Understanding Voice Search: Local SEO

Previously highlighted by myself in numerous Web Magazines and Publications back in 2018, I delve into the intricacies of Voice Search and its growing significance, especially for local businesses.

6 years on, it’s certainly not a passing trend… it’s here to stay and will continue to impact the future of local SEO:

The Evolution of Voice Search:

Thanks to technological advancements and the proliferation of mobile devices, voice-activated searches have moved from novelty to norm. Digital assistants, such as Apple’s Siri, Google Assistant, Amazon’s Alexa, and others, have paved the way. These tools harness the power of speech recognition and intricate natural language processing (NLP) systems to comprehend user intent and deliver accurate results.

These smartphone “personal assistant apps” listen to what you say, figure out what you mean, and then attempt to do what you ask. Whether it’s looking up a phone number or booking a table, they work by linking speech recognition to complex natural language processing (NLP) systems. This allows them to figure out not just what you say, but what you actually mean, and what you want to happen as a consequence.

But there is far more to voice search than mere convenience and the ability to multitask, it grants a better level of web accessibility to people with disabilities and is changing the way search engines handle search queries and how users search for the information they need.

Several factors drive voice search’s growing popularity:

Convenience and Speed:

• While an average individual types approximately 40 words per minute, they can articulate about 150 words within the same timeframe, making voice search faster and more intuitive.

• Voice search offers an enhanced level of web interaction, especially for individuals with disabilities.

Search Engine Evolution:

• The nature of voice queries, often posed in natural, conversational language, is reshaping how search engines interpret and respond to queries.

Voice search often revolves around real-time, local searches – highlighting stronger user intent (prime for local SEO).

This is particularly noteworthy for businesses aiming to increase conversion, especially when users express immediate needs using longer tail, natural-language search phrases (typically reflecting immediate needs with stronger intent). An exciting opportunity for local businesses and marketers to increase conversion.

Strategies for Voice Search Optimisation:

• Embrace Local Listings:
  • Given the rise in “near me” queries, ensure your Google My Business profile is accurate and well-categorised.
    • Most people use voice search to get information about physical places they want to go, voice search can recognize “near me” searches and turn to the Google My Business listings to populate the results. Make sure your Google My Business account is up to date and select relevant categories.
• Target Long-Tail Keywords:
  • Consider the conversational nature of voice searches: Craft content that addresses potential questions or concerns your audience might voice.
    • People talk differently than they type, think how you would speak naturally and search for things verbally via voice search. Inevitably these will be longer keyword phrases, which should address any questions or concerns your audience may have. Be conscious of “the why” behind what users are searching for.
• Implement Schema Markup:
  • Schema provides context to website data, aiding search engines in accurately interpreting and presenting your content. Incorporating it can enhance SERP visibility.
    • Schema allows you to comprehensively “describe” what the data on your website means, this in turn, makes it much easier for Google to “understand,” who you are and what you do. You can add this to your HTML and improve the way your pages are represented in SERPs, which ultimately boosts visibility.
• Prioritise Mobile Optimisation:
  • With many voice searches conducted on mobile devices, it’s essential for your website to be mobile-responsive. Quick loading times and user-friendly designs are pivotal.
    • If you want your website to be found by voice search, it should be mobile friendly. Creating mobile-friendly pages and content that loads quickly is imperative. The bottom line is that people read mobile content differently than they do with desktop content (convenience is key).
• Leverage PPC Ad Placements:
  • Utilise location extensions in your ads for increased visibility in “near me” voice searches. Google Maps Local Search ads can also offer a competitive edge, helping you reach the right people, at the right time, at the right place.

Voice search is undeniably revolutionising SEO, requiring adaptive techniques, especially in our mobile-centric world. Local businesses must recognize and adapt to this trend, as it increasingly becomes the primary way local customers discover them.

Additional Voice Search Insights:

• In the evolving digital landscape, the focus on mobile optimisation and speed is imperative.
  • Test your website’s mobile responsiveness and speed at: Google Page Speed Insights.
• People also talk differently than they type, inevitably these will be longer tail keyword phrases.
  • Ask yourself the questions your audience may have, in particular their immediate needs and address them in your content.
• Voice search also recognises “near me” searches and turns to Google My Business listings to populate the results.
  • Take advantage of users looking for physical businesses to visit, by ensuring your account is up to date.

For further insights and tailored strategies, reach out to SERPlicity. Let’s elevate your business’s visibility in the era of voice search and beyond!