As voice-activated devices become more embedded in consumers’ daily lives, from smartphones to smart homes, the way people search for information is shifting.
Potential customers are asking questions through voice search, and they’re ready to engage with businesses that can give them the right answers.
If you want to reach these modern-day consumers, you need content that is optimized for voice search. Plus, voice search optimization could be the only thing that sets you apart from your competitors.
While voice search engine optimization (SEO) seems like a new thing, its strategies are not far off from those of traditional SEO.
Let this blog help you as we unpack:
• Voice SEO: What Is Voice Search Optimization?
• Voice Search Versus Text Search
• Why Voice SEO Matters
• Voice Search Statistics
• 5 Benefits of Voice Search Optimization
• 7 Tips on How To Optimize for Voice Search
• How Voice Search Works
• The Role of Semantic Search in Voice Search
• Voice Search Optimization Tips
• Get Expert Help: Want To Appear on Voice Search Results?
• Voice SEO Frequently Asked Questions (FAQs)
Voice SEO: What Is Voice Search Optimization?
Voice search optimization refers to the process of refining your website and its content to appear in voice search results. The process includes creating web content that directly answers common questions related to your business that people might ask aloud.
The end goal is to ensure that when users pose these questions to voice-activated technologies, such as Google Assistant, Amazon’s Alexa, Apple’s Siri or Microsoft’s Cortana, your content (aka your business) is what the assistants retrieve and present.
“Voice SEO is an additional source of organic traffic, especially since more and more people are using voice search,” said Ronnel Viloria, Thrive’s Lead SEO strategist.
Voice Search Versus Text Search
Voice searches are inherently conversational, often involving full sentences or questions, since users interact with their voice assistants like they would with another person.
For example, if someone’s looking for a coffee shop while driving, they’re more likely to ask, “Hey Google, where’s the nearest coffee shop that’s open right now?” But, the same query done traditionally may mean typing the keywords “coffee shops open now” into a search bar.
| Voice Search vs. Text Search | ||
|---|---|---|
| Voice Search | Voice Search | |
| Query Structure | Longer, conversational, complete sentences or questions | Shorter, keyword-focused |
| Results Delivery | Usually single results, prioritizes top ranking | Multiple results, gives users more choices |
| Intent and Context | Clear intent, requires immediate and precise answers | More general, allows for exploration of content |
| Device and Location | Often used on mobile devices or smart speakers, location-aware | Used across mobile and desktop, less emphasis on location |
Here’s more about the nuances between traditional text and voice searches that should be considered when developing effective SEO strategies:
Query Structure
Voice searches tend to be longer and more conversational than text queries. People speak in complete sentences or questions (e.g., “What’s the weather like in New York today?” versus typing “weather New York”). This difference means targeting long-tail keywords and question-based phrases is increasingly important.
Results Delivery
With voice searches, users typically receive fewer results, often just one. This pushes the need for snagging the top spot or being featured in snippets more crucial than ever. On the other hand, text searches display a list of multiple results, giving users more options to choose from.
Intent and Context
Voice searches often have a clear intent and require immediate, precise answers, making it important to optimize for local SEO and directly answer potential questions users might ask. In contrast, text searches often allow for more general information gathering, with users typically open to exploring a range of content.
Device and Location
Voice searches are frequently performed on location-aware mobile devices or smart speakers, so optimizing for mobile and local search is needed. Conversely, text searches can be done across mobile and desktop, which may not always utilize location-specific data to deliver search results.
Why Voice SEO Matters
Voice search is rapidly becoming a crucial tool for reaching a wider audience, especially as voice assistants proliferate across devices globally. By 2024, the number of voice-activated assistants is expected to surpass 8.4 billion, topping the world’s total population. This trend indicates that many individuals use multiple voice assistants on different devices.
Statista’s findings suggest that more people are incorporating voice assistants into their daily lives, using them for everything from setting reminders to seeking out information. Such consumer behavior opens up valuable opportunities for businesses to engage with consumers increasingly turning to their voice-enabled devices to discover offerings and shop.
By adapting to voice search, you position your business to connect with a demographic that prefers interacting via voice-enabled devices to locate businesses and make purchases.
Ultimately, voice SEO allows you to meet potential customers regardless of their preferred search mode, making it easier for them to connect with your offerings seamlessly and naturally.
Voice Search Statistics
Here are voice search statistics and voice search trends that focus on aspects directly influencing or reflecting the use and growth of voice search technology:
• The global voice recognition tech market was valued at nearly $12 billion in 2022 and is projected to reach almost $50 billion by 2029.
• Over 161 million smart speakers were shipped worldwide in 2022.
• Shipments are expected to exceed 270 million by 2028.
• Smart speaker shipments are projected to surpass 200 million units by 2024.
• More than 25% of people in Western countries use digital voice assistants several times a day.
• A third of U.S. and U.K. households used smart speakers daily in 2022.
• Banking, financial services and healthcare are sectors where significant increases in voice technology use are expected.
• Virtual assistants are evolving to handle more than basic commands, offering information, entertainment and general task management.
• Smart speakers have driven the widespread adoption of virtual assistants.
• Estimates suggest over 150 million virtual assistants will be in use within the U.S. alone by 2026.
Statistics and facts from Statista:
• Voice technology
• Smart speakers
• Virtual assistant technology
The above voice search trends and statistics further underscore the importance of voice SEO for businesses.
5 Benefits of Voice Search Optimization
Here are the advantages of voice search optimization for brands and users:
1. Increased Accessibility
By allowing users with various limitations or preferences to interact with content through voice commands, websites remove barriers and create an equal playing ground for information access. The improved user experience can increase customer satisfaction and loyalty, as users appreciate the convenience and personalized interaction that voice search facilitates.
2. Convenience for Users
As users engage in various daily tasks, such as cooking or driving, voice search allows them to retrieve information without interruption, fostering a more efficient and safer environment. The hands-free nature of voice commands perfectly complements the growing wearable technology trend, as users can access services and data on the go without hindering their mobility or activity.
3. Enhanced Local Visibility
By incorporating location-based keywords and phrases such as “near me” or “in [your city]” into your online content, you make it easier for voice search algorithms to identify your business as a relevant result for local queries. Ensuring your business information is accurately represented across search engine listings and local directories can improve your chances of appearing in voice search results when potential customers seek local services or products.
4. Prime Positioning in Search Results
By securing the featured snippet (position zero) or top result for voice search queries, your content gains authority and trust and experiences increased click-through rates as users tend to select the first answer provided by their voice assistants. The prime positioning ensures your content remains accessible and top-of-mind for a growing audience seeking instant information.
5. Natural Language Engagement
Adopting a conversational tone in your content fosters a more intuitive and accessible user experience. It reflects the way users interact with voice-activated assistants like Siri, Alexa and Google Assistant. By mirroring natural speech patterns, your content is more likely to resonate with users, encouraging them to stay on your site longer and interact more deeply with your brand.
Keep in mind that achieving these benefits requires a deep understanding of your audience and the specific queries they are likely to verbalize. Voice search optimization isn’t a universal solution, but when tailored effectively, it can greatly enhance your online presence and connect you with your audience meaningfully.
7 Tips on How To Optimize for Voice Search
Optimizing your website for voice search is essential in today’s SEO landscape, as more users turn to voice-activated devices for their search needs.
Here’s how to optimize for search and help you fine-tune your strategies for better reach and effectiveness:
1. Research and identify long-tail keywords.
2. Audit your current website content.
3. Review top search results for target keywords.
4. Implement local SEO.
5. Adjust your overall content strategy.
6. Improve your website’s technical SEO.
7. Double down on mobile optimization.
1. Research and Identify Long-Tail Keywords
Long-tail keywords are very specific search queries with generally low search volumes. Though they aren’t searched for as often, when combined, they represent a significant portion of all searches. These keywords are detailed, meaning that when people use them, they’re usually closer to making a decision, like purchasing a product or signing up for a service. This specificity not only increases the likelihood of conversion but also means these terms are less competitive, making them easier to rank for in search engine results.
Consider the difference in intent between someone searching for “pizza” versus “pizza place near me.” The first searcher might be gathering basic information about the product, not ready to buy anything yet. On the other hand, the second searcher is likely looking for a specific product to purchase, indicating they’re further along in their decision-making process.
Therefore, focusing on long-tail keywords can be very effective. These keywords often come in the form of questions people are likely to ask in conversation, making them particularly valuable for voice search. Tools like Answer the Public, Ahrefs Keywords Explorer and Semrush Keyword Magic Tool provide insight into what potential customers are really asking and help you discover these queries.
You can also use Google search features, autocomplete, People Also Ask (PAA) and related searches for long-tail keyword ideation. Here’s what these features look like for the query “green tea.”
(Google’s PAA)
(Google’s Related Searches)
When crafting your content, aim to integrate these conversational, question-based keywords naturally. Start with phrases like “who,” “what,” “where,” “when,” “why” and “how” to make your content more relatable and likely to show up in voice searches. Tailoring your approach to meet user intentions can dramatically improve engagement and relevance.
Related Article: Long-Tail Keywords: What Are They and How To Find Them
2. Audit Your Current Website Content
Conducting a content audit is a strategic way to enhance your website’s visibility for voice search. A content audit involves a detailed review of all your content (articles, videos and blog posts), evaluating each item based on specific performance metrics. The aim is to determine what’s effective, what isn’t and what can be improved to better align with your business goals and audience needs.
Tools like Google Analytics can identify which content excels in search engine rankings and engagement. Another tool you can use to aid your content audit is Google Search Console (GSC), which provides further insights into your secured search snippets, clicks, search impressions and click-through rates (CTRs).
Audit findings allow you to refine your best content to be even more compatible with voice search queries. You can also use the structure and style of your most successful content as a blueprint for crafting new articles tailored for voice search.
A content audit helps you identify gaps in your content. You may find that specific questions frequently asked by your audience are not adequately addressed. You’ll discover perfect opportunities to create new content that fills these gaps, ensuring your site directly answers the queries your audience is voicing.
Takeaway: Conducting a content audit before developing your content strategy can yield the best results and save you valuable resources.
3. Review Top Search Results for Target Keywords
To optimize your content for voice search, it’s essential to closely examine the top search results for your target keywords on the search engine results pages (SERPs). You should look beyond who ranks first and understand the special features where these pages appear, such as featured snippets, local packs or knowledge panels.
Such search features are particularly significant because voice search algorithms often pull answers from these optimized sections.
Featured snippets, for instance, provide concise, direct answers to specific queries and are frequently used by voice assistants to respond to voice queries. Local packs display key information about local businesses relevant to the search. By studying these features, you can gain insights into the types of content and formatting most likely to be sourced in voice search responses.
To start digging, type or perform a voice search on Google with your target keywords.
When I typed “How to prune rosemary?” on Google, the top result was a featured snippet, as shown above.
A similar search using Siri asking the more conversational question, “How do I prune my rosemary plant?” led to the result above.
The different ways of searching gave different top results. Looking into the search results and answers that a voice assistant gives you can help you approach your content better.
You can emulate these types of successful content in your own content creation.
4. Implement Local SEO
Local SEO is a specialized form of search engine optimization that focuses on optimizing a business’s online presence to attract more customers from relevant local searches. These searches take place on Google and other search engines that prioritize geographical proximity as a critical factor.
The strategies involved in local SEO include optimizing your Google Business Profile listing, incorporating local keywords into your website content and ensuring your business’s name, address and phone number (NAP) are consistent across all online platforms. Additionally, earning local backlinks from well-regarded local sources and managing online reviews and ratings are crucial tasks.
People frequently use voice search to find business locations, operation hours and services near them. For instance, queries like “What’s the best Italian restaurant near me?” or “Where can I find a locksmith in [city name]?” are common. Optimizing for local SEO means you’re more likely to be the top result in these types of voice searches, essentially connecting the dots between your business and the local consumer.
The search query “What’s the best coffee shop in Bar Harbor?” presented this local pack. Per reviewing, all of the three Google Business Profile listings were all claimed and managed by the businesses.
Related Article: How To Rank Higher on Google Maps in 11 Easy Steps
In local SEO, you want to make sure your business listings are not only accurate but also fully optimized for what people are actually asking about. This includes detailed descriptions, the right categories and a wealth of user-generated content like reviews. Your listings should answer the most common questions in your field.
Related Article: A Beginner’s Guide to Online Reputation Management
5. Adjust Your Overall Content Marketing Strategy
A voice SEO content strategy is tailored to optimize your content for the nuances of spoken queries, taking into account how people naturally speak when using voice search tools like Siri, Alexa or Google Assistant. This approach involves crafting content that reflects conversational language, focusing on long-tail keywords and phrases that users are likely to say rather than type.
Implementing such a strategy involves several key practices.
First, content should be written in a natural speaking style to mirror real conversations and common queries.
Second, using schema markup is crucial as it helps search engines understand the context and purpose of your content, boosting the chances of being featured in rich search results.
Additionally, integrating an FAQ section on your site that addresses frequently asked questions in your field can directly satisfy user queries, providing immediate value.
A critical tip for mastering voice SEO is to ensure your content answers the questions your audience is asking. Think beyond the keywords and focus on developing content that provides clear, direct answers to real-world questions.
Above is an FAQ section with collapsible answers to one of our recent articles, “Video SEO Marketing Tips: How To Optimize for YouTube and Beyond.” Some questions we targeted and answered are asked in the first person. You’ll also find an FAQ section at the end of this blog.
6. Improve Your Website’s Technical SEO
Technical SEO refers to the process of optimizing the structure of your website so that search engines can crawl and index it more effectively. It includes a range of activities, from ensuring fast page load times to maintaining a secure connection. Technical SEO plays a crucial role in making your website accessible and efficient for both users and search engine bots.
In voice SEO, speed is paramount, as voice search devices tend to retrieve information from fast-loading pages. Ensuring that your website is responsive and mobile-friendly is also vital, considering that most voice searches are performed on mobile devices. Additionally, the security of your website cannot be overlooked. Secure sites (HTTPS) are preferred by search engines and users who value their privacy and data security.
When a site is quick to load, easy to navigate and secure, it stands a better chance of being ranked higher. These factors are particularly important for voice searches, which often provide users with the top result or a featured snippet.
You can use tools like Google PageSpeed Insights (PSI) to monitor and optimize your site’s performance. Promptly addressing any issues related to speed, responsiveness or security ensures that your site remains competitive and visible in voice search results, ultimately helping you connect effectively with users who rely on voice-driven queries.
Above is a snapshot of Thrive’s Homepage performance on Google PSI.
Related Article: 15 Reasons Website Visitors Don’t Convert
7. Double Down on Mobile Optimization
Mobile optimization involves adjusting your website’s design, structure and content to ensure an optimal and efficient experience for users on mobile devices. While we’ve previously touched on mobile responsiveness, this section zeroes in specifically on optimizing for mobile.
The steps involved in mobile optimization include creating a responsive design that automatically adjusts to fit any device’s screen size. It also involves improving load times by optimizing images, minimizing code and enhancing navigation to make it touch-friendly. Additionally, any text should be readable without zooming, clickable areas should be spaced out to prevent accidental clicks and mobile-specific features like location-based services should be integrated.
Reiterating the connection between mobile optimization and voice SEO, a mobile-optimized site is key to ranking well in voice search results. Most voice searches are done on mobile devices, and search engines like Google prioritize mobile-friendly sites in their rankings. This means that by enhancing mobile usability, you’re directly improving your visibility in voice search results.
Google’s Mobile-Friendly Test was a go-to tool for checking how websites looked on mobile devices and for getting tips on enhancing performance. However, as of December 2023, this tool is no longer available. Google now suggests using Lighthouse in Chrome DevTools for these insights. The tool helps you identify issues with detailed audits, each accompanied by documentation that explains the significance of the audit and provides step-by-step fixes.
(Google; A Lighthouse Report in Chrome DevTools)
Mobile optimization keeps your site ahead in both mobile usability and voice search optimization, especially since mobile traffic surpasses desktops globally.
How Voice Search Works
For some, especially the curious, techy ones, understanding the underlying technologies and methodologies can greatly enhance your approach to SEO for voice.
Here’s a look into voice search and its essential components:
Voice Recognition
Acoustic Analysis
When you talk to your device, it starts by picking up your voice. The microphone captures the sound waves and converts them into a digital format for processing. This step is essential because it prepares the raw audio for further analysis.
Language Processing
Next, the device tackles digital audio by breaking down your speech into recognizable elements, known as phonemes. At this stage, it evaluates your language, accent and speaking style to transform spoken words into text without deciphering the underlying meaning.
Understanding the Query
Natural Language Processing (NLP)
With the text ready, Natural language processing algorithms kick in to grasp the intent behind your words. Natural language processing analyzes the parts of speech, understands the context and handles nuances in language, enabling it to process complex commands effectively.
Intent Detection
The device doesn’t just interpret your language; it also aims to understand what you want to do, whether that’s fetching information, making a transaction or controlling a smart device. Pinpointing your intent is key to delivering the right results or actions.
Retrieving Relevant Results
Search Algorithms
Once what you’re looking for and intent is clear, search algorithms take the stage. They dig through extensive indexes of web content and device functionalities to pinpoint exactly what you need.
Personalization and Context
Voice search isn’t just about delivering any answer; it’s about delivering your answer. By tapping into data from your device or profile, such as your location, search history and preferences, voice search customizes the results to better match your specific needs.
Delivering the Response
Response Generation
Once the right information or command is pinpointed, the system crafts a response. For queries that seek information, it selects the most relevant snippet to share with you.
Text-to-Speech
Finally, for a truly interactive experience, the response is converted from text back into voice using text-to-speech (TTS) technology. This allows the device to talk back to you, making the conversation feel more natural. Advanced TTS engines work hard to ensure the speech sounds just like a human, complete with the right intonation and rhythm.
All these inner workings take fold just so that when you perform a voice search on Google, “What’s the best pizza near me,” your search engine or voice assistant knows you’re looking for a restaurant recommendation, not a recipe.
The Role of Semantic Search in Voice Search
Semantic search plays a crucial role in voice search by enhancing the understanding and context of user queries. Essentially, semantic search is about comprehending the intent and meaning behind words rather than focusing solely on the words themselves. This is particularly important in voice search, where queries are often spoken in natural language and can include conversational nuances that traditional keyword-based search might miss.
When users interact with voice assistants or perform a voice search on Google, they tend to phrase their queries in full sentences, asking questions or making statements as they would in a regular conversation. Semantic search technologies interpret these queries by analyzing the relationships between words, the context of the conversation and the likely intent of the user. This allows search engines to deliver more accurate and relevant results.
For instance, if someone asks, “What’s the weather like in Paris today?”, semantic search helps the system understand that “Paris” refers to the city, not a person or another meaning, and “today” provides a temporal context. By leveraging this deeper understanding, search engines can provide answers that are more precisely aligned with what the user is looking for, making voice interactions more effective and user-friendly.
Semantic search is integral as voice search becomes more prevalent, demanding results that are not just factually accurate but contextually appropriate, too.
Voice Search Optimization Tips
Just to recap before we end, here are the voice search optimization tips we covered:
1. Explore and pinpoint long-tail keywords.
2. Conduct an audit of your existing website content.
3. Analyze the top search results for your key terms.
4. Enhance your local SEO efforts.
5. Refine your content strategy as a whole.
6. Boost your website’s technical SEO.
7. Focus intensively on optimizing for mobile.
Get Expert Help: Want To Appear in Voice Search Results?
“At Thrive, we have extensive experience in voice search optimization,” Viloria said.
“Our Voice SEO experts pay close attention to every aspect of your campaign, from strategy development and execution to campaign monitoring and ongoing management.
We ensure we deliver meaningful results.”
On top of voice SEO, some of our services are:
• Content writing
• Franchise SEO
• Enterprise SEO
• Search engine marketing (SEM)
We also offer web design and development if you need help building your website from the ground up.
Talk to our digital marketing and SEO team and start optimizing for voice search!
Voice SEO Frequently Asked Questions (FAQs)
Reach out to our team for other questions about voice SEO or voice search trends.
HOW DO I OPTIMIZE MY CONTENT TO APPEAR IN FEATURED SNIPPETS?
Answer user intent in a clear format to optimize for featured snippets, which are often sourced for voice search answers. Use headings, bullet points or numbered lists to structure your content where appropriate. You can also directly answer potential questions in your first paragraph after the header.
HOW IMPORTANT ARE MOBILE OPTIMIZATION AND PAGE SPEED FOR VOICE SEARCH?
Extremely important. Since most voice searches are done on mobile devices, your site must perform well on mobile. This includes having a responsive design, fast loading times and easily accessible information. A slow or poorly functioning mobile site can severely hurt your voice search rankings.
WHAT TYPES OF CONTENT WORK BEST FOR VOICE SEARCH QUERIES?
Local business listings and FAQ pages are content that often excels in voice search. Local business listings are commonly used to find nearby services or establishments. Meanwhile, FAQ pages are exceptionally effective because they directly address the common questions users ask, providing clear and concise answers that voice assistants can easily pull from. Both types of content should utilize natural, conversational language that mirrors how people naturally speak.
