How do you optimise your site for voice search?
Voice Search should be important and included in your marketing strategy as it’s importance is getting bigger.
The reason is:
20% of queries made with a mobile device are voice searches. This means if your site is not optimised, you might be losing out on these potential clients.
But what happens with desktop users?
There are 25% that use voice search. Not to forget all the Google Home or Amazon Echo owners.
Why is this trend happening?
Although voice search has taken some time to become something which people are actually using, it is becoming more common and so it is important that your site is compatible with this.
This trend requires you to add terms that are more conversational in their tone rather than the keywords that users tend to type when on a desktop or mobile search engine. Your customers might be using tools like the Amazon Alexa or other virtual assistants to search so you need to get yourself involved in this before it is too late.
You can find out what sort of questions are being searched online so make sure not to forget about voice searches when optimising your site.
I remember a few fellow marketers telling me last year that voice search is not relevant.
People like voice search as it is faster than typing in a question. The faster we can ask a question, the quicker we receive an answer.
Now let’s get back to my previous question:
How do you optimise your site for voice search?
There will be changes that impact your SEO.
- The searches are longer and more conversational
- Users of voice search don’t ask for a business in a certain city but use more the “near me” question.
- Google is no longer a search engine but I see it as a tool to get answers #SERP. With voice search you can get your answers straight away without searching through a list of website results.
With this in mind our content needs to provide the answer that people are looking for.
Back to our keywords
We already used long tailed keywords but now our focus should be on keywords that are conversational.
I entered a keyword and got this result.
As you can see, the most common questions started here with ‘What’, ‘How’ and ‘Why’.
This doesn’t mean though that this will be your keyword as Google uses the content and searches for the answer to the user’s questions.
This means that with the question in mind you can now optimize your content and deliver a short answer that will give the desired result to a search query.
How do you get your keywords placed on your site for voice search?
The easiest way to do this is by using FAQ’s as the content should be short and sweet. It might not be the best solution to write short blog posts but FAQ’s will have short and precise answers to a user query.
The Search Engine Results Page
This is the list of pages returned by Search Engines for a certain keyword or phrase a user asked.
No longer is organic ranking the best way to increase your traffic as there are so many other features that sites like Google have introduced which are distracting the users from the organic list.
These features are called SERP features and include things like featured snippets, knowledge panels and local packs.
When a user searches, these features are breaking up the results and providing other options that can be clicked on – reducing the likelihood of your high ranking result showing up.
With the increase in these, it is important that you are aware of how to manage this.
To get around this trend, you’ll need to monitor which features show up when your keywords are entered and also track how you rank with these features.
There are some applications that can help you with this so make sure to stay on stop of this trend.
To get an overall idea of keywords, questions, and your current rankings you’ll need to:
Identify the right queries and analyse your site’s rankings.
Talk to your customer support and sales managers to get a list of frequently asked questions and issues.
Analyze the query intent and focus on informational transactional keywords.
That’s a hybrid type that includes 2 kinds of intent — informational (which will trigger a featured snippet) and transactional (either implicit or explicit).
Browse forums and “People Also Ask” boxes, as they are also good sources for inspiration.
And when you’re done with this part, you’ll be armed with enough data to create optimised content and get more featured snippet results for your site:
Find and enhance the content that’s more likely to get a featured snippet — support your ideas with facts, survey findings, studies, etc.
Structure your content — build 40-60-word paragraphs, use lists, add clear headers, place links to trusted sources, etc.
Additionally, you can optimise images — make them relevant to your topic, smaller than 600px, and compressed.
To sum it up, if you want to achieve more featured snippets, you should analyse potential placements and create well-structured answer content.
SEO will always be changing, and certain factors will soon outweigh the things that you have spent lots of time on before. Keeping your SEO up to date with the latest trends can massively affect how visible your website is and how many visitors you get to your site.
In 2019, there are a lot of things that are changing with SEO and so if you aren’t able to stay on top of these updates and changes then make sure to get the help of a professional SEO agency. They’ll be able to
Don’t let your website get left behind because it isn’t fast enough, or it isn’t
Now with those changes in mind we should be able to react to changes and be ready for voice search.