The Rise of Voice Search and Conversational SEO

Voice search technology has made consumers’ lives easier. With voice commands and the press of a button, people can now effortlessly access different products, services, and information from search engines, smart devices, and applications. 

If your business is not optimizing voice search to provide this level of convenience and accessibility that the modern consumer craves, you could be missing out on several potential leads and sales. 

Fortunately, boosting your digital presence and ranking for voice search queries is easier now, especially with the increased adoption of digital assistants and smart devices.

This guide will discuss the rise of voice search and share strategies for adapting it to modern SEO strategies.  

The Growth of Voice Search

Voice assistants have become a key part of our lives, enabling us to access information and services on the internet and smart devices more efficiently using voice commands. 

Research shows that 67% of consumers across all ages are more likely to use voice search when searching for information online. 

Voice search technology is popular among consumers due to its hands-free functionality, user-friendly interface, conversational nature, and speed, which make it ideal for multitasking and on-the-go situations.

Its growth is driven by the popularity of voice assistants such as Google Assistant, Siri, and Alexa, which have been integrated into mobile devices consumers use daily, enhancing accessibility and convenience. These smart speakers are backed by artificial intelligence.

Statista reveals that the number of voice assistants will reach 8.4 billion by 2024. 

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How Voice Search Differs from Text Search

The search format distinguishes between traditional text-based search and voice search. In traditional text-based search, users enter concise keyword-focused text and then scan through search results to choose the most relevant answer that meets their needs.

For instance, you can type “best ham recipe’’ on search engines and read 1 to 2 guides from 

the SERP list. 

Using voice search, customers typically use longer phrases (at least seven words) and a more casual, conversational tone. For example, searching by voice on Google, you could ask, “What are some delicious ham recipes?”

Additionally, text-based search is commonly used for researching products, services, and information online. 

On the other hand, voice search uses specific search phrases and focuses on local and immediate results and queries on time and things. 

Consumers like including location-specific keywords and extensions such as “near me” or “within walking distance” to find business offerings within their locality. 

For example, users can ask voice assistant queries like “local restaurant near Toronto” or “KFC working hours.”

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Key Strategies for Voice Search Optimization 

By optimizing ‌voice search, you expand your customer base, deliver a positive user experience, and maximize your online reach. Here are three strategies to optimize your website and content  for voice search:

1. Implement schema markup

Consider implementing structured data and schema markup to improve your chances of ranking for featured snippets and “position zero.”

While schema markup doesn’t directly influence featured snippet selection, it can help search engine crawlers better understand your content and context. 

This improved understanding may indirectly increase the visibility of your content in search results and its likelihood of being chosen for featured snippets. 

Additionally, focus on creating clear, concise, well-structured content that directly answers common user queries in your field.

For instance, you can use voice search markup called speakable to optimize for voice search and help smart devices read your content to users. 

Additionally, embed long-tail keywords and question-and-answer format phrases into your content to rank for the keywords users search for to locate business offerings. Analyze your target query’s voice search traffic results to identify the optimal word range the search engine could aim for.  

Another strategy to target voice search keywords is to create FAQ-style content or a FAQ page to capture the questions and specific answers your target audience is looking for. Incorporate multiple long-tail keywords that can pull featured snippets for your site.

Here’s a great example from Form Health that answers the top five FAQs about their weight loss program.

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Now that at least one in three people in all markets use voice search on their smartphone to discover information, you can boost your voice search rankings by optimizing for mobile. Adopt a responsive design and make your site mobile-friendly using the mobile testing tool in Google Search Console. 

2. Use conversational language in your content

The rise of voice search means that you can now tailor your content for members of your target audience who use voice search. 

One way to do that is by adopting a conversational and natural tone that reflects your audience’s voice commands to rank for featured snippets and align with natural language patterns. 

Additionally, targeting long-tail and contextually relevant keywords is necessary as consumers use full sentences and ask questions when performing voice searches.

To optimize your content, brainstorm your audience’s phrases when interacting with voice search engines and incorporate them naturally into your articles. Clear and structured content also plays a crucial role when optimizing your web pages for voice search. 

It helps voice search algorithms quickly and accurately parse information, ensuring users receive precise answers to their queries.

This is especially important as more users rely on voice assistants for quick answers while moving. Organizing content with concise headings and logical structure can improve your compatibility with voice search technology, enhancing user experience and accessibility.

For example, Cruise America, a leading provider of RV rental in San Francisco, successfully optimized its location pages with clear and structured content for voice search, demonstrating the practical application of these strategies.

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This design includes concise headings and organized information that facilitate voice search algorithms’ ability to parse and deliver data efficiently. 

Such a layout is especially beneficial for responding accurately to specific user inquiries through voice assistants, like “What are the business hours for Cruise America in Newark?”

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By structuring content this way, the website enhances its compatibility with voice search devices, making critical information readily accessible for on-the-go queries. 

3. Optimize for location-based keywords

Since your potential customers often use voice search to find nearby businesses, optimizing your website for voice search can attract them to your store and convert them into paying customers. 

If you’re a local business, optimize your content to increase your website’s visibility on voice search engines. Use location-based keywords and natural, conversational language within your niche.

For instance, if you run an auto spa in LA, target phrases like “tell me where to get my car tinted in LA” or “best place to get a car tinted near me.”

Additionally, update your Google My Business Profile with accurate information such as your service specialties, location, and operating hours and optimize it well for voice search engines to pull down the data and present it to your audience. 

Also, use customer reviews and ratings to increase the odds of voice engines recommending your business to users. 

For instance, when consumers ask for the best restaurants to check out in Boston, Google can rank reviews using the phrase “Boston restaurants.” 

Measuring Voice Search Performance

It is crucial to measure voice search performance to assess the success of your voice search optimization efforts and pinpoint areas for improvement. This involves identifying strategies to help your website attain higher rankings in voice search results.

The key metrics to track here include voice search traffic, user engagement, and conversion rates. 

With free analytics tools like Google Analytics and Google Search Console, you will gain insights into your traffic sources, search behavior, and the search queries bringing traffic to your site. 

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For example, the Google Search Console displays the search terms your website appears for, the number of times it was shown, and the clicks it received. It also suggests voice search queries that you can improve on to attract your desired audience.  

Additionally, leverage third-party tools such as Semrush or Ahrefs to monitor your site’s ranking in voice search engines and implement the right measures to improve it. 

Conclusion

The increasing adoption of smart devices and digital assistants has made voice search optimization a crucial investment for brands seeking to reach and engage customers effectively via SEO. 

To optimize for voice search, businesses should implement several key strategies. 

Some strategies for optimizing for voice search involve:

• Using structured data to aid search engines in comprehending and organizing content
• Focusing on longer, more specific keywords that match the way people naturally speak during voice queries
• Producing conversational content that mimics human speech when using voice search

By implementing these strategies, companies can enhance the customer experience, improve satisfaction, answer common questions with concise answers, and maximize their online potential with voice search.

About the author

Shadrack Wanjohi is a content writer specializing in creating long-form, data-driven content for Growth Stage B2B SaaS companies.