Search Engine Optimisation (SEO) is a significant part of Marketing Strategy for businesses today.
But with voice search and audio content on the rise, people are changing the way they search; and so are the search engines. One thing is driving the solution to this is voice search copywriting.
Here’s how voice search is changing SEO and what you need to do to prepare.
Prefer to listen, rather than read? Here's the Podcast summary!
SEO is crucial for Marketing – but like everything else, it’s changing
Search Engine Optimisation has become a normal part of marketing today.
It helps our ideal customers find us organically by ensuring our websites rank for the right search queries.
We’re all pretty good at it now, too!
Through the knowledge of customer intent and the creation of content full of relevant keywords and long-tail phrases, we’ve become very familiar with how to attract the attention of search engines like Google, Yahoo, Bing and more.
This works well… while people continue to physically type.
So, what’s changing with SEO?
As we’ve all come to expect – Marketing trends are forever changing.
However, what you may not have expected (or thought was possible) is that people are becoming more time-poor than ever before – and this is shrinking our attention span even further!
I read recently that we’re down to 8 seconds of focus on average (dubbing us “generation goldfish”)!
In today’s digital era, mass consumer behaviour is the most powerful driving force behind these changes in Marketing; and with people always on the go, the reality is that typing, reading and watching content may start to experience a decline.
What will it be replaced with?
Well - the medium that allows people to consume content while walking, driving and navigating their daily lives: audio and voice commands.
Why? Because it’s hands-free.
Audio and voice search are growing to become the new content king
There! I said it.
Hands-free content is king!
Well, that’s my educated prediction, anyway – and I’m not alone in thinking this. Many renowned marketing professionals, such as Neil Patel and Brian Dean think the same.
Audio and voice allow people to be entertained and interact passively, which is highly appealing when running around all day from errand to errand.
Podcasts and eBooks are rising quickly in popularity and voice search, along with it.
Look around you – everyone is running around with earbuds and earphones on, eyes forward as they dash from place to place. Hands-free content is on the rise now more than ever before because we are always on the move.
What does this have to do with voice search SEO?
Voice search is a customer-chosen solution to this ‘even more time-poor’ trend.
Voice search has come on a long way since Siri was launched back in 2011. Back then, it was a novelty. Today, it’s far more commonplace.
Did you know that 55% of teens and 41% of adults conduct at least one voice search per day? And that it is estimated that in a year, voice will account for 50% of all search queries online, up from 20% only a few years ago?
It’s not hard to see why!
When people are on the go or they’re rushing around, yelling commands at Google, Amazon Alexa and Siri is much more efficient than manually typing out words.
Think of how much easier it is to say “Ok Google. Where can I go on a holiday in March that’s within driving distance of Sydney?”, or “Hey Siri. How do I find a quality copywriter to help my business?”
Old habits do die hard (i.e.: typing a query), and people won’t give up typing, reading or watching a screen completely any time soon - but with everyone always on the lookout for more convenience, hands-free content is quick an effective answer.
How is voice search changing SEO?
Recent SEO best practise has become quite mechanical.
It has been all about searching for keywords and popping them in as much as you can. Unfortunately, I’ve seen this keyword stuffing often take precedence over the user experience.
I’m glad to say that voice search is adding a bit more of a human element back into the process.
Why? Because the more people start to search via voice commands, the more they will use more conversational language and long sentences. In the past, people used keywords such as “business consultant Sydney”. However, when people start using voice, they will naturally default to proper sentences because it’s just as easy and also far more accurate.
This query will, therefore, become something like: “How do I find a professional business consultant for my small business?”
Of course, search engines will respond to this.
It’s their goal to provide the best experience for people searching, and if voice search is on the rise, they will adapt.
How to implement Voice Search SEO
It comes back to effective copywriting!
More specifically, voice search copywriting, which is designed to improve your voice search SEO.
While, yes, I did say that typing and reading may start to fall due to the rise of voice search; written copy is where search engines like Google are getting the answers to vocal queries from. This means that if you want your website to appear in response to voice search requests, you need voice search optimised (VSO) content!
For more information, read: how copywriting helps you tap into the voice search revolution.
What is voice search copywriting?
Voice search copywriting is when you create written content that is optimised for voice search queries so that when a person searches using voice, the search engines scan your content and select it as the best match for their request.
These search engines then read a snippet back or present the relevant page to the person.
The responses that a voice search pulls up isn’t just coming from anywhere. When a search engine like Google is responding to a voice query, it is scanning written words and copy from website pages to find the best match and returning this.
How to improve your voice search SEO?
There are a few ways of using quality copywriting to ensure that the voice search algorithms select your content as the best response to a customer’s voice query.
It all starts with shifting your mentality towards providing the answers to how your customer will use voice search to find your brand.
Try these 5 tips to improve your voice search SEO:
(1) Question and answers
Think about how people will use voice commands in search engines – chance are that it will take the form of a full-sentence question, like: “how does a voice search copywriter help my business?”
So, it makes logical sense to write these full questions out and then provide the relevant answer. Search engines like Google can easily identify the match from the long-tail keywords and then present your content as a solution to their specific problem.
(2) Write in snippets
Taking the previous tip to the next level – you will notice that Google, Alexa and other voice AIs often read the top result back to you too.
This comes from a relevant ‘snippet’ in your written content.
So, just like the questions and answers tip, write in short snippets with sub-headings so that the algorithms can find what they’re looking for and serve up these bite-sized chunks to people.
(3) Write more conversationally
As I mentioned above, intermittent keywords will start to become less effective when people are using voice search, as searching queries will use more natural language.
This means that your content needs to follow a similar trend – therefore, humanising your copywriting accordingly. If you want to create voice search-friendly content, it needs to be written as people would speak, so that search engines are more likely to find you as an appropriate match.
(4) Mobile-friendly focus
Content today should definitely be mobile and device friendly – this is already an absolute must.
However, keep in mind that when people use voice search, they’re likely doing it from their Smartphones and Smart devices because they have a microphone. So, make sure your content is also optimised for mobile too, for when their search query lands them on your page.
Keep your copy light, spaced and easy to read.
(5) Think voice
It’s time to shift your perspective on how people will search, going forward.
The same old keywords you’ve been using for a while may be quickly becoming obsolete. Instead, keep thinking about the kinds of relevant questions people would ask search engines around your products or services, and then answer these in all of your content – from websites to blogs.
Will voice search change SEO?
There’s no doubt about it.
As more voice-search friendly devices enter the market and technology continues to evolve, voice search will become very common. This means it’s time to adapt our content to accommodate for this, so that our customers continue to get the best experience possible with our brands.
How are you adapting your content for voice search?
How Can Melotti Media Copywriting Help You?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
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DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.