Voice search results are becoming an increasingly important part of the marketing landscape and the days of searching Google for your company’s products or services in search boxes are gone. By 2020, an estimated 60 percent of online searches will be performed through voice queries, with a growing proportion of users searching through an Amazon Echo device or a Google Home.
Our research shows that companies need to prepare themselves for this shift and that consumers are beginning to trust voice search as much as visual and tactile search. It makes sense that people will be confident in these new search results, because they are most likely a lot more user friendly than traditional search results. A survey we carried out in March 2017 with 481 US consumers showed that 69 percent trust voice search as much as they trust online search and 89 percent believe that voice will become an even more important search tool in the next two years. That said, brands still need to get ready and consider these new ways that voice search can be optimized.
One major factor that brands must consider when optimizing for voice search is the additional data that the assistant needs to understand what the user is saying. According to the Consumer Voice and Behavioural Research team at PwC, voice assistants are more sensitive to human-like conversational patterns than computers. Consequently, the easier a brand is to speak to, the more natural and effortless voice search should be.
Two key strategies for brands looking to optimize their voice search performance are call conversion rates and repeat rates. It is important to have a short response time, especially in calls where the primary customer communication happens over the phone. A good rule of thumb is to respond to a voice search query within three seconds; this should be shorter than any conventional customer service response.
Here are five tips to increase traffic to your website:
Make Your Site Simple
How would you search for a product like a washing machine or car seat? Would you type the words into Google? How about trying your hand at a voice search? Search engines use text to help with voice search, so you need to be concise. Adding long, complicated terms just takes longer for your search engine to crawl and index.
Make sure your website’s keywords are easy to pronounce and understand. Use other words to complement your main keywords that users might type into voice search, such as “washing machine,” “car seat,” “fridge,” etc.
Have a Permalink Structure
Even if you have a blog, make sure your website is structured in a way that allows search engines to quickly find and understand each post. The good news is that Google has been implementing an “infobox” for voice search. This should help make your site easier for voice search to find, so you can be indexed and better rank on search engines.
Fill up Your Content
Since your search engine optimization will depend heavily on content, be sure to keep your site filled with helpful information. What do your customers need? Would they appreciate any additional reviews they can find on your product or service?
You can have articles on your site that help people understand your brand, the benefits of using your product, testimonials from satisfied customers, and all kinds of information for users to use in making their purchase. Your website will become a little more attractive to users by giving them a reason to buy your product.
Add Short Navigation Links
This is one of the most important tricks to getting more traffic to your website. If you have something like an “About” page, you might have plenty of room to add a short link to the main navigation of your website. You can also add links to customer reviews and other related pages to the navigation of your site.
Your voice search is only getting stronger as you speak more words and as the cost to implement your own voice-search-ready website gets lower and lower. You can help get your website to the top of Google’s voice search rankings by using a few of these SEO tips and creating your own powerful voice search strategy.