Are you curious about voice search and how it can benefit your business? ThinkWithGoogle is here to help! In this blog post, we’ll explore how voice search works and provide you with three practical tips to optimize your voice search strategy.
First, let’s take a look at what voice search is and how it’s changing the way people search for information online.
What is Voice Search?
Voice search is a technology that allows users to search the internet by speaking a command or question to a device equipped with voice recognition technology, such as a smartphone, smart speaker, or virtual assistant. Instead of typing out a query, users can simply speak it aloud, and the device will provide a response based on the user’s intent.
The rise of voice search is transforming the way people interact with search engines. According to Google, 27% of the global online population uses voice search on mobile devices. Additionally, it’s estimated that by 2022, the number of smart speaker users in the US alone will reach 87.7 million. As voice search continues to grow in popularity, businesses must adapt their SEO strategies to keep up.
That’s where ThinkWithGoogle comes in. This online resource provides valuable insights into consumer behavior and search trends, helping businesses understand how people use voice search to find information and make purchasing decisions. Here are three tips to help you optimize your voice search strategy:
Understand Natural Language Processing (NLP)
Voice search queries are often longer and more conversational than text-based queries. As a result, search engines must be able to understand natural language processing (NLP) to provide accurate and relevant results.
To optimize your voice search strategy, you need to understand how NLP works. Google’s AI-powered algorithm uses a combination of machine learning and natural language processing to understand the user’s intent behind a query. This means that the algorithm can interpret complex queries and provide more accurate results.
For example, if a user asks, “What’s the best pizza place near me?” the algorithm will understand that the user is looking for a pizza restaurant in their current location. By contrast, a text-based query like “pizza restaurant near me” might not provide the same level of specificity.
To optimize your voice search strategy for NLP, use natural language in your content and incorporate long-tail keywords that match the conversational tone of voice queries. This will help your content appear in relevant search results and increase your chances of attracting voice search users to your website.
Focus on Local SEO
Voice search queries often have a strong local intent, with users searching for nearby businesses, products, or services. To capitalize on this trend, it’s important to optimize your local SEO strategy.
ThinkWithGoogle suggests focusing on three key areas to improve your local SEO for voice search:
- Claim your Google My Business listing and ensure that it’s up to date with accurate business information, including your address, phone number, and hours of operation.
- Use schema markup to provide search engines with additional information about your business, such as your location, reviews, and contact details.
- Create location-specific content that targets relevant keywords and phrases related to your business and the local area.
By optimizing your local SEO strategy, you can increase your visibility in voice search results and attract more local customers to your business.
Optimize for Featured Snippets
Featured snippets are short snippets of information that appear at the top of search engine results pages (SERPs) in response to a user’s query. These snippets are designed to provide users with quick answers to their questions, making them ideal for voice search queries.
To optimize your content for featured snippets, use clear and concise language that answers the user’s query directly. ThinkWithGoogle recommends following these best practices for optimizing your content for featured snippets:
- Use header tags (H1, H2, etc.) to organize your content and make it easier for search engines to understand the structure of your page.
- Include a clear and concise answer to the user’s query in the first paragraph of your content.
- Use bullet points or numbered lists to break up your content and make it easier for users to read.
By optimizing your content for featured snippets, you can increase your chances of appearing at the top of search results and improve your visibility in voice search queries.
Examples of Successful Voice Search Strategies
Now that you have an understanding of how voice search works and some tips to optimize your strategy, let’s take a look at some examples of businesses that have successfully incorporated voice search into their marketing efforts.
Domino’s Pizza
Domino’s Pizza is one of the first brands to embrace voice search technology. In 2014, the company launched its “Domino’s AnyWare” campaign, which allows customers to order pizza using a variety of digital platforms, including voice assistants like Alexa and Google Home.
To make ordering even easier, Domino’s has created a “Pizza Profile” feature that allows customers to save their favorite orders and preferences. When customers place an order using a voice assistant, Domino’s can use this information to quickly process the order and provide a personalized experience.
By embracing voice search technology, Domino’s has made it easier for customers to order pizza on the go, while also providing a seamless and personalized experience.
Purina
Pet food brand Purina has also incorporated voice search into its marketing strategy. The company has created a voice-activated pet care assistant called “Ask Purina” that provides pet owners with personalized advice and tips on pet care.
Using natural language processing and machine learning, Ask Purina can understand complex queries and provide customized recommendations based on the user’s pet’s breed, age, and health conditions. For example, if a user asks, “What should I feed my senior dog with arthritis?” Ask Purina can provide specific recommendations for the user’s pet.
By providing a valuable service through voice search technology, Purina has increased customer engagement and loyalty while also establishing itself as a trusted authority in the pet care industry.
H&M
Fashion retailer H&M has also incorporated voice search into its marketing strategy. The company has created a voice-activated chatbot called “H&M Voice Interactive Mirror” that allows customers to try on virtual clothes and accessories using voice commands.
Using augmented reality technology and natural language processing, the chatbot can understand the user’s commands and provide a realistic virtual try-on experience. This allows customers to see how clothes will look on them before making a purchase, while also providing an interactive and engaging experience.
By embracing voice search technology and offering a unique and innovative service, H&M has differentiated itself from competitors while also providing a personalized and interactive shopping experience for customers.
Conclusion
Voice search is transforming the way people search for information online, and businesses must adapt their SEO strategies to keep up. By understanding natural language processing, focusing on local SEO, and optimizing for featured snippets, you can improve your visibility in voice search results and attract more customers to your business.
ThinkWithGoogle is a valuable resource for businesses looking to optimize their voice search strategy. By incorporating the tips and best practices outlined in this blog post, you can unlock the power of voice search and establish yourself as a trusted authority in your industry.