As the use of voice assistants and smart speakers continues to grow, voice search is becoming an increasingly important part of search engine optimization (SEO). In fact, according to Google, 27% of the online global population is using voice search on mobile, and that number is only expected to rise in the coming years. So, if you want your website to be found through voice search, it's essential to optimize your content for this new way of searching. In this guide, we will go over the key steps you need to take to optimize your content for voice search and improve your chances of ranking high on search engine results pages (SERPs).
Step 1: Understand How Voice Search Works
Before you can optimize your content for voice search, you need to understand how it works. Voice search is different from traditional search in several ways.
First, voice search queries tend to be longer and more conversational than traditional search queries.
Second, voice search results tend to be shorter and more concise.
Step 2: Conduct Keyword Research for Voice Search
Once you understand how voice search works, you need to conduct a separate keyword research specifically for voice search. This means focusing on long-tail keywords that are more conversational and natural-sounding - words we use in everyday life. Instead of targeting short and broad keywords, try to target longer phrases that people might use when speaking to a voice assistant. For example, instead of targeting the keyword "best pizza," target the phrase "what is the best pizza place near me?"
Step 3: Optimize Your Content for Featured Snippets
Featured snippets are short, concise answers that appear at the top of search results in response to a user's query. Optimizing your content for featured snippets is crucial for voice search optimization, as voice assistants often read out featured snippets in response to voice search queries. To optimize your content for featured snippets, try to provide clear, concise answers to common questions related to your industry or niche.
Step 4: Improve Your Website Speed and Mobile Responsiveness
Voice search queries tend to come from mobile devices, which means that website speed and mobile responsiveness are important factors to consider. Make sure your website is optimized for mobile devices and loads quickly, as slow loading times can lead to higher bounce rates and lower search engine rankings. Here are some tips to improve your website speed and mobile responsiveness:
Use a responsive design:
A responsive design will automatically adjust the layout of your website to fit the screen size of the user's device. This ensures that your website is easily accessible and readable on mobile devices.
Optimize images:
Large images can slow down your website. Optimize your images by compressing them without compromising the quality. You can use image compression tools such as Kraken.io and TinyPNG to reduce the file size of your images.
Minimize HTTP requests:
HTTP requests are made every time a web page loads. Minimize the number of HTTP requests by removing unnecessary plugins, scripts, and code.
Use a content delivery network (CDN):
A CDN distributes your website content across multiple servers, reducing the load on any single server and improving website speed.
By improving your website speed and mobile responsiveness, you will provide a better user experience for voice search users and improve your chances of ranking high on search engine results pages.
Step 5: Use Structured Data Markup
Structured data markup is a code that you can add to your website to provide additional information about your content to search engines. This additional information can help search engines understand your content better and provide more relevant results to voice search users. Some examples of structured data markup include:
Schema.org:
Schema.org is a collaborative project between Google, Bing, Yahoo, and Yandex that provides a standard vocabulary for structured data markup. You can use Schema.org to mark up your content with information such as your business hours, contact information, and product reviews.
LocalBusiness markup:
If you have a local business, you can use LocalBusiness markup to provide additional information about your business, such as your address, phone number, and business hours.
FAQ markup:
FAQ markup can be used to mark up your frequently asked questions, making it easier for voice search users to find the information they are looking for.
By using structured data markup, you can help search engines understand your content better and improve your chances of appearing in voice search results.
Step 6: Use Schema Markup
Schema markup is a type of structured data that helps search engines understand the content of your website. By using schema markup, you can provide search engines with additional information about your website, such as the type of content, the author, the date published, and more. This can help improve your chances of ranking higher in search results, including voice search results. You can use Google's Structured Data Markup Helper to easily add schema markup to your website.
Step 7: Optimize for Featured Snippets
Featured snippets are those brief snippets of text that appear at the top of Google search results pages in response to certain queries. They are often used in response to voice searches, so optimizing your content for featured snippets can help you rank higher in voice search results. To optimize for featured snippets, try to provide clear, concise answers to commonly asked questions related to your industry or niche. Use headers to organize your content and make it easy for Google to understand what your content is about.
Step 8: Focus on Local SEO
Many voice searches are local in nature, so if your business has a physical location, it's important to optimize your content for local SEO. This includes optimizing your website for local keywords, claiming your Google My Business listing, and getting listed in online directories such as Yelp and Yellow Pages. By focusing on local SEO, you can improve your chances of ranking high in voice search results for local queries.
In conclusion, optimizing your content for voice search is becoming increasingly important as more and more people use voice assistants and smart speakers to search the internet. By understanding how voice search works and following the key steps outlined in this guide, you can improve your chances of ranking high in voice search results and drive more traffic to your website.
Case Study #1: Domino’s Pizza
Domino's Pizza is a global pizza delivery chain that has embraced the power of voice search to enhance its customer experience. The company launched a voice-activated pizza ordering system in 2014, allowing customers to place orders using Amazon's Alexa and Google Assistant.
Through this innovative move, Domino's Pizza aimed to make the ordering process more convenient for customers, especially those who may not have access to a computer or mobile device. Customers can place their orders entirely through voice commands, and the system even allows customers to track their delivery using voice search.
The results of this voice search optimization strategy have been impressive. According to Domino's Pizza, voice orders account for a significant portion of their sales, and the company's stock has risen in value as a result of the success of its voice-activated ordering system.
The success of Domino's Pizza's voice search optimization strategy highlights the potential of voice search for businesses that are willing to adapt and innovate. By optimizing their content for voice search, companies can improve their customer experience, increase their sales, and gain a competitive advantage in the market.
Case Study #2: Purina - Pet Food
Purina, a well-known pet food brand, wanted to increase sales through online channels. They identified voice search as an opportunity to reach more customers, especially those who are busy and prefer hands-free interactions.
To optimize for voice search, Purina made several changes to their website and content strategy. First, they optimized their website for mobile devices, ensuring that it was responsive and fast-loading. Second, they focused on creating conversational and natural-sounding content that would match the way people speak when using voice search. They also included long-tail keywords and phrases that aligned with voice search queries.
The results of Purina's voice search optimization efforts were impressive. Within six months, their voice search traffic increased by 140%. They also saw an increase in online sales and an improvement in their overall search engine rankings. By tapping into the power of voice search, Purina was able to connect with more customers and drive business growth.
