Hey Siri, what’s voice optimization?
Voice optimization ensures that your content is structured in a way that is most likely to be used by a virtual assistant when people use their voice to ask their phone (such as Siri or Google) or smarthome devices (such as Alexa) a question related to your business or service.
Alexa, why should I care about tying voice optimization into my SEO campaign?
The future is voice: Many predictions have been made that by 2020, 50% of all searched will be via voice (other analytical studies have contested a more conservative 25%, but regardless, that’s a long way from a few years back when Siri first came around).
Voice recognition has drastically improved in 5 years’ time (accuracy has grown 95% according to Google), which means it’s gone from novelty to practicality.
…and screenless: if you think about how our search habits have changed, they’ve gone from large desktop, to mobile laptop, to mobile device – what we actually look at is continually shrinking. Soon, we’ll be screenless – talking into thin air will get you the answer you need (for people with smart homes, they already experience this). We’ve gone from “who in the world would ever book a vacation on their computer” 15 years ago to “I’d rather just book it on my phone, so that I’ll have all the information on my app when I’m traveling.”
Think this sounds overly futuristic? Recall the Blockbuster-Netflix shift. Blockbuster never thought it would see the day when people would order movies from home, much less digitally stream them. As consumer consumption shifted to on-demand, to-the-door service, Blockbuster dug its feet deep into its old ways – and look what happened to them…
Simply put: this isn’t about deciding if you want to be on screen or voice. This is you deciding whether or not you’re going to be there in the future. If you want to scale your business and ensure optimal saturation in the future, voice optimization is an integral part of your SEO campaign.
Specificity: with voice search rankings, there’s usually only 1 result, whereas with a standard mobile/web query, there’s pages and pages – the element of choice lies with the user. With voice SEO, the element of choice lies with the algorithm of the virtual assistant.
Wouldn’t it be great to be the one company that’s used as the answer when a potential customer asks for a product/service related to your line of work? That’s what voice search optimization aims to establish.
Call to action: standard SEO makes sure that the user is directed to your content, which is often informational. Voice search optimization increase engagement – most voice queries are for actionable items, such as “what restaurant can I go to for lunch today?” or “give me the recipe to a low-calorie pasta dish,” – the end result of the question is an action such as going to the restaurant or cooking the recipe.
Google, tell me how my business can benefit from voice search optimization.
Local: more than likely, you’re trying to reach people within a 25- to 50-mile radius of your service area. The great news is that businesses like you are the ones that stand to benefit the most, since call-to-action questions are more commonly than not location-based (for example, “who can fix my leaking sink tomorrow?” and “who can mow my lawn this weekend?”).
Detailed: voice search assistants now have multiple levels of query – when you ask “where can I eat Italian for dinner tonight,” the virtual assistant may ask “what price range?” or “how close by do you want to eat?”
When you offer options, and/or answers, on these multiple query levels, you’re likely to be the actual service/product that the virtual assistant recommends to its user.
Cortana, how do I make sure my business is set up for Voice Search Optimization?
The best way to ensure your company’s success in voice search results is to tailor your content to be recognizable by virtual assistants: clear wording, concise answers, and specifically categorized content to be searched easily.
Featured snippets are heavily relied on by virtual assistant for answers, which are the “featured answers” that usually come up when you search anything on web-based Google – building featured snippet-worthy material increases your chances of being an answer provide by a virtual assistant.
The easiest way is to give East End Marketing a call – we will tailor your content to tie voice optimization into your SOE campaign, ensuring that your business maintains presence as voice queries continue to increase.