Siri, Alexa, and Google Home oh my! – Voice search’s impact

Voice search is becoming more and more popular. It is estimated that 50% of online searches may be conducted via voice search by the end of 2020. This is a significant increase in the past few years and likely to continue.

As digital marketers, we have to adapt so that our content is found whether someone is searching by typing the query on their laptop or if they just asked Siri to look something up.

This results in a change of perspective; being on page 1 on Google for search results is great, but that doesn’t necessarily mean you’ll be featured in voice search. Position Zero comes into play. This means your content is utilized as a Featured Snippet, or you being the top result. Siri and Google Home announce the top result when they answer questions.

So what are some strategies that can help you as you attempt to snag that top spot and the top voice result?

Use Natural Language
Now this helps with SEO in general, but since people ask questions in a more natural way when utilizing a voice device, it is important to match that style. They are more conversational and less transactional. For example, you may ask Siri, “How do I make a tasty roast?”, but if you typed the query it may look like, “roast recipes.” The difference is subtle, but still important.

Short and to the point wins the prize
When people ask a question to Siri or Alexa they are looking for a specific answer. That’s why including a concise answer near the beginning of your content makes it easy to find and read. You can expand on the answer later in the article/post.

Local. Local. Local.
It’s all about location. Mobile voice searches are three times more likely to be local searches and even voice searches that aren’t mobile are more likely to be local. Most of us have asked Siri for directions to the closest parking structure, as an example. This is why making sure your Google My Business is accurate as that is a likely place that voice will be pulling from. It makes your company’s basic information more accessible. Put the answers to Who, What, Where, When and Why front and center. Example: You are an arborist providing tree care maintenance for the Greater Milwaukee Area.

With all this being said so much depends on the size, shape and type of business. For many voice search isn’t going to have too big of an impact on their business, but for others it will. The key is to know your strategy and stick with it – and remember that any space on the first page is good.

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