If you want to get an edge over the competition, you need to utilize every tool you can get. Some tools push you forward, others don’t let you stagnate. An example of the latter is mobile optimization. Before it was a bonus if your website was optimized for mobile. Now, however, it’s practically expected. Customers will be annoyed if they visit an unoptimized, mobile-unfriendly website. This is further exacerbated by the fact that most people do their browsing with their phones anyway.
But, a new and relevant trend now is optimizing your websites for voice search. If done properly, it can really make a difference. Read how and why below.
Why it matters
Beside the fact we mentioned (namely, getting every edge you can), there are reports that web browsing using voice search is growing steadily. This is due to the appearance of more, and higher quality, gadgets, and elements that utilize voice search. We all know about Apple’s Siri, Google Now, Cortana, Alexa… Everybody sees the potential utility and futuristic aspects of using voice search.
So, why does it matter? Because if you properly set everything up, having good voice search functionality will get you more traffic. It also improves your SEO, because people get their answers faster. This speed mitigates high bounce rates and other negative signals that influence your rankings.
But, how to actually optimize properly?
Implement locations within your content
The aspect of localized SEO can get you much better results than simply focusing on every search engine optimization elements equally. And while we do believe that you should have proper SEO done for your website, know that there is only so much you can do if you go too general. Focusing on improving your localized SEO, on the other hand, will give you better results, especially if your company localizes its business dealings to your region. Now, this all matters for voice search in that there are reports stating that almost half of all voice searches are done for local businesses.
So, here is what you should do. Include the name of your city into your metadata and into your content. Use certain phrases, words, and images that are specific to your region. Remember to tag all your images and videos appropriately, placing the name of your region within. Provide audio transcripts for your videos if said videos contain relevant localized SEO keywords.
You want your content and SEO to be as organic as possible. The point you should be moving towards is setting up the content within your website to sound more like a conversation, than a robotic one-sided monologue. To do this, one of the steps that you need to consider is figuring out what questions your potential clients may ask. Either use certain tools, like Answer the Public or just check Google Analytics data and Keyword Finder.
When you figure out the questions, you obviously need to answer them. The answer themselves can be placed in featured boxes within relevant pages on your website. If done properly, these answers can show up in featured snippets, attracting users even more.
You can always delegate these kinds of tasks to one of your employees. However, this can draw away valuable manpower, resources, and time from some other obligations. Another option is contacting a company like Hoppingmad Website design, that will take on the entire task of setting a website up, requiring only minimal input and time investments on your part.
This all is similar to regular SEO – figure out what the potential client is thinking, and implement it. The difference here is that you want it to be more customized towards voice search.
Common query answer locations are vital
You want to provide your potential clients with information right away. It’s pretty obvious that people want to get what they need as soon as possible, especially if they are using voice search. And this isn’t just about getting content, but also about finding your company, and what you are about, quickly. They want to find out your address, make a reservation, get info on what you offer…
For this reason, you want to place this relevant information at the top of your navigation bar. You want to put in the navigation bar, or in the header. For example, let’s say an individual wants to reserve an appointment with you or your company’s official. Furthermore, let’s say you offer stock market consulting services. They may use voice chat to search for “stock market consultations Brisbane”. If you set up your location properly (see above), and if you have this phrase somewhere at the top of your page, or in your header or title, you increase your chances greatly of being found.
Setting up “Google My Business” can also improve your odds. Register your company properly, fill in all the information that is required of you, and you will definitely see results. The reasons for this is that “Google My Business” gives you an easy and structured system to improve your Google rankings.
Voice search is the future. It’s simple, convenient, and gets the job done. Trying to get the best results with minimal input and investment is an intrinsic part of human nature, and voice search plays directly onto that. So, remember to take care of where you put the most common answers relevant to your business. Try to get proper localized SEO up and running, and use proper callouts.
Guest Post: About the Author
Nick is a blogger and a marketing expert currently engaged on projects for Media Gurus, an Australian business, and marketing resource. He is an aspiring street artist and does Audio/Video editing as a hobby.