When building a Search Engine Optimization (SEO) strategy, the typical imagery that comes to mind often revolves around blog posts and website headings. However, one critical aspect that might go overlooked is voice search. Many entrepreneurs may need to give voice search more attention when developing their online business. Neglecting voice search could mean missing out on excellent revenue potential.

The prevalence of voice search is growing, especially with the increasing reliance on smartphones. Individuals now use voice search to find nearby restaurants, stores, and other businesses. For many, the convenience of asking Siri has surpassed the traditional method of typing out a Google search. Moreover, voice search delivers results swiftly and offers a more user-friendly experience, particularly for those on the go or with disabilities who may find typing challenging.

With the increased usage of voice search, it must be integrated into SEO strategies for businesses to remain relevant across all platforms. It is an easy marketing aspect to overlook, but a few simple adjustments could help bring in new leads and consumers.

The Emergence of Voice Search

Voice search is a conversational interface between a human user and a computer system, operating seamlessly on various devices like smartphones, home smart speakers, and other speech-enabled tech.

Powered by natural language processing (NLP) technology, voice assistants adapt to your speech patterns and gradually recognize your voice. Although not flawless, the technology continually improves, with refinement occurring as people use it more frequently.

The growing popularity of voice search is largely attributed to its convenience. Uttering an activation phrase like “Hey, Google” and posing a question conversationally feels more intuitive than typing into a search bar.

One notable advantage of this search is its hands-free operation. Phone access is still possible while driving in the car or working on a messy kitchen recipe since it depends on speech. 

While the younger demographic is more inclined toward voice search, individuals of all age groups are incorporating this tool into their daily routines. Despite being in its early stages, businesses embracing this trend now position themselves to leverage SEO more effectively than their competitors in the future.

Understanding Voice Search Optimization 

Voice search optimization encompasses SEO strategies to enhance content visibility in search results. The primary objective of voice search optimization is proactively addressing frequently asked verbal queries within your content, ensuring that voice search technologies and virtual assistants prioritize your page in delivering results to users.

Far from being a passing trend, voice search steadily evolved into the standard. Many U.S. internet users use a voice assistant monthly, primarily through smartphones and smart speakers. This search optimization represents a pivotal opportunity to attract organic search traffic across diverse industries. By aligning with voice search trends, you open doors to a fresh demographic of users who utilize smartphones and smart speakers to find businesses and make purchases.

Furthermore, focusing on voice search can enhance your site’s overall SEO and ranking. Search engines appreciate websites that optimize for voice searches, granting your site increased authority and potentially securing higher positions on results pages. 

Platforms

There are three primary voice search tools to target when optimizing—Google Assistant, Siri (Apple), and Amazon Alexa. There are other options as well, including Cortana and Bixby. Both Google Assistant and Siri leverage Google’s database for user queries. However, Siri, exclusive to Apple devices such as iPhones, iPads, and Apple Watches, extends its search capabilities to include other engines like Yahoo and Bing and information from third-party Apple apps.

Siri dominates the market share due to its integration with Apple’s popular devices. In contrast, Alexa, an Amazon product, relies on Bing for information retrieval.

In light of this, it’s crucial to consider the preferred search engine of your target audience. For instance, if a significant portion of your audience utilizes Alexa, focusing solely on optimizing voice search SEO for Google might not be sufficient. It is advisable to optimize for all three major platforms to ensure the broadest reach and optimal results.

How To Optimize For Voice Search 

While there is an intersection between on-page search optimization and voice search optimization, voice search has unique characteristics that differentiate it from traditional text searches on platforms like Google.

Primarily, voice search queries tend to be more conversational compared to their text counterparts, closely mirroring natural spoken language. For instance, a voice search might ask, “What are some good diners near me?” whereas a text search may read as “diner near me.”

As the prominence of voice search increased, search engines enhanced their ability to interpret the meanings behind longer, more conversational queries, thereby delivering more relevant results. While incorporating voice search optimization doesn’t necessitate a complete overhaul of existing SEO strategies, specific techniques tailored to voice search can significantly enhance and optimize performance.

More Conversational Content

Voice searches are inherently conversational, necessitating a corresponding tone in content to resonate with users. By adopting a conversational style, not only does the content feel more authentic and readable, but it also registers as more pertinent to voice-based queries.

To infuse a conversational essence into content, consider incorporating more casual language, such as using pronouns like “you” and “I”  within blog posts. Steer clear of jargon and overly technical terms, opting for an approachable writing style. If your brand has an established voice, strive to position your content towards the more informal spectrum within that voice framework.

It’s important to note that embracing a more casual writing style doesn’t equate to compromising the quality of content. Maintain a balance by upholding high standards for content, ensuring that it not only adopts a relaxed tone but also captivates and adds substantial value for users. Google continues to prioritize high-quality content; the key is to write it with a tone that closely mirrors natural conversation as if you were speaking aloud.

Long-Tail and Question Keywords

As previously noted, the formulation of voice searches differs from text searches, tending to be more extensive, specific, and often presented as complete questions rather than simple keywords. When speaking, individuals typically use fully formed sentences with more intricate details than when typing.

This discrepancy is also logical when considering the interaction cost: typing a query demands more time and effort than verbalizing it. Voice search queries exhibit greater length because speaking is less physically and cognitively taxing than typing.

To optimize for voice search, a highly effective approach is to focus on long-tail keywords, particularly those framed as questions, within your content. This strategy enhances traffic from users who articulate more elaborate and precise queries.

Long-tail

Long-tail keywords, comprised of three or more words, are pivotal in keyword optimization overall. Their appeal lies in attracting high-intent traffic due to their specificity to the user’s intent. Additionally, you can tailor them more precisely to your business, such as using “diners in the Chicago area” instead of generic “diners,” thereby reducing competition on the results page.

Questions

In identifying question keywords, consider queries starting with “who,” “what,” “when,” “where,” and “how” that are of utmost interest to users. Incorporate these keywords into your page copy, possibly in an H2 heading, and provide a concise yet satisfying answer. Further elaboration can go in the body of your content following the initial response.

When pinpointing long-tail keywords, rely on keyword research tools to find the most relevant ones for your target audience. Alternatively, draw inspiration from the “related searches” or “people also ask” sections of the Google results page to identify prevalent questions within your audience. Entering a search related to your business and observing Google’s recommendations can offer valuable insights.

While integrating numerous questions and answers into your page’s copy might feel cumbersome, many websites address this by incorporating a dedicated frequently asked questions (FAQ) section. This allows you to systematically address common search queries related to your website, positioning your answers for consideration in voice search results. 

Think Local

Local SEO involves enhancing the visibility of brick-and-mortar businesses on search engines, catering specifically to their local clientele. Local SEO is indispensable for these businesses as it directs efforts toward potential customers in nearby areas who are highly inclined to purchase. Additionally, it stands out as a prime strategy for optimizing voice search.

When individuals initiate a voice search on their smartphones, it often signifies they are on the move, actively seeking nearby establishments like restaurants or stores.

While there are numerous strategies to boost local SEO, the paramount one involves creating and maintaining a comprehensive Google Business Profile. This profile emerges when users search for something like “______ near me,” providing essential details such as location, contact information, operating hours, directions, and other pertinent information.

The significance of a Google Business profile extends to voice search results, as they frequently draw information from these profiles. A fully fleshed-out listing increases the likelihood of business ranking for local voice searches.

Establishing and maintaining an accurate Google Business Profile is among the most impactful measures for enhancing your site’s overall SEO. In many instances, this profile serves as the initial and sole source of information for searchers exploring details about your business. It’s imperative to maintain the profile and ensure its accuracy consistently.

Maintain A Fast, Adaptable Site

Your website’s loading speed is pivotal in SEO and voice search optimization. Its direct influence on bounce rates underscores the urgency of optimization. Recognizing the intent behind these searches reveals a user’s need for swift answers.

A sluggish website that takes an eternity to load undermines its utility for search engines in answering queries. Consequently, the entire optimization process loses efficacy if your website is not regularly updated and optimized for speed.

The mobile experience emerges as a linchpin for advancing your website in SEO and voice search optimization. In 2019, Google underscored the significance of mobile experience in determining website rankings, a move prompted by a substantial increase in mobile users. 

Ensure your website is responsive and successfully passes the mobile-friendly test. Additionally, your website should remain easily accessible by Google crawlers to uphold effective optimization.

More Optimization For More Opportunities

Ensuring your online presence is optimized for voice search is not a singular endeavor; it’s an ongoing commitment. Consistent and periodic audits and optimization efforts are paramount for aligning with evolving search trends, scrutinizing your strategies, and maintaining competitiveness in Search Engine Results Pages (SERPs).

Businesses today must recognize the dynamic landscape of technology usage trends. Adapting to these trends enhances visibility in voice searches and plays a pivotal role in overall marketing and business success.

Embracing continuous website auditing and optimization is not merely a response to the demand for voice search compatibility; it’s a strategic move to stay attuned to the ever-changing digital landscape. This approach positions your business to appear in response to a diverse array of relevant voice search queries and fortifies your brand against the rapid pace of technological evolution. 

If a digital assessment is the next step for your business, Payani Media can help. Our digital review offers a comprehensive look at your online presence, analyzes your digital footprint, identifies strengths and areas for improvement, and provides actionable insights to enhance your online strategy. Reach out today to learn how Payani Media can help boost your business.