channels of online advertising. Plus, how to use and optimize them correctly for your online marketing strategy with the right time and budget. 

 

 „Good marketers measure … and great marketers measure and improve.” Seth Godin

Online Advertising in comparison with traditional alternatives

Today, there are a variety of online advertising channels and forms of advertising, including Facebook Ads and LinkedIn Advertisment. In Search Engine Advertising (SEA), Google Ads are clearly ahead. For example, Facebook Ads can be used for more followers or post-likes, and LinkedIn can sponsor content or send personalized messages. Search Engine Ads can be shown in the form of text or display displays. In order to succeed with the different forms of online advertising, it is important to define the goal of advertising campaigns at the beginning and always have these in mind.

In addition to the selection of advertising channels, the right investment is also important. Companies still spend the majority of their marketing budgets on expensive, classic advertising, such as print media, newspaper advertisements or TV commercials. Online advertising is much more effective hence used correctly. Do you use online advertising for the first time? Then be patient. After the first three months, you can already make the first qualitative evaluations and adapt advertising campaigns accordingly. Not only patience is important, but also the budget: the better it is used, the better the outcome and impact.

Pay Attention to this when applying your offer

Company’s website

The starting point for successful online advertising is your own website. Whether landing page or website, the design, programming but also legal aspects and GDPR guidelines must be right. The website content is important for social media and search engine ads and must therefore be adapted to the ads. If the prospect does not find the right offer after clicking on the advertisement, he jumps off. Hence, the effort to create an ad and the budget you used was in vain.

 

Social Media Ads

With Facebook, you can use targeted advertising, e.g. to increase the engagement of the posts by more likes or shares, or to increase the followers of your own Facebook page. You can also use slideshows or carousel ads to promote products or services. For example, on LinkedIn, you can advertise corporate updates and use sponsored content to secure the best place in your audience’s news feed. Or you can send personalized in-mails for a higher conversion than with traditional mail.

Search Engine Ads (SEA)

With Search Engine Ads, you can advertise your products and services online, in Google Search, on YouTube or other websites. When customers are specifically targeted to your offer, after visiting your website, they are referred to remarketing. Special advertisements can be adapted and offers can be advertised.

A landing page shows the appropriate content for paid online advertising and encourages the prospective buyer to buy.

Evaluations and measurability of online advertising

After about three months, once you have started the first online advertising campaigns, it is all the more important to analyze and optimize them accordingly. By evaluating it, using Google Analytics or other social media analytics tools, you can draw accurate conclusions about the success of online advertising. These questions optimize and improve your campaigns:

  • Which landing pages and landing pages perform best?
  • Which offer sells most successful in which region and at which times?
  • Which wording is best liked by the target group?

After that, budget adjustments are done and the paid ads start to work efficiently.

 

ONLINE MARKETING STRATEGY: Your guideline

To get started efficiently with the topic of online marketing, get your free guide for your individual, strategic concept. It gives you an overview and answers the most important questions!

Download Your Strategy Guide for FREE (in German)

You have already started your first online advertising campaigns, but the successes in online marketing has still not shown? Be patient and give it time. With the right strategy and the first results to optimize the campaigns, you can achieve your first success after only a few weeks. Don’t forget to set up setup and tracking to evaluate the advertising campaign. This makes online advertising measurable and comprehensible. We are happy to support you with our expertise.

Monique Robineau

Online Marketing & Key Account Manager

We at GREATVIBES support you with web design & online marketing, so you can generate online more new customer contacts and contact inquiries.

Feel free to contact us for a first, free strategy discussion!

+43 680 24 20 201
monique@greatvibes.at

NEW WORK: Does that make sense at all?

NEW WORK: Does that make sense at all?

Flexibility, flat hierarchies, work 4.0 – terms that often spread only slowly, especially in established companies. An established management level, as well as outdated structures and processes do prevent changes in the world of work: young people and employees in particular find it difficult to bind themselves to such companies for a long-term. 

Sonja Schwaighofer from GREATVIBES has been employing communication, workplace design and agility within one company for years: What are the principles that make up a pleasant working environment? What motivates us to remain loyal to a company in the long-term?

 „Young people start directly from their studies in the world of work. They want to use the knowledge they have acquired. However, they usually experience the opposite: hierarchies and ranking. You must submit to the system first. There is little creative freedom and that is demotivating!”  – Sonja Schwaighofer

The ideal mix of Office, CoWorking and Home Office

Thanks to digitalization, many of us are already able to work from anywhere. A balanced work-life balance can thus be created with the help of flexible working hours and the possibility to choose the place of work from time to time. Especially in the creative sector, we are convinced that a 4-day week leads to more productivity than the classic 60-hour marathon of our previous generation.

Mentoring instead of leadership ensures flat hierarchies

Today’s leaders need to learn to relinquish responsibility and let employees work independently. It is better to encourage them to become self-employed and to trust them. As mentors and coaches, we see executives in a new role that gently leads employees. What if mistakes happen? Let them be! Because we can all learn from these.

Living Individuality!

Let us give employees the chance to develop in their own way. This is the only way to reach the full potential. And appreciation plays as an important as a role as the fact that jobs are becoming more diverse and jobs are more and more complex.

Your own workplace should be inspiring and a place to feel good – even when it comes to work itself. Let’s rethink our classic office concept. How can you change things quickly?

In CoWorking spaces, for example, creative workplaces can be hired quickly and cost-effectively. We get into touch with other companies and creative minds. That’s a WIN-WIN!

Changes and share learning from experience

Agility is particularly important in project management: we must remain able to react quickly to changes. Online communication tools support us and help to develop suitable communication processes here. In our agency, we value communication internally and with partners through Slack or Teams von Microsoft.

Learning more about agility, should also not be neglected: enhancing ourselves from experience and constantly improving internal processes. We need to adapt to technological progress and learn to deal with new tools or new software. over and over again!

Why does agility fail? 

In many industries, executives still find it difficult to relinquish responsibility. In addition, they are often convinced that their hierarchies are already kept flat. Unfortunately, this is only partly true! IT is already working very well on an equal treatments and agility. We already know established methods such as Scrum.

We can still look at this way of working: if we let employees work independently, there is room for self-development. Unnecessary decision-making is cut and the joy of working and the meaningfulness of doing a job increases. Most likely, more mistakes are made – but better to arrive at the destination with more risk than not at all, right?

Handling mistakes openly and without any fear, allows the development of a constructive error culture. This has a positive effect on cooperation within the team and in the company. We have to put more trust in ourselves.

Work smarter. Not harder. 

Digitalization does not begin with new technologies, rather with our attitude towards them. It is good that many companies are already working on their digitalization strategies. However, new work means not only digitization, but also developing the associated corporate culture: Work-life balance is often related to laziness – only those who work hard and fall into bed exhausted at the end of the day deserves to have a career.

These crippling beliefs do not give us agility or flexibility, nor brings us permanently satisfied employees. New Work requires new management: As soon as it is possible to implement new approaches and methods in an enterprise process, the opportunity should be seized. From managers, teams and employees.

It finally makes sense and we are looking forward to new challenges!

Sonja Schwaighofer

Sonja Schwaighofer

Consulting, Webdesign & Online Marketing

 

We stand for flexibility, agility and the change in today’s work culture. We live up to new approaches, which we recommend to our clients during consultation.

In our strategy workshops, customers deal, inter alia. with topics such as New Work and their own corporate culture.

Contact us!

 

 

+43 660 318 2752
sonja@greatvibes.at

 

 

Master SEO successfully – We give the most important DO’s & DONT’s

Master SEO successfully – We give the most important DO’s & DONT’s

SEO, short for Search Engine Optimization, refers to all measures that help to improve the placement of one’s website in the search results pages (SERP) of search engines such as Google or Bing. Thus helps increasing the number of visitors or the likelihood of acquiring (new) customers on their own website.

Why is SEO so relevant for your online marketing strategy?

In the long-term, it increases the reach and traffic of your website. With relevant content and the right strategy, you position yourself for your (potential) customers and you have the chance to stand out from your market companions. The questions are, how and where to start with SEO? We have briefly summarized the most important Do’s and Dont’s of search engine optimization in Slideshare (in German):

DO’s

  • Share interesting information
    Satisfy the search intention of users who are looking for specific keywords and thus provide them the best possible content to solve their problems.
  • Write the best article  
    And do this on a single topic: Interesting articles make the reader curious and help the marketing strategy of the company. Interesting articles are often shared and linked with other pages. This makes it possible to land on the first results page in search engines.
  • Keywords are highly important
    There exist a good range of free tools, such as KWFinder, Ubersuggest or Google Trends. For keywords, it is important to pay attention to the competition.
  • Mobile First
    Optimize your mobile website! More than 80% of all users search for information via their smartphone or tablet. Therefore, websites must be accordingly adapted (responsive design).
  • Yoast – an important WordPress Plugin
    Yoast helps to make optimal use of texts and keywords. The plugin gives tips and advice on how to make your texts or blog articles online better to be easier to find.

DONT’s

  • Insecure Website
    It is important that your website is rated “safe” by browsers. With an active SSL certificate, your domain is accessible with “https”. You will be found in a better way and your visitors will surf on a securely encrypted website.
  • Long waiting/loading times
    Customers have little time these days. You quickly search for information. Long loading times not only cause a bad search engine ranking, but also increase the bounce rates on your website.
  • Exaggerate with Keywords
    Are you writing on a new blog article? Prepare and define the most important keywords and their relevance in advance. The rule here is: Per item max. 2-3 keywords.
  • Long URLs
    Use short and simple URLs. Avoid dates and categories in the permalinks. This makes it more user-friendly and easy to remember while searching.

We offer you websites that are designed and built with taking SEO in consideration. We make use of Google’s latest best practice guidelines to ensure strong SEO performance.

Contact us to discuss the SEO optimization of your website. We are happy help you out!

Monique Robineau

Online Marketing & Key Account Manager

We at GREATVIBES support you with web design & online marketing, so you can generate online more new customer contacts and contact inquiries.

Feel free to contact us for a first, free strategy discussion!

+43 680 24 20 201
monique@greatvibes.at

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