Voice Search Optimisation

What is voice search?

Though I’m guessing most of you already know the answer to this question, a voice search is one that typically takes place on a mobile device. It could also be placed on Siri, Google Home, Alexa, or any number of listening robots on the market that facilitate searching. It is gaining popularity and worth considering when copywriting for voice search optimisation

Copywriting for Voice Search Optimisation

Are there enough people making voice searches?

According to Google, there are more people using voice search than you may realise. Currently 20% of all mobile searches are voice searches.

The stats tell us that 57% of Australians use Voice Search (B&T) I am assuming they don’t sit on their mobile devices all day making voice searches, but it shows that the technology is getting used by a great portion of Australians. In the US, just over 40% of internet users use Voice Search, this equating to 135.6 million people (EMarketer, 2020)

The fact that people are investing in Digital voice assistants on a global scale tells us that there is technology being developed to support increased voice search. Google is also telling us that the technology of voice recognition accuracy is also very close to being perfected with an impressive accuracy at 92%!!

Copywriting Tips for Voice Search Optimisation

1. Queries are typically in a question form. How do you know what kind of questions to target? Try using a tool called “Answer the Public”. Featuring long tail searches, which is what Voice SEO prefers your first Top Tip would be to match your headline to the question.

2. Short and Sweet wins the Google Voice SEO game. Provide a clear and concise answer to the question. Minimise the fluff, just get to answering the question. The average voice search result is around 29 words.

3. Google wants to quickly find content that supports the search query. Make it easy on Google and Google will favour your website in the top position. In order to create this easy access, it may be a good idea to include an Index at the top of your content. This way answers are accessible with a quick scan of the index, rather than a long and tedious search through 1000s of words on page.

4. Popular queries always include a “what is” and “why” so keep using this simple easy to comprehend English.

5. Local Search dominates voice SEO. 80% of all searches has location playing a role in finding the best suited response. Voice SEO are even more focused on location.

Statistics indicate that 30% of mobile searches made are location based. Where a search is phrased to find something nearby, 28% of these searches result in a purchase. (Source: https://www.hubspot.com/marketing-statistics) To capture the attention of your local audience, provide specific answers to these localised queries. Additionally, it is imperative that if you haven’t already obtained your Google My Business listing make sure you do. It must be verified and optimised for location for best results.

6. Page Speed must be optimised for voice search queries. Keep in mind the average page loads in 4.6 seconds for voice search queries.

7. It is unlikely that you will get top results in Google’s voice search results without an SSL certificate. HTTPS is a must what with 70.4% of Googles voice results being fully secured.

8. Higher Authority websites will show up more in voice search results. Keep creating highly relevant content and build high authority backlinks for a boost.

9. Dum it down. The average voice search result received from a Google Home device has been found to serve a ninth-grade reading comprehension level. Scrap the unnecessary words that no one knows and think about the end result.

10. Featured snippets have always been a great place to get the answers to questions placed online. 40.7% of voice search answers received after placing a Google Home device search originated from featured snippets. Snippets favour bullet points and also pull information from header tags and FAQ’s.

Remember that most Voice Searches take place on a Mobile Device

With all these voice searches, you can bet that the audience will end up at a website, viewing it from their mobile device. Regardless of content, if it loads slow, content is cut off, too small and looks like crap – they won’t be giving it a second glance. By now you should have your mobile responsiveness all set up and performing – and if not voice search is the least of your concerns.

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