Hey Siri, how should my company prepare for the future of Voice Search?

Advancements in technology have encouraged more and more people to begin using voice search when deciding where to get the best slice of pizza or catching up on the latest news.

Voice searches will only continue to grow in popularity as artificial intelligence advances and more efficient voice assistants are developed. With this being said, it’s time for companies and brands to begin catering more towards users who use voice search in order for their sites to rank as highly for voice queries as for typed ones. 

However, this may be a challenge. With voice search queries, the element of the user digesting all of the results is lost and they are only provided with the top result, or the featured snippet. 

The featured snippet comes from the most relevant content and Google places it in a box at the top of the results which is where the voice assistant will get the information it provides to the user, leaving all the other results unseen. This creates a competition amongst sites for this position and lowers the chances of many sites being visited by potential customers.

Here are some changes that your brand can make to optimize voice searches:

Incorporating More Long Tail Keywords

When people ask questions to their voice assistants, it is easiest to speak in full sentences which creates a more specific search. If voice searches are more specific then voice assistants will most likely pull information from a site that has content that closely matches the keywords of the search. 

In order for your site to be considered by voice assistants your content should include long tail keywords that answer frequently searched questions throughout your site. Long tail keywords are very specific search terms, and if you incorporate them the chance of potential customers being directed to your site will increase. 

One way to accomplish this for the best voice search optimization is to use the searched questions as titles on your page and then answer these questions in depth in the body of the site. 

Becoming Mobile Friendly

With mostly everything making the transition to being on the go, it is important for companies to take this into consideration when creating their page. Many people are searching for places to go on mobile devices while they are out. Having a mobile friendly site will increase the traffic to your page and give your site a better chance of being the featured snippet. 

Another factor that will enhance the mobile friendliness of your site is page speed. In addition, not only will this benefit your mobile users, but also anyone that visits your page. Maximizing page speed will create a seamless experience for users and attract more potential customers to your site.

Optimizing Content and Layout of your Site

Organizing the content and layout of your site will allow Google to learn more about your company or brand and in turn will increase the chances of voice search users being directed to your page.

It’s important for the information on your site to be easily identifiable by Google so that it is able to suggest your site as a result for related search queries. The style of writing throughout your page also has an impact on how search engines process and understand your content which can influence which searches your page will be featured for.

To optimize your site for voice search it is necessary for the tone of your content to match how users are asking their questions, with a conversational tone. The more that your keywords and tone match those that are being searched the chances of your site being recognized by voice assistants and customers will increase. 

Fundamentally, being prepared for voice search is a function of creating a site that works answers your users’ questions in a way that matches the way they seek and access information. This means: be mobile, optimize for long and detailed keywords that match natural phrases and organize the information on your site logically.

Author Oliver Cox

Having originally joined the company as a writer in 2013, Oliver works with L&T's clients and prospects to build and manage their storytelling strategies. Oliver is a graduate of the University of Liverpool and is a prolific musician and author.

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