When we talk about digital marketing strategies, the first thing that usually comes to our mind is SEO, isn't it? It's the most common strategy, but it's also easy to make mistakes while implementing it. The most common mistake is to optimize the website to rank high in text-based search results while neglecting Voice SEO. Some people may think that SEO strategy is generic, but that's not the case. SEO strategy and its types can be quite complex and diverse. In this article, we are going to discuss a lot about it. Moreover, we will not only define voice SEO but will also provide you with ways of acing voice SEO.
Understanding Voice Search
What is Voice Search?
The best way to understand voice search is by comparing it with a text search! In text search, we users write our queries. Whatever we want, we just type it in the search engine. In voice search, instead of typing, we speak. Whatever we want, we tell the same to the search engine or whatever device we are using. Voice search is simply about seeking information through our voice or commands.
For example, in Google, if you want to locate restaurants near you, you would simply type it. On the other hand, in voice search, you use the mic to say the same thing, i.e., restaurants near me. The whole process is the same; only the medium has been changed.
Voice Search Versus Text Search
User Behavior
Though the process is the same, the difference lies in how we all do it. If you opt for a text search, the length of your queries is at most 5-6 words. You would write 2-3 keywords. But in the case of voice search, query becomes a detailed one. This makes sense as well because searching becomes much easier with the latter one.
For example, you sometimes search random keywords like pizza restaurants, shoe shops, best smartphone, etc. But when doing a voice search, the same queries turned into a detailed one, more like a conversational one. For example, best smartphone of 2023 under 20k, best pizza restaurants near me, black and white pattern shoes, etc.
Intent
The difference in our behavior with both kinds of searches also tells us about the difference in our intent. We usually opt for a text search when looking for a bulk of information about a particular topic. We want to know something, but there are usually no specific requirements. When we want something specific that requires a long and detailed query, we opt for voice search as it is easy to say things rather than typing them.
Even from the examples mentioned above, you can see that the voice search queries seek something specific. We tell search engines our requirements to get what we want. In contrast, the textual ones seek just some information about a particular topic. Our intent gets changed!
Search Results
This difference in our intent and queries also causes the search results to vary. Results generated from a few keywords differ significantly from those of detailed queries. The search results may differ from your needs based on the keywords you provided. The results usually contain content that is well-optimized with keywords. In voice search, you get more specific results. This will give you the exact information you are looking for.
Voice SEO
SEO, which stands for search engine optimization, is a process of optimizing websites to get ranked in search results. So when someone says that they are working on SEO, they are implementing strategies to make their website appear at the top of search results.
But since we already know that there are two kinds of searches and both of them yield different results, the strategies also need to vary. This is where the term Voice SEO gets introduced! Voice SEO is optimizing the website to get ranked up in voice search results. We repeat, voice search results, not text search results! We don't need to reveal the reason for this emphasis as you already know how different they are from each other in every prospect.
Strategies for Voice SEO
Usage of Long Keywords
In one of our previous sections, we talked about how the length of queries varies between text and voice searches. Due to this, keyword targeting, one of the most important parts of SEO, is also affected. In traditional SEO, we look for short-tail keywords that are usually 2-3 words long and then optimize the content with the same. But in voice SEO, we have to target long-tail keywords. These keywords are questions or specific queries, more in a conversational way.
Now the question arises: how to find out these long tail keywords? In the case of short-tail keywords, things were easy, but is it the same here as well? The answer is yes! All you need to do is find short-tailed keywords for your website and then create questions from them! For example, if your target keyword is shoes, your long-tail keyword would be the best shoe shop near me, shoes under 50 or XYZ price, etc. Isn't it very easy?
Content Optimization
The following job is to add long-tail keywords in the content. Is adding long-tail keywords to content as straightforward as short-tail keywords? The answer is absolutely yes! You must prepare content conversationally as if you are talking with the customer or answering their queries. When the content has this kind of tone, adding long-tail keywords becomes way too easy.
For example, if you are targeting the keyword, the best shoe shop near me, you can simply add the same in your content's introduction section. The content would be, "Are you looking for the best shoe shop near you? Then your search ends here."
Also, make sure the content is optimized. We have already discussed that when opting for voice search, people seek specific information, so you must give them the same. Keep your content to the point, and provide users concise answers.
Technical Optimization
It is well understood that people who prefer voice search not only look for specific information but also want quick results. They don't want to visit several websites and find their answer; instead, they tell everything to the search engine and let it do the job for them. To grab such an audience, you need to ensure your website loads faster, so when working on voice SEO, ensure your website is technically optimized.
Mobile Friendliness
The next thing to do while working on voice SEO is to make the website mobile-friendly. This is because mobile devices are the primary platform for voice searches, so try to give your users the best experience in those screen sizes. In technical terms, it is known as making a website responsive, which means whatever screen it displays on, the content gets adjusted according to it. It may sound like a big deal, but some developers do this daily, so ask your website developer for the same.
Remember that not only does the content get adjusted, but you can change a bit of the interface as well, so if you want, you can give your website a different touch to attract more voice searchers.
Creation of a Business Profile
There is a strong connection between voice searches and local businesses. The majority of voice searches are about local results, i.e., near-me kind of queries. If someone is searching for a service or a shop, they tend to look for something present around them, i.e., local businesses or services. This makes voice SEO very crucial for business owners and service providers.
To improve your search ranking, create a business profile. The behind-the-scenes part is that when you create a business profile, you list your address in that. Due to this, whenever the users in your area look for the services you offer, your website will appear at the top because of that area factor. You can even get ranked higher if the query has a 'near me' keyword, but for that, you need to provide your business address to the search engine, so make sure you have a business profile.
Conclusion
Voice search is not just another type of search. You can consider it a transformation. People are shifting from text searches to voice searches. The ability to get straightforward results makes it their first choice. Technology is rapidly advancing, and voice assistants from big tech companies like Amazon and Google are becoming increasingly popular. All these things indicate that this is the future, and to keep pace with this transformation, you have to ace voice SEO.
