Remember those old sci-fi movies where people talked to computers? It seemed far-fetched then, but today, voice-activated devices are as familiar as smartphones. “Hey, Google, find me the best pizza near me” is quickly becoming as commonplace as asking a friend for recommendations.
The rise of voice-controlled devices like smart speakers and virtual assistants has revolutionised how we search for information, order products and even control our homes. And it’s not just a passing fad, either — Google has reported that more than 20% of the searches on their apps are voice searches. By all appearances, that number has nowhere to go but up.
Yet, many businesses are still sleeping on this seismic shift in consumer behaviour — missing out on a massive opportunity to connect with potential customers and drive sales.
In this blog post, Online Marketing Gurus (OMG) will guide you through the exciting world of voice search. We’ll arm you with the knowledge and strategies you need to thrive in this voice-activated revolution — opening the door to a new world of growth opportunities.
Understanding the voice search shift
As we mentioned, voice search is no longer a novelty but an integral part of many people’s daily lives. Obviously, it offers unparalleled convenience and accessibility, which is likely a driving force behind its widespread adoption. Its hands-free nature allows us to multitask while looking for information. Imagine a mother using voice command to search for a nearby paediatrician while juggling childcare or a home cook asking Google how many minutes they should braise their beef stew while stirring the pot.
Voice search is also a game-changer for individuals with visual impairments or limited mobility, making information more accessible than ever before. A driver can safely get directions without taking their eyes off the road, and an older adult can easily access information without struggling with small screens. As voice search continues to evolve, businesses that embrace this technology will be well-positioned to connect with their target audience in new and meaningful ways.
Critical adjustments in voice search SEO
You might wonder, “How different can voice search refinement be from how I’ve always optimised my website?” The truth is that the differences are subtle, but their impact isn’t. Let’s dive into the key distinctions:
Conversational queries vs. keywords — the rise of natural language
Voice search has ushered in a new era of natural language queries. Unlike traditional search, where users meticulously type short, specific keywords like “sushi restaurant,” voice searchers engage in conversations with their devices. They ask questions as if they were speaking to a friend, such as, “Hey, Google, where can I find the best sushi restaurant near me that’s open now and has good reviews?”
This shift towards conversational queries has significant implications for businesses. Traditional research methods, which focus on short, high-volume keywords, are still important but no longer sufficient.
Guru’s advice
To rank in voice search results, you need to understand the nuances of how people naturally speak and phrase their questions. This means incorporating long-tail keywords, question-based phrases and even slang terms. Then, create high-quality, informative content that answers those questions directly and conversationally. If your niche allows for it, use natural language and avoid overly technical jargon.
Local SEO — harvesting the low-hanging fruit
It’s no secret that many voice searches are inherently local. People use their smartphones or smart speakers to find the nearest coffee shop, the most reputable electrician in town or the closest store selling their favourite dog food brand. Statistics show that 58% of consumers have used voice search to find local business information within the current year.
This hyper-local focus of voice search means that optimising your online presence for local queries isn’t just an option — it’s necessary. If your business isn’t visible in local search results, you’re essentially invisible to a vast pool of potential customers actively searching for products or services like yours.
Guru’s advice
To ensure your business shows up in local voice search results, you need to take a multi-faceted approach:
- Accurate and consistent information — Ensure your business name, address and phone number (NAP) are consistent across all online directories, including Google My Business, Yelp, Facebook and others. Consistency helps Google understand your location and its relevance to local searches.
- Optimised Google My Business (GMB) listing — Your GMB listing is your digital storefront for local search. Make sure it’s complete with accurate information, photos and positive reviews. Regularly update your listing with posts, offers and events to keep it fresh and engaging.
- Local keywords and content — Incorporate location-specific keywords into your website content and meta descriptions. Create content that answers common local questions, such as “What are the best restaurants in [city name]?” or “Where can I find a reliable plumber near me?”
- Local citations and backlinks — Build local citations by getting your business listed in relevant local directories and industry-specific websites. Earn backlinks from reputable local websites to boost your authority in local search results.
Featured snippets and structured data — your golden ticket to voice search supremacy
Featured snippets — those concise answer boxes that appear at the top of Google search results hold immense power in the world of voice search. In fact, a whopping 40.7% of voice search results are pulled directly from featured snippets.
Why are these snippets so crucial for voice search? Because voice assistants like Siri, Alexa and Google Assistant often rely on them to provide quick and direct answers to user queries. If your website can snag that coveted spot, your content will likely be read aloud as the answer to a voice search, giving you a significant advantage over your competitors.
But how do you increase your chances of landing in a featured snippet? That’s where structured data comes in. Structured data is a standardised format for providing information about a page and classifying the page content. By adding structured data markup to your website, you make it easier for search engines to understand your content and identify it as a potential featured snippet candidate.
Guru’s advice
Here are a few tips for optimising for featured snippets:
- Answer questions directly — Anticipate and address your audience’s burning questions by creating content that provides clear and concise answers in your webpages, blog posts and social media posts.
- Use headers and lists — Organise your content using headers (H2, H3, etc.) and bullet points to make it easy for search engines to scan and understand. This clear structure also enhances readability for users, making your content more engaging and informative.
- Keep it concise — Featured snippets typically display short, to-the-point answers. Aim for a word count between 40 and 60 to increase your chances of being featured. However, ensure your answer is comprehensive and doesn’t sacrifice clarity for brevity.
Mastering voice search analytics
Just like traditional SEO, optimising for voice search is never a “set it and forget it” strategy. Analytics provide valuable insights into user behaviour, allowing you to identify areas for improvement and optimise your content for better results.
Key voice search metrics to track
- Voice search queries — Track the specific phrases and questions people use when conducting voice searches related to your industry. This will help you identify trends and patterns in user behaviour.
- Voice search traffic — Monitor the volume of organic traffic coming to your website from voice search. This will give you a sense of how effective your optimisation efforts are.
- Voice search rankings — Keep an eye on your website’s rankings in voice search results for relevant keywords and phrases. Aim to secure those coveted top positions.
- Voice search conversions — Measure how many voice search queries lead to conversions, such as purchases, form submissions or phone calls. This will help you gauge the ROI of your voice search optimisation efforts.
Tools to track voice search analytics
Here’s a closer look at the resources you can leverage to gain valuable insights:
- Google Search Console — This free, indispensable tool from Google provides a wealth of information about how your website performs in search results. Within Search Console, you can filter your query data to specifically see the queries that triggered your site to appear in voice search results. You can also see impressions (how often your site appears in voice search results) and click-through rates (how frequently people click on your site after it appears in voice search results).
- Google Analytics — This powerful analytics platform allows you to track various aspects of your website traffic, including the source of traffic (e.g., organic search, voice search, social media). By setting up custom reports or segments in Google Analytics, you can isolate voice search traffic and analyse user behaviour, such as bounce rates, time on page and conversion rates.
- Third-party tools — Several specialised third-party tools offer more comprehensive voice search analytics capabilities. These tools can provide deeper insights into keyword rankings, competitor analysis and emerging trends. Some popular options include Semrush, Ahrefs and Rank Tracker.
Contact OMG to ride the voice search wave
Voice search is here to stay, and its impact on the digital landscape is undeniable. While not every business will be equally affected, those that rely on local search or cater to on-the-go consumers have the most to gain from optimising for voice. By understanding the nuances of voice queries and implementing the strategies outlined here, you can position your business for success in this new era of search.
At Online Marketing Gurus (OMG), we possess the expertise to help you unpack the complexities of voice search optimisation. Whether you’re just getting started or looking to refine your existing strategy, we can help drive meaningful results for your bottom line.
Contact us today for a free consultation, and let us help you transform your SEO strategy for the voice-activated era.
