Internet searches have evolved rapidly over the last five years. The revolution has moved rapidly from searches on chunky desktops to laptops and tablets and onto smartphones. In 2018, increasing numbers of people are using voice search on Google to get answers.
This should not be surprising given the fact the smartphone has become a mobile officer for many of us. If we are in traffic or walking around, it’s much easier and safer to use voice search than to type queries into our phones.
Last year, a report estimated about 33 million voice search devices are in circulation.
About 40 percent of adults use voice search and Google’s voice search tool received 35 times more queries in 2016 compared than when it was launched in 2008. The trend suggests as many as half of all internet searches will be voice searches by 2020.
The days of Siri, Google Assistant and Cortana being novelties have long gone. They are routinely used for directions and other queries. However, few businesses have optimized their websites for voice search on Google.
How Do You Optimize Your Website for Voice Search on Google?
Many business websites are not optimized for voice search. They are still struggling to catch up with the transition to mobile.
The good news is there are a number of ways you can optimize your website for voice search.
Some of these techniques were highlighted in a recent WordStream article.
1 Write for Rich Snippets
Google started creating rich snippets in searches in 2017. A rich snippet highlights extra information between the URL and the description and shows at the top of the search. This is prime real estate and visitors are more likely to click on your result because of its position and the pleasing way the result appears.
You cannot guarantee a search will result in a rich snippet but you can maximize your chances by asking a specific question. You can find common questions on your area of business by going to the Answer the Public website. WordStream recommends making the question an H2 header in the text.
Make sure to answer the question concisely rather than writing a novel. An overlong answer is unlikely to end up as a rich snippet. Google often favors answers in the form of lists. The study by AJ Ghergich cites the average length of a paragraph snippet should be about 45 words. You should not exceed 97 words.
Copy should be interesting and informative. If your page is already performing well, your chances of Google featuring a snippet are higher. Do keyword research and even ask people about what they are searching for. This informative guide about how to score featured snippets is provided by Moz.
2 Use an Easy Language to Understand
You should not dumb down the content of an answer but consider writing copy that uses natural language that will correspondent to the way people speak to Siri or Cortana.
Although a human being may not be answering the queries, ensure the responses sound like everyday speech. Avoid over-complicated language that nobody will use in everyday speech. Keep it conversational.
3 Optimize Your Local SEO
Ensure your Google My Business Page is up to date, with the correct address, contact details and opening hours listed.
If a user is asking for their nearest doughnut shop, it’s important that your result is accurate and they don’t visit you at an old location.
Ensure the same information is available across all listings. Google places a high importance on your business having a consistent name, address, and phone. Similarly, if a user wants to know what time your business shuts, make sure the correct information is provided, otherwise, they’ll be misinformed and you could lose their business.
4 Consider Differences Between Speech and Typed Queries
When we ask a virtual assistant a question, different keywords are used than during a typed search. The ‘near me’ query is a classic example. It’s worth noting certain colloquialisms that are area specific when considering hyper-local voice searches. Writing for Search Engine Land, Columnist Bryson Meunier urges SEO writers to understand the nuances of voice search. He urges writers to consider the context of a voice search of a shopper driving to the mall for the holidays.
“Does the searcher still say, “Holiday Hut store hours?” Or do they say something like, “OK Google, give me the store hours for the Holiday hut at the local mall?” Or even, “How late is Holiday Hut open?”
In many cases, there will be significant differences between voice search behavior and typed search behavior that should impact how a site owner optimizes a page
Although voice search is a relatively recent innovation and we are often frustrated by the results found by Siri and Cortana, there is no doubt voice search will become more sophisticated, accurate and increasingly relied on in the future. Now is as good a time as any to get your business read for voice search.