Voice search is revolutionizing online marketing by providing a more convenient way for internet users to search for information. The popularity of this feature is rising. People are using a variety of voice assistants, including Microsoft’s Cortana, Amazon Echo and Siri to search faster and easier. Searching by typing on tiny mobile phone screens can be cumbersome; hence, the need for voice search capability.
This game-changing development means that SEO professionals and marketers need to adapt to new voice search optimization techniques.
Voice search is relatively more conversational when compared to search keyword terms typed into the computer. In addition, it is typically locally focused and used on mobile devices. Users are more likely to use long-tail keywords.
Optimize Your Site for Local Content
A significant number of internet users are using the voice search to find local content, including information about local businesses. A 2016 report showed that up to 22 percent of voice searches are focusing on local content. For its part, Google recently introduced an update aimed at improving local universal results.
To take advantage of these trends, businesses should start by claiming their Google My Business listing. The page should have a correctly formatted description that includes links to the official company website. Online marketing guru, Agam Berry recommends the inclusion of opening times, physical address, contact details and high-resolution photos. These details must match business information appearing on the company website and other online profiles to ensure consistency.
In addition, it is vital to attract positive reviews because they play a role in determining ranking in local search results. The Google My Business listing makes it easier for the search giant’s robots to discover more information about the company. Some of the key details include the category of business, business hours, contact information and more. The listing provides a surefire way to gain local visibility and a place on the first page of the search results.
Neglecting to claim the Google My Business page can mean that the listing displays outdated information. This prevents potential customers from contacting the business.
Include Conversational Keywords on Landing Pages
Voice queries redefine SEO techniques in that they incorporate long-tail keywords and a variety of conversational phrases. To make the most of these queries, businesses should target relevant conversational keywords associated with their niche. The search terms take long-tails to the next level. For instance, a user searching for the ‘best holiday resort in Hawaii’ is more likely to use the following voice query — ‘which resort facility is the best for a summer vacation for a family.’
Fortunately, the Google Search Console is designed to help marketers discover long-tail terms being used to find landing pages of a website. On the other hand, tools like Answer the Public are useful for identifying natural language options related to a particular keyword.
Agam Berry also recommends opting for phrases that follow a human approach while avoiding disjointed terms. It is viable to focus on question keywords that are more likely to appear in a voice query. These search phrases typically start with adverbs like why, how, where, which, when and who. For instance, ‘how much is an entry-level 3D printer?’
Creating a FAQ-style page is a surefire way to optimize a website for voice search queries. This approach is a game-changer because the Q&A content was traditionally reserved for the Frequently Asked Questions page.
Utilize Schema Markup on Your Site
The schema markup has the capacity to enhance voice search results. It is designed to help search engines like Google to detect what the website is about. The markup comes in the form of code that adds context to a website’s content. A page featuring content about the song (The Man Who Shot) Liberty Valance or 30 Seconds Over Tokyo can indicate to search engines that the content is about a song and not a movie of the same name. Specific schema markups can be found at schema.org.