Voice search SEO: marketing in the age of virtual assistants
Posted on 20th February 2023 at 11:24
Are you one of the many people that use virtual assistants? VA’s like Siri, Alexa, and Google Assistant are becoming an increasingly popular tool for finding answers. The shift in the way we search has bigger implications for SEO than you might think. As marketers, we need to be mindful of this change of behaviour and adapt accordingly.
What is voice search SEO?
Voice search SEO, also known as voice optimisation, focuses on optimising websites and content to rank higher in voice search results. By understanding and adapting to the nuances of voice queries, marketers improve their brand's visibility, reach a broader audience, and ultimately drive more organic traffic and conversions.
According to DemandSage, more than 1 billion voice searches take place every month. That’s an awful lot of traffic that could be missed if we’re not taking into account the differences between text and voice search.
Key voice search SEO strategies:
As the way we interact with technology evolves, so do the implications for SEO. Understanding the nuances of voice queries is becoming crucial for marketing success.
Let's look at a few strategies from leveraging long-tail keywords and conversational language to optimising for local intent and mobile responsiveness.
1. Long-tail keywords and conversational language
You might think that there’s a negligible difference between text and voice search. However, this is not the case. Voice queries tend to be longer and more conversational compared to typed searches. People typically ask complete questions or make specific requests when using voice assistants.
As a marketer, it's essential to identify and incorporate long-tail keywords into your content that align with the natural language people use when speaking. Consider the questions your target audience might ask and create content that directly answers those queries.
2. Optimise for local search
Have you ever asked your voice assistant for the nearest petrol station or café? Voice search is heavily influenced by local intent. People often ask virtual assistants for nearby restaurants, stores, or services. To capitalise on this, ensure your business's online presence is optimised for local SEO.
Claim and update your Google My Business listing, include location-specific keywords in your website content, and encourage customer reviews. By doing so, you increase the chances of appearing in voice search results when users seek local information. This is hugely valuable to businesses with a physical location.
3. Mobile optimisation
Most VA searches will be conducted on a mobile device. Furthermore, the majority of visitors on your website will also be using a mobile phone. To improve your voice search SEO, it's crucial to have a mobile-friendly website that loads quickly and offers a seamless user experience.
Optimise your website's design, navigation, and page speed to ensure it is responsive and accessible across various mobile devices. A positive mobile experience not only boosts your voice search visibility but also contributes to overall user satisfaction and engagement. This is vital for both text and voice searches.
4. Focus on featured snippets
Have you ever tried to Google a question and noticed a box with text appearing before regular search results? This is a featured snippet and it’s Google’s attempt at offering quick, clear, and concise answers. Voice assistants often rely on featured snippets when providing voice search responses. To increase the chances of your content being selected as a featured snippet, structure your content in a way that answers common questions concisely and provides value to users. Proving clear, relevant, and well-structured information is the best way to achieve this.
It’s clear that we must adapt constantly to changes in the SEO climate and voice searches are no exception. It also presents fantastic opportunities to marketers that are willing to adjust their SEO for the nuances of speech. Like all things within SEO, it’s important to stay up-to-date and well informed.
If you’d like help with your SEO or just fancy having a chat, get in touch. Call us on 01604 698 948 or email us on
email@example.com and we’ll arrange to meet for a coffee.
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