“OK Google, what is voice search SEO?”
Each month, Redline Company, a mar- keting agency that has helped countless real estate companies to grow here on the Coast over the past 16 years, brings you insider knowledge to help take businesses through the roof. Sharing their knowl- edge, they hope to add value to the busi- ness community in Marbella and beyond. Life before Google is but a distant memory, the fact is, Google’s constantly updating algorithms play an ever-increas- ing important role in maintaining your website’s visibility online. As algorithms become smarter, user behaviour is also advancing, regarding devices used and the type of searches performed. Today it is all about searching on mobiles using voice commands.
Google reports that 27% of global online users are using mobile voice search and estimate that 50% of searches will be done by voice search in 2020. To make sure your business can be found, your content needs to be optimised with the emphasis on voice search SEO. Google’s voice search recognition is 95 % accurate (their Chinese competitor, iFlytek, boasts 98% accuracy), so businesses are advised to implement voice search SEO if they want to attract more inbound traffic to their website. A few years ago, there were only a few smart speakers on the market, such as Al- exa and Siri, now other tech suppliers are developing their own versions. Artificial intelligence (AI) and machine learning (ML) have evolved considerably and are changing the way users search the inter- net and use their smart phones.
So, what is voice search SEO? Voice search SEO is the technique of optimising content, focusing on natural language that will allow it to rank and deliver answers to questions when voice search is used. It is easier and quicker than traditional searches and optimised
content and voice search SEO are essen- tial if your site is to rank higher on search engines. Natural Language Processing (NLP) More commonly known as natural language recognition, NLP is another Google advancement that helps machines interpret spoken language in order to respond with the most relevant results. But for NLP to work and to drive relevant visitors to the website, it is necessary to provide the right keywords. Focus on the right keywords It’s crucial to be up to speed with Google’s latest updates, for example the most recent update ‘BERT’ focuses on longer keywords in order to better understand the context of the research and to display the most relevant web pages. Long tail keywords Searches oſten include full sentences, so this should be reflected in the website’s content by using long-tail keywords in a conversational tone, specifying what the users are searching for. FAQs sections are a fantastic was to shoehorn the required keywords into the content. Long-tail keywords form the basis of voice search- es, making up around 70% of all web searches (
Econsultancy.com). Voice Search FAQ pages A good way to include the required long-tail keywords is in an FAQ sec- tion. Google usually takes voice search answers from FAQ pages and, if writ- ten correctly, a FAQ page can rank for a number of different searches. Schema Markup Schema Markup (also known as Struc- tured Data), is a code that allows search engines to understand the content on your website. It also helps search engines crawl the site to make it rank higher in search engine results. By providing clari- fication of the content, the search engines have a better understanding of what the text means.
Local services search Research by Search Engine Watch found that 58% of people use voice search to find information about local services and products. Search ‘near me’ has increased considerably over the last few years. Google My Business Optimising your Google my business listing with keywords is vital in order to rank and reach local customers who are looking for a specific type of business. Around 76% of voice searches via smart speakers include local searches at least once per week (Search Engine Watch). More mobile search = responsive web- sites Mobile optimisation is just as important as voice search optimisation. As previ- ously noted, most searches are carried out on a mobile, so a responsive website is more crucial than ever for your busi- ness. Voice search facts in 2020 - Google Home answers 81% of queries correctly - 7 top voice search devices: Google Home, Amazon Echo / Alexa, Google As- sistant, Siri, Android (phones & devices), Cortana - 20% of voice search queries use a com- bination of only 25 keywords - ‘How’ is the most commonly used trig- ger word, featuring in 8.64% of searches (Quoracreative: Voice Search Statistics Trends) Te speed and ease of using voice searches means that this is increasingly becoming the future for online users. It’s important to assess whether your site is optimised for voice search SEO, and if not to implement the right measures. Remember… if you optimise your site for voice searches, you are also optimising to rank higher in general. If you would like to discuss how your website can be improved for voice search SEO, please contact Redline Company at
info@redlinecompany.com.
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