Voice search has become a key player in how people search the internet, with the rise of smart speakers, virtual assistants, and voice-enabled devices. As technology continues to evolve, voice search is quickly becoming a staple in everyday life. But what does this mean for your website?
In this article, we’ll explore why voice search matters, how it’s different from traditional search, and provide actionable tips on optimising your website for voice search to stay ahead of the curve.
Why Voice Search is Important
Voice search is growing rapidly. According to some estimates, over 55% of households in the UK own a smart speaker, and more people are using voice commands to search for information, shop online, and interact with websites. It’s no longer a “fad”—voice search is part of the mainstream.
Here’s why you should care:
1. Changing User Behaviour
Voice searches are more conversational and often longer than traditional typed searches. Users tend to ask questions in full sentences or use natural language, which impacts how you should optimise your content.
2. Local Search
Voice searches are frequently location-based, with users asking things like “Where’s the nearest coffee shop?” or “What’s the weather like today?” If you’re a local business, optimising for voice search can help you capture more local traffic and increase foot traffic to your physical store.
3. Increased Use of Mobile Devices
As smartphones and voice assistants like Siri, Alexa, and Google Assistant become more integrated into people’s lives, the demand for voice search continues to grow. Optimising for voice search ensures your site is accessible and user-friendly for people searching on mobile devices.
4. Google’s Push for Featured Snippets
Voice search results are typically read out loud by virtual assistants, which means they often pull from featured snippets—the box of text that appears at the top of search results. Optimising for these snippets gives you a chance to be the answer that’s read aloud in response to a voice query.
How Voice Search is Different from Traditional Search
Before diving into how to optimise for voice search, it’s essential to understand the differences between voice search and traditional text-based search.
1. Natural Language vs. Keywords
When people type into search engines, they tend to use short, direct phrases—like “best Italian restaurant London.” Voice search, however, tends to be more conversational. A voice query might sound like “What are the best Italian restaurants near me?” or “Where can I find authentic Italian food in London?” This difference in phrasing means you need to rethink how you structure your content.
2. Longer Queries
Voice searches are typically longer than typed searches, as users ask complete questions or state full commands. This means optimising your site for longer, more natural phrases is key.
3. Local Intent
A significant portion of voice search queries are location-based. People often ask for things nearby—whether it’s “restaurants near me” or “gas stations open now.” Local businesses that optimise for voice search can benefit from these types of location-specific queries.
How to Optimise Your Website for Voice Search
Now that you understand the importance of voice search and how it differs from traditional SEO search, let’s dive into some strategies for optimising your website:
1. Focus on Conversational Keywords
As voice search queries are typically more conversational, you’ll need to adjust your keyword strategy. Instead of just focusing on short-tail keywords, aim for longer, more natural phrases that mimic the way people speak. For example, instead of focusing solely on “coffee shop London,” optimise for “What is the best coffee shop in London?”
To get a feel for voice search phrases, try typing questions into Google and see what suggestions come up. Use these insights to guide your keyword strategy and ensure you’re capturing the right search intent.
2. Optimise for Featured Snippets
Voice search results often pull directly from featured snippets, so securing one is essential for visibility. Featured snippets are the short answers that appear at the top of the search results (also known as position zero).
To optimise for featured snippets:
- Answer common questions directly and concisely.
- Format your content in lists, tables, or brief paragraphs.
- Include questions and answers in your blog posts or FAQs.
By doing this, you increase your chances of being the answer read aloud by voice assistants.
3. Improve Your Local SEO
As we mentioned earlier, a significant portion of voice search queries are location-based. For example, users might ask, “Where is the nearest florist?” or “How far is the nearest petrol station?”
To optimise your site for local voice search, make sure:
- Your Google My Business profile is fully optimised—ensure your business name, address, phone number (NAP), and website URL are accurate and up to date.
- Use local keywords that include city or neighbourhood names.
- Encourage reviews from customers, as these play a significant role in local SEO.
- Ensure your site is mobile-friendly, as most voice searches are conducted on mobile devices.
4. Prioritise Mobile Optimisation
Most voice searches are done on mobile devices, so ensuring your website is mobile-friendly is essential. A mobile-optimised site:
- Loads quickly, reducing bounce rates.
- Has a responsive design that adapts to different screen sizes.
- Is easy to navigate with a clear call to action (CTA).
Google uses mobile-first indexing, so making your site mobile-friendly will not only help with voice search but also improve your overall SEO.
5. Speed Up Your Website
Voice search users expect quick, relevant answers. If your website takes too long to load, you may lose potential customers. Optimise your site’s speed by:
- Compressing images.
- Minimising JavaScript and CSS files.
- Using a content delivery network (CDN) to speed up content delivery.
Fast-loading sites improve the user experience, which is critical for both voice search and traditional search.
6. Structured Data and Schema Markup
Schema markup is a type of code you can add to your website to help search engines understand the content better. For voice search, structured data can help provide more accurate answers to specific queries. For example, if you run a restaurant, you can add structured data to show your business hours, location, and menu.
Using schema markup also increases the likelihood of your content being featured in rich snippets, which can be read out loud by voice assistants.
Conclusion
Voice search is here to stay, and optimising your website for it is essential for staying competitive. By focusing on conversational keywords, optimising for featured snippets, improving your local SEO, and enhancing your site’s speed and mobile experience, you can ensure your website remains visible in this growing search trend.
As voice search continues to evolve, it’s important to stay on top of the latest trends and adapt your strategy accordingly. So, take the time to optimise your website now—before your competitors beat you to it.