Conversational Natural Language for Search – How It Changes Your PPC Strategy
Natural language search, or conversational search, is search carried out in everyday language, phrasing questions as you would ask them if you were talking to someone or seeking advice.
These queries can be typed into a search engine, spoken aloud with voice search, or a digital assistant like Siri.
Natural language and keyword based searches are different. A keyword-based search query for that information might be “Eiffel Tower height”. But if you were searching using natural language, you would phrase your query as, “How high is the Eiffel Tower?”
In fact, the phrase ‘Can I’ has grown over 85% in mobile searches, with ‘Should I’ searches increasing by 65%.
These conversational queries are becoming more popular and standardised, with 64% of searches being four or more words long. This is because users want quick answers, asking specific questions and receiving more personalised results.
This has natural consequences on how we think about our content to build an audience, brand, and ultimately generate leads. Consider using more natural language and create inherent experiences across all digital platforms when creating content. For search, carry out keyword research as normal, then take in to consideration more conversational phrases that customers may use. Search terms including the words ‘can I’ and ‘should I’ need to now be considered in the keyword mix.
As customers are searching for exactly what they need, conversational searches can be used to marketers advantage, by letting us tailor our results to their needs. By putting relevant information in front of the customer, website conversion and click through rates can potentially increase.
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