How To Optimise Your Online Presence for Voice Search
As technology has improved, virtual assistants have become increasingly reliable, and they are now frequently used on all types of devices including smartphones, speakers and televisions. In fact, a study on Statista found that 46% of respondents from the United Kingdom have used Amazon’s Alexa, while 26% used Siri and 24% used Google Assistant.
Frequently used to set timers and reminders, control lights and play songs, virtual assistants make your day-to-day operations easier. This is also true for voice search, which refers to the assistant’s capability to answer a user’s question after a check on the internet. This functionality offers businesses the opportunity to be found online in ways they never could before, and so it is essential that you tailor your SEO approach to ensure you don’t miss out on this increased exposure.
As an SEO agency based in Birmingham, we help businesses like yours to incorporate voice search optimisation into their marketing strategies. Below, our local SEO experts have outlined three ways you can adjust your digital approach so that you can be found by Alexa, Siri, and Google.
CONVERSATIONAL CONTENT: ESSENTIAL FOR VOICE SEO
People don’t tend to speak the same way that they type, and because of this, the way you utilise search when asking a virtual assistant is completely different to the way that you would type your enquiry.
When speaking to Alexa, you’re more likely to ask a complete question such as “What’s the best marketing agency in Birmingham?”.
In comparison, if you were to type your enquiry, you’re probably going to create a more note form type of search, removing some of the words and searching for “marketing agency Birmingham”.
This also creates situational differences, as a user typing their search enquiry is more likely to do some form of research, whereas someone asking a virtual assistant will want a direct answer as quickly as possible.
With voice search changing how users phrase their queries, you will need to target different keywords than in your usual SEO marketing approach. Opt instead for long-tail keywords and phrases like “what’s the best way to rank for voice search?” instead of “voice SEO” for example.
You will then also need to review how you create content for your website, utilising more conversational content to match what your target audience will be asking. The way you do this is dependent on your company’s brand and tone of voice, but there’s a range of different SEO strategies you can employ such as producing answer and question-based content or changing long-form content to lists and bullet points.
If you work with a branding agency or have a branding manager, it’s worth finding out the best route for your content that still fits within your brand guidelines.
OPTIMISE YOUR SITE SPEED AND USER EXPERIENCE
It’s also integral that your website is optimised to encourage quick loading times. After all, the speed that your website performs is considered when search engines decide where to rank you.
The higher you are, the more likely your website be selected by the virtual assistant to answer a user’s query.
The solution to slow page load can vary from simple to complex, but common solutions include image optimisation and improving both browser caching and server response times. It is best to speak to your web development agency or web developer to find the best possible solution for your website’s particular page speed issues.
As well as this, if your website isn’t easy to use for users, it’s also going to be difficult for search engines, and they won’t be able to find the information they’re looking for. If this is the case, search engines are likely to favour other websites (who are likely to be your competitors!).
VOICE SEO WORKS HAND IN HAND WITH MOBILE AND LOCAL SEO
While optimising your website for voice SEO, it’s important to remember that it also ties in very closely with both mobile and local SEO.
Mobile devices allow users to utilise search engines to perform on the go queries, which is especially useful when looking for nearby shops or exploring takeaway options in a new city.
Make sure your website includes directions to your locations and optimise for local search by using and ranking for “near me” and other location-based keywords.
WORK WITH A VOICE SEO AGENCY
Optimising your website for voice search doesn’t mean that you should ditch your attempts to target text search traffic. Instead, you must utilise a range of SEO strategies to attract the highest possible amount of web traffic.