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The Impact of Voice Search on SEO and Content Strategy

Devices such as Amazon Alexa and Google Home are increasingly common in households. Alongside Siri, people utilise these devices for voice searches.

As these devices continue to grow in popularity, you must adopt a voice search optimisation plan to reach more voice searchers.

Read about the impact of voice search on SEO and content strategy in this blog. Keep reading!

What Is Voice Search?

Voice search allows you to speak to a device and ask a question instead of typing a query. If you’ve used Siri on your phone or devices like Amazon Alexa or Google Home, you may already have some experience with voice search.

When you perform a voice search, the device will either provide an answer from a website or direct you to a website for more information.

As the device speaks the answer to you, it will tell you where the information is. Some devices, like Google Home, send a link in the Google Assistant App. Users can open the link to read more information on the topic.

How Does Voice Search Impact SEO?

Google Voice Search SEO is different from traditional search queries. Because people don’t speak the way they type, it’s important to consider voice search queries in your SEO strategy.

When people conduct voice searches, they tend to ask questions. Instead of searching “car battery for a 2012 Honda Civic,” they conducted a verbal search by asking, “Where can I buy a car battery for a 2012 Honda Civic?” or “What type of battery does a 2012 Honda Civic need?”

This means your business needs to consider more conversational queries. People talk to voice search devices like speaking to another person, so you must account for the tones and phrases people use. If you are operating a business in Sydney and looking for a digital marketing company in Sydney, then contact White Key Marketing! Essentially, voice search requires you to optimise your SEO plan to focus on how users verbally search, what phrases or keywords they use, and what information they want to find.

Voice Search SEO Tips

If you want to know how to do voice search SEO and perform well in voice searches, follow these tips.

Aim For The “Position Zero” Spot

If you want to appear in more voice searches, you need to optimise your site to obtain featured snippets — and ultimately position zero.

A study by Moz revealed that 87% of voice search answers come from featured snippets, highlighting the importance of aiming for position zero in search results.

So, what are featured snippets (position zero)? You may find a featured snippet at the top of the results when you search online. This snippet usually contains a brief summary of information related to your search, with the search terms highlighted.

This box of information — a featured snippet — is pulled from a site that Google believes offers the right answer.

Position zero occurs when a search result displays a featured snippet above the first organic search result.

In a voice search, Google pulls information from featured snippets. They often offer the correct information, which is concise enough for Google to relay back to the user.

When Google reads the featured snippet, it also attributes the information to the proper website.

If your website provides the information, Google will say, “According to [website]” or “We found this information on [website].”

Some voice search devices can send links to users for further reading, increasing brand awareness and potential future business.

If a search query doesn’t return featured snippets, your business can secure one and gain an advantage over competitors.

Focus On Semantic Search

Semantic search is a type of search strategy in which you focus on improving your understanding of user search intent.

This allows you to create content that better matches what searchers want to find, ultimately earning you more voice search features.

You want to understand better your audience’s search intent to optimise your site for those searches.

For example, if someone searches “movies in Philadelphia” through a voice search, they are more than likely looking for movies playing in the Philadelphia area. However, they could search for movies set in Philadelphia on a desktop search.

If you were a cinema owner, you’d want to optimise for all possible phrases that users could use to find show times. This includes “movies in Philadelphia” and “movies Philadelphia.”

When you understand the user’s search intent, you can optimise your site to appear in search results related to their query.

This will help you better understand your voice search audience and optimise your site for those keywords.

Create Valuable, Informative Content

When you create content, it’s tempting to use terms and jargon native to your field, but your average reader may not know what those terms mean.

If you want to optimise effectively for voice search, write in a language that your audience uses.

Writing conversational content is better because it will appeal more to your audience, and they will understand your content, too.

If they conduct a voice search, they can easily understand your information when it’s written in the conversational language they use.

Want to understand your customers’ language and interests better? You can observe how they engage on your website and social media.

This will assist you to understand your audience better and write in a way that makes sense to them.

It’s also important to account for how your audience phrases voice searches. They will generally ask questions about who, what, where, why, when, or how.

You can also use Google autofill to understand how people search for a particular topic.

Make Sure Your Brand Name Is Readable

If you secure a featured snippet, it’s an excellent way to introduce people to your brand. However, your brand name must be easily legible to Google.

If Google can’t pronounce your brand name, your audience won’t understand it or remember it.

Conduct a radio test to know if your audience will understand your website. Radio tests focus on various aspects of your business name to assess potential misinterpretations by your audience.

For instance, if your business name includes the number 2, your audience could easily get confused. Is it 2, two, to, or too? Your audience might be able to guess based on context, but if they are unfamiliar with your brand, they might not know.

When someone says them, similar words, like C, see, and sea, can cause confusion in voice search.

These are just a few tests you must pass to ensure your brand name is easily readable. Ensure it is clear and memorable so potential customers will remember it and visit your site later.

Claim Your Google Business Profile

When people use voice search to find local businesses, they might ask questions like “Where’s the closest pizza shop near me?” or “Where can I buy car tyres?”. This is why listing your Google Business Profile is important to attract local traffic.

When users conduct voice searches on Siri, Siri generates a list of the top three places nearby, known as the local SEO 3-pack.

To appear in the local SEO 3-pack, claim your Google Business Profile and fill out all the information for it.

Pay close attention to the contact information, address, and hours of operation to ensure they are accurate and up to date.

These pieces of information are important because voice searchers will most often ask for this information. They’ll need to know your business’s location, hours of operation, or contact information for more details.

You can also optimise your listing by including links to content, photos, and earning reviews. You’ll see positive results if you put in the time to optimise your Google Business Profile.

Create An FAQ Page

When people search for information, they usually ask questions to find answers. By creating an FAQ page, you can help drive leads to your site by providing the answer to their question.

FAQs are great for creating answers to common questions about your products, industries, and company. You can provide your audience with knowledge and help them learn more about your business.

Creating an FAQ page can help your content get featured in snippets. To take it further, address common questions directly to attract valuable leads to your business.

The Future Of Voice Search And Its Impact On Content Strategy

The current trends and projections for the future of voice search and what this means for content creators and marketers.

Voice search is a rapidly evolving technology that is changing how we access information, interact with technology, and conduct business.

We will also explore the potential advantages and obstacles of voice search and strategies for businesses and marketers to maintain a competitive edge.

Whether you’re a small business owner, a content creator, or a marketer. It will provide valuable insights and tips for staying ahead of the curve and adapting to the changing voice search landscape.

Understanding the future of voice search and its impact on content strategy will better equip you to succeed in the years to come.

Writing Effective Voice Search Query-Specific Content

You need to understand the art of creating content optimised for voice search queries. Voice search queries tend to be more conversational and focused on specific, real-world questions and scenarios, unlike traditional text-based search queries, which are often shorter and more generic.

To create effective voice search query-specific content, you’ll need to consider the types of questions and scenarios that your target audience might ask and then create content that provides clear, concise, and helpful answers to those questions.

These include using long-tail keywords, creating content as question-and-answer pages, and using schema markup to provide additional context and information to search engines.

Whether you’re a blogger, content marketer, or business owner, you need valuable insights and guidance to create and optimise voice search content and meet your target audience’s needs.

Keeping Up with Emerging Trends in Voice Search Technology

It focuses on the importance of staying up-to-date with the latest trends and advancements in voice search technology.

Voice search is a rapidly evolving field; new voice search trends and advancements are always emerging.

To stay ahead of the curve and make the most of voice search technology, it’s important to stay informed and up-to-date on the latest trends and developments.

The most important trends and advancements in voice search technology include the rise of smart speakers, the increasing use of virtual assistants, and the growing importance of natural language processing (NLP).

Creating A Voice Search-Optimised Website

As more users turn to voice search to find the information they need, businesses must have a website that is optimised for voice search. The key elements of a voice search-optimised website include fast loading times, mobile responsiveness, and user-friendly navigation.

The best practises for optimising your website’s content and structure are using schema markup, conversational language, and clear headings and subheadings.

Whether you’re just building your website or looking to improve your existing website’s voice search optimisation, you must create a voice search-optimised website that meets users’ needs and ranks well in voice search results.

Final Thoughts

Now you know how voice search technology is changing how we search for information and how businesses can adapt to these changes.

The rise of virtual assistants and voice search, the importance of understanding user intent in voice search queries, the need for local SEO optimisation for voice search, and the role of natural language processing (NLP) in optimising content for voice search.


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