The goal of voice SEO is to optimize keywords and keyword phrases for voice searches. According to some SEO experts, websites must be optimized for voice searches to appear in search results.
Navigation is one of the most common voice searches.
Local businesses can take advantage of free listing services like Google Business Profile (formerly called Google My Business) to manage their presence in Google Search and Maps. Furthermore, it is important to include more conversational terms and phrases since voice assistants tend to mimic real-life conversations.
The long-tail approach enhances SEO conversion optimization for voice by adding conversational phrases. In addition to optimizing websites for voice SEO, microdata, which embeds metadata in the HTML of a webpage, helps web crawlers, browsers, and search engines understand the contents of a page.
Many critics argue that voice SEO is irrelevant since voice searches are converted to text before they’re submitted, so they’re no different from desktop or mobile searches.
Although voice searches search the same as mobile or desktop searches and often produce the same results, advocates argue that the nuances of voice search can help both search engines and marketers better understand and serve consumers.
Only a few years ago, voice search technology was in its infancy.
Brands need to understand how this technology may impact consumer behavior and how to prepare their websites for success. Voice search will also be a factor in how to increase mobile conversion rates. Over the past few years, mobile has grown rapidly, and now a new search trend has taken shape.
A significant percentage of Android device searches in the US are now conducted using voice commands, and this number continues to rise. The majority of people who use voice assistant devices and voice search have only started using the technology within the last year or so, according to a recent survey.
Along with the popularity of voice-controlled mobile phones, voice-controlled personal assistants such as the Amazon Echo and Google Home have also been introduced to the market. Technology has been normalized across a wide segment of the consumer population thanks to these devices.
Voice search technology has enabled people to become increasingly conversational with their devices. In voice search, people tend not to use the standard typing-style queries we marketers are accustomed to, such as “Search engine optimization in California,” but rather complete sentences like, “Where can I find search engine optimization in California?”
As personal assistant devices allow users to make more purchases, voice searches have also begun to impact the world of eCommerce. Users can order pizza or Uber rides with Amazon Alexa, for example.
Many third-party transactional services are also available on Google Home, including OpenTable and Pandora.
SEO and how brands communicate with prospects will be significantly affected by voice search and assistant devices.
Voice search: how and why people use it
In light of the growing popularity of voice search, mobile devices and hands-free searching are becoming increasingly intertwined. In a study that analyzed why people use voice, the most important reason listed was a lack of vision or hands.
Other motivations reported included a desire for faster results and difficulty typing on certain devices. Each of these motivations points to the use of mobile devices. In addition, more than half of voice users use voice while driving or on the go.
Voice search is mostly used at home for the other half of the population, illustrating the importance of personal assistant devices. With these assistants, users can make searches, such as how long to cook their dinner for, without stopping what they are doing.
Voice-activated personal assistants and the future of search
In contrast to the standard SERP, voice-controlled assistants operate differently. In response to verbal questions, they typically provide users with one answer, similar to how Google Quick Answer provides answers without requiring users to click on any links.
These devices can pull information from a variety of different sources, expanding the number of search verticals brands need to consider when optimizing their content; Google and other major search engines are not the only sources of information used by these devices.
With the Amazon Echo, for example, users can search for a digital marketing Calabasas, CA based company using Bing. Bing’s presence on Echo will have a greater impact on a brand’s visibility for voice search users than the standard Google SERP for brands seeking to optimize for digital marketing agency searches.
The rise of alternate search verticals in many different areas should be considered by brands. Facebook processes more than 2 billion searches a day, while Twitter processes more than 1 billion.
There is a great deal of conversation on current events and entertainment on these two platforms.
Anyone selling online should pay attention to the fact that more searches for products begin on Amazon than on Google when it comes to eCommerce.
In addition, brands should consider alternate verticals that are likely to rise in importance through voice-activated personal assistants, such as SlideShare and travel review sites.
Voice search optimization: what marketers need to know
Keep an eye on mobile search
Considering the incredible overlap between mobile and voice search, preparing all content for mobile devices remains the first step towards optimizing for voice. While designing pages and preparing content, take into account the I-want-to-go and the I-want-to-do micro-moments.
Note the common question words associated with queries
Voice queries have been strongly associated with the following question words: who, what, where, why, when, and how.
To develop content tailored for voice search, brands need to find long-tail keyword phrases that use these question words.
Take into account common interpretation errors
Even though voice technology has improved dramatically in a short period, there are still times when errors occur. When developing your PPC strategy, take into consideration common misinterpretations voice devices may make. Look for opportunities to profit from the machine’s mistakes.
Create content that allows more precise, conversational queries
Voice queries tend to be more precise because people use complete sentences. Additionally, they are more likely to use conversational language.
Make certain sections of your website dedicated to answering these types of questions. Create an FAQ page to capture traffic for some common questions in your industry, for example.
Consider alternative search verticals when optimizing
Although voice-activated personal assistants have been linked to various alternative search verticals, including Kayak and Yelp, the capabilities available and the number of sites used by these devices will increase as the technology and adoption of these devices grow.
Think about the alternate verticals that are most relevant to your business and that represent it well. With voice search becoming more prevalent across the digital ecosystem, it has begun to attract considerable attention.
Begin preparing for the changes now, and make sure your site remains at the forefront of your industry by considering the tips above from our five-star digital marketing agency.
As an alternative to traditional search, voice search offers many advantages. If you’re driving or performing other tasks in which you can’t directly interact with your phone, you can use it instead of using a website or application, or maybe it’s just more fun and exciting to ask a question than type it in.
Regardless of the reason, people increasingly prefer to talk over type. Business owners and marketers alike are finding that they have two options in this new reality:
- Keep everything as it is
- Modify existing search strategies by incorporating voice search into them
The first option is not feasible if you want to stay in business in this rapidly changing world, and the second option, while daunting at first, is more like a dog with a lot of bark and no bite.
The use of voice search for SEO is relatively underutilized. By optimizing your site, you can put yourself ahead of the competition, especially when you combine it with conventional SEO strategies.
Take a moment to consider how you use voice search every day. Imagine yourself in the customer’s shoes, determine what they would like, and find ways to meet those needs.
ABOUT AVITA GROUP
Avita Group is a digital marketing firm in Calabasas, California. We specialize in organic Search Engine Optimization (SEO), Pay Per Click (PPC) campaign management, Online Reputation Management (ORM), website creation and conversion optimization. The Avita Group team boasts a collective experience of over 30 years in the industry led by Founder and CEO, Brad Weber, and has worked with a variety of multi-million dollar companies to help them improve their ROI, build better brand awareness, and mitigate negative online reviews and results.