Voice recognition on mobile devices was something of a gimmick when it was first introduced. After all, who didn’t ask Siri to sing a song when they got their first voice-activated phone! However, voice search is no longer a fun feature. Today, it is estimated that almost 30% of all web searches are voice-initiated. And those searches are initiated on mobile devices and smart speakers.
The rise in the popularity of voice search may not necessitate a significant change in the visual aspects of web design. But voice search will impact the search engine optimization (SEO) aspects of content creation. Here are some ways that voice search is changing the way people use the web.
How to Optimize a Website for Voice Search
Micro-Moments Becoming More Prevalent
A micro-moment is when someone uses their device to find the answer to immediate questions. Typically, these searches are spur of the moment, and the user is looking for a quick and brief response. Typically, people ask questions like, where is the nearest burger restaurant, who sang Pretty Woman, or what’s the best way to secure my home.
Local Voice Searches Are More Likely
People using voice search are often local for local businesses. For example, they might be looking for a local firm of accountants. Or someone might want to find a local supermarket or restaurant that is open. Indeed, research has shown that almost one out of every five voice-searches are requests for local information.
Voice Searches Are More Conversational
Internet users have become used to using keywords when searching the internet using a keyboard. So, a keyboard user might type “Doctor Fairhope Al,” for example. However, a person using voice search is more likely to use conversational language. So, they would be more likely to ask, “where can I find a doctor near me?” or “find me a good doctor in Fairhope, Alabama.”
How to Optimize a Website for Voice Search
So, the questions people ask are changing, and what they are searching for is changing, too. And voice search is only likely to become more prevalent. So, businesses are going to need to optimize their websites for this type of search. Here are eight ways brands can optimize their websites for voice search.
1. Place More Emphasis on Long-Tail Keywords
The keywords that businesses target will need updating to reflect the more conversational tone of voice search. And that means placing greater emphasis on long-tail keywords. And the keywords will need to be worded in the same way that someone would ask a question.
Generally, voice searches are more specific than keyboard searches. This change could prove beneficial for smaller businesses. Suppose a small local businesses website contains the answer to the exact questions someone has asked, for example. In that case, it is that answer the searcher will receive, even if the website is not ranked as highly as its competitors.
2. Design for Mobile First
Mobile devices now account for almost 60% of all searches. So, while some voice searches are conducted on smart speakers, it is safe to assume many voice searches will be done on a mobile device. And, while the initial search might be voice-activated, the actions that follow will be conducted on the touch screen. So, it will best adopt a mobile-first design approach to new websites.
3. Target Featured Snippet Ownership
Google featured snippets are the boxes containing information from websites that appear at the top of Google searches. It is often these snippets that are used to answer voice searches. And the good news is that the featured snippet is often not taken from the highest-ranking website for search. Instead, it is more related to how closely a website answers a specific question.
So, once again, getting a featured snippet comes down to researching the long-tail keywords. Focusing on conversational phrases will also help.
4. Target People Also Ask Results
The “People Also Ask” results that appear on Google are also likely to be the source of responses to voice searches. And these results can also appear above higher ranked websites. So, targeting these questions will increase the likelihood of a website being found through voice search. Answers to the People Also Ask questions can be provided in standard content. It will probably also help if a site has a comprehensive frequently asked questions page.
5. Update the “Google My Business” Profile
Most voice searches are related to local services. And local businesses that appear prominently on Google search results pages when people do local searches. So, updating and maintaining a Google My Business page will help people find small local enterprises. A My Business profile answers many of the questions people will ask verbally, including location and business hours.
6. Use Conversational Language in Content
As mentioned above, people don’t use short phrases containing keywords when they talk out loud. Instead, they tend to use correctly constructed conversational sentences. So, the emphasis on content should be to use the same type of language people use when they talk. It may also help to use colloquialisms in content.
7. Localize Content
Localizing content when appropriate will also help optimize a website for voice search. But, as with all SEO tactics, this must be done in a way that looks natural to a reader. So, mentioning the location of a business in every other sentence would not be a great idea. Even so, it would be best to include the location of a business in the targeted keywords of a local business website.
Conclusion
SEO strategies come and go. However, voice search is likely to be a search engine optimization feature that is here to stay. Indeed, the use of voice search is expected to increase significantly over the next few years.
The crucial points to take away from the above are that voice searches are more conversational and more likely to be locality-focused. So, targeting long-tail keywords will be more effective than targeting short phrases or single words. And it would be best to emphasize the location of the business in the content and use conversational language.
