While search engine optimization once relied almost exclusively on refining website copy to match the words and terms people most frequently typed into browsers, today’s users are embracing voice search in a big way. This evolution, driven by the popularity of voice assistants and smartphones, makes it fast and easy for searchers to simply ask a smart speaker to find the information they seek.
Of course, because the spoken language consumers use to conduct a voice search will often differ from the words they might have typed to find the same information, optimizing for voice is not the same practice as traditional SEO. The experts of Forbes Agency Council understand this distinction. Here, 11 of them offer their top tips to help brands optimize their online content for voice searches.
Forbes Agency Council members discuss ways to optimize a website for voice search.
Photos courtesy of the individual members.
1. Provide Answers To The Five Ws
While voice optimization is a supplemental SEO strategy, what rings true across most voice and text searches is that consumers are looking for an answer to an immediate need. So, any content you create should provide answers to show “who,” “what,” “when,” “where” and “why.” Additionally, smart assistants used for voice search pull from your name, address and phone number profile, so ensure that information is updated across platforms for local searches. – Sarah Bird, Moz Group at J2 Global
2. Embed Long-Tail Keywords In Your Content
You first need to find topics that are relevant to your brand. Then you’ll want to embed long-tail keywords in your content as answers to the questions people have. We’ve found it’s best to keep your answers to around 30 words, though some more complicated answers might need a longer explanation that’s closer to 50 words. Keep the tone conversational and informal. If done right, it should also help your regular SEO. – Marc Hardgrove, The HOTH
3. Answer Questions To Achieve ‘Position Zero’
In Google’s SEO parlance, “position zero”—a term that describes the snippets featured at the top of a Google search results page—is often regarded as the most likely answer to a voice search. When people search via voice, they tend to phrase their request as a question, so the key is to optimize your website to answer the most popular questions in your industry. By achieving position zero on Google, you’ll get exposure from voice searches. – Kristopher Jones, LSEO
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4. Reflect Natural Human Speech In Your Messaging
Create messaging that reflects natural human speech when possible. Your blog is a great space for talking about your products or services in a conversational way, which will naturally incorporate long-tail search terms and allow you to create question-and-answer-style posts. – Hannah Trivette, NUVEW Web Solutions
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5. Optimize For Local Searches And Implement Schemas
When people are using voice search, it most likely means they are looking for instant information, so it is important for content to be optimized for local search results. Beyond keyword research, you can implement schemas on your site that will help search engines find information to give back to the user more quickly (such as a FAQ schema). – Nick Brucker, Sparq Designs
6. Use An Informal, Conversational Tone And Organic Language
When optimizing for voice search, two tones are critical: informal and conversational. These searches are going to be short phrases—“pizza delivery near me,” for example—or how-to questions, such as “how to fix a leaky pipe?” Ask loved ones in all age brackets how and what they would say when searching, and that should give you a key starting point. It also helps your language stay organic. – Peter Boyd, PaperStreet Web Design
7. Include Questions Voice Searchers Ask Within Website Copy
Voice search queries are typically full questions rather than individual words, such as “what is digital marketing?” instead of just “digital marketing.” With this in mind, integrate questions you would expect a voice searcher to ask within your website copy. This makes it more likely that your website will show up as a top result the next time someone asks that question via voice search. – Adam Binder, Creative Click Media
8. Ensure Local Business Listings Are Accurate And Thorough
Because a large portion of voice searches are navigational or location-centric, stores with brick-and-mortar locations must ensure their business listings on Google (for Google Home devices), Apple Maps (for Siri devices) and Yelp (for Amazon Alexa devices) are accurate, completely filled out and target the correct business categories. – Donna Robinson, Collective Measures
9. Use H Tags And An Inverted Pyramid Structure
As voice searches rise in popularity, marketers should prioritize compelling, conversational copy that answers the target audience’s most common questions. This can be done using H tags (headers for the questions) that are followed by concise, simple answers. The rest of the article may be used to elaborate. An inverted pyramid structure, commonly used in newspapers, works well here. – Ahmad Kareh, Twistlab Marketing
10. Put Yourself In Your Typical Customer’s Shoes
What would they be saying through voice search to find the product or service you offer? Once you’ve drawn out ideas of what your target customers would be saying, it is important to integrate the proper SEO into your website copy to optimize its ability to capture those target customers. – Tony Pec, Y Not You Media
11. Frame Subheads In The Form Of A Question
To optimize a website for voice searches, really pay attention to how people ask for information. Humans believe that we need to ask questions to find information, even through virtual assistants. So, use natural language in your website copy and, when possible, frame subheads for important or interesting topics in the form of a question. This will make your website rise to the top of specific searches. – Megan Devine, d.trio marketing group
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Author: Expert Panel®, Forbes Councils Member
