Voice Search – a 2023 update
The number of users using their voice to search has been increasing in recent years. We are seeing the capabilities and technology around voice search continue to leap forward, with constant enhancements of artificial intelligence, the rise of A.I. chat assistants, like Chat GPT, and increasingly accurate algorithms. As a result, it is imperative as marketers that we are adapting in response. We’ve written about voice search before, but with all the changes since then it’s time for an update.
So what does voice search mean for your business today? You can capitilise on the rise in the popularity of voice search by understanding how devices like Google Home, Apple Watch, and Amazon’s Alexa work, alongside mobile assistants like Siri and Google Assistant, and how the usefulness of this technology is driving increased use of voice search from users.
How Does Voice Search Impact Search Engine Optimisation?
Voice search is changing how customers are searching for items, products, or information. Data shows that:
- Voice search now accounts for 20% of mobile search queries on Google alone. source
- Just under 40% of internet users in the United States are estimated to use their voice assistant at least once a month. source
- 55% of teenagers and 41 % of adults used voice search more than once a day. source
It’s clear that users are integrating voice search into their online browsing behaviours – and it is no longer just a “novelty feature”. As technology, machine learning and voice search improve, the end goal for the big phone manufacturers is to ultimately have your mobile as your assistant so you can focus on things that matter to you.
How To Optimise Your Website To Target Voice Searches in 2023?
With an increase of users using voice to search a question, product or service here are some tips and tricks on how to optimise your brand to target voice searches.
1. Include Keywords That Are Conversational
When people are using these voice assistants they use conversational tones. This tends to be a variation of keywords in a long-tail sense and search phrases. Therefore, optimising your keywords and focusing on targeting those that can be used in a conversation or search phrase would help optimise your site with voice search.
For example, a voice search query may sound like “Where can I find the top Italian restaurants near me?” On the other hand, a typical mobile user who is typing their search query might simply type “Italian restaurant” or “Italian restaurant location”. This disparity in phrasing is due to the nature of the input method. Typing requires more effort and time, so users tend to abbreviate their searches to only the essential keywords. Conversely, speaking is a quicker and more efficient method of input, allowing users to express their needs in a more detailed and precise manner.
2. Focus On “The Four W’s And One H”
Make sure your copy on-site focuses on and answers ‘Who, what, when, where, and how’ questions. Users often are looking for an immediate answer, therefore building answers that incorporate your business keywords will help you make sure that your content answers those questions about your product or service.
3. Make The Most Of Your Localised Context
Generally, mobile users who use search engines are wanting to localise their searches and will ask hyper-local questions. One of the best ways to optimise for local searches is to add in location-based queries; such as the location of your store, hours of operation, etc. It’s important to update your Google Business Profile to ensure you have accurate information online for users when they do ask hyper-local questions.
4. Build Pages With FAQ (Frequently Asked Questions)
Create a content-rich FAQ page that not only answers the Four W’s and One H but also plan the content accordingly so it is conversational and not a formal document. Ensure that your FAQ page is easily accessible in your website’s menu and the structure of the information that is shown is easily understood.
It’s essential to recognize that voice search is more than just a passing trend. With the increasing number of devices equipped for voice search and the significant advancements in A.I. technology, businesses that fail to take advantage of this opportunity may run the risk of losing search rankings and falling behind competitors.