HOW TO OPTIMISE YOUR SITE FOR VOICE SEARCH SEO FOR A BETTER FAN EXPERIENCE
Whether you work for a Sports Federation or a Club, Voice Search is everywhere - you can’t miss it.
Customers are using Voice Search technology through smart speakers or on mobile, and the trend is continuing to grow as people begin to make use of Voice Search options offered by their cars when driving. Asking a question is no longer a process that requires entering typed material into a search engine, and as an organisation you need to be ready for this shift.
Voice Search technology through smart speakers
As it stands now, 1 in 2 fans are navigating the web through Voice Search on a daily basis, and 72% of smart speaker owners are using Voice Search technology as a habitual part of their daily routine. By 2020, however, half of all searches on the web will be Voice Search based.
Voice Search is already a very good option if you are selling a product or offering travel services, and it is also perfect for customer services queries. Whether you want to know where to buy a certain style of dress, how to get to a nice hotel you found in Switzerland, or how to care for your latest Rolex, Voice Search will quickly become a must.
In this article, we will discuss how to optimise your website to make sure it can easily be found by your customers, effectively target those who are looking for your kind of business and examine how your content can be made to show up as answers to your customers’ questions.
1. Concentrate on Local Searches
If you are a local business, it is pivotal for you to focus on this technology. If you are an international or global business, it may not be as important, but it can still help you address clients’ questions about products and services offered.
You need to Optimise your Google My Business listing.
You want to fully complete the forms with all your contact details.
You should aim to embed Google Maps into your website.
Siri does not use Google My Business, but uses solutions like Yelp or Foursquare. So you want to make sure you also have these profiles optimised and up to date, so you don’t miss out on linking in with those communities.
When it comes to being noticed, you need to activate your existing network in order to get some 5-star reviews on all of the platforms we mentioned above, thereby growing your visibility. Make good use of what you already have!
This is all you need to know so far in terms of local searches. A significant factor will be proximity, of course.
2. Get mentioned on the search results page
Now we can focus on how to get your website mentioned on the search results page, and we will start by emphasising how important it is to optimise the content for Voice Search.
The ideal scenario is appearing in a content box / snippet, so that you are firmly placed in position zero, which we will discuss further later on in this article. You need to take a moment to brainstorm the answer to a specific problem or request that your business is addressing, and how it can be most effectively addressed.
Check Google search suggestions to see what is already out there, create video content to engage customers and tag the question in the YouTube title and tags. Put time and effort into structuring your article and developing an answer that isn’t merely basic, but actually informative. A smart move would be to visit www.answerthepublic.com. Here you will find all the types of questions the community is asking on Google and learn what information it is that people seek. Use the results in the headlines of articles as well as in the body of text so Google can tell that there is both a question and an answer.
We need to learn to write the way people speak. We need to think about the ways in which people formulate their requests. When they write they tend to use short phrases and keywords, but when using Voice Search, they ask proper questions that are well-formulated and well-developed and generally involve a long keyword chain.
3. Optimise the Page Speed
Make sure that your website loads rapidly by using pagespeed insights and check the tips and advice the platform will suggest. Have a look at the following link: https://developers.google.com/speed/pagespeed/insights/
Your steps to success:
Make sure the site is responsive and works perfectly on a mobile device
Optimise image sizes, especially on mobile
Optimise your code
Use server caching to optimise page speed and performance
4. Use Snippet / position zero
Even if it is easier to create long sentences in Voice Search, we know that short answers generally perform better.
We recommend doing everything you can to get your website featured in the snippet, also referred to as position zero or the answer box. It is worth the time and effort you invest, as the answer box is displayed between the advertised content and the search listings and will attract users to your website.
The box presents users with a chunk of content from the page, which has the potential to grab their interest and direct them to your website. To be identified as a snippet worth showing you need to write a summary of less than 29 words above the fold, focusing on relevant keywords. Analyse current answer boxes available on Google for inspiration and learn from them to improve your chances.
Finally, make sure you are using H-tags, lists and bullet points which are Google compatible!
Optimising your website for Voice Search will improve your customer experience, engagement and transformation and brand awareness. It means putting your website ahead of the competition and clawing your way to the top of the search results. By 2020, Gartner predicts that voice-activated searches will account for 30% of web-browsing sessions, and your website needs to be prepared to cater to these searches. Last but not least, you need to focus on building backlinks - but we will come back to this topic in another article, so stay tuned!
For more information please do not hesitate to contact us, we’d be happy to help you with your inbound marketing strategy and social media campaign. We focus not only on engagement, but most of all on conversion.
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