‘There are 4.2 billion voice assistants in use as of 2023. This number will reach 8.4 billion by 2024.’ - Demand Sage

Voice search is becoming increasingly popular amongst mobile users. Whilst we constantly discuss the importance of mobile first design, we also need to incorporate one of the fastest growing forms of search used on mobile devices: Voice Search. 

Sci-Fi has become reality in the way we communicate with data on the internet with the advance of AI search tools like Apple’s Siri, Microsoft’s Cortana and ‘Hey Google’. That’s not even taking into account home voice assistants like Google Home and the famous Amazon Echo devices. 

But, as useful as these tools are with regards to helping their users, it can also be difficult for businesses to comprehend exactly how to prepare your website for voice search. 

Join Infoserve as we take a look. 

What is voice search optimisation? 

Voice search optimisation is a group of SEO techniques that are designed to help your content appear in voice search results. The aim is to have your content put in front of prospective customers by addressing verbal search queries. 

It comprises various techniques that overlap with general SEO practices but voice search optimisation is its own category. 

How to optimise for voice search 

Technical SEO

Technical SEO gives voice assistants more context surrounding the coded elements of your website’s content. It likewise improves your website’s overall user experience and reputation, making it more likely to be selected as a response for voice search. 

Technical SEO optimisations that directly impact voice search include: 

1. Focus on mobile-first design and site speed

Google has been a mobile first platform since 2020 and one of the most important aspects of this with regards to voice search is site speed. Studies have shown that the average site loading speed for voice search is significantly shorter than traditional SERP queries. 

When it comes to voice search optimisation, site speed should be the first place you look.

2. Use Schema Markup

Schema Markup is a type of structured data that allows Google to more easily navigate and index your website. Without getting too technical, Schema Markup is invisible to users and is effectively code that provides information about your business to search engines. 

This information includes opening hours, location, contact information, reviews and much more. In short, it structures the most important data so that Google can accurately present this to your users. 

Think of structured data as a blurb for your book. It isn’t a part of the story but it does provide valuable information to booksellers that informs them where to place it in their shop. This then also makes retrieving the book easier for both you and the bookseller. 

The ability to find information quickly in this way is incredibly useful to voice search assistants. 

It also makes your website more relevant and improves your overall visibility online, making your website much more appealing as an option for voice search. 

Local SEO

Local SEO is the process that involves improving online visibility for local businesses such as bricks and mortar shops, or service based industries that operate regionally. If your website is optimised for location then you’ll show up in search results for queries placed in your area, including for short tail keywords. 

Let’s quickly explore why this is so important for voice search. 

According to SerpWatch, around 46% of voice search users search for local businesses each day.

That’s nearly half of all voice searches. And it makes so much sense when you think about it. 

Whilst people use voice search for any number of reasons, it is very commonly employed when people are out and about and looking for somewhere to eat or visit in the local area. Not to mention that with smart features such as FordPass, Android Auto and even Google Maps, now allow drivers to use hands-free voice search while they are driving. 

And when you’re long distance driving, it’s very common to get a little bit peckish and search for a local restaurant. 

To optimise for local voice search, make sure: 

• Contact information including an accurate address is featured on your website
• You seek local listings that you could be featured in 
• Have an up to date Google My Business profile
• Make it easy for users to act and visit your location 

For more information on how to optimise for local search, take a look at our blog: How to Build Location Pages for Local SEO.

Content for Voice Search 

Platforms with a large database of SERP (search engine results page) information are at a huge advantage when it comes to voice search capabilities. This is because they already have a hierarchy of valuable answers at their fingertips that have been indexed and ranked in order to appear when a user searches for a query. 

With voice search, in the simplest terms possible, all their voice assistants really need to do is scan for this information and then read it aloud. 

This means that the content you create still sits at the centre of voice search results. 

So how do you make sure that you’re fully optimised for this? 

1. Create content that answers questions 

People use voice search to ask questions, so you need to answer them. 

When searching for the right keywords for voice search, use longer, more specific and full questions. For example, people are more likely to ask questions like ‘are there any good flower shops near Leeds?’ instead of ‘florists near me’. 

If you’re struggling to think of keyword questions, start by using the five W’s: who, what, where, when and why. 

For example, if you were a florist, instead of using the short-tail keyword ‘cactus’ to optimise for voice search, you would optimise your website for ‘where to buy cactuses in Leeds’, and create a separate blog that answers the question, ‘how to care for a cactus,’ or ‘why is my cactus turning yellow?’ 

2. Be conversational in tone 

Voice search aligns more naturally with dialogue because someone is reading out your answers, therefore it makes more sense to create content with a conversational tone. 

Whilst SEO experts and content writers have been waxing lyrical about the many benefits to writing casually for years, it has become even more important with regards to voice search queries. People don’t want to hear very technical answers to simple questions, they want an immediate, understandable fix. 

Additionally, studies have proven that people struggle to absorb the spoken word more than the written word, so you need to make sure that you’re not overcomplicating things. Otherwise, your answer might not sink in. 

3. Optimise for featured snippets 

More than 40% of the voice search results are from the featured snippets - Demand Sage

Featured snippets are one of the most difficult Google features to achieve, yet Google favours them as answers to voice search queries. 

To optimise for featured snippets, you need to: 

• Answer questions directly
• Be objective and concise
• Identify areas you are already ranking for 
• Optimise your overall on-page SEO
• Create high quality content 
• Monitor, update and refresh the content 

Not sure where to start? 

Infoserve wants your business to succeed online through bespoke SEO services that include voice search optimisation. If you’re seeking further information about how we can help you get found online, contact us today or take a look at our SEO White Paper where we take a deep dive into the basics of Google’s ranking factors.