Voice searches, whether via a phone or a speaker like Amazon Echo or Google Home, are definitely on the rise. According to Strategy Analytics, smart speaker shipments worldwide increased by almost 200% year over year in the third quarter of 2018. And OC&C Strategy Consultants report that more than half of households are expected to own a smart speaker by 2022. Plus usage of all voice devices continues to climb in the foreseeable future.
Here’s how you can optimize your business website for voice search.
Create Content That Answers Your Prospects’ Questions
Whether people search by speaking or typing, they ask similar questions and are looking for businesses that can answer those questions and solve those problems.
You should already have content on your website around the word “How” and other “voice” type trigger words. If you don’t have that content on your business website, it’s time to get cracking.
Content that will attract your ideal prospect should always be helpful and educational to your prospect. The content on your website, whether it’s the website pages or blog posts, is almost always awareness stage top of the funnel content.
If you don’t have this type of content on your website, here’s an easy way to get started.
Think of all the questions you get asked by prospects or customers. Likely, many of the questions are asked by most people. So if people who meet you are asking these same questions, people who don’t meet you are Googling these questions. By creating content that answers these questions you are increasing your visibility with people who are likely to become your customers.
Use Structured Data That Helps Google Understand Your Answer Content
Google recently announced support for two new schemas: FAQ and How-To. These new sets of structured data are perfect for voice searches. An additional benefit of using them is that your content can also show up as rich results in the search engine results.
Google loves structured data because it gives them another way to quickly understand the content on your website. Any time you can make it easier for Google you have a chance of increasing your visibility in search results.
When you are ready to add structured data to your how-to content you have to make sure your content fits the format that Google is looking for.
Define each of the steps in your how-to. Each step will need a name and then you can use a longer bit of text as a description of your step. You can also include directions, tips, videos, images and time it takes to do the whole how-to.
By making sure that you have the elements that Google is looking for you have a much better chance to improve your visibility in text and voice search.
When you add structured data to your FAQ page you can also get improved visibility in voice search and text search.
The FAQ structured data is very simple. You need questions and answers. The answers should be direct and complete. Generally, you want that content to be about a paragraph in length.
These two strategies should help set your business website up for success when it comes to voice search, plus they will also help you for text searches. It’s a win-win.
If you need help with optimizing your business website for voice search feel free to reach out to us at Peak Inbound Marketing. (973) 770-4668.