How to Use Voice Search Optimization (VSO) to Capture More Traffic

In the past two years, how often did you ask your smartphone’s smart speaker or assistant app for information instead of typing on Google or Bing? Compare that with the two years further prior. Did you notice any change in frequency?

Like everyone exposed to technology, you are far more likely today to use voice search over regular search than five years ago. Year after year, voice assistants like Siri, Alexa, and Google Assistant have soared in sales.

And yes, this means something for search engine optimization. There is now an emerging sub-field of voice search optimization. The immense growth of technology means that SEO professionals, website owners, content marketers, etc., cannot afford to overlook voice search technology in their strategy.

Understanding Voice Search

Much ado about voice search. How does it work? Voice assistants are trained via machine learning to process natural language, comprehend spoken queries, and provide relevant results.

Natural Language Processing (NLP) researchers feed the algorithms with big data of human speech, complete with all the nuances reelected in speaking. More so, the system learns to interpret verbal queries semantically to determine the user intent behind each question.

This makes voice search work differently from regular search in interestingly different ways. Here are some features that mark voice searches as unique:

• When people regularly search on Google or other search engines, they focus on getting the keywords right. On the other hand, people interact with their voice assistants in a more conversational tone. Therefore, “gyms near me” is a common query for regular searches but using a voice assistant, one might more likely say, “what are some good gyms near me?”. 
• People who make voice queries expect more direct, straight-to-the-point answers. Most voice assistants are hands-free devices, so users do not have the time to wade through multiple search engine results pages trying to find one article with the exact answer.
• The direct nature of voice search results means there is limited opportunity to rank. When the questioner wants a direct answer to their query, you can offer them only so many results. Therefore, the voice search optimization space is highly competitive because what matters is that you rank high and first.

Benefits of Voice Search Optimization

If voice search optimization already sounds discouraging to you, don’t give in to that idea. Even though it is highly competitive and a relatively new space for most SEO professionals, there are immense benefits if you get it right. Here are a few of the most important ones:

1. Improved user experience

You might have discovered that writing is a relatively recent invention of humankind. Typing is even more recent, having only existed for a few centuries. What is innate to us, though, and that distinguishes our species from other living beings is speaking.

Therefore, it is no wonder that humans gravitated toward a more natural communication experience once the technology became ripe for it. Optimizing for voice search technology gives your audience a more convenient and efficient experience in finding information important to them.

2. Future-Proof approach

Voice search is not going anywhere. Currently, half of all Americans use voice searches daily, and according to Statista, by 2024, there will be 8.4 billion (that’s right, not millions) digital voice assistants in devices worldwide.

Voice search optimization may today be a periphery to regular SEO, and rightly so. However, SEO may be entirely dominated by voice in the coming years. Therefore, one way to future-proof your business from now on is to focus on VSO.

3. Improved search rankings

Google’s algorithm is constantly evolving to provide better service to its users in the intricate realm of search engine optimization (SEO).

Optimizing for voice search can amplify your chances of appearing in featured snippets, knowledge panels, and other desirable spots in search results. Such optimization can significantly impact your business’s success by enhancing search rankings and increasing visibility and traffic.

4. Increased traffic

Optimizing for voice search can assist in capturing more traffic from users who prefer using this technology, especially for businesses that heavily rely on website traffic to generate leads and sales.

Being present in featured snippets and other search outcomes can entice more visitors to your website, leading to more conversions and revenue. This advantage may be puzzling, but it is highly relevant in the current era.

Look at your competitors using the Eye10 Competitor Research tool; the difference between you and them might lie in this open secret.

Tips for Voice Search Optimization

Thankfully, ranking for voice search does not require reinventing the wheel toward a completely unknown approach. Many tips for voice search optimization are regular advice for regular SEO as well.

• We already mentioned that voice search users tend to be more conversational in their tone. This means they also tend to use more long-tail than short-tail keywords. Use the Eye10 Keyword Planner to research longtail keywords relevant to your business.

• Featured snippets are designed to provide straightforward answers to queries and thus fit the voice search framework perfectly. Optimize your content to appear in featured snippet results, and you’ll notice an increase in your chances of voice search ranking. 
• Writing long, comprehensive pieces on a particular topic is good, like the one you read. But in your content strategy, also focus on quick, concise answers that voice searchers want to hear.
• Use structured data to provide Google and other search engines with additional information about indexing and categorizing your webpage content.
• Many voice searchers use assistants to find nearby businesses or services. This is where optimizing for location-specific keywords will enhance your ranking in VSO.
• In addition to smart speakers, voice search is popular on mobile devices. Therefore, you must ensure your website is mobile-friendly, responsive, and fast. Use the Eye10 Pagepseed tool to ensure that your site loads speedily.

Conclusion

In short, consider your SEO strategy incomplete if it does not include voice search optimization. Your website may be doing very well and attracting traffic now. But how about five, seven years to come? Take action and lay down the foundation for long-term SEO success.

With SEO tools that give you real-time insights and in-depth reports on how your website and competitors are doing, Eye10 has become a tool of choice for SEO professionals everywhere. A trial, which costs only $3, will convince you that this is what you need to supercharge your SEO strategy.