Digital marketing has come a long way since the early days of the internet. While search engine optimization used to focus on relevant keywords, search algorithms have become endlessly more complex to help people get the search results they actually want. The old days of sticking a typed-out search phrase into the Google search bar are waning, and the dawn of the voice search has arrived.
SEO experts like Natalie Coyne attribute the rise in optimizing content for voice search to the popularity of voice-activated devices like Amazon’s Alexa and Apple’s Siri. Instead of consumers searching for products and content using their keyboard, they are speaking their requests directly into these devices. Since people don’t usually speak requests in the same manner that they type them into a search bar, the digital marketing world is forced to adapt to the change. Below are five key tips on how to get ahead of the curve by optimizing content for voice searches.
Long-Tail Keywords Are Back
Search algorithms have undergone hundreds of changes over the years, which means so did SEO best practices. Early in the days of SEO searches, long-tail keywords were common, mostly because marketers had not honed in on how people searched for things online yet. It was not long before SEO shifted away from this trend, as people typically didn’t type full sentences into a search bar. However, now that voice search is a leading SEO trend, people are speaking full sentences for searches again.
What this means for SEO optimization is that marketers should shift focus to longer keyword phrases rather than simply using one or two words. Imagine what the target market would speak into their device when searching for a page and create content that seeks to answer that question.
Lead with Local Search Results
There are billions of websites out there competing for search engine rankings. Finding a way to the top of that list can seem daunting when marketing on a global scale, but websites aren’t required to compete globally. When optimizing content for voice search, keep local results as the focus.
When websites lead with local search results, they are not competing against the millions of other websites that may offer a similar product or service in other parts of the world. Instead, they can meet the needs of local consumers, giving them a better shot of being on the first page of search results.
Keep it Conversational
People search with voice assistants in the same voice they use when talking to another person. They use conversational language to search for things, so marketers should keep this in mind when optimizing content. Conversational searches tend to be more specific and in a longer form than traditional search bar queries, which leads back to the importance of long-tail keywords.
Keep it Concise
Before SEO trends forced marketers to constantly adapt to new customer habits, marketers had to transcribe print copy into digital formats. Doing this meant that their content needed to be concise or the consumer would move on to other things quickly. Consumers are no more likely to spend time on a website that drones on about a topic than they were back then, so marketers still need to be sure their content gets to the point succinctly.
Consider Colloquialisms
Language is fluid, meaning grammar, spelling, and common slang changes constantly. People are much more likely to use colloquialisms in speech than they are in text, so it is important to pay attention to these points when creating content. It is also important to include common misspellings, idioms, and speech patterns in areas where it is relevant to the search.
Okay Google, Start Optimizing My Content
SEO trends change quickly, but voice searches will likely be around for a while. You can get ahead of the curve by using the tips above to optimize both existing and new website content. Remember to keep it local, concise, and relevant, and your website will be ranking higher in no time.