From asking Siri for directions to relying on Alexa for weather updates, people are using voice search more and more each day. According to ComScore, voice search will make up 50 percent of all searches by 2020. That’s why it’s important to start gearing your website toward voice search right now.
You already know search engine optimization (SEO) is important for your website. Without proper optimization, potential customers might not be able to find you in a traditional mobile or desktop search. The same holds true for voice search—except, people speak differently than they write.
So how can you ensure your brand comes up when Alexa or Siri runs the search?
First, focus on answering common customer questions.
Let’s say that you’re trying to build attendance for a free Saturday night concert. If your potential guests are searching for stuff to do from their mobile phones, many of them would search for something short and simple like “Tampa events.” However, if they’re using a virtual assistant, they would probably ask a longer, more detailed question: “Alexa, what free events are happening in Tampa this weekend?”
In order to properly optimize your website for voice search, you need a better understanding of what users are looking for—and what other information may be valuable to them.
Next, utilize long-tail key words.
Once you’ve formulated a list of common customer questions, you can work on incorporating some long-tail key words into your web copy. Long-tail key words are search terms or phrases, which consist of at least three or more words.
So to promote your event, try building your content around “Free Tampa weekend events” instead of “Tampa events.” Because from goat yoga to Ray’s games, there’s a lot happening in this city at any given time—it’s going to be tough to rank for a broad term like “Tampa FL events.” Using highly specific, targeted phrases will help your brand rise above your competitors and reach searchers who are more closely aligned with what you have to offer.
Focus on local.
Most voice searches are local, which means the best way to formulate SEO for voice search is to make your content geographically targeted. The “Tampa events” example we’ve been using already includes the name of the city, which is good. However, you can get even more hyper-targeted by focusing on a specific region of Tampa. For instance: “Free weekend events in Seminole Heights.”
Voice search is changing the way we all navigate this world. This affects how your customers make their purchases, learn new things and, ultimately, view your brand. In order to stay on top, you need to adapt your website’s SEO strategies for Siri and Alexa.
About the Blogger:
Schifino Lee is a full-service advertising and branding agency in Tampa. Established in 1993, they are celebrating their 25th year executing razor-sharp campaigns for clients like WellCare, Vigo/Alessi, Tampa Museum of Art, WRB Enterprises and Salem’s Fresh Eats. Like them on Facebook for marketing insights, case studies, company news and more!