If you still perform your online searches the ‘old-fashioned way’ – by which we mean, hammering a few words into a search engine using a keyboard while sat at a desktop computer – you may have understandably missed the sheer extent of the voice-search revolution in recent years.
Statistics suggest that even since 2019, there has been a big jump in the share of UK adults who own a smart speaker, to the point that about half of us now possess one. That’s before one even considers other stark figures, such as that a fifth of all Internet searches are now voice-based, or that about four in 10 adults use voice search on a daily basis.
You can probably start to see, then, that if your brand’s website hasn’t been optimised with voice search in mind at all, you could be leaving a serious amount of money on the table. Let’s therefore take a look at just three ways in which you might look to start addressing that.
Set up a Google My Business profile
If you’re a regular reader of blogs like ours that focus on search engine optimisation (SEO) and similar areas, you might have already read a lot in the past about the importance of securing and filling in a Google My Business listing for your brand.
Well, it may be an even more crucial step to take for the emerging era of voice search. A given user who has already heard of your brand may ask their smart speaker, for instance, to summon up the latest reviews for your business, or to provide details such as your address or opening hours.
A complete Google My Business profile can make information like the above immediately accessible for voice searchers – so it pays to make sure yours has been filled out fully and accurately.
Increase your focus on longtail keywords
One of the most important things to bear in mind about optimising for voice search, is that people don’t tend to say exactly the same things as they might type. While a person might conceivably type, for example, ‘Marbella estate agent’, they may be likelier to say to their smart speaker, ‘How do I sell my Marbella property online’?
So, your SEO approach for voice search shouldn’t neglect those more specific and often ‘conversational’ longtail keywords – particularly those that attract a high search volume but aren’t subject to a great amount of competition. Google’s Keyword Planner can help you with that.
Write and publish blog posts that are more ‘conversational’
Presuming you have followed the above advice and identified some conversational phrases that would work for your brand’s SEO, an important next step will be to start incorporating them into your website in a manner that will be useful for human readers.
When composing your site’s blog posts, for instance, you should be thinking about how to incorporate keywords that speak to your audience’s goals and pain points.
Building on the above example, that might mean writing a blog post with a title such as, “3 ways to sell your Marbella property online”. You might even then start the blog post body text with a phrase like, “Have you been asking yourself: how do I sell my Marbella property online?” Including the conversational phrase at such an early point in your blog article will help ensure it ranks highly in voice search results.
The above are just some ways in which you can start to optimise your site in a manner that acknowledges voice search as an increasing ‘norm’, instead of something novel or unconventional, as might have been the case a few years ago. Contact the Jumping Spider Media team today, and we’ll help you to get the most out of your brand’s online presence in 2022 and beyond.