As an experienced search engine optimization expert, I‘m thrilled to see voice search growth exploding. ComScore predicts voice searches will make up 50% of all searches by 2023 – just around the corner! With smart speakers and voice assistants becoming ubiquitous, optimizing for voice search should be a top priority.
This comprehensive guide will teach you everything you need to know to optimize your site for voice search success. I‘ll share insider tips so you can stay ahead of changes in search behavior and understand exactly how people use voice search.
Why Voice Search Optimization is Critical Now
Voice technology has reached mainstream adoption rapidly. As voice assistants like Alexa, Siri, and Google Assistant improve, so does voice search accuracy and capabilities.
| % of Smart Speaker Owners | 2016 | 2022 |
|---|---|---|
| United States | 7% | 31% |
| United Kingdom | 4% | 28% |
| Germany | 2% | 18% |
With smart speaker ownership skyrocketing globally, voice search usage follows the same hockey stick growth trajectory.
And 53% of all mobile searches will be voice searches by 2023. With mobile dominating web traffic already, optimizing for voice search on mobile devices is non-negotiable at this point.
Simply put – voice search will dominate in the near future. Failing to optimize around conversational queries puts your discoverability at risk.
Understanding the unique nature of voice search queries opens opportunities to get ahead of the curve. Let‘s dig deeper into the core differences.
How Do Voice Search Queries Differ from Typed Ones?
Optimizing for voice search requires a shift in mindset. You must move from targeting generic typed search keywords to ultra-specific conversational long-tail queries.
Let‘s compare voice search patterns versus typed search behavior:
1. Voice Search Uses Natural Language & Full Sentences
Rather than a few keywords, voice queries use full sentences reflecting natural speech:
Typed search: cheap airfare
Voice search: What is the cheapest airline ticket to Los Angeles in July?It feels like a conversation with the voice assistant. This makes optimizing for natural language vital for matching user intent.
2. Voice Favors Long-Tail Keywords Reflecting Intent
Voice search queries tend to be longer and more specific than typed searches. The addition of conversational context helps clarify the searcher‘s exact intent:
Typed keyword: shoes
Voice search: Where can I buy comfortable walking shoes for my upcoming trip to Spain?These ultra-specific long-tail words demonstrate precise user intent – critical for driving conversions. This favors creating content around hundreds of diversified long-tail queries vs. short generic keywords.
3. Voice Searches are Personalized & Context-Aware
Here is an amazing statistic – only 29% of voice searches have matching typed keyword analogs, per ComScore. This massive divergence demonstrates how unique voice searches are.
Location, personal preferences, usage history, and real-world context all shape voice queries. The search language patterns look completely different for the same user depending on time, location, previous queries – even modes of travel.
The searcher‘s unique contextual signals and personalized trends all provide fodder for potential voice search queries to target.
Understanding all of these core voice search differences is required to craft an effective optimization strategy around conversational search.
9 Pro Tips to Optimize Your Website for Voice Search
Now that you understand the voice search patterns to target, here are my top tips to optimize your website:
1. Use Natural Conversational Language in Titles & Headers
Structure your content around long-tail conversational queries, the way real users speak. Transform traditionally "keyword stuffed" titles into natural sentences:
Before: Cheap Flights to Spain - Travel for Less to Madrid & Barcelona
After: What is the Cheapest Flight to Spain from the United States This Summer?Article headers also present optimization opportunities:
Before: Finding Cheap Flights to Spain
After: How Can I Get the Best Deal on Summer Airfare to Spain? This conversational language also has a better chance of ranking for featured snippets in the search results.
2. Create Content Around Specific Voice Search Questions
Go beyond generic terms like "cheap flights." Identify and create content around the specific contextual questions your personas may ask:
- What is the least expensive airline flying from Los Angeles to London in September?
- Where should I look to get a cheaper flight booking sites?
- How do I find last minute hotel deals in Paris next weekend?
Laser focus each piece of content on very precise long-tail questions for higher conversions.
3. Optimize for Local Voice Search Patterns
One of the most distinct patterns in voice search queries is an emphasis on location context – people want to know about options near them.
You must go neighborhood level location-specific to attract voice searchers. Ensure every page addresses key locale-based questions:
- Where is there good Thai food in SOHO?
- What‘s the top rated brunch cafe near Herald Square?
- How long would it take me to walk from Koreatown to the Upper West Side?
4. Structure Content to Rank Well for Featured Snippets
One of the best ways to increase visibility is to rank highly for the featured snippets call-out boxes in SERPs.
Optimize page intros to clearly and succinctly answer voice search questions – like my sample headline above for cheapest flights to Spain. Distill the most critical info into bite-sized sentences near the top of content.
5. Adopt a More Conversational, Friendly Tone
Imagine you‘re explaining something to your friend rather than writing formally. Use words like "you" frequently to speak directly to the reader.
Formal: One technique web publishers utilize is conversion optimization.
Friendly: As a website owner, you can implement conversion optimization techniques. Tapping into this friendly style better resonates with someone engaging in a natural conversation with their voice assistant.
6. Follow Readability Best Practices
Since many people listen to voice search responses, ensure content is easily consumable via audio:
- Break up dense text with section headers and short paragraphs
- Build lists and FAQs for quick scannable points
- Use active voice and avoid passive sentences
- Check reading level to target 8th-9th grade
These readability factors help both written and auditory comprehension.
7. Enhance On-Page SEO Elements
Strengthen your on-page SEO technical fundamentals like alt image tags, URL formats, site speed, and schema markup for better indexing.
With voice search growth still outpacing sophistication of the tech, dialing in your site‘s technical SEO gives you better odds of surfacing for relevant queries.
8. Leverage Existing High-Quality Content
Rather than starting from scratch, double down on optimizing pages that already rank well for valuable search terms.
Strengthen pages around seed long-tail keywords then expand to related questions. For example, an FAQ page around "cheap flights to Spain" can link to other Europe flight deal pages.
9. Develop a Process to Continually Refine Optimization
Don‘t treat optimization as one-and-done project. Set up a process to monitor search query data and expand content over time.
Leverage tools like Google Search Console to uncover questions people are actually asking, then build out more pages targeting those high-potential voice keywords.
Voice Search Data to Inform Your Strategy
Now for the exciting part – tapping into data to identify your website‘s voice search optimization opportunities!
Google Search Console offers valuable insights into voice search patterns driving traffic to your site.
Here are key report I recommend analyzing:
1. Queries Report
This displays the verbatim questions people spoke that led searchers to your pages. Look at query volume patterns over time tied to month over month growth.
Identify rising queries around current events or changes in consumer behavior – these may be rich areas for new content development.
| Query | Clicks | Impressions | CTR |
|---|---|---|---|
| cheapest flight to spain from california in summer 2023 | 283 | 521 | 54% |
| where to buy walking shoes madrid | 157 | 274 | 57% |
| last minute paris hotel deals may | 94 | 186 | 51% |
Call attention to queries with strong CTR but low volume as optimization opportunities. Create more pages targeting these untapped long-tail keywords.
2. Pages Report
Look at which existing pages attract voice search traffic to surface strengths to double down on. Identify pages ranking well for long-tail queries as ones to further strengthen.
Sort pages by impressions or click-through-rate (CTR). Filter by queries that include question words like "where", "what", "how", etc. to confirm pages strongly resonating for conversational search patterns.
You want to expand pages already attracting high volumes of voice search clicks, while improving weaker pages.
3. Site Links Report
When Google displays site links in search results, getting featured links leads to huge traffic gains.
See which site link categories appear for your brand and identify any missing categories where you can develop better internal link structures around. Having diverse relevant site links increases the odds searchers continue engaging with your content in the SERP rather than jumping elsewhere.
There are so many rich data treasures in Google Search Console to take advantage of!
Complement analytics insights with a tool like SEMrush to uncover more voice search opportunities. Diving into the numbers allows you to build an optimization roadmap tailored to your site and audience.
Key Considerations for Voice Search Reach
While I‘ve shared my top tips for getting started, here are a few additional aspects to factor into your voice search strategy:
The Vital Importance of Mobile Optimization
Considering mobile dominates web traffic today, a mobile-first approach is non-negotiable. If your site lacks responsive design and fast page speeds, you‘ll miss out on voice search visibility.
Technical site architecture supporting the shift to mobile is essential:
- Responsive design: Ensure a consistent experience on any device size.
- Accelerated mobile pages (AMP): Supercharge page speed through AMP integration.
- Streamlined navigation: Simplify site menus for touch targets.
Evaluate solutions like migrating to a Jamstack architecture if your current platform has limitations.
Unique Architectural Considerations
Voice search introduces two emerging capabilities to consider:
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Integrations with Alexa Skills, Google Actions etc. Building voice apps to engage requesters beyond a single query may become a new channel.
-
Optimization for audio responses. We historically focus on written content while voice search focuses on spoken responses. Transcribe podcasts or videos to optimize scripts for audio searchability down the road.
While still early days,Voice search UX specialization may soon mirror mobile‘s rise.
Limitations Around Query Complexity Persist
Despite exponential advancements, voice assistant technology still has blindspots in deciphering complex conversational queries accurately. Using natural language mitigates confusion but can‘t eliminate platform deficiencies completely yet.
Additionally, results for navigational or transactional queries are still iffy. Voice search excels at informational look-ups but struggles guiding requesters through multi-page flows.
Fine tuning queries to balance simplicity and specificity helps maximize comprehension. While artificial intelligence fills gaps daily, some kinks remain.
Make Voice Search Optimization Your Priority
With experts projecting over half of all searches happening conversationally in the next year, voice search optimization can‘t be ignored any longer.
Failing to evolve search strategy around voice risks vanishing into the ether as voice assistants answer more queries directly.
As an experienced digital marketer, my number one priority for 2023 is realigning content and site architecture for voice search success. Join me in embracing this opportunity to connect with audiences in new personalized ways!
I‘m eager to hear your biggest voice search questions – feel free to reach out on Twitter to keep the conversation going!
