Voice Search: What is it & should you bother optimising for it?
Conversational voice search is here and it will only continue to grow in popularity. This, however, does not entail an SEO strategy overhaul. What it does mean is adapting to this change, since users are going to interact with search engines in a different manner.
For one, the intent behind voice searches and text-based searches are different. A more natural language is used for the former, while the latter tends to be more succinct. This means more emphasis on long-tail keywords and answering question-based queries.
Image source: https://see.narvar.com/Connecting-with-Shoppers-Report.html?utm_source=press&utm_medium=pressrelease
Although it will not alter SEO practices a lot, for now, being strategic about it and getting your site ready today would only work to your business’ advantage. After all, voice search is growing and here to stay:
1. Add a structured data markup
Use the right schema markups to label everything that needs to be labelled on your site.
For instance, if your post is a recipe, label it as such. The same goes for your products and your locations (if applicable). Include all appropriate attributes, as well as your XML sitemaps and microdata.
This will help the crawlers recognise your content as rich answers, which would then improve your visibility.
Source: https://schema.org/LocalBusiness
2. Create and/or improve all-important site content
The best way for your answers to be featured is to be clear and concise with your content. To achieve that, you can do the following:
- Come up with possible questions. If you don’t know where to start with content, a good tip is to think of the questions your target audience would ask when looking for a product or a service in your niche. Build your content around those queries.
- Answer the 5 W’s and 1 H. You can also create individual pages (e.g blog posts) that would address common concerns. Common voice search queries cover who, what, when, where, why, and how questions.
- Update your FAQ page. This is an opportunity for you to refine your FAQ page, as this address the 5 W’s and 1 H questions.
- Use informal tone. Given the use of a more natural language in voice searches, you can use an informal tone when developing content. A rule of thumb here is to think of how people speak and then let your content match it.
3. Use lists
Apart from letting your content be easily digested, lists are also a great way to be featured in the answer box. Most of the answers presented are in a list format, especially if it is a multi-step answer (as in the case of recipes).
4. Optimise for local listings
Focus on improving your local SEO. Since many voice searches are looking for directions to local businesses, you need to make sure that you show up on the local SERPs.
The challenge here lies on the device your customers are using. The local results would largely come from either Google Maps or Apple Maps, so it is important that your data on all your listings are updated.
Another important thing to note is the “near me” queries, which will prompt a digital assistant to find places based on the device’s GPS location. Optimise your Google My Business listing and select the relevant categories that you belong. The more specific, the better (e.g. instead of ‘food’ or ‘dining’, choosing ‘pizza’ is more specific).
You can click here to read our guide to getting your customers to leave you a Google review.
Google Local Pack
5. Target long-tail keywords
The Hummingbird update of 2013 has long introduced and encouraged the use of conversational keywords. These are long-tail keywords (about four or five words) that are the closest to real-life speech.
That said, optimising for voice search means targeting long-tail keywords that your customers would most likely use in a normal conversation.
Synonyms are vital since some would say “near me” while others prefer “close by.” Know which variation your target audience uses, how frequently, and which one would give you the best results.
6. Pay attention to your mobile site
Voice searches are mostly done via mobile. That means you need to make sure your website’s mobile version addresses both the content and UX needs of your audience.
You can go to Google’s mobile site checker, so you can see where your website stands.
7. Optimise where you are visible
Once you have identified your pool of long-tail keywords, use them on Google Voice Search, Siri, and Alexa to see what shows up.
Various listings would come up and would most likely differ per device. You might see Tripadvisor, Yelp, or Google Reviews. If the digital assistants would pull up one of the three (or all of them), then you now know which platforms you need to focus on optimising.
8. Understand how voice search works
Lastly, you also need to do your homework. With voice search becoming increasingly popular, newer technology is bound to emerge.
Right now, you need to understand how each existing voice search app works since they have a slightly different strategy for results. For example, Google puts a premium on answer boxes when providing results. Alexa, on the other hand, would provide location results based on ZIP and postcodes.
That said, you can find below user guides for current voice search apps:
For more detailed advice about how voice search could help your business read our full article https://superb.digital/search-engine-optimisation/optimising-website-better-voice-search-visibility/