Voice search optimisation is one of the latest innovations in SEO that businesses are having to adapt to, but is one that few understand. Driven by the proliferation of smart devices and interactive digital assistants like Siri, Alexa and Google, voice search queries represent a major shift in how people search online. If you’re out of the loop and using outdated SEO practices in your business, you risk taking yourself out of consideration with customers who are up with the times.
In this article, we’ll introduce you to what voice search is and how it differs from traditional typed search, before exploring some strategies you can implement to ensure your content resonates not just visually but audibly, meeting users right where they are: in conversation with their devices.
What is Voice Search?
Expanding into new social media platforms does more than just increase your brand’s visibility; it connects you to completely new audience segments. These groups may have minimal overlap with the typical demographics of Facebook or Instagram, offering a fresh set of eyes on your products or services. A useful approach to visualise this opportunity is through data visualisation, such as the graph below, which shows the percentage of overlap between platforms and highlights the potential for incremental reach.
Voice search is a search made by speaking rather than typing into a device. Unlike traditional typed searches, voice searches are usually made through a request to a digital assistant like Apple’s Siri or Amazon’s Alexa rather than occurring natively in a search engine. Importantly, voice searches can be made on any smart device that has a speaker or microphone, including tablets and speakers like a Google Home.
This last point is important, as a recent survey shows that 40% of households surveyed own a Google Home smart speaker, 31% own an Amazon Echo smart speaker, and 22% own a Google Nest device. Additionally, 90% of consumers perceive voice search as a quicker and more convenient option than typed searches, with voice search and voice commerce spending growing 300% in the past two years.
How is a voice search different to a typed search?
Think about the last search you typed into your phone or computer: it was probably something along the lines of ‘restaurant near me’ or ‘best TV brand’. Now think about how what that search would look like if you said it to a person. Instead of blurting out something stilted like ‘restaurant near me’ or ‘best tyre shop’, you’d probably say ‘What’s a good restaurant near me?’, or ‘What is the best brand of TV?’.
This slight yet significant difference in phrasing is at the core of the distinction between voice searches and typed searches. Overall, voice searches are typically longer and more conversational than typed searches and are often used when users are seeking immediate answers, especially for local content.
Why Voice Search is Transforming SEO
This conversational shift represents a fundamental change in user behaviour, indicating a broader trend towards more natural interactions with technology than we have had over the past 25 years. Voice search optimisation is about tapping into this shift, just as we did when customers started finding businesses online instead of in the White Pages.
By optimising their websites for voice search, businesses can significantly enhance their visibility and connect more effectively with their audience, providing prompt but contextually relevant answers.
SEO Strategies for Voice Search Optimisation
Refined Keyword Research for Voice Search
Traditional keyword research won’t cut it for voice search. Voice queries often mimic everyday speech and are framed as questions rather than fragmented keywords. For instance, a user might ask, “Where is the closest Italian restaurant that’s open now?” instead of typing “Italian restaurant near me.”
To capture these queries, focus on identifying long-tail keywords that are conversational and question-based. Utilise these keywords to craft content that sounds natural and provides clear, direct answers to specific questions, which voice search results are likely to favour.
Optimising for SERP Features Suited to Voice Search
Google and other search engines often pull voice search results from specific SERP features like featured snippets, the “People also ask” section, and local packs. These features are designed to provide quick, authoritative answers to user queries.
To target these, structure your content to directly answer potential questions users might voice. Use clear, concise language and format your content in easy-to-digest segments, such as bullet points or numbered lists, which are easily transformable into voice search results.
Content Adaptation for Voice Queries
Review and reformat your website’s existing content to better suit voice search. This means more than just sprinkling in a few question keywords; it involves rewriting sections to match the conversational tone voice searches typically use. Ensure that your content provides immediate value by addressing common queries related to your niche.
Consider adding a dedicated FAQ section where straightforward answers to common questions can be prominently displayed, making it easier for search engines to retrieve and relay this information through voice. We’ve found that adding an FAQ section at the bottom of your site’s home page is a fantastic way to put long-tail keywords in a place where Google will see them, and take advantage of voice searches.
Enhancing Technical SEO for Voice Compatibility
Voice search optimisation also requires fast, mobile-optimised, and secure websites. Page speed is crucial because users expect instant answers, especially when interacting via voice. Ensure your mobile site is up to the task, as most voice searches are performed on mobile devices.
Additionally, implementing HTTPS not only secures your site but also reassures users and search engines of your credibility, potentially boosting your ranking in voice search results.
Location-based SEO for Local Voice Search Dominance
Since many voice searches are local, your local SEO efforts should be vigorous. Make sure your business’s NAP (Name, Address, Phone Number) details are consistent across all online platforms, particularly in local business listings like Google Business Profile. Doing so will ensure that Google can quickly identify information that signals your locality and connect you with local searchers.
Optimise these listings with detailed business descriptions, working hours, and up-to-date contact information to maximise your visibility in local voice search results. Tailoring content to include landmarks around your business location can also help digital assistants recognise and suggest your business more reliably.
Ongoing Performance Monitoring
As with any SEO strategy, the effectiveness of your voice search optimisation should be regularly monitored and adjusted based on performance. Track how voice search impacts your traffic and conversions, and stay updated on how voice search trends evolve.
Regular audits of your content and SEO practices can help you maintain an edge, ensuring your site remains optimised not only for today’s digital assistants but also for future advancements in voice technology.
Embracing the Future of Search
Voice search isn’t just another channel but rather a paradigm shift in how users interact with search engines, and one which offers a unique opportunity to connect with your audience in a more personal and conversational way. By embracing these comprehensive strategies, you can enhance your SEO efforts and build a more accessible, user-friendly online presence.
Trust Retain Media for Industry-Leading Insights
If you’re wondering how you can adapt to the rise of voice search, we can help. At Retain Media, our team of copywriters and SEO specialists know how to connect you with customers, wherever and whenever they’re searching.
For more information, contact us today to arrange a free, no-obligation consultation and find out how we can help you make the most of voice search. In the meantime, check out our Insights for more digital marketing tips, tricks and developments.
