There are many different digital marketing strategies that are available and have proven results, however as technology continues to move forward, it’s time to consider the impact of voice search SEO. Mobile phones equipped with the latest Artificial Intelligence (AI) are now widely available to just about everyone. They are not just the domain of people who can afford high end handsets. Budget devices are now just as capable of doing voice searches. As a result there is a huge audience out there with the capability to make voice activated web searches.
Voice searches are very different to the traditional text based search. Instead of using specific key words to make a voice search you just go ahead and ask Google a question using everyday conversational language. For example, “where is the nearest petrol station”. SEO as we know it will have to now make changes to adapt to the world of voice search. In this blog we’ll talk about what effect voice search will have on your business and what changes you will need to consider to make your website voice search friendly.
How Fast Is Voice Search Growing?
ComScore are predicting that 50% of all searches will be voice searches by 2020 (in just a matter of months). And what’s not to like? It’s quicker and easier to use than text search and especially convenient when on the move. Plus, voice search is no longer just limited to mobile phones. There are millions of devices available for our homes with the same function. Juniper Research has found that the adoption of voice assistants such as Alexa and Google assistant will be a key factor behind smart home growth. They estimate there will be 275 million voice assistant devices in use by 2023. This is up from an estimated 25 million in 2018, a growth of 1000%.
How Does This Affect SEO?
Text based commands will not disappear completely, but digital marketing will need to adapt to the consumer and move toward voice search, which will impact SEO. SEO will change because of the move towards the use of question based searches, which use more words than text based searches. Text based searches are normally 2 to 3 words long whereas, a typical voice activated search can be anything up to 10 words long or more. Bearing that in mind, a move towards natural language keywords is predicted to become a big part of future SEO.
Having said that, voice searches are predominantly question based so it is important to look at keywords in question form and make them part of your websites content. Another great factor is that because voice searches are question based they reveal the intent of the user. This makes it easier for the marketer to identify the keywords and optimise their content accordingly. Using these keywords with natural language within the content will make it easier to match with consumer searches and get you a higher ranking.
The Problems And Opportunities Voice Search SEO Presents
The impact of voice search SEO is that it has plenty of benefits however it’s important to tackle any potential obstacles first. The main problem that needs careful thought when constructing your content is avoiding yes or no answers. Obviously the customer will be looking for a product or a destination or any number of things. Simply put, the answer must be in your content so that Google or any other search engine can find it. If you use keywords in the form of questions that only require a one word answer you will lose out on traffic to your website.
Google is getting more intelligent by the day and is capable of identifying a huge amount of voice searches. It is also able to identify the correct spelling of words, so it is imperative therefore to ensure that all the content on your website is spelt correctly. Voice search can now recognise queries based on context so being creative with your content is important.
Finally, keeping in mind that most voice searches are done by people looking for local services, location is at the forefront of Voice search SEO. It is essential that your business address is listed so as to take advantage of geolocation. The slightest difference between each listing could lead to a lower ranking.
The Future Of SEO In Relation To Voice Search
As can be seen from the statistics above, voice searches are increasing very quickly, they are definitely here to stay. I have no doubt it will be the method most used in the very near future. That means you have to alter your SEO strategy to keep at the top of the game. It’s time to start voice search SEO. The real question is “how?”
Content has never been more important, you may already have great content that continues to generate traffic, that’s great. Now, you need to optimise it for voice search too. Bearing in mind that voice searches are mostly question based and use a lot more words, you have to include more keywords in your content to take advantage of long tail keywords and use natural language within your content. Users of voice search are looking for quick answers and do not want to make multiple searches to get the answer they are looking for. Your content needs to be set out in a manner that attracts both voice and text searches.
4 Tips For Adapting A Business For Voice Search
How can you adapt your website to these growing demands? We’ve Identified that almost all voice searches will be done using conversational language, will be mostly question based and include a lot more words. As a result of this, it is important to research how people word their searches when looking for your products so that you can include important long tail keywords in your content.
1. Capitalise On Schema Markup
Schema markup will allow you to add rich snippets to your content beneath the URL which will give valuable information about your product to the customer. It will also greatly assist the search engine to identify your products and direct traffic to your website. Schema markup will also help to place you higher in the rankings than those not using it.
2. Ensure Company Information Is Up To Date And Consistent
It is absolutely imperative that every detail of your business is correct and up to date across every platform that you use. These details are very basic like the address of your business, the directions to it, your opening hours, the business name, contact numbers and email addresses.
3. Be Mobile-Friendly
By now you should already be mobile friendly. But being mobile friendly is important as users are usually looking for quick results. Statistics have shown that if a result is not returned within 3 seconds that the searcher will cancel and go elsewhere. You must optimise your online platform to be compatible with all operating systems. Such as, Mac, Windows and Android as well and most definitely the smartphone
4. Think Like Your Customers
Spend some time doing voice searches asking questions about the product or service you are providing. Get yourself into the mindset of your customers. Once you have done this and can see the patterns that have formed you will be able to optimise your platform with all the relevant information that will draw customers to your business.
Voice search is moving on in leaps and bounds and the future of SEO is in natural, question based language. You need to embrace these moves to stay ahead of your competitors and continue to generate traffic to your website – voice search SEO and its impact is the way forward. As a digital marketing agency based in the West Midlands, we can help you increase website traffic and sales. If you want more information about the impact of voice search SEO or how we can help your company, get in touch today. Call AIM Internet on 0870 062 8760, we’d love to hear from you.
If you found this blog useful, take a look at a previous one: How Do I Optimise My Content For Voice Search? | Voice Search SEO