Picture this voice search scenario: you’re elbow-deep in flour and cocoa powder, trying to satisfy a late-night chocolate craving by testing out a new recipe for killer brownies. However, as you’re about to mix up the wet ingredients, you realize there’s only one egg left in the carton when the recipe calls for two. If you’re like me and many others, your next move is to call out and ask a smart speaker for help.
And depending on your intent and your preferred device, your pleas might sound like any of the following:
- “Hey Siri, what’s a good substitute for eggs in a brownie recipe?”
- “Alexa, can I order some eggs online for same-day delivery?”
- “Hey Google, how do I get to the nearest bakery with brownies?”
- “Hey Bixby, what are the top-rated brownie places closest to me?”
- “Cortana, are any grocery stores near me open right now?”
In this moment of utter desperation, you’ve just proven the value of voice search optimization for queries with all kinds of search intents: informational, transactional, navigational, commercial, and even local. Data from Juniper Research suggests that consumers will interact with voice search on more than 8.4 billion devices by the end of 2024, doubled from just 4.2 billion devices in 2020.
With so many devices in use and consumers seeking answers, voice search optimization is an increasingly important consideration in a robust digital marketing strategy.
Why should voice search optimization be part of your digital strategy?
It’s a scary truth: ignoring voice search will leave a giant chunk of potential customers on the table. Here are a few of the reasons why you should jump on the voice search optimization bandwagon.
Voice search is everywhere
More than a quarter of all searches in the Google App are conducted by voice. This presents a massive opportunity to reach new audiences who are actively seeking information and making purchases through voice commands on their smartphones and mobile devices.
Voice searches are high-intent and convert
Voice search queries tend to be more specific and have higher conversion rates compared to traditional text searches. It’s estimated that voice search generated over $40 billion in 2023, and that number is still on the rise in 2024. People using voice search are often closer to making a purchase decision, making it an important part of the sales funnel.
Voice search optimization improves brand awareness
Optimizing for voice search can help your brand appear in those coveted “featured snippets” displayed at the top of search results. This increases brand visibility and establishes you as a trusted source of information.
Voice search is rapidly becoming the preferred method of search, especially for mobile users. By optimizing now, you’ll be ahead of the curve and ready to capitalize on this growing trend.
What factors impact voice search rankings?
Remember our late-night brownie crisis? Imagine how many other people ask similar questions with their voice assistants every day. Optimizing your website for voice search boils down to understanding how people speak, not just how they type.
Here’s some of the secret sauce behind how voice search optimization works:
Keywords vs. natural language
Forget stuffing your website with generic keywords. Voice search users ask questions in a natural, conversational way. Think “How do I…?” or “What are the best…?” Optimizing for long-tail keywords and natural language phrases is key.
Local optimization
“Hey Siri, find a bakery near me” are powerful words for local businesses, especially those who cater to consumers on the go. Voice search in cars is rapidly replacing the center touch screen in our cars, with Volkswagen even integrating ChatGPT into its vehicles for the 2024 model year.
Mobile-first indexing
Because most voice searches happen on mobile devices, prioritizing a mobile-friendly website is crucial. Fast loading times, a user-friendly interface, and clear click-to-call buttons are all essential elements.
Structured data markup
Think of this as labeling your website’s content for search engines. Structured data and schema markup help search engines understand what your website is about and can improve your chances of appearing in rich voice search results. For example, a recipe website could use structured data to highlight ingredients, cooking times, and nutritional information.
How is voice search optimization different from traditional SEO?
We all know that SEO is here to stay. It remains the foundation of a strong online presence, ensuring your website is crawlable, indexable, and relevant for search terms. However, voice search optimization takes SEO a step further and into the future.
Here’s a tasty analogy: traditional SEO is like your brownie base. You focus on high-quality ingredients (relevant keywords), precise measurements (on-page optimization), and a solid baking technique (website structure). This ensures a delicious foundation for your brownies. Voice search optimization is like adding the finishing touches to your brownies. You sprinkle on user intent with long-tail keywords and natural language phrases. You might then add a layer of conversational content, ensuring it’s clear and answers user questions directly. Finally, you can even consider adding some “voice search sprinkles” like schema markup for extra flavor and improved search ranking.
How to optimize a website for voice search
Are you ready to start a conversation with your customers and stand out in voice search results?
Here are some actionable tips to get you started with voice search optimization, building on the strong foundation of your existing SEO strategy:
- Focus on conversational AI: As voice search technology continues to evolve, consider how conversational AI can enhance your website’s user experience and inform voice search responses.
- Conduct keyword research with a twist: Look at all kinds of keywords in your research but focus on long-tail and natural language phrases people might use in questions.
- Consider content a conversation: Think of your website content as a conversation with a real person. Use natural language, answer questions directly, and address user intent.
- Embrace long-form content: In-depth content that provides comprehensive answers to user queries is valuable for voice search.
- Optimize for featured snippets: Aim to get your website featured in the coveted answer box at the top of search results. Focus on concise answers to frequently asked questions.
- Prioritize local SEO: Since many voice searches have local intent (“find a restaurant near me”), optimizing your local SEO strategy is crucial. Ensure a consistent brand voice and accurate information across local listings like Google Business Profile, Yelp, and Apple Maps.
- Implement schema markup: Structured data markup helps search engines understand your content and can improve your chances of appearing in rich voice search results.
By implementing these tactics and building on your ongoing SEO strategy, you can optimize your website for voice search and capture conversational users with a variety of search intents at varying positions in the conversion funnel.
Remember, the goal is to be there when those late-night brownie cravings (or any other search queries) strike, providing users with the information and resources they need through the power of their voice.
Is voice search optimization on the tip of your tongue? We’ve got ideas to keep the conversation rolling. See how Tallwave can support your digital endeavors with integrated marketing services and more. Let’s chat.
