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Voice Search SEO and Featured Snippets: How to Own Position Zero

Featured snippets and voice search

Imagine being a newbie marketer, having to prepare for a presentation. You’re on the hunt for software that can help you create the best presentation, so you decided to whip out your smartphone and asked your voice assistant to do a web search for “free presentation tools.”

As you might expect, the voice assistant quoted the content of a website and listed down the names of the apps you can download, based on the search results. The section of the webpage read aloud by the assistant is in the “position zero” of the SERPs and is also called a featured snippet.

From the name itself, a featured snippet is an easy-to-read, short but authoritative answer to a search query, appearing in a box on top of the SERP, above the organic results and below the paid ones. Due to its location, a featured snippet is also often called position zero (since it’s above the first result) and contains the URL of the page and title.

According to RankRanger, featured snippets appear in 17.71% of searches and may appear as a brief paragraph, list, or table, with the paragraph type being the most popular. It makes getting answers easier, faster, and more convenient, as you won’t have to click on a link to find what you need.

Google generates featured snippets organically, meaning they check the relevancy of the information from organic results when deciding what to put on position zero. According to Ahrefs, 99.58% of featured snippet pages for particular queries are already in the top 10 of the SERPs.

However, it’s not surprising to see sites on page 2 of the SERPs to get position zero, as Getstat claims that 70% of snippets came from websites that aren’t top-ranking organically. Some SEO specialists believe that there’s no exact formula for earning a featured snippet. In addition, a spot in position zero isn’t forever—Google can easily find another page that is better suited for a particular query.

Based on the scenario mentioned above, featured snippets are especially crucial in voice search, mainly because smart assistants (including on mobile) will reply the answer to a user’s query with what’s on position zero. By 2020, it is expected that 50% of searches would be done with voice. As voice search becomes the norm, businesses are also projected to go beyond traditional SEO and a page one result.

Voice search SEO may be essential to your business if you’re in a competitive market, where gaining the first position can have a large effect on your market share. Position zero is perhaps easier to attain because it only looks at the relevancy of your content and not so much on link metrics—this is evident on the fact that lower-ranking pages can make it to position zero.

This gives every company a chance to boost its visibility and organic traffic; even though featured snippets readily provide an answer to a query, there is still a chance for the user to click on the box and be redirected to the page with the featured snippet.

In fact, Hubspot has found that content in featured snippets is more likely to be clicked than the first organic result, getting two times higher click-through rate. Because it gives a website above-the-fold exposure, it is more effective in driving traffic to your site and improving your business’ credibility and conversions.

How can you make your content position zero worthy?

Boost your voice search SEO by attaining the coveted position zero. Here are a few guidelines on how you can do it.

Find opportunities to rank

You have to go out of your way to find opportunities that can take you to position zero, and that means doing ample keyword research. You can start with keywords that you’re already ranking well for since most featured snippets come from high-ranking pages.

You can look to your audience behavior customer-facing teams (sales) to know the kind of questions they are likely trying to find answers for when doing keyword research. There are also a few ways to find these:

  • “People also ask” boxes — These also appear before the first organic result on a SERP. Users may be asking these additional questions related to the current search term. You can also identify competitors and content ideas here.
  • AnswerThePublic.com — This data-mining tool uses the Google Suggest API to get a list of questions that are often asked about a particular topic, including variations. You can export the list of keywords from ATP and upload it to Stat to automate the process of finding the terms that returned featured snippets.
  • Moz Keyword Explorer — You can also get a list of questions from Moz by going to the Keyword Suggestions tab, looking for the pull-down list Display keyword suggestions that and choosing are questions.
  • Rank Ranger’s Keyword Finder — Click Questions under Quick Filters.

In a study by Stat Search Analytics on 92,000 search queries, they found that terms that often return featured snippets include financial, mathematical, time, transitional, status, requirements, health, and DIY processes. Meanwhile, search terms that rarely do include local, info/help, factual, shopping, and images and videos.

Ahrefs also found that search queries with the words “recipe”, “best”, “vs.”, “make”, and “definition” have a better chance of being in position zero. Aside from taking advantage of the terms mentioned, here are more suggestions of what to consider for your keyword research:

  • High-volume search terms get snippets more frequently.
  • Explicit questions like who, what, how, where, and why would obviously have featured snippets, but also consider implied questions containing words like “does”, “cause”, and “costs”; and action words like “doing”, “getting”, “making”, or “cooking”.
  • Snippets for general questions usually show the paragraph type.

Check your competitor’s snippets

Aside from looking into your own analytics and reviewing your users’ behavior, you can also review your competitors’ featured snippets to give you a starting list of keywords you may focus on. The following tools can help you do just that:

  • SEMrush — Find your own and your competitors’ featured snippets with SEMrush by running a regular domain check and going to Organic Research > Positions, then filter the list of keywords under Advanced Filters by doing the following: Include > SERP Features > Featured Snippets. You can also just click Featured Snippet under the SERP Features list on the right side of the page.
  • Stat Search Analytics — Create a keyword list and upload it into your Stat to get the rankings for all keywords. It will also show which are producing featured snippets, or “answer” type results. You can filter those keywords to focus on those ranking in the top 10 results and tag keywords you want to track.
  • SearchMetrics Suite — To find search terms in this tool that are in position zero, use the filter Direct Answers.

With the information in tow, you can start optimizing your content for the same keywords and topics. Keep an eye out for variations of the keywords as well.

Develop high-quality content

Producing informative and relevant content can be made easier if you’ve already done keyword research or have felt the pulse of what people are asking. Of course, it’s also essential to give the correct answer. Here a few SEO tips on how to write good content.

  • If you’re aiming to be a featured snippet, you must have “snippable” content. Include the exact content that you want to be featured, directly answering the chosen keyword phrase and formatting it into either a paragraph, list, or table.
  • According to Ahrefs, once a page earns a position zero spot, it’s more likely to be featured in other related searches as well. In this case, you can come up with an in-depth article that answers multiple, related search queries to get a chance to earn several featured snippets for that content. Explore various facets of the topic and explain thoroughly.
  • Follow the “inverted pyramid” structure: Present the query clearly and prominently on your page, provide a short and direct answer immediately after the question, and then include more information to explain the solution.
  • Pick an evergreen topic that has staying power. This would ensure that your content would still be relevant for its readers after many days, weeks, months, or even years.
  • Since Google has utilized latent semantic indexing, it is now able to understand how words relate to each other. Instead of stuffing the same keywords on your content, use related phrases or synonyms.

Meet the optimal word count

In SEO, the longer the piece of content, the better. Some specialists target at least 2,000 words, but when it comes to sections you want to be considered for the featured snippet, you need to keep it concise for Google. According to an analysis by SEMrush, featured snippets is somewhere between 40 to 50 words.

To make sure that you’re breaking up your lengthy content, use headers and section off lists, paragraphs, and tables. This way, you’re preparing your article for a possible featured snippet. In addition, organize your subheadings by size, like using main heading H3 with subheading H4. Also, format it in chronological order, as Google prefers it that way.

Optimize your page properly

Aside from the headers mentioned above (H1–H5 tags), there are also other ways to make sure that your page is adequately optimized:

  • Make the search query a heading or formatting the question as H1, H2, and so forth.
  • Place the answer in a short paragraph and format it as HTML tag <p>.
  • Have internal links to other helpful content.
  • Make sure that page titles and meta descriptions include keywords.
  • Include helpful alt tags on images.

Apart from the HTML aspect of optimization, you can also take advantage of the “how-to” content, or pages in websites dedicated to explicitly giving answers users may ask about your business like a FAQs or Q&A page. With the right formatting, you can help Google select a short response from your how-to page as a featured snippet for a question.

Work on your off-site SEO

Off-site or off-page SEO refers to optimization tactics done outside of your page. This is to increase your site’s popularity, relevance, trustworthiness, and authority in the eyes of the search engine, and usually involves other equally reputable sites linking to you as a way to promote and vouch for the quality of your company and your page, which refers to the practice of link building.

Moz’ study on search engine ranking factors shows that off-site SEO may carry more than 50% of the ranking factor weight. It’s safe to say that link building is synonymous to off-site optimization, but there are other techniques that you can use to improve your rankings that are not entirely link related, such as social media and influencer marketing.

Common link building methods include guest blogging or publishing a piece of original content on authoritative websites to gain links, broken link building or fixing dead links by providing webmasters better content, and skyscraper or updating content that already has several links. From blogging alone, you can acquire 434% more indexed pages, with inbound links growing up to 97%.

One thing to keep in mind about link building is that it’s a gradual process and that the quality and authority of the pages where you built links heavily influence your ranking in the SERPs. In addition, you have to maintain a good relationship with other sites (as well as keep on producing good content), so they agree to link your page or have you guest blog for them.

Use high-quality videos and images

Visuals in the form of photos and videos are easy ways to get your readers’ attention and help you rank to position zero. There are available tools like Canva that you can use to create your own images, or you can just pick a free stock photo (if you don’t want to pay for it). You can add free shapes, icons, and more to your images depending on your need.

Videos, meanwhile, are huge for engagement, with 65% of people watching at least three-quarters of a video. Some 59% of executives also believe that people may watch a video if it is combined with text. When creating and uploading a video, make sure that it is high quality.

In addition, do not forget to include a voice transcript of your videos, as Google can recognize the text and even choose it as a featured snippet (provided it fulfills the content requirements). Include the transcript in the description box.

In voice search SEO, zero is everything

Like updates to the Google algorithm, voice search is changing the SEO landscape. Instead of page one, sites should be trying to reach the featured snippet box to enjoy better visibility, more traffic, and eventually, higher profits.

Truthfully, traditional SEO isn’t so different from voice search SEO—all you need is good content. When you have that, you can adapt to almost any algorithm change with ease. Design your content to answer a specific question and continue applying most of your traditional SEO strategies to get better chances of holding a featured snippet.

If you want to start building credibility for voice search today, get in touch with Voice SEO and avail of their voice search optimization services.

The Ultimate SEO Audit Checklist for Voice Search SEO

The Ultimate SEO Audit Checklist for Voice Search SEO

Digital assistants have changed the way people search. It’s evident in the way consumers have adapted to AI’s accessibility on mobile and home devices. You see it in the form of different names such as Siri, Alexa, Bixby, Cortana, and Google Assistant. They make life easier by minimizing the need to type queries and by providing answers more efficiently . 

Voice search essentially changes the game for SEO and digital marketers. According to a 2018 local business study in the US, 58% of consumers use voice search to find local businesses on a near-regular basis. ComScore predicts that by 2020, voice search will contribute to 50% of all search engine queries. That’s a significantly sizeable amount of users who you won’t want to miss visiting your website.

What does this mean for optimization? Because searchers are increasingly using more conversational phrases when interacting with digital assistants, the construction of queries have also changed. Gone is the need to skimp out on keywords as a means to lessen the effort in typing. 

A question can be asked as candidly and as long as desired because the more specific they are, the better the chance of getting a relevant answer. In effect, SERPs now also feature richer results ranging from Featured Snippets, Knowledge Graphs, video carousels, and many more—making it even more challenging to stand out in search results.

The rapidly growing presence of voice search only makes things like mobile-friendly pages, site speed, and linking structures crucial aspects to optimization. A thorough SEO audit will allow you to see where your site currently stands and how much you’ll need to prepare for voice search optimization. It might seem overwhelming with all that needs to be considered, but with the right audit checklist, it’ll be a cinch nailing everything you need.

Below is a foolproof list every SEO and digital marketer needs to include during an SEO audit prior to optimizing for voice search, to hit better rankings and engagement.

SEO Audit Checklist for Voice Search

1. Check your Organic Traffic

The first and most important task in starting your audit is taking a look at your organic traffic. From here, you’ll have a good idea of where you’re currently at in terms of your optimization success and how you can drive it even further. This point of reference will be able to help you identify your plan of action based on what to improve and how best to enhance the different parts of your website.

When checking your organic traffic on Google Analytics, make sure to set the right filters on your results. You’ll want to remove the irrelevant data, which includes yourself and your coworkers. Your best bet for this is to use IP address filters. 

Ideally, your traffic within half a year or more should be going in an upward trend. Don’t worry if it’s flat or declining as there’s been a 37% drop in organic clicks because of richer results on both text and voice search. The good news is, you can always optimize through a variety of means to improve your site’s success.

Some key metrics you’ll be able to look further into from organic traffic analysis on Google Analytics:

  • Devices. It’s a good way to measure what percent of your visitors are on desktop or mobile, so you know if you need to adjust your strategies.
  • User location. Identify where the concentration of your traffic comes from. From here, you can also see if there’s potential to expand your business to other locations.
  • User site navigation. You’ll be able to know if their behavior is going as planned and then determine if you need to adjust.

2. Asses if your site is mobile-friendly

Almost 60% of queries on Google are made via mobile devices. It was also found that smartphones are the most used device for voice search. 

If that isn’t enough to strengthen the need to ensure that your site is mobile-friendly, Google has also started implementing mobile-first indexing. This effort is primarily made to address the growing rate of mobile searches, surfacing pages that’s ready with mobile-friendly content. 

Assess your site’s mobile friendliness with these tools:

  • Google’s Mobile-Friendly Test. It views your site just like Googlebot and gives you a straightforward answer as to whether or not you need to make improvements on your site. 
  • HubSpot’s Website Grader. It conducts a thorough check of your website, showing your page on mobile view and determines if it’s responsive enough.
  • BrowserStack. It allows you to view how your website looks on different kinds of mobile devices.

3. Evaluate your site speed, then find and fix indexing problems

In 2018, Google announced that page speed would be included in the ranking algorithm for mobile searches. This implies the necessity to double check your site speed and boost its performance by fixing any indexing problems. You can do this a number of ways. 

  • A free and recommended platform for checking your site speed is Google PageSpeed Insights. Through it, you’ll be able to identify your page performance directly with a general score and get actionable tips to improve your current position.
  • Run speed tests with tools like GTMetrix and Webpagetest.org. You’ll be able to identify what exactly is slowing down your page.
  • Run crawling programs like Screaming Frog, SEMrush, DeepCrawl, and Ahrefs to see if you’re accidentally blocking pages you don’t want to be blocked with robots.txt file. 

4. Improve on-page SEO

Beefing up your on-page SEO is good practice for boosting relevant traffic on your site. Luckily, you don’t necessarily have to apply on-page SEO to all your pages. Choosing a handful of key pages will be able to do the trick. 

Ideas for selecting pages to improve:

  • Pages that rank well but hold potential for bigger success
  • Pages that target specific keywords
  • Pages that get significantly less traffic than other pages on your site

Some key points to kickstart this part of your audit:

  1. Are you maximizing your keywords? Implement your keywords well. They should be on on your URLs, title tag, headline tag, and description?
  2. Are you using modifiers to your titles? Add modifiers on your headlines. This helps your site rank for long tail keywords.
  3. Are you applying LSI keywords to your content? Use Latent Semantic Indexing keywords on your page. These keywords help Google identify the main topic and attribute it to the relevance and legitimacy of your site.
  4. How is your site’s link profile? Add internal and external links to your content. This strengthens your pages’ relevance as well as your own website’s relevance to other sites.

5. Set Up Keyword Rank Tracking

Monitor how your pages are performing for a variety of keywords. Once you know which pages aren’t performing well, you’ll be able to look into keyword targeting and improve the credibility of your page as needed.

SEMrush is a handy tool for getting the job done. It finds keywords your site ranks for. It’s a great way to figure out if you should refresh your keywords with new additions or drop any old ones. 

6. Analyze Your Backlinks

Google’s top 3 search ranking factors include links. In a Google Search results analysis by Backlinko, it was found that backlinks do play a significant role in rankings. These external links, after all, are basically other sites vouching for your website’s authority and relevance to related content. The more websites there are that “vote” for you by linking to your pages, the better your ranking will be. 

This, however, doesn’t mean that just any link from any other site will work. These external links still need to come from quality sources, which is why you still need to analyze your backlinks. Here’s what you can do:

  • Run a quick analysis with backlink tools. Some great tools are Ahrefs or Moz.
  • Monitor your domain authority. This tells you whether your site is credible based on the amount and quality of your backlinks.
  • Check for quality links. Are anchor texts valid and relevant to your domain, or are they simply spam keywords? Do these come from real websites that have content related to yours, or is it irrelevant?
  • Disavow links that you see unfit. 

7. Check for and Fix Broken Links

Broken links are generally bad for your site. If a user clicks on a link to your site and sees an Error 404, you lose a visitor and essentially prompt them to look for an answer elsewhere. When search engines crawl your website and come across a broken link, it can stop the spiders from indexing. You, therefore, lose both ranking potential and site visitors who could’ve become paying clients. 

Find broken links on your site with tools like Broken Link Check or Ahrefs. These can help you determine which pages are broken. If there are pages you want to rank that are affected, get around to fixing them ASAP. 

8. Optimize For UX Signals

UX affects the way a user finds value in your website. When a page is created with a user’s experience in mind, they’ll be able to see content relevant to their direct concern as well as intuitively find related content on your other pages.

Some UX signals you must optimize for:

  • Organic CTR. Make sure that your title tags, descriptions, and URLs employ your targeted keywords.
  • Dwell time. Enrich your page with content such as text, videos, and images that are relevant to the user’s intent.
  • Intent Optimization. It’s important to match your content based on your target audience’s intent. Review your main and long tail keywords to see that your content answers users’ questions.

9. Check and Fix Internal Linking Structure

Having a solid internal linking structure can set you up for success. Through it, you’ll be able to help both visitors and search engines better understand the relevance and relationships of your pages as well as their value. You can build up your internal linking structure a number of ways:

  • Link to cornerstone content. When your content mentions related terms that are fully explained in other pages (cornerstone content), take it as an opportunity to link to them.
  • Mention related posts. Similar to linking cornerstone content, having a list of related posts below your page content would also be able to let users find more value in your site. This will let them find useful resources they can also refer to.
  • Add navigation links. Strengthen your cornerstone content with direct links to them from your navigation bar or homepage.

10. Use a Site Audit Tool

Check the overall health of your website with SEO audit tools. They give you a more thorough look at what you might be missing in your own checks. You’ll also get a list of recommendations to optimize your site better, which proves tremendously helpful when there are frequent algorithm updates you need to be cautious of. Neil Patel recommends full SEO audits every quarter with mini-audits at least once a month.

Some good site audit tools are Seobility and SEMrush. With these, you’ll get a full sweep of your site and figure out actionable plans to improve your pages. Remember that while tools provide a wide variety of functions that can help you audit and optimize your SEO strategies for voice search, tools are only as good as its user.

11. Content Audit, Content Gap Analysis

Conducting a content audit and analysis evaluates the quality of your pages, accounting for the indexed content on your website. It focuses on which pages perform best, which topics are missing key supplementary articles, which needs updating, retention, and removal. This ultimately helps you better strategize the way you manage and produce your content to build value and authority for your site.

Perform Content Audits for Effective Voice SEO

With the entrance of voice search in the form of digital assistants seen mostly on mobile devices, the way people search on platforms like Google has changed. Factors like longer searches, colloquial terms used in search, and location make optimizing a bit more of a challenge. Add to the fact that search engine algorithms go through a motion of frequent changes, the importance of conducting regular SEO audits comes to light in an effort to keep abreast of everything.

An SEO audit gives you the rundown of your website’s overall performance. It’s an essential part of optimization that lets you see if everything is running smoothly or if there are things on your site that are affecting your ranking and user satisfaction. These are things you can only find with a thorough analysis of your site’s organic traffic, mobile adaptability, user path, content, architectural structure, and internal and external linking. 

Insights from an audit also give you a better understanding of how best to approach your SEO strategy to build your site up for success. You may find the need to retarget with your keywords, adjust your site navigation, or do some kind of overhaul to boost authority, traffic, engagement, and eventually a strong following.

Likewise, an SEO audit serves as a great point of reference for your website’s current status, which will help in the long run. The benchmark will allow you to see just how much change there needs to be before you adapt to voice search optimization, which is likely where the future of search is headed.

How Voice Search Is Changing Customer’s Journey and Behavior

Customer Journey and Behavior

Smart devices, such as phones and home speakers, are getting smarter and smarter such that they can now take voice commands from users. Not only that, as they’re able to perform these commands with precision.

Because of these capabilities, people are finding it convenient to use their smartphones and other voice-enabled devices to help them with web search. Instead of typing their queries on search engines, users are turning to Siri, Alexa, and Google Assistant—the three most popular voice assistants—to get the info, product, or service information that they need using spoken language. This search method is faster too since users can just dictate their commands instead of typing them out.

On the other hand, these changes may pose a challenge for your marketing team since your search engine optimization (SEO) strategy now has to include voice search into the mix. Although SEO for text queries and SEO for voice search are both meant to build a strong online presence for your business, there are certain nuances with voice search especially because search engines have distinct algorithms for it.

Amid these trends, you can tap into your knowledge of the evolving buyer’s journey as well as customer behavior and use relevant insights to help your business stay competitive in online search.

Changes in Consumer Behavior

People’s routines now include using voice-enabled apps. From consuming news content to personal shopping and finding general information on the internet, people are relying on smart speakers and voice-assisted devices to help them with their daily needs.

Considering the statistics from Google and Content Marketing Institute below, it’s safe to say that the voice search technology is fast gaining momentum now more than ever.

  • 52% of consumers with a voice-activated speaker at home place the device in a common room, including the family room and living room.
  • 62% of people who regularly use a smart speaker are likely to use it to buy something at any given month.
  • 48% of smart speaker owners like receiving personalized tips and information from brands to make their everyday lives easier.
  • About 70% of queries or requests to the Google Assistant are communicated in natural language instead of the typical keywords that people use in web search.
  • 24% of people prefer using a voice assistant than go to a website.
  • By 2020, 50% of all searches will be voice-based.

Voice Queries in the Sales Funnel

In any customer-facing situation, you have to remember the significance of using the sales funnel to dictate the strategies that you will use to convert someone into becoming a sale or lead for your business. When you model the sales funnel, you’re focusing on the series of steps or processes that people go through in their customer journey.

Depending on your business model, your sales funnel should include at least four stages.

Sales Funnel

Through the sales funnel, you get to have an understanding of what type of mindset customers have in each stage. Being aware of this pattern of thinking or behavior helps you map out your marketing strategy.

  • Awareness — A customer is experiencing a problem and conducting research to understand the nature of the problem. At this stage, the customer’s questions revolve around the problem.
  • Consideration — The customer has identified the problem and is now looking for available options or solutions.
  • Decision — The customer has come up with a strategy to solve the problem. This is also the point where the customer narrows down the possible products or services that could best solve the problem.
  • Loyalty — The customer has developed a preference for a particular kind of brand, idea, or method and continues to engage with it.

The sales funnel can also serve as your guide on what queries people are using throughout their buying process and, consequently, help you tailor your content or approach accordingly. Along the way, you might find gaps in your sales funnel, which may be giving customers a reason not to convert. You should then tweak your tactics to make sure that you’re delivering the right message at the right time to your audience.

Here are some examples of questions that customers might have as they move from one stage of the sales funnel to another (using “tea” as an example):

Awareness: What are the benefits of drinking tea?

Consideration: How do green tea and jasmine tea compare with one another based on their medicinal properties?

Decision: How many tea bags should I use to make one liter of tea?

Loyalty: What snacks or delicacies go best with tea?

If your business involves manufacturing or selling tea, you’ll want to make sure that your content strategy includes information on the questions listed above as well as all possible topics that might be useful for tea drinkers.

In addition, you should spend time optimizing your content pieces for voice search. These factors play a role in how Google and other search engines may rank your brand on voice search:

1. Length. Google recommends an average of 29 words when framing answers for voice search.

2. Readability. Search engines prefer content with a 9th grade comprehension level because it is easier to understand than upper grade levels.

3. Word count. Google extracts voice search results from long-form content where the average word count per page is 2,312.

4. Featured snippet. Web pages that appear as a featured snippet represent 40.7% of voice search answers in search engine results pages (SERPs).

5. Structured data. Pages that use schema or structured data show on SERPs at a rate of 36.4%.

How to Do Keyword Research in Voice Search

Voice technologies are changing the way that customers are searching the web. In voice search, people use more conversational language and long-tail questions since they are asking more specific questions unlike in text search where the questions are more generalized.

Based on these evolving search methods, how you use keywords to make your business visible on SERPs likewise needs a different approach.

Here are some of the best practices in keyword research for voice search:

  • Target long-tail keywords. You can use question phrases to match the way that users form their queries.
  • Put keywords in your headers or sub-headers. This will help your content provide context to users’ voice queries and appear as a possible answer to a voice search.
  • Include function or filler words into your keywords, so they mimic how people speak in casual conversations.
  • Add steps from the sales funnel into your keyword research. This means plotting possible questions for every stage of the buying process.
  • Identify keywords based on usage along the buyer’s journey and map these into your content assets. For example, you should include keywords that people in the consideration stage use to make comparisons, while content that targets customers in the decision stage might include keywords that are related to pricing or cost.

Voice Queries Based on Intent

Another helpful strategy in developing and optimizing your content for voice search is to match it with search intent. Search intent pertains to what searchers want to know as they dictate their queries into their device. When you know the searchers’ intent, you can then create a piece of content that matches exactly with that desire.

Search intent can be grouped into four different categories: informational, transactional, navigational, and commercial investigative.

  • As the name implies, informational searches are made by people who are looking for information. People with this type of search intent have a specific question or want to know more about a particular subject matter.

    What type of content should you be producing for this intent:blogs, how-to guides, infographics, newsletters
  • Transactional searches are used by people who intend to buy something on the internet. They’re using the web to search for the best or most suitable deals.

What type of content should you be producing for this intent: FAQs, video demo, product information or comparisons, reviews, testimonials, product listing, pricing information

  • Navigational searches help people to get to a specific destination, such as a website or a physical store.

    What type of content should you be producing for this intent: corporate profile, press releases, company news or updates
  • Commercial investigative searches are geared toward the research process among customers. These searches are meant to help buyers make an informed decision about a purchase they’re planning to make.

    What type of content should you be producing for this intent: case studies, whitepapers, e-books

Using Search Intent to Build the Buyer’s Journey

It’s important to note that there’s a relationship between the buyer’s journey and search intent. Customers at the awareness stage will likely use informational keywords, navigational keywords at the consideration stage, and transactional keywords at the decision stage.

Thus, breaking down the search intent is helpful for keyword research, too. When you know the reasons behind a customer’s specific search, you can match your keywords with the buyer’s intent and develop relevant content that cuts across the customer journey. The goal is to make your business visible and accessible through voice search wherever the customer is in the sales funnel.

Here are some things that can help you in mapping keywords and organizing them based on search intent and customer journey:

  • Interpret the kind of questions that users ask. You can look for signal words to determine their degree or kind of intent. “Who” and “What” questions may signify that users are in the awareness or consideration stage, while “Where” and “When” questions may be signs that they’re ready to buy.
  • Brainstorm commonly used keywords for each stage of the customer journey. For example, a buyer searching for product comparisons might include the search phrase “pros and cons” in their search, while buyers at the decision stage might ask using “discount offers” as keywords.
  • Use topic clustering. This refers to building a collection of content that centers around a main topic to improve your brand visibility on search as well as establish your industry authority.

Through topic clustering, you can target a variety of keywords, especially long-tail phrases that cater more to voice searches.

To implement topic clustering, you should come up with:

A pillar page — This covers the main topic on a single page with smaller cluster topics that link to it. Here, you can focus on the awareness or consideration stage of the funnel.

A cluster page —This page contains more information about the main topic on your pillar page to help your prospect during the awareness stage.

A target or landing page — This contains keywords or phrases about a specific product or service. Your focus here is on the decision-making process.

The Customer’s Journey and Behavior in the Age of Voice Search

The emerging voice search technology is shaping the buyer’s journey and customer behavior in new ways. Through voice search, customers are able to find answers to their questions in a faster and more convenient fashion.

At the rate voice search is growing, it won’t be long before it becomes the norm in online search. Instead of waiting for voice search to go full blast, you could take the lead in making sure that your business is well prepared and responsive to this shift.

You can start by revisiting your SEO and content marketing strategies to gain fresh insights on what customers are searching, with special focus on their intent and how they’re expressing this in their search. Don’t forget to keep track of new algorithms from Google and other search engines as following these can help you optimize your website and your content pieces, so you’ll appear as a top response on voice search.

With these strategies, you can position your brand as experts in responding to the voice search revolution to drive traffic to your site, establish thought leadership, and engage users all throughout their buying journey.

How to Optimize for Siri Voice Search Queries

How to Optimize for Siri Voice Search Queries

The voice search industry has come a long way since the inception of IBM’s Shoebox, the first digital speech recognition technology. Today, we have Apple’s Siri, the first virtual assistant to be fixed on iPhones and the first voice assistant to reach a broad audience.

Since then, it has transformed how people use their smartphones and utilize the voice search technology. Essentially, Siri kick-started the modern era of voice assistants and the rise of voice search technology.

People use Siri for various reasons, such as to find the nearest Korean restaurant in the neighborhood, to double check if the user has any meetings on a particular day, and to remind the user to call his or her partner after work. Siri can respond to voice commands and answer any voice queries conversationally.

Despite other voice assistants entering the market, Siri still manages to lead the industry with 45.64% of smartphone users using Apple’s voice assistant. Perhaps it’s the advantage of being the early bird in the voice technology market, or it could be because of the familiarity it has developed with the users throughout the years.

With this, the iOS AI-powered personal assistant is growing and continuously shaping the way of life of consumers and even businesses. This is a sign and opportunity for organizations to tap on their target audience through voice search optimization.

Why Is SEO for Siri Important?

Voice commands are gradually getting more integrated with today’s smart devices, making it more relevant to people’s daily lives and to the tech industry. The primary difference between performing a voice query versus searching on the web is the latter delivers hundreds of results, while voice search gives only one—the most relevant answer.

It was found that out of 35.8% of millennials who use voice-enabled devices at once a month, around 22% of the searchers stumble upon local content and information. Additionally, consumers are also shopping online using voice search.

This brings us to your voice search SEO plan. The next best step? Optimize for Siri voice search queries. Statistics show that in 2017, Siri had 375 million monthly active users, and around 19% of users engage with Siri daily. Since Apple’s personal assistant is the most used voice technology as of date, it’s crucial that your website is front and center when consumers use it to perform searches related to your business.

If your brand isn’t the first search result Siri finds, you’ll likely be invisible. So, if you want your business to thrive in the market, you need to start working on your site’s voice search SEO for Siri.

8 Voice Search SEO Strategies for Siri

Optimize for mobile

Smartphones are the primary device people use to perform voice queries, which is why it’s crucial to make your content intuitive for mobile. If your business website is not optimized for mobile, then you’re setting yourself up for failure.

Smartphones are becoming people’s primary tool for reading and searching. In 2018, about 44.6% of smartphone users in the U.S. used an iPhone, this was expected to remain at roughly 45.2% in 2019. Since mobile and Siri go hand-in-hand, it’s a must to refine your website and make it compatible with mobile interfaces.

Here are a few suggestions:

  • You can use Google’s Mobile-Friendly Test to see how your website fares on mobile devices.
  • Develop a mobile-friendly design that enhances the user experience, such as “chunking” your content, using plenty of white space, keeping the font size and style legible, etc.
  • Continue improving your traditional on-page and off-page SEO like proper formatting and building quality links to your site.

Make sure your local business listing is accurate

In voice search SEO, it’s vital to establish your local search presence. After all, 46% of consumers use voice search to look for a local business daily. One crucial step when you’re listing your business in local directories is to ensure that each detail about your company is accurate and consistent throughout all online listings and search engines.

A lot of consumers use Siri to perform geo-specific queries, such as when looking for nearby restaurants, local business opening hours, and other business information. Verify your listings, especially on Yelp since Siri often pulls reviews and ratings directly from Yelp.

You need to verify your business listings and ensure that they’re optimized for search to increase the likelihood of your business ranking the top spot of Siri’s results.

Here are a few suggestions:

  • Enlist your business with the necessary information: name, address, and phone number (NAP). You can add other details like email, business hours, images, etc.
  • Get listed and claim ownership on Apple Maps, Google My Business, Bing, Yelp, Yahoo, and other directories, to establish your legitimacy and trustworthiness. Respond to queries and reviews to build relationships and prove your credibility.

Use long-tail, conversational keywords

Unlike web queries where people can just type “best barbershop Brooklyn,” long-tail keywords are most relevant in voice search SEO. Consumers performing voice search use conversational language as if they’re talking to a real person, and Siri functions like that. Siri’s algorithm is designed to comprehend and respond to voice queries in human language.

When developing your keyword strategy, focus on long-tail keyphrases that echo how consumers might perform a search to find a business like yours. You can identify your general keyword, then add specific keywords to streamline your target. For example, “laptop repair” is your headword, and your long-tail keywords might cover “top laptop repair shop in Brooklyn,” “laptop repair service near me,” or “best-qualified laptop repair shop in Brooklyn.”

Here are some suggestions:

  • Check out tools like Answer The Public and Google’s Keyword Planner to help you find the most common questions related to your business, services, or products. These tools can also help you choose the best long-tail keywords for your brand.
  • Go against the traditional rules and include fillers and prepositions (e.g., “the,” “for,” “in,” etc.)
  • Put yourself in your consumer’s shoes. What and how do they ask questions related to your product/service? Begin your keyword strategy with adverbs like who, what, where, when, and how.

Produce content that answers definitive questions

Voice search provides just one answer to searchers. With this, you need to curate content that is relevant, valuable, and accurate to searchers.

One way to do this is to break down your content into digestible chunks. Frequently Asked Questions (FAQ) pages, or content with a similar format, work perfectly for this purpose. This is because the virtual assistant’s responses are mostly pulled from FAQ pages. These pages also allow you to source long-tail keywords.

When it comes to the answers, you want to provide a snippet solution that is direct and easy for Siri to understand and relay to the searcher. However, you should also want to provide as much relevant information if necessary.

Here are some suggestions:

  • Create a FAQ page for your website that answers all your consumers’ most frequent and burning questions.
  • Write the questions as to how people who use voice command might search for it. Phrase the questions in the first person. For example, “How do I use the Online Exchange & Refund/Return Feature?”
  • Explore your emails from customers, go to Reddit, Quora, and even social media platforms to find new questions you can add to your FAQ page, or create a separate blog post altogether.

Have a formal customer review program

Customer reviews are a currency in the digital world, at least for local businesses. Reviews have the power over a brand and its locations since they’re significant indicators if people will visit your store or if you’ll pop up in a search result related to your type of business.

Search engines favor them as well. Businesses earn their authenticity and trust with reviews. Voice searches are influenced by the quality of reviews your business has garnered. Siri ranks answers based on business reviews when processing about what answer to give to the user.

When a user searches for “best Korean restaurant in the neighborhood,” Siri will compare your business reviews against your competitors. This is one of the factors that are considered before an answer is provided.

Here are some suggestions:

  • Encourage your customers, especially the happy ones, to leave a review for your business on Facebook, Yelp, or Google My Business. Whether they’re positive or negative reviews, how you handle them builds your brand’s credibility. Unfavorable reviews show how you apologize and remedy the situation to your customers.
  • Offer a reward program when a customer leaves an honest and quality feedback either on your Yelp listing or on Facebook. For instance, a 5% discount on their next purchase.
  • Make sure that your brand voice is loud, consistent, and has a friendly tone across all your platforms and locations.

Build your site’s authority

Boosting your site’s authority to establish a solid reputation online is an excellent overall SEO strategy. Developers know that people use Siri to get instant answers, and they’ll stop using it if it keeps providing wrong answers. This is why websites with authority and reputable links tend get picked more often.

Domain authority (DA) refers to a website’s search engine ranking score that assesses factors, such as the number and quality of links, to predict how that site will rank on the search engine result pages (SERPs). It is somewhat your reputation rating. One way to get “picked“ by Siri is to continually build your backlinks and presence through social shares and quality content.

Your site’s DA looks at social media signals. Social shares have a positive impact on capturing audience attention, increasing your traffic, and getting higher rankings. Publishing highly-shareable content boosts your chance at performing well in voice search queries. The average voice search result has been shared on Facebook 1,199 times and tweeted 44 times.

What’s more, voice results prefer content that is packed with information, well-written, and trustworthy. Voice results often promote content that tops the SERPs and is pulled from pages that has an average word count of 2,300 words.

Here are some suggestions:

  • Place a call to action to encourage your readers to share the page on their social media accounts. Ensure that your social sharing buttons are visible on the page.
  • Take a look at your technical SEO and assure that it’s up to standards: meta description, keywords, image optimization, heading tags, etc.
  • Build your backlinks and internal links to build a strong foundation that can help Siri to determine how authoritative your site is.

Get Siri’s attention with schema tags

Schema markups are well-organized codes added to your website to give context and assist search engines in understanding and indexing your site content. These tags are helpful for Siri since it runs a thorough analysis of the user’s intent behind their voice queries. It then finds the closest result possible that answers the question.

For example, if the user asks Siri, “find the nearest laptop repair shop in my area” Siri will check Google and deliver results that uses the “Local Business” schema tag for laptop repair shops. Since rich snippets are also being incorporated into the SERPs, it’s best to include your business’ NAP and opening hours schema tags as well.

This quickly signals search engines and thus, Siri, what the website is about, and how it is trusted.

Here are some suggestions:

  • Check out Schema.org, an online database of scheme vocabularies, to help your webmaster construct appropriate schema data on your site.
  • You can use Google’s Structured Data Testing Tool to check if your markup functions properly.

Optimize for Position Zero

When users ask Siri a question, they often speak out one answer. This search result comes from the featured snippet displayed on the first page of the SERPs. Around 40% of voice search results are taken from Featured Snippets—the part above the fold on page one that is called “Position 0”.

When a page secures the featured snippet box, this means they provide the best and direct information that satisfies the user’s query. This implies that you shouldn’t aim and settle for ranking the top spot on the first page, but also aim to land your content for position 0.

Here are some suggestions:

  • Write your content with proper formatting. You can use subheaders and bullet points to organize your content in a way readers can easily read and understand.
  • Identify simple questions that require brief, direct answers your target audience are likely to ask Siri—questions that start with who, what, where, when, and how.
  • Assess your engagement metrics and see if it needs improvement.

Is your business ready for Siri?

In this always-on world, the best thing you can do for your business is to embrace and adapt to this technology to stay flexible and on top of the game. With something as prevalent and as innovative like Siri, it’s essential to align your SEO efforts with this revolutionary advancement and use it to your advantage.

The voice search technology will continue to grow, and you should want your business to grow with it. From a nice-to-have feature, Siri has risen to become a consumer and business essential.

Siri vs. Alexa vs. Google: Comparing Voice Assistants for Search Marketers

Siri vs Alexa

When the world’s biggest tech giants introduced their respective voice assistants not even a decade ago, people were equal parts in awe and skeptical. It seemed like such a futuristic thing to have your devices perform actions via voice commands, yet it also felt a bit silly doing it.

Fast forward to now, and it seems like voice search is all the rage—and it will continue to be in the next few years. Smart speaker shipments grew by almost 200% in the third quarter of 2018, suggesting that the people have adapted, and the tech has gotten better since its initial release. Projections are forecasting that 50% of all online searches will be done via voice by 2020 and that the channel is expected to grow to be a $40 billion industry.

That being said, there is a battle between the top three voice assistants in the market: Siri, Google Assistant, and Alexa. By putting all three head-to-head, marketers will have a better understanding of how they work and how they can use this knowledge to benefit their business.

Battle of the Voice Assistants

General Overview

Each assistant operates in different ecosystems and software, most especially Siri. This means that Siri is accessible to any Apple user, regardless if they have a home device. However, Siri’s actions are limited on the HomePod versus the iPhone or MacBook. For instance, it can’t dial in or out on the smart speaker.

Google Assistant, on the other hand, is available on all Android and iOS devices—including Chromebooks. They offer a wide variety of home speakers, but the voice assistant can be accessed on some third-party Google AI-enabled speakers as well. This puts out a wide margin in terms of accessibility compared to Apple’s Siri.

To experience Alexa, a user would need to have Amazon Echo, Fire TV, or any of their Fire tablets. Even though it’s the youngest digital assistant of the bunch and is limited to purchasing smart devices for the home, it has made quite a buzz since its release and has been a popular choice in the smart speaker industry.

Voice Recognition

To call the voice assistants’ attention, users have to say a different phrase. Of the three, Siri on the HomePod is the only voice assistant who responds to any “Hey, Siri” without further personalization. In comparison, calling Alexa or saying “Ok, Google” to the Google Assistant will trigger these assistants’ voice training. This enables them to identify which user they are speaking to—especially on home devices. It also creates a customized experience for the user in question. It’s not perfect though, as some reviewers have been able to trick the Amazon and Google assistants by pretending to be their co-workers.

Understanding the Context of Queries

Voice assistants picking up your voice is excellent—but it’s the bare minimum. How well does each of the three understand what users are asking?

Generally speaking, all three can catch a user’s voice and understand basic commands such as the weather, the date, or simple “near me” queries like “What’s the nearest Japanese restaurant?” They do, however, struggle when there is background noise or when you’re playing music from the speakers or device itself.

However, two of the three assistants do have an edge when responding to answers. While all three will give you what you’re after, Alexa and Google Assistant would often describe and say the answers out loud. Siri, on the other hand, would show links and allow the user to peruse through answers that were pulled up. This sort of defeats the purpose of going hands-free, but it depends on the user if they enjoy this kind of experience for getting query results.

When it comes to follow-up questions, Siri performs best without the user having to repeat or reference the initial question asked. For instance, if one were to say, “Tell me about Coldplay,” they could follow up with “What’s their newest album?” and Siri would be able to keep up. Google Assistant shows the same aptitude for understanding conversationalist queries; unfortunately, the case is not the same with Alexa.

Online Shopping

Shopping via voice commands sounds exciting and easy in theory. But with the current state of voice search assistants in the market, it’s a long way from being the preferred method for transactions. Alexa has an edge here since it’s tied in with Amazon—this feature truly shines in the United States and major countries that the online shopping catalog services.

Google performs similarly well but doesn’t direct to the Amazon catalog. Instead, they usually direct to Target. Siri, on the other hand, doesn’t support this feature flawlessly yet as it doesn’t have an in-app online shopping partner. The most it can do for now is to direct the user to the nearest physical store where they can find what they are looking for. This assumes that the user is headed out or will be hitting the road to the shop versus being able to do it in the comfort of their home.

Music and Entertainment

When it comes to asking the assistants to belt out your favorite tunes, all three perform to the same outstanding capacity—so long as you’re subscribed to the music streaming platform unique to each. For Siri, there’s Apple Music or merely having the song in your iTunes library; Alexa has Amazon’s Music Unlimited streaming service, and Google Assistant anchors on Google Play Music.

So, what happens if you’re not subscribed to any of these? The Google Assistant pulls up an internet radio station containing the result. Meanwhile, Siri won’t play anything if it can’t find the song on your library or if you’re not subscribed to Apple Music.

Both Google Home and Amazon Echo smart speakers offer multiroom audio, which creates a group of speakers via your smartphone. This means you don’t get to miss a beat and seamlessly connect your listening experience inside the house if you have more than one Google or Amazon-AI enabled speaker.

Siri can do that as well, as long as speakers support AirPlay2, along those that connect to an Apple TV. However, if you want Siri on a home speaker, your only option is to purchase a HomePod (or several).

When it comes to entertainment, such as watching television shows or movies, Alexa can control Amazon Fire TV, Fire TV Stick or Fire TV Edition, as well as a myriad of actions from pause and play and volume control to opening apps. Likewise, Google Assistant can control Chromecast-connected devices like a smart TV. On the other hand, Siri can only control music and podcast playback on AirPlay speakers, the HomePod, and Apple TV. It doesn’t support opening apps or video playback.

Communication and Making Calls

As mentioned earlier, Siri’s capabilities are quite limited on the HomePod. However, you can send new messages, reply, make calls, and answer them on iPhones and CarPlay. This does make for a great communication device when the user is on-the-go.

Meanwhile, both Alexa and Google Assistant operate differently. First off, both can make calls with simple voice commands. However, Alexa can only receive calls from other Echo speakers—other smartphones or landlines are not supported. Google Assistant can’t receive calls. However, you can send text messages from all three.

Navigation and Giving Directions

Navigation is probably one of the essential uses for voice search, as people who have a busy day ahead of themselves would greatly appreciate detailed information about the routes they are taking.

Following the trend in this comparison post, Siri seems to do very well when it comes to giving directions as it assumes the person is out and about. It also integrates Siri with CarPlay, which makes for hands-free navigation on the fly. So, if a user were to rely on Siri for GPS, it would fair well. The only thing it might fall a bit behind on is on the iPhone, it doesn’t give real-time updates about traffic and instead redirects the user to the Maps app. However, it has these capabilities on the HomePod.

The Google Assistant works well with both Google Home and Android devices with the Google Assistant app. It was able to give accurate public transit suggestions and an overview of traffic. It also fires up Google Maps, Apple Maps, or Waze when you’re ready to start your trip.

Alexa isn’t doing well in this category as it’s not integrated with any navigation or map app that can provide information related to your request. It also doesn’t display public transit suggestions.

What It Means for Search Marketers

Siri, Google Assistant, and Alexa may perform in different capacities, but the bottom line is, consumers are getting more heavily invested with voice assistants. The primary goal of this tech is to help users with their daily tasks and access information from the web hands-free. This points to the rise of voice search—and it’s well worth to note that it is starkly different from text search.

Learning the differences between the three is an excellent opportunity to start thinking about ways to optimize your SEO strategy for these voice assistants. Here are some essential things you should know about:

1. Voice search queries use natural language

If the trend for text searches is “the shorter, the better,” the opposite is true for voice search. Speaking is much faster than typing, and this allows users to exert less effort and be more specific when doing voice search. The average length of a voice search is between 4-20 words. For instance, one would type “Iron Man actor,” but would voice search “Who plays Iron Man?” or “Which actor plays Iron Man?”

In this case, it would be helpful for you to insert and optimize long-tail keywords in your content and work in more natural language with your posts so that search engines would present your result in a voice search query.

2. Mobile voice-related searches ask for local results

Mobile voice queries are said to be thrice more likely to be local-based vs. text searches. This follows the trend of voice assistants for shopping and navigation, such as directing you to a restaurant or grocery store nearby.

Setting up your SEO for Google Assistant (and other voice assistants, for that matter) would mean fixing your Google My Business page and updating your contact information for anyone who would want to drop by your shop or restaurant. This is particularly useful for searchers who would ask queries similar to “coffee shop near me.” Improving your local SEO will boost your chances in appearing on voice search results.

3. The competition for the top rank is even tighter

When doing a voice search, you don’t usually get a page filled with links you can browse through. Instead, the voice assistant will give you one answer, and that’s it.

This doesn’t mean you have to forget all about ranking for desktop or mobile searches though. They are closely linked. A study from Backlinko says that 75% of voice search results are pulled from the top three desktop search results for the search query. Therefore, you have to work to be the best result for your industry, and not necessarily the first. Google will always take location, past search history, and other factors when producing results for users. Doing voice SEO for Siri and the others is taking a look at your strategy holistically too.

Better yet, it will do you right if you also consider aiming for the featured snippet or “Position 0” so that you can ensure that you’re one of the top candidates for the results of that voice search query. 40.7% of voice search responses came from a featured snippet. Hit two birds with one stone as you optimize both typed and voice searches with this tactic.

4. Optimize for all search engines

While Google currently holds the largest search engine market share to date at 89.95%, don’t forget about other search engines, specifically Bing. Doing voice SEO for Alexa includes Bing because that’s the search engine the voice assistant uses to deliver results. This is a huge point to factor in, especially when you consider the smart home circulation in the world.

The Amazon Echo and Google Home are the top two players in the smart speaker scene, with the former taking the lead. Sources show that Alexa has over 39 million units in circulation (69% of the market), while Google Home currently has 14 million units (31% of the market). You won’t be reaching a lot of people who own Alexa if you primarily focus on Google.

5. Study your consumer’s user intent

In 2015, Google released an in-depth consumer study about consumer behavior online and aptly dubbed it as micro-moments:

  • I-want-to-know moments, or general searches for information
  • I-want-to-go moments, commonly referred to as the “near me” and local searches
  • I-want-to-do moments, for ideas when executing a task or planning an event, travel, etc.
  • I-want-to-buy moments, for online shopping or suggestions on what to buy

Modeling your content around these micro-moments and optimizing the keywords you include to answer these specific consumer needs can boost the relevance of your pages for voice search queries. You should also be mindful of the top three keywords included in searches done by voice—how (8.64%), what (5.01%), and best (2.63%).

Voice Search Matters

As previously mentioned, half of all searches will be done via voice in 2020—but you don’t have to wait for next year before you can start reevaluating your SEO strategy. As early as now, there’s a lot of changes you can do to make sure you stay on top of the game, including local SEO, the incorporation of long-tail keywords, and optimizing for Bing. The first step to creating a solid SEO strategy is understanding the current state of voice assistants today. Voice SEO can help you bridge the gaps between your data and become a front runner in this young industry. Drop us a line to see how we can optimize voice search for your business.

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FAQ’s

How to Optimize Your Voice SEO for the Google Local Three-Pack
If you have a business in a particular community, being part of the Google Local Three-Pack can boost your overall online presence. Also called Map or Snack Pack, the local pack is the section that..

Should You Outsource Voice Search SEO Services or Build an In-house Team?
Without a doubt, the way we interact with technology has shifted over the years. Before, people only use their phone for sending text messages or calling someone. Today, you can now pick up your.. ...phone and ask your voice assistant to call a specific person or send them a message. They can also find you the answer to any question you have.