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Google research shows voice search is steadily becoming a more popular function, booming since its release in 2011. As more users move to speaking their queries instead of typing them, SEO is going to have to shift to accommodate the different language used. Optimising your site and content for this type of search is now an unmissable step in your SEO strategy.
Why this shift to voice search? Because people want things done as quickly and easily as possible! Speaking, for most people, is much faster than typing. It can be done on-the-go or while multitasking.
Google data shows 27% of people use voice search just on mobile, and that number is predicted to continue rising. As more people install AI speakers in their home (such as Alexa), this will grow even more. In the USA in 2018, studies showed 1 in 6 households had a smart speaker, and people are quickly learning to rely on this technology in everyday life.
Here are five ways to optimise your website for voice searches!
1. Use a conversational tone
How does your target audience talk?
Whatever is natural and conversational to them is how you should be writing the copy on your website. Since they’ll be speaking out loud for voice searches, you need to have phrases in your writing that match their language.
For example, if you’re looking for a local coffee shop, you might type best coffee Maroochydore. But if you’re using your voice to ask an AI like Google Home or Siri, you’re more likely to speak in a full sentence such as, What’s a good coffee shop near me?
As AI gets better at detecting and understanding language, website copy needs to sound authentic and engaging – and not be written just to contain keywords. You should also keep copy concise. Sentences should be simple, with shorter and fewer paragraphs. Rely more on bullet points, headings and images to get your point across (more on images in Tip #4). This makes finding information as easy as possible for users.
2. Optimise your website for mobile
Voice searches are often made on-the-go, which means they are usually done using a small-screen device like a phone or tablet. You need to make sure your site is readable on these devices, by optimising font size, image placement, colour contrast, etc… The mobile version of your website needs to be just as usable as the desktop version, if not better!
You should also make sure your loading time is fast. This can be done by reducing the file sizes of images and making sure you have specific pages for specific topics, products or services (rather than having pages overloaded with information). This makes the information easier to digest – for both the user and Google.
3. Keywords – focusing on local business
Regular SEO keywords may need some tweaking when it comes to voice searches, because we typically write/type differently to how we speak aloud. Rethink your keywords and headings. As discussed in Tip #1, if the same search is said aloud, it will likely consist of different wording.
Voice searches are also more likely to be for local area queries than other search types. This means you need to make sure Google can tell where your business is based. (And as a bonus tip, you should make sure you’re listed on Google My Business!)
For example, if someone is at the beach and decides they want ice cream, they might voice search Where can I buy ice cream at Bondi Beach? For Google to connect this person to your ice cream shop, you need to have the words ‘Bondi Beach’ on your website. If your shop doesn’t show up on Google, you’ve lost business.
You would normally add Bondi Beach in your website footer with the address, and on the ‘contact us’ page. You might also use headings like Ice Cream Shop Bondi Beach. Similarly, you should include more long-tail keywords in the content, or as blog post headings, with specific questions. For example, Are there any Italian Gelato Shops in Bondi Beach? OR Best Vegan ice cream in Bondi Beach.
4. Add relevant images with Alt Text
Voice-searchers are likely on their phone and wanting information quickly, rather than diving into deeper research on a topic. Images are a great way to make their quick search more engaging. You want to keep them on your website as long as possible, but they want to spend the shortest time possible there!
A picture says a thousand words, and a searcher may get what you’re saying with a great image, but Google isn’t as understanding. This is where alt text comes in. Although its intended use is for accessibility (describing an image for those with impacted sight), it can be a great place to add keywords.
Letting Google know what your image is about allows the search engine to connect that image with searches and rank your website higher. Your images may also appear in Google images, bringing you more traffic! Plus, a more accessible site is always better, since more people can use it.
Alt text might just be a clear description of an image, but you can also weave in keywords relevant to the page. Keep it clear and relevant – although you might be thinking this is a great place to add all your keywords and bring in countless customers, Google warns against ‘keyword stuffing’, which can get you labelled as spam.
So if your shop is called “Fairyfloss Delight” and you have an image of chocolate ice creams, the alt text could be Chocolate ice cream at Fairyfloss Delight in Bondi beach.
For me to optimise this page for voice search I have used an alt tag of “SEO for Voice search tips” on the image of the dog above with the microphone”
5. Include a Frequently Asked Questions page
Since voice searches are likely to be direct questions, an FAQs page that answers popular customer queries is a great way to get traffic.
Answer questions your target audience may be asking about your business or industry, for example:
- How does … work?
- How do you…?
- Why …?
- Where can I find … ?
- What is the best … for … ?
- What happens if …?
- What’s the difference between … and … ?
This also increases your chances of appearing on Google’s Featured Snippets section, which puts you at the top of a search!
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For more SEO advice, make sure you pick up Georgie Hope’s SEO Course ebook if you’re a beginner, or one of her relevant books for business owners and tech savvy individuals!
