A comprehensive guide to voice search

A comprehensive guide to voice search

Many of us have used voice search in our day-to-day lives, whether it’s asking Siri to set a timer or using the car’s hands-free system to ring somebody while you’re driving. With the purchase of voice-enabled devices on the rise, including things like smartphones, smart speakers and virtual assistants, it’s not surprising that more and more people are using voice search.

As a business owner, it’s important that you understand exactly how voice search can benefit you and what you need to do to ensure your website is optimised for it.

That’s why in this guide, we explore the concept of voice search, discussing the best practices for optimising your website for voice search, as well as the opportunities and challenges that businesses may face. By the end, we hope you will have a solid understanding of voice search and be equipped to implement some effective strategies to improve your online visibility.

What is voice search?

Voice search is a way users can interact with their devices using their voice instead of a traditional keyboard (phone keyboard, computer keyboard, etc). It’s become increasingly popular thanks to devices like the Amazon Echo (Alexa) and Google Home (Google Assistant). Advancements in speech recognition software have also made this kind of technology much more accurate and, in some cases, easier to use than a phone.

There are several ways to use voice search but anyone with a smartphone can access it. Simply speak into your smartphone or smart speaker and ask a question or request a task. Alternatively, you can use a voice-enabled search bar on a website or app. Voice search can be used for a variety of purposes, including finding information, playing music, controlling smart home devices and more.

How does voice search work?

Voice search technology, also known as speech recognition, has become increasingly sophisticated in recent years. It involves converting spoken language into text that can be understood and processed by computers. Here’s a simplified breakdown of how it works:

Step 1: Converts speech to text

When you speak into a device, your voice is captured by a microphone. The audio signal is then processed by algorithms that break it down into individual sounds and words. These algorithms analyse the patterns and characteristics of your voice to identify the words being spoken.

Step 2: Applies Natural Language Processing (NLP)

Once the words have been recognised, NLP techniques are used to interpret the meaning behind them. NLP algorithms analyse the context, grammar and syntax of your query to understand the intent and context of your request.

Step 3: Retrieves search results

Based on the processed query, the search engine or assistant retrieves relevant information from its database. The results are then presented to you in a way that is easy to understand and act upon.

Voice search technology has advanced significantly, enabling more accurate and natural interactions between users and devices. As voice search becomes more prevalent, it’s essential that you consider how you can optimise your content and website so that it’s more voice-search friendly.

How many people use voice search?

Voice search has seen a significant surge in popularity in recent years, with more and more people adopting it as a convenient way to interact with their devices. While exact figures can vary depending on the region and demographics, it’s clear that voice search is becoming a mainstream method of searching for information.

It’s thought that around one billion voice searches are performed every month, with more than 50% of adults claiming they use voice search on a daily basis.

According to various studies, a substantial portion of smartphone users have used voice search at least once, and the number of voice search queries has been steadily increasing. This trend is driven by factors such as the widespread availability of voice-enabled devices, improvements in voice recognition technology and the fact that users are becoming more comfortable speaking to their devices.

As the use of voice search continues to rise, you as a business owner need to adapt your digital marketing strategies to ensure that your website content is easily discoverable through voice search. This includes optimising for keywords that people are likely to use when speaking to their devices.

How voice search is changing SEO

The rise of voice search has significantly impacted the way people interact with search engines, and so you must adapt your SEO strategies accordingly. Below are some of the things you should consider when optimising for voice search.

Long-tail keywords

Voice search queries often resemble conversational language, leading to longer, more specific search terms. We’d recommend that you try to focus on incorporating long-tail keywords that accurately reflect how users might ask questions and include these keywords naturally within your site’s content to improve the chances of appearing in voice search results.

Conversational language

To cater to voice search, your content should be written in a conversational tone that mimics how people would ask a question. This includes using informal language and avoiding technical jargon. Additionally, you might consider producing articles with a question-and-answer format that is easy for the user to read, providing clear and concise answers to their underlying questions or needs.

Schema markup

Schema markup provides search engines with structured data about your content, helping them understand it better. Generally, when you add schema to a page, your website can appear in rich snippets and featured snippets and may increase the click-through rate. But more importantly, there is a specific speakable schema markup that allows you to tell search engines which parts of your content are relevant to be read aloud by smart devices.

Local SEO

For businesses targeting local customers, ensuring your Name, Address, and Phone number (NAP) are consistent across all online listings is crucial. Optimising your Google My Business profile with accurate information, high-quality images and positive reviews is also essential. Additionally, building citations on reputable directories and websites can improve your local search visibility.

Mobile optimisation

As voice search is primarily used on mobile devices, it’s essential to have a mobile-friendly website. This includes ensuring your website is responsive to different screen sizes and optimising its loading speed to provide a positive user experience. Google prioritises mobile-first indexing, meaning your website’s mobile version is the primary version used for indexing.

What is voice search optimisation?

Voice search optimisation (VSO) is the process of applying the above techniques to a website to ensure you rank for voice search results. It presents both opportunities and challenges for website owners and businesses.

By optimising for voice search, you can improve your business’ visibility in search results, leading to more organic traffic and potential customers. Additionally, VSO can improve the user experience by providing more relevant and helpful information to voice search users. Businesses that are ahead of the curve in VSO may also gain a competitive advantage over those that are not.

However, VSO also comes with its own set of challenges. Voice search queries tend to be longer and more conversational than traditional text-based searches, requiring businesses to adapt their content and keyword strategies. While voice recognition technology has improved significantly, there may still be limitations that can affect the accuracy of voice search queries. For businesses that rely heavily on local customers, investing more in local SEO may be necessary to ensure your website appears in voice search results for relevant queries.

Despite these challenges, the opportunities presented by VSO make it a worthwhile investment for businesses looking to improve their online visibility and reach a wider audience.