The emergence of digital assistants like Amazon’s Alexa, Google’s Siri, Apple’s Homepod, Microsoft’s Cortana, and Samsung’s Bixby have given rise to searches performed by voice rather than text. In fact, voice is forecasted to take up 50% of searches by 2020. Additionally, voice-powered commerce accounted for $1.8 billion in U.S. retail revenues in 2017 and is expected to reach $40 billion by 2022 (OC&C Strategy Consultants).
With voice search becoming more and more prevalent among consumers, optimizing your SEO and overall marketing strategy is vital to stay ahead of the game. The phrases and keywords consumers use when speaking is different than what they use when typing, which means marketers will need to shift the way they drive traffic online.
Here are three key methods to optimize your voice-search strategy:
Use Long-Tail Keyword Phrases
While most optimization is centered around individual keywords, consumers are using longer phrases and sentences to find what they need or to accomplish a task. For example, “What’s the best dog food for puppies?” would include multiple keywords within the question that should be optimized. These long-term phrases should include three to five keywords and can be incorporated into blog articles, frequently asked questions, website copy, and other content. To rank higher on Google, the voice search results should provide a thorough answer while remaining short and concise, averaging around 29 words.
It’s all About Semantics
When speaking instead of typing, consumers use natural phrases and questions. In fact, 2017 Google Data shows that 70% of all searches on the Google Assistant are in natural language. Instead of searching for “nearby bakery” the consumer would ask, “Where is the closest bakery that makes custom cakes?” Digital assistants are able to understand natural semantics and interpret it accordingly, searching for the content that most accurately and concisely addresses their query. Make sure to optimize for complete sentences and questions one would ask in everyday speech to rank higher.
Capitalize on Local SEOWhen using voice search on their mobile devices, consumers are three times more likely to be looking for local information. And it’s no different with voice searches. Thoroughly completing your Google My Business listing will provide consumers with more information to find when searching locally. Optimizing your site with business hours, location, directions, available products and services, and contact information will help consumers find your business first when searching.
Understanding the best way to reach consumers using voice search will help your business rank higher in results and drive traffic online and locally. Contact excelerate Digital for help optimizing your marketing strategy for voice search.