The Importance of Optimising for Voice Search
Written by Deirdre Keon on 14th February 2018
The volume of voice search is increasing particularly with the rise of voice assistants. All major technology providers have heavily invested in virtual assistants and voice search.
Google has Google Assistant, Apple has Siri, Amazon has Alexa and so on. Optimising your digital campaigns for voice search is now a vital component in any strategy as voice search has fundamental differences from typed search.
Our team at FCDM have complied some tops tips for optimising your digital campaigns for Voice Search:
Optimise for Mobile
Voice search is mainly associated with mobile, as most voice queries come from smartphones. Different mobile devices are widely used so it is vital to adopt a mobile first approach when optimising your website.
Think More Local
If you run a local business, optimising for voice search is a must as voice searches are normally more location-focused than any typed searches.
Creating and optimising a Google My Business account is the first step and then start gathering as many reviews possible on Google. Our team would also recommend optimizing you AdWords campaigns for the “Near me” searches, adding AdWords location extensions and incorporating Google Maps Local Search ads into your campaign.
Create Natural Content
When you think about it logically, when you speak to your phone you essentially treat it like a person! Thus when optimising your content for voice search, it must be as naturally sounding questions or statements. It is vital to provide clear context to what your content is about and write it in a way that can be read aloud. You can consider building your content around questions, creating a Q&A page on your website. Optimizing the format is also important as Google loves small tables, paragraphs and short lists.
It is important to note however that voice assistants rely on natural language processing. Over time they learn the patterns unique to the person who speaks to them, their preferences in restaurants, transport, shops, and other kinds of their behaviour. On the basis of this knowledge, virtual assistants will provide tailored and relevant search results that vary depending on the user.
Our final tip from our FCDM team is to understand that a different approach must be taken when it comes to keyword research for voice search optimisation. As voice search is more about long-tail conversational keywords and questions that people are likely to ask a different approach is needed. Long-tail keywords are less competitive and generally convert faster.