How to Optimize Content for Voice Search
This week Search Engine Land posted a survey from a UK firm, QueryClick, which revealed that "only 3 percent of chief marketing officers have tailored their SEO strategies to optimize for voice-enabled search."
The survey, which included "150 CMOs for UK brands with a revenue of more than £150 million," offers yet another example of how slow businesses can be to adopt to changes in search.
As Neil Patel noted last year: voice search "has comfortably crossed the threshold of early adopters." Yet, as the QueryClick survey reveals, so few businesses have adapted to the change. Why?
Of course, some firms may not see (or believe) that voice represents a new search paradigm.
Even then, of those who do see the new paradigm, the need to change may have not seemed urgent. After all, even SEO firms echo the words of Bryson Meunier (writing for Search Engine Land): "Yes, we can do optimization without knowing which queries are voice search queries, as we could do mobile optimization without knowing which queries are mobile queries" (Source).
However, at least since the release of the Hummingbird algorithm, in 2013, when we first reported on the rising tide of voice search, Google has implied a preference for content that answers longer, more complex demands.
This algorithm was a response, in part, to mobile search, but perhaps Google also predicted the impending explosion of voice assistants.
Since 2013, of course, many American families have welcomed voice assistants into their homes. Earlier this year, we learned that 39 million Americans now own a smart speaker:
"One in six Americans now own a smart speaker," TechCrunch reported, "a figure that’s up 128 percent from January, 2017."
The numbers are hard to ignore, and we know Google isn't ignoring them. Perhaps that's why 75% of the CMOs surveyed by QueryClick noted an intention to optimize for voice search:
"Almost half (43 percent) of those surveyed said they would optimize their SEO for voice within the next 12 months. Thirty-two percent said the changes would take more than a year" (Source).
As Meunier notes, SEO for voice search may not look too different from SEO for desktop or mobile, but both Patel and Search Engine Land advise similar strategies, like claiming your Google My Business Account (to optimize for "hyper-local voice-based queries") and using structured data, which can help search engines better organize and classify your information.
Read: Neil Patel's "How to Optimize for Voice Search"
Read: Search Engine Land's "How to Optimize for Voice Search"
For most websites, however, the simplest and most immediate voice-based optimization technique will be content.
So how can you optimize content for voice search?
How to Optimize Content for Voice Search
Optimizing for voice search is about recognizing how voice search differs from text-based queries. For example, most voice-based queries contain a question--for example, "How do I cure a sunburn?"
We suggest anticipating your customer's questions, and then creating content to answer that questions.
Here's a five-step process:
Start With A Question
By studying your site's search stats, you may already know the questions that lead to your content. Otherwise, you must create your own questions--and state them literally, in the exact way people might ask the questions on mobile phone or voice assistants.
Ask yourself: What answer is my ideal customer looking for? What question does my product or service answer?
Use Your Question to Discover Long-Tail Keywords
When writing your content, your optimized keywords will be longer. Long-tail keywords represent the new voice paradigm. Researching the best long-tail keywords for your question will give your content the needed edge to compete online.
Write a Title That (Briefly) Answers Your Question
This should be self-evident, but when attempting to answer a specific question your title should refer to the question--for example, "How to Cure a Sunburn."
How. What. Why. These words can help identify your content as the type of specific answer Google preferences in search results. And, of course, remember to optimize your title for SEO.
Write Focused Content That (Lengthily) Answers Your Question
When creating your content follow the lead of your question--answer with specificity and depth, in precise, succinct language. Don't be redundant. use your long-tail keywords sparingly--and preferably near the beginning of the page.
Remember to Optimize for Conversions
If you're answering a precise question, your page will ideally lead your browser to the exact answer, which may be your product or service. As Search Engine Land notes:
"Understand your customer’s intent, and optimize the content on your pages for every stage in your customer’s buyer’s journey."
Voice-Based Online Marketing with Stepman's SEO
If you're looking for an SEO company that understands how to effectively promote websites with good content that attracts and converts voice-based visitors, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.
The survey, which included "150 CMOs for UK brands with a revenue of more than £150 million," offers yet another example of how slow businesses can be to adopt to changes in search.
As Neil Patel noted last year: voice search "has comfortably crossed the threshold of early adopters." Yet, as the QueryClick survey reveals, so few businesses have adapted to the change. Why?
Of course, some firms may not see (or believe) that voice represents a new search paradigm.
Even then, of those who do see the new paradigm, the need to change may have not seemed urgent. After all, even SEO firms echo the words of Bryson Meunier (writing for Search Engine Land): "Yes, we can do optimization without knowing which queries are voice search queries, as we could do mobile optimization without knowing which queries are mobile queries" (Source).
However, at least since the release of the Hummingbird algorithm, in 2013, when we first reported on the rising tide of voice search, Google has implied a preference for content that answers longer, more complex demands.
This algorithm was a response, in part, to mobile search, but perhaps Google also predicted the impending explosion of voice assistants.
Since 2013, of course, many American families have welcomed voice assistants into their homes. Earlier this year, we learned that 39 million Americans now own a smart speaker:
"One in six Americans now own a smart speaker," TechCrunch reported, "a figure that’s up 128 percent from January, 2017."
The numbers are hard to ignore, and we know Google isn't ignoring them. Perhaps that's why 75% of the CMOs surveyed by QueryClick noted an intention to optimize for voice search:
"Almost half (43 percent) of those surveyed said they would optimize their SEO for voice within the next 12 months. Thirty-two percent said the changes would take more than a year" (Source).
As Meunier notes, SEO for voice search may not look too different from SEO for desktop or mobile, but both Patel and Search Engine Land advise similar strategies, like claiming your Google My Business Account (to optimize for "hyper-local voice-based queries") and using structured data, which can help search engines better organize and classify your information.
Read: Neil Patel's "How to Optimize for Voice Search"
Read: Search Engine Land's "How to Optimize for Voice Search"
For most websites, however, the simplest and most immediate voice-based optimization technique will be content.
So how can you optimize content for voice search?
 |
| Remember the "Guy Checking Out Girl" meme? Apparently, the guy's girlfriend is also easily shocked when looking at screens. In this photo, she's merely using voice search (or something). |
How to Optimize Content for Voice Search
Optimizing for voice search is about recognizing how voice search differs from text-based queries. For example, most voice-based queries contain a question--for example, "How do I cure a sunburn?"
We suggest anticipating your customer's questions, and then creating content to answer that questions.
Here's a five-step process:
Start With A Question
By studying your site's search stats, you may already know the questions that lead to your content. Otherwise, you must create your own questions--and state them literally, in the exact way people might ask the questions on mobile phone or voice assistants.
Ask yourself: What answer is my ideal customer looking for? What question does my product or service answer?
Use Your Question to Discover Long-Tail Keywords
When writing your content, your optimized keywords will be longer. Long-tail keywords represent the new voice paradigm. Researching the best long-tail keywords for your question will give your content the needed edge to compete online.
Write a Title That (Briefly) Answers Your Question
This should be self-evident, but when attempting to answer a specific question your title should refer to the question--for example, "How to Cure a Sunburn."
How. What. Why. These words can help identify your content as the type of specific answer Google preferences in search results. And, of course, remember to optimize your title for SEO.
Write Focused Content That (Lengthily) Answers Your Question
When creating your content follow the lead of your question--answer with specificity and depth, in precise, succinct language. Don't be redundant. use your long-tail keywords sparingly--and preferably near the beginning of the page.
Remember to Optimize for Conversions
If you're answering a precise question, your page will ideally lead your browser to the exact answer, which may be your product or service. As Search Engine Land notes:
"Understand your customer’s intent, and optimize the content on your pages for every stage in your customer’s buyer’s journey."
Voice-Based Online Marketing with Stepman's SEO
If you're looking for an SEO company that understands how to effectively promote websites with good content that attracts and converts voice-based visitors, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective content marketing campaigns.
How to Optimize Content for Voice Search
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