Voice search allows you to simply speak a command to your digital assistant, which then searches the web for answers on your behalf. But what does this shift mean for your search engine optimisation (SEO) strategy? Our SEO Manager, Rick Tousseyn, is here to explain.
What is Voice Search?
Voice search enables you to give voice-activated commands to smart assistants. Most smartphones, speakers, and other smart devices come equipped with these assistants. Think of Google Assistant on Android devices or Siri on iPhones. With a simple “Hey Siri” or “Hey Google,” you’re ready to go.
How Does Voice Search Work?
So, how does voice search actually work? Instead of typing a query into Google, you simply ask your question out loud. Voice search uses speech recognition technology to convert your spoken words into a web search, then presents you with the most relevant results. Speaking your query feels more natural and conversational compared to typing it out.
Why is Voice Search Important?
In 2023, 125.2 million people worldwide used voice search, with 93.7% of spoken queries accurately answered by a voice assistant. The popularity of voice search is skyrocketing, and for good reason. Why do people love it so much? First, it’s convenient—you don’t even have to pick up your phone or laptop to type a search query. You can, for example, ask your voice assistant how long to cook pasta while you’re busy in the kitchen. It’s also faster than typing and offers more personalized search results, as voice assistants remember your preferences and cater to your needs.
6 SEO Strategies for Voice Search
The way we search for information is rapidly changing due to voice search. We phrase our queries differently and receive different search results. This shift has a significant impact on your SEO strategy, making voice search optimization increasingly important. You want your website to rank highly not only in text searches but also in voice search results. Here’s how you can do that:
1. Use Long-Tail Keywords
People tend to use longer phrases in voice search because they speak naturally. In text search, queries are usually shorter. For voice search, focus on long-tail keywords when optimizing your landing pages. Incorporate “how” and “what” phrases. Using longer search terms increases the likelihood that your site will appear in organic search results.
2. Optimize for Local Voice Search
Google voice search often provides answers based on the user’s location. It’s wise to make your business more discoverable by creating a Google Business Profile. Search engines will recognize your business faster for that specific location. For example, if someone searches for restaurants in Boston, your restaurant is more likely to show up if your Google Business Profile is up-to-date.
Additionally, users often ask local questions like, “Where’s the nearest bakery?” or “What time does the USS Midway Museum in San Diego open?” Make sure your website has optimized pages with local keywords, such as “PR agency in San Diego.”
3. Focus on Featured Snippets
A featured snippet is a highlighted short answer that appears at the top of Google’s search results, making it easy for users to quickly find the answer to their question.
Many voice search queries are question-based, such as “How do I make a chocolate cake?” or “What are the swimming pool hours?” By using FAQ pages, you can answer these questions on your website. Identify which keywords, questions, and answers you want to appear in the featured snippet, and check which snippets are currently displayed for those keywords. Optimize your content for these keywords.
Google prefers concise answers. The typical voice search result contains just 29 words. If you manage to get into the featured snippet, your page is more likely to appear in voice search results.
4. Don’t Underestimate Mobile Search
Most voice search queries come from mobile devices, so it’s crucial that your website looks great on a smartphone. Ensure your landing pages are mobile-friendly, responsive, and fast-loading. Regularly check and optimize this to maintain a seamless user experience.
5. A Slow Website = Lower Ranking
A fast website ranks higher in search results. For voice search, site speed is even more critical than for text search. Since, as mentioned, mobile devices are frequently used for voice queries, they demand faster loading times. Your load time should ideally be under one second to rank well.
6. Use Structured Data
Schema markup, or structured data, is code you add to your web pages to help search engines better understand your content. By adding schema markup to your pages, you organize your website so that voice assistants can more easily interpret your content. This helps them determine when your page offers a good answer to a voice query.
