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Do you ever find yourself asking Siri or Alexa questions like "Where's the best coffee shop near me?" or "What are the opening hours of that new bookstore in the centre?"
If you do, you're not alone. Voice search rapidly changes how people interact with the internet, and businesses must adapt.
Increased interest in local SEO: Local SEO, which heavily benefits from Voice Search Optimisation (VSO), is experiencing significant growth. A 2023 Moz: https://moz.com/local-search-ranking-factors local SEO survey revealed that 64% of marketers reported actively investing in local SEO, showcasing the understanding of location-based marketing strategies.
In 2023, over 40% of adults globally used voice search on their smartphones at least once a month, which is expected to keep rising. This presents a unique opportunity for small businesses to reach potential customers who are actively searching for products and services nearby.
But how do you ensure your business gets heard by the growing number of voice searchers?
Enter voice search optimisation (VSO). You can significantly increase your chances of appearing in voice search results by making a few adjustments to your online presence.
Why should you care about voice search optimisation?
Here are some compelling reasons why VSO should be part of your small business's digital marketing strategy:
Convenience: Voice search allows people to find information hands-free, often while multitasking. This makes it ideal for on-the-go searches, like finding a restaurant while walking down the street.
Local focus: Voice searches often have a local intent, meaning people search for businesses nearby. This presents a prime opportunity for small businesses to capture local customers.
Increased engagement: Studies show that voice searchers are more likely to convert into paying customers than traditional text searchers.
How to optimise your business for voice search:
1. Focus on long-tail keywords:
Voice searches tend to be more conversational than text searches. People are more likely to ask complete questions like "What are the best places to get brunch in town?" rather than just typing "brunch." Therefore, focus on long-tail keywords that are specific and relevant to your business.
Think locally: Include your city or neighbourhood in your targeted keywords, like "best bakery in [your city]" or "[your business name] + [your city]."
Use question phrases: Consider the questions people might ask about your business and incorporate them into your website content and online listings.
Answer the question directly: Once you've identified relevant long-tail keywords, ensure your website content and online descriptions directly answer the question posed by the keyword.
2. Optimise for mobile devices:
Since most voice searches happen on smartphones, ensure your business has a mobile-friendly website. Your website should load quickly, be easy to navigate on a small screen, and have clear calls to action.
3. Claim and optimise your Google My Business listing:
Google My Business (GMB) is a free tool that helps businesses connect with local customers. It's crucial to claim and optimise your GMB listing with accurate information, including your business name, address, phone number, website URL, and opening hours. Additionally, encourage satisfied customers to leave positive reviews on your GMB listing, significantly boosting your voice search ranking.
4. Use natural language throughout your website:
Voice searches are more natural and conversational, so your website content should reflect that. Avoid overly technical jargon and focus on writing clearly, concisely, and easy to understand.
5. Get listed in local directories:
Being listed in relevant local directories can improve your visibility in voice search results. Ensure your business information (name, address, phone number) is consistent across all directories in which you list your business.
6. Leverage schema markup:
Schema markup is a type of code that helps search engines understand the content on your website. Implementing schema markup for your business can improve your chances of appearing in rich snippets and voice search results.
7. Build backlinks:
Backlinks are links from other websites to your website. High-quality backlinks from relevant websites can signal to search engines that your website is trustworthy and relevant, indirectly improving your voice search ranking.
8. Track and analyse your results:
Once you've implemented VSO strategies, tracking and analysing your results is crucial. Use analytics tools like Google Search Console and Google Analytics to monitor your website traffic, voice search ranking, and customer conversions. This data will help you understand what's working and where you can further optimise your efforts.
Seeing Results with Voice Search Optimisation:
VSO is an ongoing process; it could take several months to a year to see significant results from VSO efforts. By consistently optimising your online presence and staying updated on the latest trends, you can ensure the growing number of voice searchers hear your small business and reach new customers. Remember, VSO is a long-term investment; consistency and patience are key.
FAQ's:
What other tools or platforms are recommended for tracking and analysing voice search optimisation (VSO) results?
While there are currently no specific tools dedicated solely to tracking voice search ranking due to the limitations of publicly available data, several platforms and strategies can help you indirectly assess the effectiveness of your VSO efforts:
1. Rank trackers: While not directly tracking voice search ranking, tools like SEMrush, Ahrefs, and Moz Pro offer keyword ranking tracking features. Monitoring your ranking for relevant long-tail keywords you've targeted for VSO can indicate an improvement in local search visibility, which often benefits voice search results as well.
2. Local SEO tools: Platforms like Whitespark, Moz Local, and Yext provide features specifically designed for local SEO tasks. These tools can help you monitor your business listings across various directories, ensuring consistency and accuracy, which are crucial for voice search visibility.
3. Web analytics with Voice Search Insights: Some web analytics platforms, like Adobe Analytics and Clicky, offer limited voice search insights within their reporting. These insights may include data like the percentage of mobile traffic or the number of searches triggered by voice assistants, providing some indirect indicators of potential VSO effectiveness.
4. Brand mentions and social listening: Monitoring brand mentions and customer feedback on social media platforms and online review sites can offer valuable insights into how voice searchers perceive your business. Analysing these mentions for specific keywords or questions related to your business can help you refine your VSO strategy and content.
5. Conversion tracking: Ultimately, the true measure of VSO success lies in its impact on your business. Tracking conversions from website visits, phone calls, or online purchases initiated through voice search (if possible) provides the most concrete evidence of your VSO efforts paying off.
How can small businesses effectively encourage customers to leave positive reviews, to boost voice search rankings?
How do voice search optimisation (VSO) trends vary across different industries, and how can small businesses in niche markets adapt their VSO strategies accordingly?
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