Using podcasts for leveraging your B2B SaaS market
AI or artificial intelligence has completely changed the way humans interact with various technologies. Earlier people used to use virtual or physical keyboards for searching something on search engines. But with the introduction of voice assistants and answer engines, AI can now search the internet for you based on your commands. This completely changes the way you strategize your SEO.
In 2010, Apple introduced Siri on the iPhone as a voice assistant. It is now the most widely used voice assistant in the smartphone market. Following Apple, Amazon launched its voice assistant, Alexa for its smart home applications. Later Google came up with the Google Assistant, which is now considered the most advanced voice assistant in the smartphone market. Throughout the years, these voice assistants have evolved exponentially as a result of technological advancements in the field of AI and machine learning.
These popular voice assistants have now become fully-fledged answer engines, thanks to their advanced AI algorithms. These programs use machine learning and deep learning abilities to continuously improve its algorithm. Answer engines are the modernized versions of search engines that, along with taking in the keywords, uses AI and ML to understand the user’s behavior to serve them the search results. It is why Google assistant is considered the most advanced voice assistant on the market. The machine learning and deep learning algorithms of Google have turned its assistant into an almost perfect AI.
Position zero, or the answer which is promoted first, is always the target of any SEO specialist. Hence, the B2B marketers are trying their best to increase their frequency of being featured in position zero through better optimizing the answer engines while keeping voice assistants in mind.
While trying to achieve position zero, the B2B marketer has to keep a few points in mind, such as understanding the common phrases used for voice search, syndicating and sharing the answer on all the possible communication channels, and understanding the quality of top ten answers and implementing it into your answer.
People often use general terms while using voice assistants for getting search results. If your answer is catering to all the possible terms, there is a high possibility of your answer being in the top 10 searches. For understanding the general terms used for searches, you can use various keyword searching platforms. Once you get the list of keywords that are used often relating to any topic, forging an answer that caters to maximum keywords is the key to achieving position zero.
Another factor to consider is the consolidation of similar content to improve SEO. Similar content is always detrimental to SEO as it creates a sense of ambiguity. As an SEO specialist, you have to understand the various content that addresses a similar form of a question, and then consolidate it, to improve its reach. It is ideal to create a framework for content consolidation and weekly posting of at least one answer.
For creating content for answer engines, there are many forms to follow for maintaining content diversity. You can create how-to guides, case studies, global and regional market studies, survey results and summaries, or video or audio blogs. Shorter and original content is the key to optimizing answer engines. Short written or video guides, tutorials as simple lists, summaries, etc. are more likely to get pushed.
Once you have created your content for answer engines, the next step is to spread it. Social media is the best way of doing it, as people are more connected and active on social media platforms. Share your created content on these platforms and analyze the audience interaction. Listening to what your audience is saying about your content is one of the best ways of understanding its quality. Audiences can interact with your content through comments, likes, and shares.
Simply stated the key to getting pushed up in answer engines is understanding the questions which your potential audience might have. Once you understand these possible questions and related keywords, create content that contains custom media rather than stock media. Once you have created such content, summarize it and share it on different platforms and analyze the audience interaction.
The world is shifting towards voice search as the smartphone market is growing. Hence, if you are not already practicing your content to answer engine friendly, now is the time.