You will find the answer to the following questions?
- What Are They?
- How Do They Influence Seo?
- 4 Keys To Take Advantage Of Them.
Most Google searches now will be by voice.
In fact, you are already seeing the change. Surely you use it yourself: you go in the car and you need to find a parking space quickly. What do you do? Do you roll down the window, like before, and ask the first one to come in?
No. You ask your mobile. And your mobile tells you where you have to go to the park. That easy.
And that’s not all.
The growth of voice searches brings changes to the SEO of your website that you must know to know how to use them in your favor.
In this, we are going to explain:
- What are voice searches (and their relationship with SEO)?
- How to use them to your advantage to attract more organic traffic?
What are Google voice searches?
Let’s start at the beginning.
Since you know Google you have used it to search by typing a few words in the browser bar, right?
From this information, Google tracks the results that it considers most relevant to your search and shows them to you.
We all know that procedure.
Well, voice searches are essentially the same as traditional searches. What changes is the method you use to communicate with the search engine and make it understand what you want?
Voice search is a technology that allows us to search the internet orally asking our smartphone, tablet, PC, or smart speaker.
To communicate we need a virtual assistant. Today most devices have one. These are the main ones:
Siri: It was the first virtual assistant to be installed on an (Apple) smartphone, and it was introduced in 2011. There were already assistants for simple tasks, such as voice dialing or transcription. Siri went further, she could answer complex requests.
Cortana: It is Microsoft’s best in the field of voice assistants, but it seems that it is left behind, since it withdraws from Android and iOS, although it will still be available for Windows 10.
Google Assistant: it is the one you have on any Android smartphone and on the Google Home (smart speakers) that you can install at home to automate household tasks, among other features.
Alexa: Amazon has entered the field of virtual assistants with great force and it seems that it is taking the lead with Alexa and its smart Echo speakers.
Voice searches are increasingly integrated into our habits. The way we communicate with our devices and access information is already changing (and more will change).
Why understanding and taking advantage of this change is important?
Because a few years ago talking about voice recognition technologies could seem a long way off, but today they are already assimilated and it is expected that in the coming years they will have a spectacular development.
We are going to tell you in numbers. In the first four months of 2019, 42% of internet users used voice search at least once.
And 32% did it through their smartphone, which is by far the most widely used device. Why? Because this way of searching is:
Voice searches increase exponentially, year after year. It is a trend that must be followed closely because it will change the search habits of users.
Reasons to include voice search in your SEO strategy
As we were saying, voice searches increase with each passing day.
It is estimated that in a short time they will account for half of the total searches made on the internet. And you can’t stay on the sidelines. Because even if you have been optimizing your website for SEO for some time, voice searches work in a somewhat different way.
Look at this.
When you search in the browser Google shows you on the first page the 10 most relevant results.
Your SEO objective is to position your keyword to be on that podium of ten winners. The higher up, the better. In any case, appearing among those organic results is a good result and gives you possibilities to increase your traffic.
But what about voice searches? Imagine you are doing a search while you are walking or driving.
You can’t stop to analyze those ten results, so the wizard simplifies: it gives you only one.
Do you realize what that means?
There is a winner and everyone else loses. It changes the rules of the game by quite a bit. You have to aspire to that first position and for that, you need to adapt the SEO strategy.
What are Featured Snippets or zero position?
Google, above the organic results, places an outstanding result.
It is the one that considers that it best responds to the user’s search intention and offers it first. That is the Featured Snippet.
Being the first and above all others (without displacing them, that is why it is also called “the zero position”), it is the one that takes the prize: it monopolizes clicks.
This is what the voice assistant offers you.
Do you realize how Google is moving towards choosing a single result?
You may wonder what you have to do to appear in that privileged place and take all the clicks, but that’s another matter. The important thing is that by now you have already realized that you have to adapt your SEO strategy to voice searches.
4 keys to rank better in voice searches
Falling behind is unthinkable, so the sooner you start optimizing to try and position yourself in voice searches, the better.
Here are some hints so you know where to start.
#1. The user’s search intention and the importance of long tails
First of all, you have to keep in mind that when we speak to a virtual assistant we do it as if it were a natural “conversation”.
That is, with short and colloquial phrases. It is a comfortable way to communicate. For example:
In the browser, you would write an “Italian restaurant in my city”.
However, you ask your voice assistant ” Where can I eat pizza near here?”
In fact, most searches are basic questions that start with:
Why are we telling you all this? Because you have to know what are the most popular questions among users or clients in your sector.
And that’s why, in addition to keywords, you are interested in looking closely at long tails.
The tails long “normal” are keywords longer, but in this case, the tails long become “long keyword phrases” that sound much more natural in conversation. In addition, they provide guidance on the user’s search intention.
If a user types the keyword “chocolate muffins” it does not give many clues about their search intention. What exactly do you want to know?
Instead, these long tails do give clues about the search intention:
- Where to buy chocolate muffins around here?
- What are chocolate muffins?
- Easy Chocolate Muffin Recipe?
- How many calories are in chocolate muffins?
And they are formulated in the type of conversational language used in voice searches.
Therefore, your SEO strategy for voice searches has to analyze very well the user’s search intention and pay attention to long tails to include them.
#2. Optimize your content
In the previous point, we explained to you that the users of the voice search usually ask many very simple questions and with natural language.
Well, try to make your content answer those questions in a simple way and also with natural language. That way you will be facilitating the task to Google and it will “read” you better.
A good idea is to improve the FAQ. An FAQ page is ideal when answering all those questions that start with “what, who, where, how, etc”.
And it’s also a good place to include all long tails that match the user’s search intent.
#3. Pay attention to local SEO
Many voice searches are done on the go: walking down the street, driving, while shopping at the supermarket.
And also many of them have to do with local searches. Using the “near me” so that the results are tailored to the user’s location.
Therefore, it is a great occasion for small businesses. We give you 2 ideas that can help you improve local SEO:
Create your business file in Google My Business: it is focused on local businesses and allows you to interact with customers. It facilitates searches on Google and Google Maps because it unifies the information about your business in one place.
Strengthen your location information throughout your On-Page strategy: include keywords with local references that could be used by someone who is currently there.
If you have a physical business, you should use these tricks.
#4. The loading speed of your website
We already know that the loading speed of your website or e-commerce is always an important SEO factor.
But also, in the case of voice searches you have to take this into account:
The pages with the highest loading speed are the ones Google prefers.
Look at the conclusions of this study that has analyzed the results of voice searches on Google:
- The average loading time of a web page is 8.80 seconds.
- Google search results for voice search have an average load time of 4.60 seconds.
Upload speed is an important parameter to rank. Therefore one of the priorities is to optimize the page so that it is as fast as possible.
Are you going to take advantage of voice searches in Google to improve your SEO?
You have already seen what voice searches are and how important it is to adapt your SEO strategy to take advantage of its possibilities, especially to make new clients for your e-commerce in local searches.
Name- Raunak Pandey
Bio- Raunak is a Mechanical Engineer by qualification & Marketer by passion. He is the founder of Maiden Stride, a leading digital marketing company that provides world-class search engine marketing services and website & application development.