In the rapidly evolving digital marketing landscape, voice search has emerged as a game-changing technology, reshaping how consumers interact with their devices and search for information online.
As smartphones, smart speakers (such as Amazon’s Alexa), and voice-activated systems become increasingly integrated into our daily lives, the implications for search engine optimisation (SEO) are profound and far-reaching. This is because a typical voice search isn’t the same as a text search. For example, when we talk to our devices, we phrase our query in a conversational tone, which means that SEO experts and marketers need to adapt their SEO strategy to account for that.
This article explores voice search, how it impacts SEO and local SEO, and effective strategies to help you land on the first page of search results.
What is Voice Search?
Before we can understand how voice search impacts SEO, what is it?
When someone wants to use voice search, they initiate it with a phrase, such as “Hey Siri”, followed by a question or statement, such as “What are some good restaurants near me?” Once the query has been made, the device responds with a spoken answer or displays the top results from search engine pages (if it has a screen).
So, how do you get your website to appear in voice search results? You must optimise your content with common keywords and keyword phrases used in voice searches.
The Impact of Voice Search on SEO
As mentioned above, voice search differs from typical text search queries as people don’t speak the way they type. This means marketers and SEO experts must account for voice search queries when developing their SEO plan.
Voice search also presents an opportunity to increase organic search traffic, no matter the industry you’re in. By tapping into voice search, you’ll access a new group of users who rely on voice search to find businesses and purchase products.
So, what is the impact of voice search on SEO and local SEO?
SEO
The impact of voice search on SEO is significant, marking a shift towards more conversational, natural language queries that challenge traditional keyword optimisation strategies. This evolution demands a greater emphasis on long-tail keywords, question-based content and a deeper understanding of user intent, as voice searches often provide more specific, context-driven results.
This necessitates a holistic approach to SEO, where optimising for clarity, content and conversational accuracy becomes paramount in capturing the attention of voice-activated search engines and their users.
Local SEO
The introduction and increase of users turning to voice search for their online queries has significantly bolstered the importance of local SEO, making it essential for businesses to optimise their online presence for geographically related searches.
As voice search users often seek immediate, location-specific information with queries like “near me” or “open now”, businesses that fine-tune their local listings, incorporate local keywords and manage their online reviews stand to gain a competitive edge.
This shift emphasises the need for accurate, up-to-date information on platforms such as Google My Business and the integration of everyday language in content.
Voice Search SEO Strategies
Here are some effective voice search strategies to add to your SEO plan:
Target long-tail and question keywords
When people use voice search to find something on the internet, the phrase put into search is longer and more specific than simple keywords. Therefore, to optimise for voice search, one of the best things you can do is target long-tail keywords, especially question keywords, throughout your content. By adding this strategy to your SEO plan, you’ll see an increase in traffic from users to submit longer, more specific queries.
Aim for “position zero”
If you want your content and website to appear in more voice searches, you need to optimise your site to obtain featured snippets and position zero. Position zero is the first organic search result you see just below the last paid result. A study conducted by Moz found that 87% of voice search answers stem from featured snippets. This shows how critical it is that you aim for position zero in search results.
So, how do you reach position zero (featured snippets)? Structure your content to directly answer potential questions. Do this by using clear, concise language and formatting your content with bullet points, numbered lists and headers to improve its chance of being selected as a featured snippet.
Ensure your brand name is readable
If one of your pieces of content ends up as a featured snippet, it’s a fantastic opportunity to expose people to your brand. However, your brand name must be easily readable by Google. If it’s not and Google can’t pronounce it, your audience won’t remember it, let alone understand it.
Claim your Google Business Profile
Given that many voice searches are location-based, enhancing your local SEO is vital. Utilise your Google Business Profile to improve visibility in local search results and incorporate local keywords and landmarks into your content. Once you’ve claimed your Google Business Profile, fill out all of the information, including your phone number, address and opening hours. These three pieces of information are critical as voice searchers will ask for these details most often.
Monitor your online reviews
Online reviews can significantly impact your local SEO and, by extension, your visibility in voice search results. Encourage satisfied customers to leave positive reviews and respond professionally to any negative feedback. High ratings can boost your business’s credibility and ranking in local search results.
Create an FAQ page
When people conduct voice searches, they typically pose questions to find answers. By creating an FAQ page on your website, you can help drive traffic to your site by providing the answers to their questions. Creating an FAQ page can also get your information featured in snippets, which is another effective way to drive traffic to your website.
Ensure your website is mobile-friendly
With a significant number of voice searches conducted on mobile devices, having a mobile-friendly website is more important than ever. This includes fast loading speeds, responsive design and easily navigable interfaces to provide a seamless user experience for voice searchers on the go.
Use schema markup
Implementing schema markup (structured data) helps search engines understand the context of your content, making it easier for them to retrieve information in response to voice queries. This can enhance your visibility in voice search results by providing search engines with explicit details about your website’s content and its relevance to specific queries.
Find Effective SEO Strategies with Anchor
According to Bright Local, more than 75% of smart speaker users perform local searches at least once a week, so it’s no secret that voice search is becoming popular by the week.
Do you want to attract more traffic through voice search but don’t know where to start? Look no further than Anchor Digital. Our team of SEO experts are up-to-date with the latest trends and strategies when it comes to voice search optimisation.
Whether you’re just starting out as a business or have an established business that’s ready to increase traffic through voice search optimisation, we’re ready to help. If you’d like to learn more about how we can drive traffic to your business through voice search, drop us a line today.
