Every month, internet users make about a billion voice searches.
So, if you’re not optimizing your content for voice searches, you’re doing yourself a disservice and throttling your content’s reach.
Let’s tackle this issue head-on with a voice search optimization guide.
Optimizing for Voice Searches vs. Optimizing for Text Searches
There’s a bit of an overlap between regular SEO practices and voice search optimization. For instance, factors like page speed, mobile-friendliness, and domain authority still play a role.
However, there’s a difference between the typical voice search and the typical text search. Here’s why:
Tone
Some people don’t think twice about how “smooth” or grammatically correct their typed-out queries are. That’s why some keywords sound clunky and awkward.
On the other hand, people tend to talk to their voice assistants in a much more natural tone. It’s almost conversational.
Someone might type out a query like “cafe near me” into the search bar. Meanwhile, if they’re talking to their assistant, they might say: “Hey Siri, what’s the best cafe in my neighborhood?”
Similarly, instead of typing “Bill Gates,” the user would say a full question like “Who is Bill Gates?”
Sometimes, the search results are more or less the same. But sometimes, the search engine prioritizes different, more relevant results based on the tone.
Query Length
As a general rule, voice search queries are longer.
Why? Think about the interaction costs.
With traditional searches, it’s fair to assume most users would opt for a short (slightly awkward) query simply because it requires less time and effort on their part.
But if someone is talking to a voice assistant, the interaction cost drops, making it easier to go for a longer, more specific query.
Ranking Opportunities
Obviously, you always want to rank high on the SERP. However, with regular SEO, you still have a shot even if you’re not in the top three results.
However, your odds of showing up on a voice search result are slim if you’re not ranking really high on the SERP. In fact, SEMRush found that about 80% of voice search results are derived from the top three organic results!
This makes voice search optimization seem trickier than SEO, but we have tips to help you out.
7 Voice Search Optimization Tips
Let’s cut to the chase with some practical tips!
1. Change Your Keyword Research Priorities
We’ve already discussed how voice search queries are long, specific, and natural sounding.
That’s why you want to focus your keyword research on long-tail (three words or more), conversational, and question-based keywords (how, what, why, when, and where).
To find terms that fit this criteria, you can:
- Check out the People Also Ask (PAA) section on SERPs of topics relevant to your site.
- Use the “question” filter in your keyword research tool.
- Discover trending keywords using Google’s autocomplete feature. Just make sure to log out or use incognito mode because your search history might influence the results!
- Look for natural-sounding queries on “AnswerThePublic” topic reports.
- Use your instincts to formulate queries that you’d use if you’re looking up a topic.
Bonus Point: Your SEO ranking odds are better with long-tail keywords since they’re often not as competitive as head terms. That’s a double win!
2. Aim for SERP Features
Remember the SEMRush study that found that content is more likely to pop up as a voice search answer if it ranks in the top three organic results?
Well, the same analysis showed that 70% of all results returned from voice searches occupied a SERP feature.
In case you didn’t know, SERP features are the elements added to organic results to provide relevant info. Think features snippets, PAAs, videos, local packs, and shopping results.
For the most part, optimizing for the featured snippet is the way to go. But you can also check what SERP features pop up for each long-tail keyword you want to target.
3. Provide Concise Answers
Just because long-tail keywords work best for voice searches doesn’t mean your answers have to be lengthy.
By all means, feel free to publish long-form content with lots of relevant keywords. But make sure to provide a direct, concise answer (less than 30 words) to the main query before you dig into the details.
If you need help with your outlines, consider referencing the inverted pyramid structure. That’s when you cover the most important info first, then slowly shift to supportive and relevant details.
4. Keep Your Writing Natural
To cater to the natural and conversational tone used in voice search, you need to simplify your writing. Use short sentences with common words and avoid jargon as much as possible.
It’s okay to incorporate some first-person pronouns and a hint of humor in your blog posts, too.
Want to test your content? Run the posts on tools like Hemingway and Readable. Aim for a readability score of Grade 9 or lower.
5. Maintain a Google Business Profile
There’s a good chance that a voice search will also be location-specific. In fact, “near me” queries are particularly in voice searches.
So, you might want to double-check that your Google Business Profile and directory listings are up-to-date. Incorporating target local keywords when possible won’t hurt either.
6. Optimize Your Existing Longform Content With FAQs
You can publish new, voice-search-optimized content using the new keyword research and SERP feature analysis.
However, you could also tweak existing blog posts as well. An FAQ section can be the perfect place to add new voice-search-friendly content.
7. Audit the Mobile User Experience
Google’s reports tell us that more than 25% of the global online population is using voice search features on mobile devices.
The more mobile-friendly your site is, the better your chance of making it to the voice search result.
Key Takeaways
To wrap up, the top voice search optimization tactics are:
- Relying on long-tail and question-based keywords.
- Analyzing SERP features for the target keyword and trying to capture a spot.
- Using natural, conversational tones and providing concise answers.
- Considering the local SEO and mobile-friendliness.
- Working on boosting your organic rank with traditional SEO practices.
As always, it’s important to note that optimization doesn’t fix poor content quality, and voice search isn’t an exception. Make sure your content is unique and helpful!
If you still have questions about voice search optimization, don’t hesitate to get in touch with our team.
Why Clio Websites
We hope that we helped to understand the role UI design principles in accessible website design. Our recommendations and techniques are based on years of experience helping businesses like yours.
At Clio, we have helped many clients grow their businesses with websites tuned for engagement and conversions.
Contact us if you would like us to help you create a unique website that your visitor will love.
