Utilize Search Engine Optimization Best Practices
Follow standard SEO best practices when drafting content for your web pages.
This includes optimizing your title tags, using schema markup to target rich results, incorporating long-tail keywords into your content, and more.
Above all, your content should be relevant and valuable to the reader.
Prospective customers want instant answers; if they can’t find that within a few seconds of reading your content, the vast majority will look elsewhere.
Before drafting your content, create a list of questions to ensure you address each. Avoid fluff, and focus on providing the best information possible.
Surface that information at the top of your article rather than making prospective customers scroll through your content to find what they need.
Be Found Everywhere Searchers Are Looking
Your content must be indexed everywhere customers look, especially on masignificantlatforms such as Google Search, Google Maps, and Apple Maps.
A voice search query likely will have local intent, and the first place they may find you is your local business listing.
Additionally, your Google Business Profile (formerly known as Google My Business) must be completely accurate with up-to-date information, as this is a common place where prospective customers will find your business.
At a minimum, your business should ensure the following is correct on your local listings:
- Business name.
- Business description.
- Phone number (a number where phone calls are routed to an actual individual).
- Opening and closing hours.
- Reviews (and review responses from business owners).
- A link to your local landing pages or to book a service.
Create An FAQ Page
Creating an FAQ page is a great idea for brands, as they give the end-user a quick answer to common questions.
Many voice search users have a question they need to solve. An FAQ page presents answers to those common questions customers are asking.
Start with questions your customer service team receives most often. You can also source your questions from the Google Q&A section on your location’s business listing.
Leverage FAQ Schema Markup to improve your chances of appearing in a featured snippet on Search and reach the right users.
Conduct Ongoing Keyword Research
Keyword research is not a one-and-done digital marketing strategy.
Instead, it entails consistently revising and refining to achieve maximum results.
When considering which keywords to target, consider how a consumer will conduct a voice search query, they’ll likely ask a question.
Keyword research tools like Soovle or AnswerThePublic can show you the most popular questions consumers ask around a seed keyword.
Your internal team, too, serves as an excellent source for question ideas.
Google Search is another prime place to find question ideas. Type your seed keyword in the search bar, and Google will auto-populate a list of ideas.
For example, if you’re a women’s retail store looking for questions to target, you may type in [cocktail dresses]. A list of popular search phrases will appear below your Search.
Screenshot from Search for [cocktail dresses], Google, September 2022
If you add the start to a question in your search query, [where cocktail dresses], Google will surface different question keyword suggestions.
Screenshot from Search for [where cocktail dresses], Google, September 2022
Consider, too, that many voice search queries are conversational in nature. If you’re not also targeting long-tail keyword terms, you’re missing out on many voice search queries.
Ensure Your Site Is Mobile Friendly
Google found more than a quarter of the globe is using voice search on mobile.
If your site isn’t mobile and search-friendly, your customer experience is flawed.
To create a seamless customer journey across all voice search compatible devices, you must ensure your user’s experience remains consistent, regardless of how or when they engage with you.
To create a mobile-friendly experience, ensure you’re adhering to the following basics:
- Build mobile-responsive pages.
- Create content to be more readable on smartphones, such as shorter blocks of text and subheadings.
- Keep your site’s design simple and intuitive.
- Surface your CTAs at the top of the page.
- Serve images that are optimized for mobile.
- Reduce your page speed load time.
- Place your contact information in a prominent location.
- Test your content to ensure it can be adequately viewed on different devices, platforms, and operating systems (e.g., Apple and Android devices)
Voice search has long been iterated and tested to become the fast, functional time-saver it is today.
While it’s been 70 years in the making, it will only continue to grow and improve over time.
Brands must adapt to the growing usage of digital assistants and voice recognition tech to adapt to consumers’ growing need for convenience.
Today is the day to start if your brand hasn’t adopted a voice search strategy.