Voice search has become more popular in recent years, enabled by the growth of these functions on mobile, and devices like Amazon Echo and Google Home.
Voice search SEO refers to the process of optimising content with the correct structure, markup and long-tail keyword phrases, so that it stands a better chance of being read aloud by a voice assistant.
Around 40% of adults use voice search at least once a day, while roughly 20% of searches performed on mobile are voice based. In addition, research conducted by PI found that users are 26% more satisfied with the results of voice search when compared to standard keyword search.
So voice search usage is growing, and it’s becoming more accurate, and therefore more useful for the searcher. It’s therefore important to consider voice search when optimising your site.
There are a few key characteristics which tend to be common in voice search. For example, queries tend to be longer, and more conversational. People are speaking more naturally, and don’t feel the need to be as concise as they would when typing in a search term.
Also, as voice search is often used like a personal assistant, searches are often asking questions, perhaps a quick factual query, or perhaps a how-to search. In this sense, educational and informative content which addresses your customer’s problems can work very well.
Structured data also becomes important here, as many voice search questions may return SERP features like answer cards and featured snippets, which deliver direct and more concise answers to customer questions.
The key to improving voice search rankings is to be aware of what the SERPs look like in your target market, how often voice is used, and the kinds of questions and SERP features you may need to create content for.