Voice search is a technology that allows users to perform search queries by speaking instead of typing. It is becoming increasingly popular, especially among mobile users, as it provides a convenient and hands-free way to access information online. According to a report by Juniper Research, the number of voice assistant users worldwide will reach 8.4 billion by 2024, up from 4.2 billion in 20201. In Canada, voice search is also gaining momentum, as more than half of Canadians (55%) own a smart speaker or use a voice assistant on their smartphone2.
But what does voice search mean for SEO strategies? How can businesses optimize their websites and content for voice search users? And what are the trends and challenges of voice search in 2023 and beyond? In this blog post, we will answer these questions and provide some tips and best practices for voice search optimization in Canada.
Why Voice Search Matters for SEO
Voice search has a significant impact on SEO, as it changes the way users search for and consume information online. Here are some of the reasons why voice search matters for SEO:
- Voice search queries are more conversational and natural than text-based queries. They tend to be longer, more specific, and more likely to include questions and modifiers. For example, a user might type “best pizza near me” on a search engine, but say “Hey Google, where can I get the best pizza in Toronto?” on a voice assistant. This means that SEO strategies need to focus on long-tail keywords, natural language, and semantic search to match the intent and context of voice search users.
- Voice search results are more concise and authoritative than text-based results. Voice assistants usually provide a single, relevant answer or a featured snippet to voice search queries, rather than a list of links. This means that SEO strategies need to aim for ranking in the top position or earning a featured snippet, which requires high-quality, informative, and well-structured content that answers the user’s query directly and clearly.
- Voice search is more prevalent for local and mobile searches. Voice search users often look for location-based information, such as nearby businesses, directions, or reviews. They also tend to use voice search on the go, when they need quick and easy access to information. This means that SEO strategies need to optimize for local search, by claiming and updating Google My Business listings, using geo-targeted keywords, and providing accurate and consistent NAP (name, address, phone number) information across online platforms. SEO strategies also need to optimize for mobile search, by ensuring that websites are fast, responsive, and user-friendly on mobile devices.
Voice Search Optimization Tips and Best Practices
To succeed in voice search in 2023, businesses need to adopt a voice-first approach to SEO, by understanding the needs and preferences of voice search users and creating content and websites that cater to them. Here are some of the tips and best practices for voice search optimization in Canada:
- Conduct keyword research for voice search. Use tools like Google Keyword Planner, Answer the Public, and SEMrush to find out what kind of questions and phrases your target audience uses when they search by voice. Analyze the intent, context, and tone of voice search queries, and create a list of relevant and natural keywords that match them.
- Create conversational content. Write content that sounds like you are talking to your audience, using a friendly and informal tone. Use words and phrases that your audience would use, and avoid jargon and technical terms. Use the inverted pyramid method, which means starting with the most important information and then providing more details. Use short sentences and paragraphs, bullet points, and subheadings to make your content easy to read and scan. Use transition words, such as “however”, “therefore”, and “in addition”, to create a logical flow and connection between your sentences and paragraphs.
- Leverage schema markup. Schema markup is a code that helps search engines understand the content and structure of your website. It can also help you earn featured snippets, which are the preferred format for voice search results. Use schema markup to provide relevant and accurate information about your business, such as name, address, phone number, opening hours, ratings, reviews, products, services, prices, and events. Use tools like Google’s Structured Data Testing Tool and Schema.org to create and validate your schema markup.
- Optimize for mobile. Make sure that your website is fast, responsive, and user-friendly on mobile devices, as most voice searches are done on smartphones. Use tools like Google’s Mobile-Friendly Test and PageSpeed Insights to check and improve your website’s performance and usability on mobile. Implement AMP (Accelerated Mobile Pages), which are lightweight and fast-loading web pages that can improve your mobile ranking and user experience. Use responsive design, which means that your website adapts to the screen size and orientation of the device. Use large and legible fonts, clear and intuitive navigation, and prominent and clickable buttons and links.
- Earn featured snippets. Featured snippets are the boxes that appear at the top of the search results, providing a direct and concise answer to the user’s query. They are also the source of voice search results for most voice assistants, such as Google Assistant and Siri. To earn featured snippets, you need to create high-quality, informative, and well-structured content that answers the user’s query directly and clearly. Use the question-and-answer format, which means framing your content as a question and providing a short and simple answer. Use headings, subheadings, bullet points, tables, and lists to organize your content and make it easy to scan. Use images, videos, and charts to illustrate and support your answer.
Voice Search Trends and Challenges in 2023 and Beyond
Voice search is not a passing fad, but a growing and evolving phenomenon that will shape the future of SEO and online marketing. Here are some of the trends and challenges of voice search in 2023 and beyond:
- Voice search will become more personalized and contextual. Voice assistants will use artificial intelligence and machine learning to learn from the user’s behavior, preferences, and history, and provide more personalized and contextual results. Voice assistants will also use natural language processing and understanding to interpret the user’s intent, emotion, and tone, and provide more relevant and empathetic responses.
- Voice search will become more diverse and multilingual. Voice search users will come from different backgrounds, cultures, and languages, and expect voice assistants to cater to their needs and preferences. Voice assistants will support more languages, dialects, and accents, and provide more accurate and natural translations. Voice assistants will also use voice biometrics, which means identifying and authenticating users based on their voice characteristics, to provide more secure and customized services.
- Voice search will become more integrated and ubiquitous. Voice search will not be limited to smart speakers and mobile devices, but will be integrated into various devices and platforms, such as cars, TVs, wearables, and appliances. Voice search will also be integrated with other technologies, such as augmented reality, virtual reality, and the Internet of Things, to provide more immersive and interactive experiences. Voice search will become a part of everyday life, and users will expect voice assistants to perform various tasks and functions, such as booking appointments, ordering food, making payments, and controlling smart devices.
Voice search is a game-changer for SEO, as it changes the way users search for and consume information online. To stay ahead of the competition and reach your target audience effectively, you need to optimize your website and content for voice search. By following the tips and best practices in this blog post, you can create a voice-first SEO strategy that will help you rank higher, earn more traffic, and generate more leads and sales. Voice search is the future of SEO, and the future is now. Don’t miss this opportunity to grow your business and connect with your customers. Contact us today to find out how we can help you with your voice search optimization needs.