How to optimize for voice search in 2019

The world of search engine optimization changes faster than we realize. One of the biggest search transformations has been caused by voice search. And it’s more important than ever to know how to optimize for voice search in 2019.

Due to Google’s frequent algorithm updates, the landscape of search engine optimization is ever evolving. In fact, Google modifies its algorithm once or twice a day. Most of these are minor updates compared to the major updates such as Panda or Penguin. But voice technology has created one of the biggest search disruptions. 

We’ve already seen the initial impact. But the ripples of voice search technology continue to transform the way we search. The practical implications of voice search are being realized each day.

Voice search not only impacts our marketing tactics, but it has a practical impact on the end user’s day-to-day interaction. With voice search, consumers expect immediate answers to their query rather than a link.

According to ComScore, 50% of all searches will be voice searches by 2020. But voice search wasn’t immediately adopted. In 2013, 85% of iOS users said that they didn’t use Siri.But, today 40% of adults use voice search at least once a day. Without a doubt, voice technology is impacting the way we search. But what are the practical implications of voice search?

5 ways to optimize for voice search in 2019

Optimize for conversational search

With traditional online search, the method for finding a local restaurant is to type in the sort of restaurant plus the city you’re in. To find an Italian restaurant in Chicago you might type “best Italian restaurant in Chicago” into the search bar. But that’s not how you speak to a voice assistant. 

You’re more likely to use a conversational tone. The previous search would become, “What is the best Italian restaurant in Chicago?”

One of the most extensive Google algorithm updates has been the Google Hummingbird update. Hummingbird provided “semantic context,” a key component in search engine and content marketing. 

The introduction of long tail keywords led to marketers using natural language. Rather than stuffing content with keywords, semantic context focuses on the intended meaning behind a searcher’s query, rather than the query itself.

Previously, filler words were eliminated from SEOs targeted keywords. But natural language demands the inclusion of filler words. Including the filler words of a search query makes it sound natural.

Focus on answering search queries with a natural, conversational response within your content. And avoid targeting a single keyword. Instead, consider how people talk and focus on those long-tail keywords in your SEO practice.

Prepare for more accessible search

According to OC&C Strategy Consultants, 13% of all households in the United States owned a smart speaker in 2017. But that number is predicted to rise to 55% by 2022.

And according to Edison Research, 16% of Americans own a voice-activated smart-speaker. Clearly people no longer search only when they’re sitting at a computer or holding their phone

Between Alexa, Google Home, and the other voice assistants, people of all ages are submitting search queries throughout their day. Given the statistics, there’s a good chance you started your day by asking, “Alexa, what’s the weather for today?”

In addition to the usual search queries, such as commerce-related searches, children are using voice to answer educational questions. In a practical sense, this means that SEOs and content marketers need to expand their focus. This provides more opportunities to answer the consumer's questions.

Prepare for competition

Every search engine update provides another layer of marketing competition. But voice search is possibly one of the greatest agents of change we’ve ever seen in search engine marketing. 

Traditionally the first search result didn’t obtain 100% of the clicks. In fact, the number 1 spot only gets 33% of the clicks. But with voice search, the first result provides the only answer. Bounce rate isn’t even a factor of voice search.

Ehren Reilly, director of product growth for job site Glassdoor, has discussed the method of being featured in a direct answer. "You need to know how to structure your ideas and take your page of content and place key points in places where [search engine] bots can see them and parse them out. Make sure you make the key point in clear, simple sentences."If you want to unravel the formula of direct answers, Reilly suggests studying the direct answers Google pulls from other sites. Consider the patterns of the content and structure your content according to the findings. 

Place more emphasis on local search

Mobile phones have become the most efficient resource for immediate local information. According to Google 20% of mobile queries are voice searches. Research conducted by Search Engine Watch revealed that mobile voice-related searches are 3X more likely to be local-based.

These statistics clearly explain the intention of mobile search. When you’re looking for something on the go, you turn to your smartphone for the answer. The intention behind voice search is usually action-oriented. Our ability to obtain immediate information explains why mobile voice search is three times more likely to be local-based than text search

Local businesses should view these new search methods as an opportunity. But to obtain this nearby traffic, you should ensure your local business information is updated. Review your business hours, product prices, store address, and contact info on all online directories. 

Chatmeter conducted a survey earlier in 2018 and found that 40 percent of consumers “use voice search to ask for directions, an address or business hours for a nearby location.” And 27% of respondents said their “number one use for their voice device is to find a local restaurant, shop, or business.”

According to Google’s internal report, they discovered “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.” This means ranking in local search has a direct impact on in-store traffic.

To improve your local search results experiment with keywords. As we previously discussed, voice search has lead to more natural search queries. As a result, consider testing both long tail and short tail keywords. 

Consider what words your customers will use when searching for your product or service.  Include local words as suffixes. Research shows that consumers have a preference for local information in ads – 18% of local mobile searches lead to a sale within a day.

Another way to improve your local search results is through the use of Schema markup. Schema is structured data that explains the content of your website to search engines.

Using Schema.org markup doesn’t directly impact your ranking, but it does make the search engine’s job easier. Markup allows search engines to gather information to populate rich snippets and rich data, reviews, and opening hours. As a result, your site is more appealing on the SERP.

Depending on the source, the number of websites currently using markup varies. Schema.org reports that a little over 1% of websites use markup. But ACM Queue states the figure is 31.3%. 

But either way, using markup provides a unique opportunity for local businesses that will help them stand out in voice search. Don’t overlook the use markup to make your website better optimized for voice search.

Adapt to technology

Visiting a store to purchase essentials will eventually be as outdated as walking to the TV to change the channel. Retail is feeling the impact of voice search. And with over 20 million Echo devices sold, Amazon has clearly been leading the way.

But Google isn’t quietly sitting by. They recently struck a deal with Walmart that allows customers to "voice shop" through Walmart's Easy Reorder program via Google Assistant. This is all done through Google’s shopping platform, Google Express.

In hopes to attract the attention of Amazon’s faithful customers, Google is waiving the fees for the Google Express shopping service and providing free 1-3 day delivery per order minimum agreement. 

Amazon has already partnered with Best Buy to make its goods available via Amazon Alexa, including Best Buy Deals of the Day. REI, B&H Photo, and 1-800-Flowers have also joined Amazon’s family of voice-shopping partners. 

In their race to control the voice-enabled market share, Amazon has been relentless to secure partnerships. Amazon has incorporated its Alexa voice assistant into the speakers of Ford automobiles via SYNC. Voice assistance is set to disrupt all areas of retail.

If you haven’t already, your first step toward voice search optimization as a retailer should be to make your products available on Amazon, Google, Apple, Microsoft, and any other major voice-shopping platform. Walking into a retail store is still required for some purchases. But the integration of voice search allows customers to shop for hundreds of thousands of products simply by talking to their digital assistant.

Conclusion

Voice search is clearly a disruptive technology. This trend has already changed the way we use our phones. As consumers continue to adopt the use of voice assistance, expect their purchasing habits to change.

Certain industries will be impacted by voice search more rapidly than others. But every industry will eventually feel the effects of voice technology. Marketers should realize the impact of voice technology. 

Optimize your marketing with content that responds to natural language queries rather than short keywords. Understand that you have the opportunity to answer questions at any point of the consumer’s day. And if you have a local business, make sure you’re information is updated. Implementing these tactics will optimize your content to ensure voice search success in 2019.