Hey Siri, Does Voice Search Matter for SEO?

If you’ve been around an Apple or Google product, you’ve probably heard a voice assistant once or twice. The simple command of “Hey Siri” or “OK Google,” which activates the tool, echoes in most of our ears. These voice assistants can complete a wide range of tasks, one of them being a web search.   

For content marketers, search engine optimization (SEO) is not a new topic. We’re constantly refining our work to improve organic site traffic through keywords, tags, Alt text, H1s, etc. Tools like Semrush and Ahrefs have become go-to's for refining strategy and developing new content. But is SEO changing? With the rise of voice search popularity, will the same tried-and-true practices like keyword research still help with ranking?  

The short answer is yes and no. Voice search scours the web for relevant content, just like a typed question. However, unlike typed questions, most voice requests follow natural speech patterns, which tend to be longer and more detailed than text-based searches. Though the concept of SEO remains the same, voice search optimization (VSO) requires a slightly different strategy. 

 

Why bother with voice search optimization?  

Well, you don’t have to… but we highly recommend it! Voice search has been around for years and has undergone continuous refinement, meaning increased usability and accuracy rates (currently at a 95% accuracy rate in English) all contribute to its popularity.  

Additionally, at-home devices like Google’s Nest, smartwatches and car tools like Android Auto and Apple CarPlay have made voice search more accessible to consumers to adopt in their everyday lives. In fact, around 45% of Americans use voice search to find information, and that number is expected to grow.
 
VSO will help you reach more customers through:  

• Increasing mobile traffic: Mobile traffic is especially important for the service and food industries, as common requests are to find a local service or item. By making your site voice-search-friendly, you're basically rolling out the welcome mat for more mobile users looking for exactly what you offer. It's all about keeping up with how people search today and ensuring they find you easily, especially on the go. 
• Enhancing the consumer experience: VSO is all about giving users what they want, fast. Since talking is quicker than typing, voice search can speed up how people find answers, making their experience smoother and more enjoyable. It's a simple way to make everyone's life a bit easier and keep them coming back for more.  
• Improving accessibility: For consumers with disabilities, senior citizens or even those driving or temporarily unable to type, voice search opens the door for more people to access information and find your brand. 
• Multilingual abilities: With devices supporting voice search in multiple languages—like Google Voice's impressive 119 languages - your business can connect with a global audience like never before. In today's interconnected world, tapping into the multilingual capabilities of voice search isn't just smart; it's essential for growth and reaching consumers far and wide. 

To summarize, voice search isn’t leaving any time soon and only benefits your overall SEO,  so adopting a VSO strategy now is well worth committing to.  

 

Voice search optimization strategies 

Let's start with keywords! As we mentioned, a voice search isn’t all that different from a typed search. Though voice searches tend to be longer and more detailed by nature, the general search function is the same and your ranking determines where or if you’ll appear in a search. In other words, keywords still play a considerable role in VSO; however, instead of head and medium-tail keywords, you’ll want to target long-tail keywords to rank.  
 

Long-tail keywords 

Long-tail keywords are phrases of three or more words – they tend to be the more specific compared to head and medium-tail keywords and the least searched. However, despite having a lower search volume, don’t overlook them as they specifically target voice search users. They can also work with your SEO strategy as they are: 

1. Easier to rank: Long-tail keywords are your secret weapon! They're not as crowded with competition as those broad, one-word terms, making them a sweet spot for climbing up the search rankings. 
2. Easy to convert to a sale: When someone's asking a specific question, they're usually just a step away from buying. Targeting these queries means catching consumers right when they're ready to pull out their wallets. 

 

Additionally, you’ll want to think about: 

Conversational tone 

Additionally, make sure you’re using conversational language in your content. Stiff and formal writing is not only viewed as less authentic, it doesn’t translate well for voice searches. You can still write polished content, but be intentional in how you’re writing. Stay away from too many technical terms and make things personal (and more searchable) with the use of “I,” “you,” “we,” etc. For example, instead of an H1 titled “Improving SEO,” change it to “Improving Your SEO.” It's small, but it can make a big difference! 

Optimize for featured content 

When it comes to voice search, the spotlight is on featured snippets—those brief answers read aloud by your device. These snippets usually grab from the top results, so ranking high is your first mission. But you also need to make sure your content is snippet-friendly. This means weaving clear, concise answers to frequently asked questions throughout your content. Think of it as strategically placing breadcrumbs that lead right to your door, making it easy for voice search to pick up and feature your answers. 

Priorities local SEO 

Local SEO isn't just a piece of the puzzle; it's a cornerstone, especially when it comes to voice search. Many voice queries are about finding local spots—be it a coffee shop, a mechanic or a yoga studio. So, dive deep into those location-specific, long-tail keywords. The more detailed and optimized your content is for your area, the better your chances of being the answer to someone's "near me" question. 

 

Overall, VSO complements your SEO efforts, and as technology evolves, the importance of voice search will only increase. Getting ahead with these strategies today will set you up for search success tomorrow. 

Thinking about boosting your SEO? Whether you're running a solo operation or have a complete marketing team, thunder::tech is here to support you. Our SEO experts are ready to offer everything from quick advice to comprehensive strategy and implementation plans tailored to your needs. Don't wait to elevate your online presence—reach out to us today, and let's kick things off!