The way people are searching for information is constantly changing and advertisers, with the increased use of voice-enabled devices such as smart speakers, virtual assistants, and smartphones. Since voice search is becoming increasingly popular, with experts predicting that there will be 8.4 billion voice assistant units in use (a higher number than the earth’s population), it’s essential for businesses to optimise their search strategies, both paid and organic, to this ever-growing trend.
Why is it Important to Optimise for Voice Search?
Optimising for voice search offers several benefits. It aligns your digital presence with changing user preferences, captures voice-driven traffic, and enhances the overall user experience. By being discoverable on voice-enabled devices, you’re able to gain a competitive advantage and tap into a growing user base. It ensures that your brand remains visible, relevant, and engaging in the changing technological landscape, driving growth and fostering meaningful connections with your target audience.
How is Voice Search Different to Traditional Searches?
Optimising for voice search involves taking into account the unique way people use voice search AI technology. For example, users tend to be more natural, and use conversational language when speaking to devices, compared to when typing queries into a search engine. This means that businesses need to adapt to match the way people speak and ask questions, such as incorporating long-tail keywords and natural language into your content. It’s important to create contextually relevant content that addresses the specific questions and needs of voice search users.
Additionally, optimising for voice search also means focusing on improving
businesses’ local information such as directions, and ensuring important information like local opening hours is accurate and up to date. It’s important because 16% of voice searches are local ‘near me’ searches, with this likely to continue to increase.
Similarities in Optimising Voice Search for SEO & Paid Ads
There are differences to consider when optimising different channels for voice search, but first we will start with important key factors that are the same.
Use Natural and Native Language:
Voice search queries tend to be more conversational and use natural language. Therefore, it’s important to use language in your ads that mimics the way the users speak to the device. It’s important to use long-tail keywords in complete phrases that people might say when searching, including natural questions and phrases, and being mindful of the native language of the audience we want to target.
Since voice search is often used for asking questions, it’s essential to optimise paid search ads by targeting question-based queries with long-tail keywords such as “how,” “what,” “when,” “where,” and “why.” This will increase the chances that the ads will appear as an answer to a voice search query. Going forward, after having tested question-based queries, it would be useful to consider developing a unique question-based ad campaign to cover all the useful queries if you’re focusing on paid advertising.
Focus on the Local Search: As several voice searches are location-based, it’s important to include the business’s location and address in ad copy, and use location-specific keywords such as “near me”.
Optimising SEO for Voice Search
When optimising for SEO, there are a few key factors to consider.
As optimising for voice search involves creating content that directly addresses the questions and needs of voice search users, structuring content in a question and answer format can increase the chances of being selected as the voice assistants’ response. Furthermore, it’s important that answers are concise and informative to ensure they are easily scannable by voice assistants.
Target Featured Snippets:
Featured snippets are the short answers that appear at the top of search results. By providing clear and concise answers to common questions related to your business the ad copy, users will be able to find your website more quickly and easily.
Claim and Update Your Google Business Profile:
In order to increase the chances of showing up in the voice search results, it’s vital to claim your Google Business Profile and update your information. The search engines will scan your profile to understand your business category, location, and hours.
Optimising Paid Ads for Voice Search
There are different key factors to consider when optimising for paid ads.
Use Ad Extensions:
Generally, extensions can help the ads stand out in voice search results. Covering location extensions, call extensions, and sitelink extensions will make it easier for users to take action and learn more information about your business.
Paid ads can be optimised by targeting specific geographical locations or tailoring ads to capture micro-moments when users are seeking immediate information or solutions.
It’s important to understand that whilst there are some differences in optimising voice search between SEO and paid ads, the overall goal remains the same. You want to ensure that your website’s content or ads are relevant, visible, and provide valuable information to users performing voice searches.
By understanding the nuances of voice search and tailoring your strategies accordingly, you can effectively optimise for voice search and improve your chances of reaching and engaging with voice search users.
If you’re looking for help to optimise your paid search ads strategy or support with your SEO strategy, GA Agency is an international digital marketing agency ready to assist with all your digital marketing needs. Get in touch for a free consultation and find out how we can help take your business to the next level.