Us copywriters are always learning. From random facts that make us pub quiz experts to truly bizarre tidbits of information nobody ever really needs to know, our days are diverse, to say the least. Occasionally, we’ll also learn something about our craft. Last week I was pleasantly surprised by my discovery of voice search SEO.
Voice searches are nothing new. In fact, I use my Alexa on a near daily basis to find out information about the weather, random facts, and currency conversions. According to some statistics, around 65% of 25 to 49-year-olds use voice search technology at least once per day.
One of the main reasons I found this topic so interesting was because of the differences between voice search SEO tactics and written text. If this is something you’re interested in, you may want to try the following tips:
Get straight to the point
The best voice search results often get straight to the point. For example, if you ask your Echo Dot who Anne Boleyn was, you’ll probably receive something along the lines of “Anne Boleyn was King Henry VIII’s second wife. She was beheaded after being suspected of treason”. (Please note, that is not ad verbatim). What you won’t receive is “Anne Boleyn was an ill-fated queen who has captured the hearts and imaginations of…”
Getting straight to the point doesn’t mean you need to neglect your other onsite content, though. You can include further detail on the same page, but make sure concise content comes first.
Recognise the conversational nature
Always bear in mind that voice searches are conversational and detailed in nature. The person performing the search will use full questions, not punctuated sentences.
For example, let’s say I want to know where the nearest tapas bar is and I am in Cardiff. I may say “Hey Google, where’s the best tapas bar in Cardiff?” But, if I want to write that query down, I’ll enter “Tapas bar, Cardiff.”
The conversational nature of voice search queries is something to bear in mind when tailoring your content to match them. Think about the conversation-style questions someone may ask of a knowledgeable friend when searching for your business. Then, produce content that targets their question.
Localise your business
All your efforts to target conversational search questions may go to waste if you don’t localise your business appropriately. Listing it in relevant directories will pay dividends. Otherwise, you may find that all your on-site localisation efforts go to waste.
Remember that search engines other than Google exist
Where a web user’s voice search takes them depends on the device they’re using. If I perform a voice search using my phone, I’m using Google. That’s because my phone is Huawei.
If I’m at home and in my kitchen or bedroom, I turn to Alexa for help. As a result, my queries are answered by the sites that rank highly on Bing.
Don’t abandon your text-driven search results
Finally, prioritising voice search SEO isn’t an either-or game. You need to continue adding value-laden content to your site for it to rank well in the first place. This means content is still king, especially the type that targets text-driven searches.
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