Hey Siri, OK Google, Alexa! What’s voice search and why should I be paying attention?
Voice search lets you carry out internet searches or commands by talking rather than typing.
It is commonly used on cellphones, but is also available on laptops and desktop computers if you are using a search engine like Google and on smart TVs. You can also use voice search with smart home systems like Google Nest. The systems often use a voice command like Hey Siri to activate the search capability.
It’s become more and more popular over recent years, particularly in situations where typing isn’t practical such as during driving or walking, and where the user wants to ask a complicated question and it is quicker to speak than type. So if your business website and other online outlets aren’t optimised for it, you could be missing out on customers.
3 benefits of optimising your online presence for voice search
Increased visibility across audiences
Optimising for voice search as well as traditional searches means your content can be found by more people or found more easily in different situations. For example someone might find your retail store by a traditional typed search while they are at home. But someone else looking for a store while they are out might use voice search as it is easier.
Increased traffic
If your business is one of only a few showing up when people are doing voice searches, then there’s more chance the searcher will choose your business over another. By optimising for voice search you are increasing your chances of traffic to your website or direct to your bricks and mortar location.
Better user experience
Allowing people to find your content via voice search makes it easier for them to access your website and gives them a better user experience. This can increase their positive feelings towards your business.
How to optimise for voice search
When you are optimising your website and online business profiles, you want to strike a balance between optimising for traditional search methods and emerging methods like voice search. You don’t want to go too far down the line of optimising for voice, but here are some ways you can increase your chances of showing up in voice searches.
Use natural language
Users often phrase voice queries more conversationally. When they type a search they might just type two or three words contained in their query, but when they use voice search they tend to use full sentences and questions. Using more natural, conversational language in your website content and including long-tail keyword phrases increase your chances of showing up in results.
Focus on questions
Because people tend to ask questions on voice search, featuring these questions can help you show up. Consider adding FAQ sections to your website pages featuring common questions about your product or service.
Create content that might feature in Featured Snippets
Voice search often takes results from featured snippets – parts of a website that directly answer the searcher’s question and that search engines list at the top of search results. Sometimes these come from FAQ sections. But you can also get a featured snippet with a concise paragraph of website copy that answers a specific question.
Make your business local
A lot of voice searches are done when people are out and looking for something in their area. Make sure you clearly include useful information about your location (if you have a physical location), your contact details and opening hours. Consider adding local locations to keywords or as part of your website footer or contact page.
If you have a physical location, remember to create, claim and optimise your Google Business Profile too as this helps you show up in maps and local searches.
Optimise your website for mobile
Voice searches are often done on mobile devices. So you need to make sure your website is mobile-friendly. That way, if people click through to your website on their cellphone they will have a good experience.
Just like any other search trend, voice search will continue changing and evolving so it’s critical to keep testing what you are doing and tweaking as you go to ensure you are still offering the best experience.
If you’d like to know more about current search and social media trends and how you can stay ahead of the game, sign up to one of our short courses, designed by marketers and business owners.
