The ways in which users use their mobile devices to find what they want to know, go, do, and buy are increasingly direct and personalized.
The voice search is gaining momentum rapidly, offering users a way to access business information wherever they are, but also to connect with businesses and brands in a more natural way.
That’s mean you are missing a big opportunity is your site not optimize for voice, but today I’m going to show you How to Optimize your Website for Voice Search. These techniques will help you to rank no 1 on Google with voice search queries.
However, despite being among the most talked about topics, it is one of the least understood today. Today, nearly 70% of users use voice search to find information on establishments or businesses in their locality or neighborhood according to Google.
While voice search is still a relatively new way to stand out in local search, preparing for it now will put us one step ahead of our competition, as well as attracting and connecting with potential customers who are already using voice in a targeted way. Habitual.
In this article, we are going to analyze voice search and how we can optimize our website to improve its positioning in this trend that is already a reality and stand out in search results when the user uses their voice.
What features does voice search have?
It may not seem so a priori, but there are notable differences between searching by text and searching by voice, in addition to the obvious one between writing and speaking.
Understanding these differences and knowing what characterizes voice searches will help us to get more and better hits on our positioning strategies, and adapt them to how users do this type of search.
A quarter of voice searches are for local content
The overwhelming fact is that 50% of local voice searches on mobile phones carried out by a user materialize in a visit to an establishment of the results of that search.
That is, users have a clear intention and interest in what is in their immediate vicinity when they search for their mobile phones. Therefore we must obtain the right keywords that they use when they speak, not when they write.
Thus, we can increase our turnover by incorporating keywords in our SEO strategy that reflect how a user would express himself in that context, for example:
- Phrases to describe the area around the location of the establishment.
- Expressions like “Close to me” “the closest” in title tags, meta descriptions, internal links, and anchor text.
- Highlighted landmarks around the location of the property.
- Texts associated with local places or institutions that are associated with our activity.
In other words, putting ourselves in the user’s shoes and analyzing how, in their situation, they would express themselves out loud to search for specific information related to our activity.
Voice searches have their own vocabulary
We don’t write the same as we speak, and specifically, voice searches use far more conversational words and tails and tend to be longer than when done by text. After all, talking is easier and faster than writing.
When we type on a computer, we use short phrases to find information because it saves physical effort. However, on mobile devices, voice searches are a conversation with a virtual assistant.
In addition, the use of artificial intelligence makes voice search engines learn with each conversation and better “understand” what the user asks and wants.
For example, to see it better, this is how we would search for a restaurant on each type of device:
- Write “best restaurants Seville,” in which the user only uses representative words.
- If you do the voice search, you will probably ask a question like, “What is the closest restaurant to eat now?”
In this example, the voice search is more than twice that of the written search, but it took the user barely less than two seconds to do it, as well as being more direct as it is a question with quite a clear intention.
Users want it now, and they want it now
The main purpose of voice queries is related to achieving a very short-term goal. When a user searches by voice, it will often be to scroll or make a call to one of the results, not to visit a website. It has a clear intention of local search.
Google knows this and, especially when faced with a voice search, it will always return results that are closer to the user’s position, with their addresses, the distance they are in, the hours, the reviews, the telephone number, and the route to reach that destination.
Now how can you take advantage of this feature? Offering the maximum possible information so that the user can easily locate us and always keep it updated.
Thus, for example, we must ensure that our file on Google MyBusiness has a good number of positive reviews, in addition to updating office hours, contact details, physical address, es and everything necessary for the user to decide to contact us.
5 Techniques for your voice search SEO strategy
With the above features in mind, let’s now take a look at what our SEO strategy should be like to optimize voice search:
User search intent
When users search our website, do they want to buy something, or are they looking for information? The user’s intention tells us the reason why a person wrote their query in the search engine.
Sometimes the intention is obvious and is clearly expressed in the search with words like “buy,” “price,” “how,” “what is,” etc. But other times, the intention is hidden only in the mind of the user and can be expressed or not.
Since updating the algorithm to Hummingbird, Google analyzes the context of the search query, investigating the content of the websites and offering the search result that it considers most relevant to the user’s predictable search intention.
Therefore, we must take into account the user’s search intention during the creation of the content of our website, in order to improve the relevance of its pages for the specific searches it makes.
The performance of a website translates into the time it takes for a page to load from that site, and this also influences whether or not that page will rank well in voice search results.
In fact, the impact is even greater on the perception of the user experience, data that a person who uses voice search is probably on the move or in a hurry. We should not make him wait if we do not want him to go somewhere else.
Optimizing page speed is really a high priority, and as a first step, we need to analyze the current website loading speed with tools like PageSpeed Insights, which tells us if the current loading time of your site is fast enough and tips on how to do it even faster.
We must also bear in mind that mobile speed is more important than in a computer for the optimization of voice search. This also applies to the general design: we must ensure that the website is compatible with mobile devices since most voice searches are carried out through them.
We’ve already said, users use voice search to find local businesses. This should come as no surprise since most people use voice search when walking or driving somewhere. Most of them use their voices to know where they should go.
Most importantly, people who perform voice searches will likely use phrases related to their position or location, so the search engine will use your location to better understand what information will be most useful to you.
However, to appear in the results relevant to such searches, the phrase “close to me” does not have to be added to the content, but rather these types of searches are indicating a location preference in that search. There is no need to use the words “near me” anywhere.
The best way to attend Local SEO is by optimizing our Google MyBusiness file, with accurate and updated contact information. Many voice searches are for local queries, and appearing here will help Google rank better for those searches.
Structured data is codes inserted into the HTML markup language of web pages and used by search engines to better understand the content of a website, which will be able to crawl and read its content more accurately and efficiently.
Thanks to structured data markup, we can better control how we provide information on our website about our brand, business, or services, and how trackers interpret and identify it.
In addition, the implementation of structured data allows Google to include rich snippets in search results, which increase the click rate, generate traffic, and make our links stand out from the competition.
To implement structured data on a website, Google recommends using Schema code with JSON-LD. It is our responsibility to choose the Schema code that best suits our website and the content of its pages, in addition to correctly labeling each relevant data and keeping it updated.
Long-tail keywords and questions
When searching for information through the voice assistant, people behave as if they are talking to someone else. Most of us will not use short and choppy keywords. We will ask questions and use long sentences.
The first consequence is that we should use more keywords and conversational phrases that people use while talking, not while writing. Normally, they will be long-tail keywords but expressed in the way people speak, not in the traditional way that we understand these types of keywords.
Using long-tail keywords is a good practice not only for voice search optimization but also for traditional SEO. In fact, key phrases that contain more than two words face fewer difficulties (or competition) and offer greater chances of ranking among the first.
To find out what questions your target audience may be asking (and not spending too much time asking), tools like Answer The Public or Serpstat offer many possibilities, and be sure to answer the search engine’s questions.
That is, knowing the common questions of our users to position well in those voice queries, including them on web pages; for example, like section headings that answer that particular question clearly and concisely, so there is no question of the main idea.
Voice searches have continued to grow in recent years, and this growth will continue to dominate mobile searches and a significant percentage of computer searches.
In this scenario, we must know the differences between the two types of search and which of them will be used by our audience, in order to optimize our website to the expressions and vocabulary that people use when speaking but not when writing.
Voice searches tend to have a much greater purpose than traditional searches, since, when carried out on the mobile device, they tend to have a clearer and more direct search intention, which we must take advantage of to optimize our website.
Technical factors such as the use of structured data, question analysis, and long-tail keywords, and local SEO optimization will have a direct influence on the positioning of voice searches, so we must analyze them in depth to achieve the best results.