Voice search is changing the way people get information. With millions of voice-first devices like Google Home and Amazon Alexa currently in circulation, not to mention voice-activated smartphone assistants like Apple’s Siri, it’s clear that voice search is more than a passing fad.
In order to get the most from your SEO strategy, the time is now to begin optimising for voice search. The key to implementing a plan that works is to first understand how consumers are using voice search, then figure out how to leverage those characteristics in your marketing.
- Voice search is different than keyword search.
Typically, voice searches are longer than traditional keyword searches and usually contain conversational language and question phrases. The artificial intelligence built into virtual assistants like Alexa or Siri is programmed to improve these devices’ understanding of everyday conversation with each query.
To make this work for your SEO strategy, consider how your customers speak about your product or service. There are several tools you can use to discover the natural language related to your brand that consumers might frequently use in voice search.
- Nearly a quarter of voice searches are local.
According to recent data, roughly 22% of consumers use voice queries to find local information. Mobile technology has made these ‘near me’ requests one of the most popular searches, and voice search makes these inquiries faster and easier.
When users activate voice search on a smartphone, chances are they are looking to make a purchase. Leverage this opportunity by incorporating the following keywords into your SEO:
- Landmarks close to your location
- Local institutions relevant to your business
- Neighbourhood descriptors
- ‘Near me’ in meta description, title tags, links and anchor text
- Users want results, fast.
People use voice because they want to find the information they need more quickly and easily than they could by doing a traditional computer search or visiting your website. If you don’t show up near the top of their search, there’s a good chance you’ll be passed over.
Encourage above-the-fold positioning for your business by gathering positive customer reviews to help boost rankings and making sure your contact information is up-to-date, including a phone number, physical address and business hours.
As voice search continues to gain traction with consumers, it’s important for digital marketers to embrace SEO optimisation designed to get the most out of this new technology. With research and planning, it’s possible to leverage the power of voice search to make it work for your brand.