“Ok, Google. Can you please rank my content rank for voice search?”
Sadly, it’s not that easy, but fortunately, SEO professionals have begun to better understand the strategies and tactics surrounding voice search, and its continued entry into our daily lives.
For further convincing that voice search is here to stay, consider the following reports:
- Mary Meeker’s 2017 Internet Trends Report showcases that 20% of all mobile queries were made by voice during 2016.
- Northstar Research completed a Google-commissioned study identifying that 55% of teens and 41% of adults use voice search multiple times daily.
- Google has gone on record to state they have sold more than one Google Home device every second since Google Home Mini began shipping in October 2017.
Between mobile devices, tablets, personal laptops, desktop machines, smart watches, TVs, cars, trucks or personal assistants, voice search has fully arrived and will only continue to grow, so let’s leverage the technology.
Understanding the Intent Behind Voice Search
Google provides an excellent infographic detailing the types of queries that searchers are using for voice search. Both teens and adults alike use voice search to ask questions.
Source: Google Blog
Additionally, many voice searches are for local information, whether it be the weather, nearby shopping, restaurant types, things-to-do and more. Shared below is a great breakdown of voice search intent from Kleiner Perkins Caufield Byers.
Techniques to Consider
Understanding the intent behind voice search is an important first step in helping us create informed decisions and develop content solutions for searchers.
Here’s how to do it:
- Incorporate Latent Semantic Indexing Keywords into Your Content. It’s a mouthful. But in a nutshell, the keywords used on a given page should relate to the primary targeted keyword. Using relevant keywords and concepts throughout your age of content will improve the user experience and, in turn, Google’s love. Still stumped? Use the completely free LSI Graph tool.
- Earn Featured Snippets. Ahrefs developed a comprehensive study of featured snippets with ten important takeaways. Seeing as voice search is a one-result search, if you’re able to earn a featured snippet, you’ll likely be picked up by voice search for the same query. Develop the greatest content. Earn the featured snippet. Be heard by voice search.
- Develop Fact-Based Content. By creating content that provides straightforward answers and universally-accepted facts with your vertical, the likelihood of earning a response to voice search will be greatly improved. For instance, if you’re creating a page on the benefits of kombucha, the structure of the page would resemble something similar to:
<h1>What Are the Health Benefits of Kombucha?</h1>
<h2>Which Probiotics Are in Kombucha</h2>
<h3>Can Kombucha Help You Lose Weight?</h3>
<h4>How Kombucha Helps Digestion</h4>
By structuring a page in this way, you’ll be providing the health-related concepts of kombucha, offering quick facts and answers to related queries and offering the sort of content voice search (and users) love.**As a quick tip, we’re big fans of using the free tool Answer The Public when creating a page of this nature.
- Make Sure You’re Optimized for Local Search. Since such a large majority of voice searches have localized intent, it’s critical to be well-optimized for local search. If you’re interested in ranking for a search such as “find coffee in Capitol Hill, Denver,” you must be sure to have an optimized page for “coffee in Capitol Hill, Denver.”
This concept goes beyond simply on-page content, however. Google My Business listings need to be set up properly to rank for “near me” searches. Your site will benefit from a strong local strategy, regardless of voice search, desktop, tablet or mobile, so it’s worth the time and effort to get things right. If you’re in need of a bit more help, consider this excellent local SEO checklist courtesy of the good folks at Moz.
Pursuing voice search is no easy endeavor. But it’s an incredibly worthwhile venture because the core components of ranking well for voice search will benefit your site, no matter what.
At Volume Nine, we’re all in on this segment of SEO continuing to grow. It’s an exciting opportunity for SEOs and a wonderful benefit to searchers. Embrace voice search and always be on the lookout for ways to improve. This one is here to stay! If you want to chat more about how to optimize your content for Google Voice Search, reach out to the SEO team here at Volume Nine.