In today's digital landscape, there is an ever-growing number of ways that people can search for things online. Gone are the days of only being able to access search engines by turning on your massive boxy computer in the corner of the room. Online search has expanded into almost every digital device you can think of…..smart fridges are even a thing these days!
As much as accessing the web has evolved, so has the way people search for things online. No longer do we search Google using only our computers and mobile devices, but devices such as smart speakers have added a new dimension to online search. The widespread adoption of virtual assistants like Siri, Alexa, and Google Assistant have transformed the way we search for things online. As a result, businesses must adapt their SEO strategies to ensure they remain competitive and optimise specifically around voice search.
Understanding Voice Search
Before delving into strategies for voice search and for voice search SEO in particular, it's important to understand how voice search differs from traditional text-based searches. Unlike searches using traditional text-based methods, which typically consist of shorter, more fragmented keywords, voice searches typically adopt a longer-tail search and are much more conversational. Users are more likely to ask questions or make specific requests when using voice search as opposed to text-searches.
For example, someone may type "best Italian restaurant in London" into a search engine, but when using voice search, they're more likely to say, "What are the best Italian restaurants near me?". This sort of pattern is one of the main things the differentiates the two different types of searches.
The current trend for voice searches is this type of longer, more conversational type search. However, it is also worth considering how people may use voice searches for more direct searches in the future too.
Optimising for Conversational Keywords
Looking into how people use voice search and the types of searches that are most commonly used, its start to paint a picture of how business can optimise to target these terms, taking advantage of new audiences and growth opportunities. At the core of any strategy for voice search SEO is optimising for conversational keywords. Instead of focusing solely on short-tail keywords, businesses should incorporate long-tail keywords and phrases that mimic the language that is being used by users via voice search.
For instance, using the example above, if the business is an Italian restaurant in London looking to encourage new local residents to come to the restaurant, rather than targeting "Italian restaurant London", the recommendation would be to consider how users might search for this using a virtual assistant. They more than likely will search from something like "Where can I find authentic Italian cuisine in London?".
Providing Concise, Informative Answers
Another consideration when targeting voice searches is how quickly users expect answers. Users searching on desktop and mobile will typically spend more time looking at results, whereas voice search users typically expect quick and concise answers to their queries. One of the main advantages of using a virtual assistant such as Siri or Alexa is they can provide answers immediately, and that has come to be something that people expect.
This has to be reflected in the results you are aiming to provide to voice searchers. To ensure that you are offering relevant information quickly and in a concise format, it's crucial to structure website content in a way that provides those clear answers to common questions related to your business or industry. Creating an FAQ page or incorporating structured data markup can help search engines better understand the information in your content and display relevant information in response to voice search queries.
Prioritising Local SEO
When it comes to optimising content around voice search, local SEO should be a key area of focus. In fact, according to Invoca, 76% of voice searches conducted on smart speakers were local searches, highlighting the importance of local SEO optimisation. Users often seek information about nearby businesses or services, looking for location information, opening times and various other bits of key information.
To capitalise on the large volume of locally focussed searches, businesses should prioritise local SEO efforts when it comes to voice search performance. This includes adhering to local SEO best practises, optimising Google My Business listings, ensuring NAP (name, address, phone number) consistency across the website, and one of the most important things; creating locally-focused content.
Continuing with the example we have used, a restaurant should look to optimise its website content to include phrases like "best Italian restaurant near London" and "top Italian restaurant in London" to attract users searching for dining options in that specific area.
Improving Website Performance
Website speed and mobile-friendliness are crucial factors for both traditional and voice search SEO. Given that many voice searches are conducted on mobile devices, optimising website performance and ensuring key pages are mobile friendly is essential to provide a seamless user experience and give your content the best chance of being picked up by voice searches.
The best way to do this is to ensure that you are optimising key content pages based on SEO best practise. This includes optimising page speed, ensuring mobile responsiveness and minimising intrusive pop-ups or interstitials that can detract from the user experience, affecting your overall site performance.
Monitoring and Adaptation
As with any SEO strategy, monitoring performance and adapting to changes are essential for success, and the same can be said in regards to voice search SEO. Regularly reviewing analytics data, tracking keyword rankings, and staying informed about emerging trends in voice search technology can help businesses refine their strategies and stay ahead of the competition. Consistently reviewing performance should be a key part of any SEO strategy, and making key decisions on the back of available data will continue to keep your business performing well online.
Conclusion
Voice search is continuing to transform the way users interact with search engines, presenting a variety of challenges, as well as a number of opportunities for businesses. By understanding the unique characteristics of voice search and implementing targeted local SEO strategies, businesses can improve their visibility in voice search results and stay ahead of the curve in an increasingly competitive digital landscape. Embracing conversational keywords, providing informative answers, prioritising local SEO and optimising website performance are all key factors in cracking the code of voice search SEO and unlocking potential for your business online.
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