Over the past five years, voice search usage has skyrocketed by 146%, from 3.25 billion users in 2019 to 8 billion users in 2023. The number of people using voice search has led to marketers and small businesses dedicating resources to voice search marketing to capitalize on the rewards and stay one step ahead of their competitors. One fact we can’t deny is that the digital world has been irrevocably altered by the rise of voice search, driven by ubiquitous voice assistants like Siri, Alexa, and Google Assistant.
We will examine the intricate relationship between voice search optimization and local organic SEO, examine its impact on local businesses, and outline optimization strategies. To get the gist – The worldwide smart speaker industry was worth $6.4 billion in 2023 and is expected to grow at a rate of 32.5% to hit $110 billion in the next ten years. Voice search adoption has grown significantly in recent years, and this growth is poised to continue through 2024. Over half of US residents (58.6%) have tried voice search at least once in their lives, and one in five people (21%) use voice search regularly!
We will also analyze the distinct characteristics of voice search queries and the importance of “near me,” “okay Google,” and “Hey Alexa” optimization. We’ll explore effective methods for managing local listings and business information to capture valuable local voice search traffic using data analytics.
Understanding Voice Search
Voice search queries differ significantly from their text-based counterparts, requiring businesses to adapt their SEO strategies accordingly. Key characteristics include:
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Conversational language: Users employ natural language, framing queries as longtail keywords and questions like “What’s the tastiest pizza place open right now?” or “Where’s the closest urgent care center?” This conversational style necessitates optimizing content for natural language understanding and long-tail keywords.
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Local-focused: Local intent reigns supreme in voice searches. Studies by Moz reveal that up to 70% of voice queries incorporate local keywords like “near me,” “around me,” or “closest,” highlighting the crucial role of optimizing for local search intent.
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Information-seeking: Voice searches often target immediate, concise answers, focusing on essential business attributes like opening hours, location, distance, and contact information. Optimizing content and online profiles to provide clear and easily accessible information is crucial for ranking well in voice search results.
Optimizing for “Near Me” Local Search Queries
Capitalizing on the local intent prevalent in voice searches is paramount for success. Here are key strategies to consider:
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Claim and Optimize Google My Business (GMB) listing: GMB acts as a central hub for local information, influencing voice search results significantly. Ensure your GMB listing is claimed, verified, and complete with accurate business details, high-quality photos (including storefront and interior images), positive customer reviews, and engaging descriptions that highlight unique selling points.
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Build Yourself with Local Directories: Create profiles on relevant local directories and highly searched, renowned Yellow Page sites, where you are most likely to be found by people looking to buy your particular services.
Example: A ‘restaurant in Salt Lake, Utah’ should showcase mouthwatering food photos, emphasize its unique ambiance, and highlight its specialties in the GMB description. Include keywords like “authentic Utah cuisine,” “outdoor seating available,” and “family-friendly restaurant.”
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Target longtail keywords: Incorporate “near me” and other location-specific keywords into website content, GMB descriptions, and online directory listings. For example, the Lagos restaurant could benefit from targeting keywords like “best pizza near me Utah,” “affordable sushi restaurants near Salt Lake City,” or “seafood restaurants open late Utah.”
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Focus on structured data: Implement schema markup to provide structured information about your business (address, opening hours, menus, etc.) to search engines and voice assistants. This enhances search engine understanding and facilitates more informative voice assistant responses. A well-structured schema markup can dramatically improve the chances of your business appearing in rich snippets and featured voice search results, leading to better app and website traffic.
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Mobile-friendliness is essential: As most voice searches occur on mobile devices and smartphones, ensure your website is mobile-friendly with a fast loading speed, user-friendly navigation, and optimized for local search. Consider offering click-to-call functionality and a streamlined booking process for enhanced user experience.
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Develop a Strong Review Strategy: Positive online reviews and high ratings can significantly boost your local SEO and voice search rankings. Aim to promote a positive online image by encouraging satisfied customers to leave reviews. Responding to reviews, both positive and negative, can also enhance user engagement and demonstrate commitment to customer satisfaction. For instance, a restaurant in Salt Lake City could encourage customers to leave reviews by offering a small discount on their next visit or by hosting a monthly giveaway for reviewers. Keep in mind that genuine, detailed reviews are most beneficial, so consider encouraging customers to share their favorite menu items or experiences at your business.
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Consider Voice Search in Content Creation: When creating content for your website or social media platforms, keep in mind the conversational style and question-based nature of voice search queries.
Local Listings Management
Maintaining consistent and accurate information across various online directories (e.g., Yelp, Yellow Pages, Bing Places, Apple Maps) is crucial for local search visibility. Inconsistency in NAP data can create confusion for search engines and potential customers, hindering your ranking and traffic acquisition.
Utilize local listing management tools like Yext or Moz Local to automate updates across multiple platforms or manually update each directory with accurate business details, including address, phone number, website URL, and category information.
Building Reviews and Citations
Positive online reviews and citations from trustworthy websites significantly influence local voice search ranking. Encourage customer reviews on platforms like Google, Yelp, and Facebook, and respond to both positive and negative feedback promptly and professionally. Actively engage in local community initiatives and business listings. Build relationships with other businesses to acquire organic citations from relevant websites.
Online Reputation Management has become a ‘THING of the necessary!’ Remember, high-quality citations from local news outlets, industry associations, or government websites carry more weight than generic business directories.
Harnessing the Power of AI Tools for Google Voice Search and more!
Several AI-powered tools can analyze voice search trends and provide valuable insights for keyword optimization and content creation. Utilize tools like SEMrush, Ahrefs, or Moz to gain insights into popular voice search queries in your local area, identify relevant keywords with high search volume and low competition, and track your ranking progress over time.
Every tool has integrated the use of AI these days, and tracking plus ranking in your targeted niche is now comparatively much easier if you know a tad bit of SEO basics yourself. You can always contact G4G for voice search SEO needs!
Beyond the Basics of Ranking Factor:
While the tactics mentioned above form the foundation for effective optimization, consider these advanced strategies for a competitive ranking website for voice search SEO:
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Integrate with voice assistants: Develop voice actions for platforms like Alexa or Google Assistant, allowing users to interact directly with your business through voice commands. For example, a restaurant could create a voice action that allows users to book reservations, order food for delivery, or access the menu directly through their voice assistant.
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Focus on voice schema development: As voice search technology continues to evolve, understanding voice schema development principles will position your local SEO Voice for future business opportunities.
Voice schema development is the process of creating structured data tailored to voice search. This involves using specific schema properties that enable voice assistants to understand your website’s information better and give more accurate responses.
This could involve schema markup for FAQs, How-tos, or Speakable schema markup to highlight the sections of your website that could be read out loud by voice assistants. It’s like painting a clearer picture for your voice-assistant friends, Siri, Alexa, and Google Assistant, so they can tell their human friends about your business accurately.
Leveraging Voice Commerce – Benefits of Voice Search Optimization
The emergence of voice commerce, where customers can make purchases using voice commands, opens a new frontier for businesses. Integrating voice commerce capabilities on your website or app can provide a unique and seamless shopping experience for your customers. Consider accepting voice-based payments through platforms such as Amazon Pay or Google Pay, which allow customers to confirm purchases and make payments through Alexa or Google Assistant.
With the increasing popularity of smart home devices, this capability could be a game-changer. It’s not just about answering “Who sells the best pizza in town?” anymore. It’s about using the voice search keywords for SEO: “Hey Alexa, order me the best pizza in town!” and having it delivered to your doorstep. It’s like having your own personal assistant that knows your likes and dislikes.
Making “Voice Search” Your Ally
Remember, voice search is not a threat but an ally. It’s just another avenue to reach your potential customers and provide them with the information they need.
Why is voice search essential for local SEO?
While user comfort with voice-based shopping may not be mainstream yet (PwC report notes 24%), a staggering 71% now prefer voice search to manual typing. This shift signifies a crucial need for local businesses to adapt.
“Near me” queries dominate voice searches, making local SEO mastery synonymous with voice search success. Imagine customers on the go, seeking immediate answers. Are your listings complete, accurate, and boasting positive reviews?
Voice assistants like Google Assistant rely heavily on Google Business Profile (GBP/GMB). Don’t let outdated information, missing question keywords, or a lack of shining reviews be your downfall! Optimize your Google business profile, ensuring it’s current, detailed, and rich with conversational keywords and positive testimonials. This paints a welcoming picture for voice search users researching your business. This may even mean getting featured on the Google featured snippets and B2B conversions in the long run!
Expanding Your Local Reach: Voice Search and Multi-Location Businesses
Businesses with multiple locations need to be especially diligent when optimizing for voice search. Each location should have its own Google My Business listing, with unique descriptions and keywords tailored to that particular locale.
So, if you run a chain of burger joints across California, each outlet should have its own dedicated GMB profile, replete with specific keywords like “Burger joint in San Francisco” or “Best burgers in Los Angeles.” This strategy enhances your visibility in voice search results when users search for businesses in their vicinity.
Additionally, ensure that each location’s information is consistent across all platforms, from social media to local directories. Any discrepancy in details can confuse voice assistants and lead to missed opportunities.
Here’s the takeaway from the top tips: Forget just being seen online with only organic traffic; be heard loud and clear by potential customers using voice search! Embrace the future of local SEO performance and reap the benefits of being readily accessible when users speak their needs.
The Future of Voice Search
With advancements in technology, voice search is expected to become even more prominent in the coming years. According to Invoca, The number of voice assistant users is expected to surge in 2024, with an estimated 8.4 billion people using them, compared to 4.2 billion in 2020. So, it’s high time businesses started focusing on voice search optimization if they haven’t already because the potential rewards are too significant to ignore.
Embracing the trend, businesses must explore innovative strategies to tap into the power of voice search. Experiment with different types of content – from text to audio and video – to find what resonates with your audience best.
Want to go further? Consider integrating with a great ABM strategy and voice assistants. This would allow users to interact directly with your business through voice commands, creating brand awareness. This would elevate convenience and position you as a tech-savvy leader in your local market.
