Why voice search must be part of your SEO strategy

Google Assistant, Amazon Echo and Siri. Yep, voice activated assistants and smart speaks are everywhere.

Voice search has evolved rapidly over the years, and what previously seemed like a science fiction idea is now a reality. So, you probably won’t be that surprised to hear that search marketing specialists forecast that more than 50% of all searches will be conducted via voice by 2020, and over 30% of web browsing sessions will be done without a screen.

Madness, I know. But these are two of the most popular predictions cited in online marketing right now, and given that byMarch 2016 51% of teens and 44% of adults were already using voice search, it doesn’t seem that farfetched.

With voice search quickly becoming the next big innovative tool; we’ve been reading and researching to unearth creative ways in which you can implement voice search as part of your SEO strategy:


There are a few characteristics that differentiate voice search from mobile or desktop search; here’s what they are and how you can leverage them:


Voice searches are longer and contain conversational words and phrases

When we type, naturally, we use shorter language for convenience. That is not the case with spoken word or voice search. When you’re conducting your research, remember that the majority of long-tail keyword tools will return text based queries. For voice search optimisation, start your research with a tool called Answer the Public.


Over twenty percent of voice searches are for local content

22% to be precise. And that’s largely because people using mobile are on the go. Knowing that a big proportion of voice search adopters are looking for local content (i.e. “restaurant or bars near me”, “hairdressers in Penzance” etc) it’s important that your keywords are on point. Why not experiment by using “near me” in your title tags and meta description, and reference local landmarks your copy.


Optimise for the coveted ‘Position Zero’

Position Zero (also known as ‘Featured Snippet’) will be the holy grail for all those that are optimising for voice search. A Featured Snippet is a one-shot answer above the highest ranking site on the search engine results page [SERP].
Let’s say you search for “What is the most visited place in Cornwall?” on Google. This query returns more than 24 millions results, but above all of them on desktop and mobile sits this snippet from The Crazy Tourist.

Why voice search must be part of your SEO strategy Google

Brands spend phenomenal amounts of resource to ensure they’re found by relevant audiences on SERPs – forever striving to secure a prime spot; and now with the voice search set to boom Position Zero / Featured Snippet has never been more crucial. Why? Because it is this that often gets read aloud by Siri, Alexa and the gang.

According to Wired“Reaching position zero requires a wholly different strategy than conventional SEO. The importance of putting just the right keywords on a web page, for instance, is declining. Instead, SEO gurus try to think of the natural-language phrases that users might say—like “What are the top-rated hybrid cars?”—and incorporate them, along with concise answers, on sites.”

Ready to build your brand online and increase your search engine visibility through SEO and PPC advertising? Reach out today, and find out how Target can help.

Book a FREE 30 minute strategy call today.