Right to deal with the topic of voice searches and local SEO? From my point of view yes, this is the way forward to anticipate possible positive results for your business.
But not so much after all. By now we find Google’s voice assistants in generalist advertising (like that of Gattuso asking Google to call the lawyer). And then the statistics speak of an infinite increase in vocal searches in everyday use.
Did you see that the voice searches are increasing? But how you can Take Advantage of Voice Searches for Local SEO?. As often happens in these cases we could have an explosion of the use of voice search in a few years. This is especially true in the local SEO universe.
That is to say, a world that has specific, very particular rules. On the other hand, SEO is not a static world, it has always been a plan linked to a variety of technologies. That connects to the use that individuals make of the different devices. How do I use the search engine and mobile phone?
Voice search and local SEO are universes that connect because they give you the opportunity to earn good results compared to the competition. How? What are the essential steps to achieve these results?
HOW AND WHY TO REASON IN TERMS OF VOICE SEARCHES?
Before talking about the Advantage of Voice Searches for Local SEO it is right to understand what its role is in society. As you can see from this graph, vocal searches now not only differentiate between adults and teenagers but concern the daily use of the smartphone.
Voice searches are used to call someone, check the time, check the time of a television program. But also to ask for directions to reach a place, or perhaps to find a restaurant, a hotel.
Why voice searches? They are fast, immediate, they allow you to work well when your hands and eyes are busy doing other things.
So you can use your voice to get accurate information when you drive, and this is one aspect to keep in mind: users’ habits change. And you must be able to grasp the changes. I am not saying that I foresee the future, but voice and local SEO research has already been discussed for some time.
Maybe the time has come to do something concrete, do you agree? Come on, here’s what you can practice to Take Advantage of Voice Searches for Local SEO.
LET’S START WITH A GOOD KEYWORD ANALYSIS
As you well know queries can be divided, summarize, into three large macro-families: navigational (keyword + brand), transactional and informational. The latter contain the need to deepen a theme, the previous ones hide the need to act, to do something. Like buying, booking and more.
So, in addition to doing the classic keyword analysis aimed at identifying the structure of your web project, with the related division of resources to intercept transactional and informational keywords, it evaluates the possibility of declining user searches through not typing words but pronouncing them.
This involves different processing of the information because we can imagine a difference between the possibility of typing a query and inserting it in the search engine (or better, in the assistant) with your own voice.
Research (source campaignlive.co.uk ) suggests that voice queries are longer and conversational in tone. Precisely because they are inserted with the support of the word, of vocal speech. This results in an attempt to intercept with writing queries. How? Shall we try some?
WORK WELL WITH LONG TAIL KEYWORDS AND QUESTIONS
That is to say, queries that are composed of a good number of keywords, from 4/5 onwards just to give a basic reference.
These solutions are aligned with the vocal search tendency to go beyond the vanity keyword: the vocal search lets the intention flow, the flow of ideas and needs. Requests follow each other in a single string.
Paying more attention to these keywords can be a good starting point for the combination of vocal and local SEO searches. How can you operate?
One of the tools that make the difference is Answer The Public, an SEO tool to extrapolate the various Google Suggestes with respect to a series of lexical particles. These include the elements that give you the opportunity to identify the questions.
Yes, this is another point that allows you to discover the work dedicated to voice search and local SEO: people use the voice assistant to find answers. What, how, who, when, where …
It seems logical to relate the queries that focus on the questions to the local SEO optimization because asking for information to reach a place (or a restaurant, a hotel, a gym) can be a good way to increase visits. And to overcome competition on a level that still maintains room for improvement. So how do you work to get good results?
WORK WITH CONTENT MARKETING TO INTERCEPT VOICE SEARCHES
A keyword analysis is the starting point, Answer The Public can do great things to help you understand what people are looking for. At the same time, you can use Ubersuggest and the Google Keyword Planner you find in the SERP.
But what to do in practice to implement a good content marketing strategy to intercept voice searches in local SEO? The main thing is to write high quality and useful content for your users not for Google.
WRITE FOR PEOPLE, BUT SERIOUSLY
This is the first point. If you find a long-tailed search dedicated to local interest in your company (where can I find a certain activity? How can I do something in a specific place?) Dedicate a specific content, written with the style we have already dealt with:
- Do you prefer a common language?
- Take advantage of interrogative forms.
- Don’t be pestered by keywords.
This is an interesting aspect. The relationship between good writing and SEO copywriting has long been clear. It is not a question of repeating the keywords in industrial quantities, nor of storming the text with correlates and synonyms.
How do people talk? With these techniques? No, naturalness is central. In the Google Voice positioning factors, moreover, this is indicated: often in the title tag, there is no reference keyword.
So this is not simply a matter of respecting the basic rule. This is no longer enough with Latent Semantic Indexing (LSI), especially with local SEO and voice search.
CREATE SPECIFIC PAGES TO ANSWER QUESTIONS
One of the great solutions to optimize a local business website: create a FAQ page, a resource dedicated to frequently asked questions that could be interesting for those looking for information:
- On your property.
- Compared to the territory.
- To improve travel.
How do I reach you by car? What is the closing day? Are there bathing establishments in a specific location? Keyword research helps you understand what people are looking for and you create beautiful content, structured in such a way as to give simple and direct answers to the topics that could be useful to the reader.
To improve the readability of the page, remember to structure it with simple and direct paragraphs, with H2 and H3 to introduce the questions and an internal index to easily reach the various sections of the FAQ page.
TRY THE FEATURE SNIPPET CARD
Great solution that of featured snippets, namely the zero results that Google highlights. Do you know why I say this? Try doing a search on your mobile phone. Say “Ok, Google” and do a search. What’s up? If there is a featured snippet, the assistant’s voice reads and dictates the content.
Difficult to recover this result, you cannot command the search engine for a featured snippet. But you can try through a series of elements that often give good results in these cases.
The answers to the questions work great, but to get the zero result you can try with the bulleted lists that answer the questions by indicating a list of operations. Or maybe the tables, perfect for emerging with prices (source getstat.com ).
ENTER USER REVIEWS
What did I say about common language? Adding user reviews can be a good opportunity to enrich the text with UGC, user-generated content. That is textual elements that arise from individual experience.
With a simple and direct language, not polluted by strange logics related to writing for search engines. Obviously it is up to you to moderate these interventions to avoid going off-topic.
VOICE SEARCHES AND LOCAL SEO: YOUR OPINION
These are reflections and ideas to start working hard with this epochal passage (from my point of view). Why do I say this? Technologies influence the daily life, the individual action of those who want to find information on the web, and the reasoning of those who think that being there is enough to have good results is increasingly trivial.
Not so, at least as far as the relationship between voice searches and local SEO is concerned. This is not the future, this is now: it is the present. I hope you liked it so please don’t forget to share this content because sharing is caring.