Just when you thought you had finally gotten a handle on Search Engine Optimization (SEO), Alexa, Siri and a handful of other virtual assistants have found their way into our desktops, smartphones, homes and even into late-night comedy sketches. When it comes to your SEO approach, however, there’s not a whole lot of time to laugh, as it’s estimated that more than half of all search queries will be voice-based by the year 2020. With that statistic in mind, we’ve highlighted three things (among others we will explore in future posts) that businesses should consider when it comes to voice-based queries and SEO.
If you’ve ever asked your phone, computer or virtual home assistant a question, you probably already understand this one. When it comes to text-based searches, people typically enter in two-word terms in order to get a result. For instance, they might enter “Audi Dealer” or “F150 Cost,” and wait for a list of relevant responses. When using voice-based search, however, search terms tend to be a bit more conversational — and lengthier. So those two sample queries might instead be, “What’s the nearest Audi dealer?” and “How much does a new 2018 F-150 cost?”
In both examples, the language is more specific and, at the same time, more natural. According to Google, 70% of the queries its assistant receives are “expressed in natural language.” So when it comes to keywords, it would behoove companies to consider natural, long-tail keywords. In addition to, say, “F150 cost,” you’d want to include longer terms, such as “average cost of an F150” and other voice-aware keywords. It’s also important to recognize that both of these examples utilized interrogative terms. Keyword terms should incorporate those “who”, “what”, “why”, “where” and “how” phrases to account for the most commonly structured voice searches.
For now, the most common voice-based queries pertain to directions. This is partly because voice-based searches are popular while users’ hands are busy operating vehicles, but it’s worth noting that Google and other search engines will have a much easier time providing answers to common questions if those are answered clearly on your site. It’s safe to assume people will ask about your hours and location, so make sure that information isn’t hidden in images or otherwise difficult to find. Aside from the basics, depending on your business type, there will be specific questions you field on a regular basis. Make a list of the most popular questions and make sure that content is also readily available for search engines to find. A robust FAQ page is a must.
In addition, featured snippets are the results of queries that are actually read aloud. These are the first answers that appear in a box at the top of a Search Engine Results Page (SERP). So it’s never been more important to optimize your content with that in mind, as voice-based queries return one answer. You want to make sure your business is providing the one answer. The compound — or long-tail keywords — help do this. In order to formulate those, it’s critical that you anticipate searchers’ (potential customers’) questions and include them, as well as their obvious derivatives, in your keyword strategy.
Your Google My Business listing lets you control what people see when they do a local search for your business and businesses like yours. The service makes it easy for you to adjust information (hours, etc.) in the event those suddenly change. In addition, the service comes with features that enable you to better understand those people who are searching for you, such as by reviewing clicks and isolating where your searches are coming from geographically.
But this isn’t an ad for Google My Business. The service has implications for voice-based search, too. Making sure your information is updated and clear can help make sure your business shows up when a voice search is performed for your business specifically, as well as your type of business generally. That would be based on location, to be sure, but it would ensure that customers get what they need exactly when they need it.
The bottom line is Google voice search queries in 2016 were up more than 35x compared to 2008 and more than seven times greater than in 2010. Oh, and the Echo Dot was the best-selling product on Amazon during the 2017 holiday season. In other words, if you haven’t started thinking about how voice-based searches will affect your SEO and, in turn, your business, you need to start now. Maybe ask Siri or Alexa to help you get started. Or, better yet, just give us a call.