Voice search is changing the way we interact with the internet. Gone are the days of simply typing in our queries. We’re now asking questions, having conversations, and issuing commands – all with our voices. This shift has huge implications for how businesses and websites need to approach search engine optimisation (SEO).
What is voice search?
It is a technology that allows you to search the web using spoken commands. You can use it on a variety of devices, including:
- Smartphones: through assistants like Siri or Google Assistant
- Smart speakers: like Amazon Echo or Google Home devices
- Computers: using built-in microphones and supported software
Why is voice search optimisation important?
Rapid growth: It is no longer considered a niche technology. Millions of people use it each day. By 2025, it is expected that more than half of all searches will be conducted using voice.
Changing search habits: Voice searches tend to be longer, more conversational, and focused on finding quick solutions or answers. Optimising for these changes is crucial to staying ahead.
The rise of smart devices: This kind of search is intertwined with smart speakers and home assistants. As these devices become mainstream, understanding voice search optimisation means better visibility in a growing tech sector.
Understanding the difference between voice and text search
Typical text searches are often made up of short keywords like “coffee shops in Athens.” Voice searches, on the other hand, sound more natural. Instead of just keywords, you’d probably ask, “Hey Google, what are the best coffee shops near me?”
Because of this difference in phrasing, websites and businesses need to adapt their content to target a more conversational style of search.
How to optimise for voice search
Here’s a breakdown of key strategies to start optimising your website or content for voice search:
- Target long-tail keywords: Think about how someone would genuinely ask a question aloud. For example, instead of targeting just “pizza,” focus on something like “where to find gluten-free pizza in my neighbourhood.”
- Use question-based keywords: People frequently phrase voice searches as questions. Include keywords starting with words like “who,” “what,” “how,” “where,” and “why.”
- Focus on natural language: Forget the robotic keyword stuffing of the past. Write content that sounds like how people actually talk. This will help search engines recognise your website as a good source for answers spoken aloud.
- Structure your content with FAQs: Make an FAQ page on your website that uses easy-to-understand questions and answers. This makes it effortless for search engines to find the information voice assistants often read aloud.
- Optimise for local search Voice search is perfect for finding things nearby. Make sure your business information is listed on Google My Business with an accurate address, contact details, and hours of operation.
- Improve website speed: Fast loading times are crucial. Voice searchers want results quickly, so a slow website hurts your chances of appearing in results.
- Prioritise mobile-friendliness: Most voice searches happen on smartphones. If your website isn’t mobile-optimized, you’re losing out.
- Use schema markup: This is code that helps search engines better understand your content. It makes your website more likely to appear in relevant voice search results.
Additional tips for advanced optimisation
- Understand User Intent: Think about what people really want when they make a voice search. Don’t just stuff keywords – provide genuinely helpful answers.
- Create persona-based content: Identify your target audience. Their age, location, and interests will all influence the types of questions they’re likely to ask through voice search.
- Monitor Voice Search Trends: Tools like Google Trends can show you what people are searching for using voice. Stay updated on these trends to adapt your content strategy.
The role of AI in voice search
Artificial intelligence (AI) and machine learning are driving forces behind the incredible advancements in voice search technology. Here’s how AI is shaping the landscape:
- Natural Language Processing (NLP): AI helps search engines truly understand the nuances of human language. It deciphers the meaning behind your words, not just individual search terms.
- Voice recognition: AI helps devices accurately interpret different accents and speech patterns. This leads to a smoother and more accurate search experience.
- Personalised results: AI analyses a user’s search history, location, and preferences to tailor individual results. This is especially important for local businesses trying to reach customers through this kind of search.
Voice search and the future of SEO
So, what does all this mean for the future of SEO? Here are some key things to expect:
- A semantic shift: SEO will move beyond just keywords and start focusing on broader concepts and how your content relates to other information on the web. This is called a semantic search.
- The importance of user experience: More than ever, great SEO depends on providing valuable, user-focused content that genuinely answers questions and solves problems.
- Featured snippets: Aiming to be the answer in a voice search “featured snippet” is a great SEO goal. Optimise your content for clear, concise summaries that directly address common questions.
Voice search is an exciting field with constant advancements. To make the most of voice search optimisation, keep these important tips in mind:
- Be adaptable: voice search technology, user behaviour, and search engine algorithms are constantly evolving. Stay on top of the latest trends and be willing to adjust your content strategy.
- Track your results. Monitor how your website or content performs in search results. Analyse which keywords are successful and optimise them for the types of questions your audience is asking.
- Think beyond the ordinary: Explore creative ways to integrate voice search into your customer experience. Experiment with developing skills for smart speakers, if applicable to your business or brand.
Voice search is transforming the way we interact with the internet. By optimising for conversational queries, local search, and a natural language approach, businesses and websites can position themselves at the forefront of this exciting shift. Embracing this kind of search is no longer optional. It’s the next step to ensuring your online presence remains easily discoverable in an increasingly voice-driven world.