Voice Search SEO: How to Adapt SEO Strategies for Voice-Activated Devices

Intro

From the Google Home to Amazon Echo, there's a wide range of voice-activated devices that allow users to conduct internet searches hands-free.

Thanks to these voice-activated devices, we can drive, cook, clean, perform other everyday tasks, and find answers to our questions without pressing a single button.

What does this all mean for search engine optimization?

When people use their voice to perform a Google search, your SEO strategy may differ slightly from your typical efforts.

That’s why, as a marketer or business owner, you need a specific voice search SEO strategy to drive traffic to your website. Thankfully, we’ve compiled everything you need to do to adapt.

Different Types of Voice-Activated Devices and Technologies

A big part of SEO is getting to know your customers. And it can help to get to know them by knowing the different types of voice-activated devices they use.

Your target customers may choose to use the following voice-activated technologies:

• Virtual assistants: Siri, Alexa, and Google Assistant are examples of voice assistants that interact with users to perform tasks, execute commands, and answer questions.
• Smart speakers: Some consumers use smart speakers like Amazon Echo and Google Home to do simple things like play music, control smart home devices, and even complete online orders.
• Mobile devices: Most smartphones and tablets have built-in smart search capabilities, whether using Google or Siri. Many people use their mobile devices to ask questions or search using voice commands.
• In-car systems: Many newer model cars come with voice-activated systems that allow drivers to interact with their phones, navigation, and entertainment systems without taking their hands off the wheel.

What Is the Difference Between Voice Search and Text-Based Search?

Voice search and text-based search serve the same purpose: providing information to users.

But they're different in a few ways. For example, text-based searches tend to be shorter than voice searches.

When a searcher uses text in a query, it tends to only contain a few keywords. On the other hand, voice searches are often longer and more conversational.

They sound more like how people would naturally talk, instead of chopped-up phrases that often don’t make grammatical sense or form complete ideas (i.e., "Where is the nearest gas station?" vs. "gas station near me”).

Voice searches also tend to be local-focused, as users conduct queries about the nearest store, restaurant, or cafe. That’s because voice searches are highly convenient for providing quick answers when on the go.

8 Key Elements of a Successful Voice Search SEO Strategy

So, what’s the secret recipe for landing at the top of Alexa’s or Siri’s choices? Here are eight key elements to help you ace your SEO voice search.

1. Keyword Research for Voice Search

Start by researching keywords for voice search. Ranking for these keywords will help you attract users who use their voice assistants for answers.

When conducting keyword research for voice search, you can use Ranktracker's Keyword Finder. Think about relevant keywords in your industry that your target audience may use. Then, input them into the keyword research tool.

You'll then see how competitive those keywords are to rank for. This will affect how difficult (or easy) it may be to rank for those keywords.

Also, consider targeting long-tail keywords because they're highly specific and often have lower search volumes, which means less competition.

So, they'll be relatively easy to rank for. An example of a long-tail keyword is "ways to edit a pdf."

Ranktracker includes a feature that helps you find long-tail keywords.

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It's also a good idea to target question keywords because people conducting voice searches ask questions.

Ideally, you are looking for keywords (or phrases) that start with "how," "what," "why," "when," and "where.” For example, "How do I fix a flat tire?"

If you need help finding these more specific keywords, you can use Google’s autocomplete feature. Just type in a keyword, and Google will suggest other keyword ideas related to your search.

2. Local SEO

As we mentioned, many voice searches tend to be local-based. So, your target customers might use voice assistant technology to find a place near them.

Suppose you're a local business and want to optimize for local SEO, target keywords that include "near me" in them. An example might be "restaurants near me."

You could also target more location-specific keywords. It all depends on the area you serve. So, if your business is based in Little Rock, Arkansas, you might target keywords like "top restaurants in Little Rock" or "best restaurants in Little Rock, Arkansas."

You might also want to set up a Google Business Profile (also known as Google My Business or a GMB profile), which lets you influence how your business appears on local search results pages. Google Assistant uses GMB profiles for information on local voice queries.

Screenshot by Britney Steele

Creating and optimizing your Google Business profile can increase the chances of Google sharing your local business in answers from Google Assistant. In other words, it’s a surefire way to appear on Google’s map (pun intended).

3. Conversational and Natural Language Content

Think of text searchers as "typers" and voice searchers as "talkers."

A typer may be fine with doing manual research. But the talker typically wants more instant results. So, they'll conduct searches in the way that they'd normally talk.

Voice searchers usually don't think about the "right" keyword to use. Often, they'll say what comes to mind and what's natural to them.

Naturally, when talking to people, they may ask questions and use longer, more specific sentences. Similarly, when searching the internet, they're more likely to use longer, more specific keywords.

So, incorporate conversational language into your content. For example, instead of using the keyword "weather in Houston," you might use "What is the weather like in Houston?"

Screenshot by Britney Steele

In the screenshot above, a searcher asks, “What is mirin in Asian cuisine?” which is more conversational than “mirin Asian cuisine.”

4. Mobile-Friendliness

When a target customer does a search in Google, the search engine's job is to display the most relevant content in the search engine results pages (SERPs).

So, when a person uses their mobile device to conduct a voice search, Google is going to prioritize and rank the websites that give the user the best experience.

And since a growing number of people are using their mobile devices to conduct voice searches, Google is more likely to rank mobile-friendly sites.

That means your visitors should be able to find the information they're looking for quickly, without any obstacles.

Things that might get in the way of them getting quick answers might be a slow-loading website, difficult navigation, hard-to-read font, etc.

To make sure your website is mobile-friendly, be sure to:

• Test and optimize site speed.
• Improve readability by using headers (e.g., H1, H2, H3 tags), white space, and legible font.
• Check if your menus and navigation display well on smaller screens.
• Test your images so they render well at smaller resolutions.
• Investigate if your site's elements are easy to interact with on mobile (e.g., buttons, links, forms, etc.).

When in doubt, run your website through Google’s Mobile-Friendly Test. You’re looking for that coveted green checkmark.

Screenshot by Britney Steele

5. FAQ Pages

Creating FAQ pages is a great way to naturally incorporate question keywords into your content. Your FAQ pages should include detailed, informative answers about your customers' pain points or your products or services.

Begin each question with question keywords like "who," "what," "when," where," "why," and "how".

Then, answer these questions conversationally to appeal to voice search. This not only helps you enhance voice search SEO, but it also improves the overall user experience on your website.

Screenshot by Britney Steele

Restaurant Margaritaville Atlanta has a short FAQ page that provides potential patrons with quick, easy-to-access information about eating there.

6. Structured Data Markup

Using structured data is another effective method for improving your voice search SEO. Structured data is code that helps search engines understand what your website content is about.

Structured data major search engines use is Schema.org. It allows you to easily assign tags to mark up your website content.

For example, you can categorize your content as job postings, local business listings, products, reviews, recipes, etc.

Screenshot by Britney Steele

Note: When search engines can better decipher what your web pages are about, this increases the chances of your site's pages appearing in featured snippets, which we'll talk about in the next section.

Schemas have a huge impact on SEO and voice assistants like Google Home, Cortana, Alexa, and Siri.

To implement structured data and Schema Markup for voice search optimization:

• Choose the most appropriate Schema types for specific web pages. This will help search engines better categorize your content.
• Add schema markup. After identifying which Schema types are relevant, implement them into your web pages by adding structured data code snippets or using a schema plugin for WordPress.
• Test and monitor. Use Google's Structured Data Testing Tool to validate schema markup after implementing it. This will test functionality and SERP positions.

7. Detailed Metadata

Leveraging well-crafted meta descriptions for the products showcased on your website offers a multifaceted advantage.

Why? It plays a pivotal role in enhancing the indexing process (a critical factor in boosting your website's search engine ranking).

But it also provides seamless compatibility with voice-activated devices. This dual benefit not only caters to traditional web users but also caters to the growing segment of users who rely on voice-assisted technology to access and interact with online content.

House of Joppa, for example, a store that deals in both catholic jewelry and home decor, writes high-quality meta descriptions for its products.

Screenshot by Britney Steele

Optimizing their meta descriptions is a strategic move that bridges the gap between traditional SEO and the emerging realm of voice search, ensuring their website remains highly visible and accessible across diverse digital landscapes.

8. Featured Snippets

Schema markups send signals to ‌search engines about the context of your content. This helps search engines better understand and categorize your content.

If your content answers a voice search query in a concise way, it may become a featured snippet. Featured snippets are highlighted text from a web page that appears at the top of the SERPs.

They allow users to get quick answers to their voice search queries. In fact, featured snippers appear in 40.7% of voice search results.

To increase the chances of your web pages becoming featured snippets:

• Find queries that you are already ranking for.
• Answer questions related to those queries.
• Provide a straightforward answer that's both relevant and helpful.
• Write the answer in a conversational way.
• Keep the character count as low as possible so that it fits on mobile screens.

Screenshot by Britney Steele

The above screenshot shows a user asking Google, “How do I take a screenshot on Windows?” The highlighted text provides an answer that's quick and to the point.

Wrapping up

From long-tail keywords to conversational language to local optimization, business owners and marketers can use a variety of strategies to appeal to voice search users.

And there's no better time to get started than now. Voice search is only going to get bigger. Will you be ready to come out on top?