The era of voice search optimisation has arrived, but is it the end of traditional search optimisation in SEO? The netizens are divided over the significance of ‘talking’ over ‘typing’ or vice versa. There has been a sea change in how we search for information in today’s digital world. Traditional text-based searches have been enhanced by voice search, where people use virtual assistants like Siri, Alexa, and others.
But how do local SEO experts optimise the website for both types of searches?
In the following paragraphs, we will breakdown the key differences and providesome crucial tips for conquering both traditional search optimisation and voice-based search optimisation.
Understanding the Conversation: Voice Search and Traditional Search
Text-based and voice-based search are the two sides of the search coin. With AI tools, voice search is on the rise and has provided a whole new dimension to traditional SEO practices. However, traditional search optimisation is still dominant, and Voice SEO is the next superstar for sure.
SEO experts and content creators can understand the differences and their exclusive roles in website optimisation for future-proof digital marketing services.
Let us begin with the differences between voice search and traditional search.
Intent and Query
The fundamental difference lies in query formulation and the use of intent behind asking or typing the keywords or phrases. Traditional search includes typing short phrases or precise keywords like best cars within 10 lakhs or top 10 places to visit in Delhi, etc., often focusing on particular services or products. Traditional search optimisation revolves around the same.
Voice search leans towards conversational queries and natural languages. It consists of searches like Hey Siri; what are the top-ten budget-friendly phones available within 25,000? Hey Google, what are the top-rated laptops for gamers?
Query Length and Style
Traditional searches include short, concise, keyword-focused queries in a formal style. (e.g., “Chinese restaurants near me”, “Boys PG near me”, etc.)
Voice search is usually causal, long-form, and conversation-style queries with natural language. (e.g., “What are some kid-friendly restaurants open late in my area?” “What is the nearest sports academy to my home?”)
Voice SEO, or Voice Search Engine Optimisation, is a strategy for optimising content and websites to make them more visible and accessible to visitors who search with Google Assistant, Siri, Alexa, and other AI-based voice assistants. Voice SEO comprises keyword optimisation for voice assistant searches.
Intent of Search and Outcomes
Voice searches usually seek immediate and accurate responses to their queries or complete tasks (e.g., “Book a hair spa for today at 5 pm” or “What’s the weather forecast for the next two days?”
Traditional search provides a list of web pages with the required information for text-based queries. Traditional search optimisation is an SEO process that emphasises boosting a website’s visibility regionally, nationally, and globally. This type of SEO is comparatively straightforward, takes less time, and focuses on enhancing UX.
Businesses with small budgets and a presence in a particular region usually follow traditional SEO. However, it can be revolutionised, and local SEO can get better ROI by integrating and optimising voice search in their strategy.
Local Focus
As mentioned above, voice search can enhance the impact of local SEO and help businesses improve their brand presence, conversion, and, eventually, better turnover. Voice-based search optimisation involves keywords and phrases like a nearby specific location, ‘near me’, etc.
Optimising for Both Words: A Strategic Approach
On the other hand, traditional searches provide a broader result. It may or may not have a specific focus. We explore key differences between voice search and traditional searches. However, it is not about pointing out differences and singling out one or another. A collaborative SEO strategy is the solution that new-age digital agencies like Kinetics Live implement while planning digital marketing for their clients or teaching concepts to budding digital marketing professionals.
SEO professionals optimise websites and content for both voice and traditional searches for a holistic impact of digital marketing strategies. Schema markup or structured data is one of the most impactful methods for understanding, characterising, and categorising website content for enhanced UX and better ROI.
Therefore, let us explore how to draft an SEO and content strategy to cater to both traditional and voice searchers. The reasons for the same are;
- To cater to a larger populace, including the young smartphone generation, millennials and more
- To cover people who are not very voice search savvy or live in remote areas where bandwidth is not fast enough for AI-enabled voice assistants
Ways to Implement Voice Search Optimisation and Traditional Search Optimisation Together
Embrace the Conversational Tone
- Avoid keyword stuffing and maintain a natural and conversational approach while curating content.
- Imagine talking to a friend and who is asking you questions about specific products or services while composing content for local SEO
- Use Q&A formats to anticipate/predict user queries and offer direct answers according to the content.
Long Tail Keywords is Your New BFF for SEO
- Usually, generic and short keywords face high competition, so use long trending keywords.
- Research keywords using tools (SEMrush, Google Keyword Planner, etc) and integrate long-tail keywords that reflect how people speak during voice searches for local SEO
- Examples: Best places for a romantic dinner in Paris, Top 10 places to visit in Baku, etc
- Research properly, use tools, or consult a digital marketing expert agency like Kinetics Live for a curated path for voice search and traditional search optimisation.
Claim Your Local Territory
- Local SEO is ideal for voice searches because people in a particular area usually search on the go and want specific answers faster for a particular purpose.
- Optimise your Google My Business profile with updated and grammatically correct information, including high-quality photos, customer reviews (positive), addresses, and contact details.
- Engage on social media and encourage local customers to leave positive reviews. AI-enabled voice assistants often prioritise businesses with strong ratings.
Prioritise Mobile-Friendliness
- Your SEO strategies should focus on a mobile-friendly multi-device era. Voice searches mostly happen on voice assistants and smartphones, and it makes sense to optimise websites and content accordingly.
- Optimise website to load faster and provide a seamless user interface for enhanced user experience
- Use responsive themes and designs to ensure your content adapts to diverse screen sizes.
Aim for the Featured Snippet Spotlight
- Voice assistants usually respond to queries after reading content in the snippet box, which is valuable real estate for SEO professionals to optimise for voice searches.
- Structure your content on your website and social channels concisely and clearly to enhance your chances of landing the featured snippet spot.
- It also helps with optimising for traditional search optimisation.
Bonus Tip: Embrace Structured Data
- Structured data or schema markup helps search engines read and understand the context of your content, making it easier for them to display accurate and required information in voice search and traditional search results.
- It also helps to highlight crucial business hours like location, product/service details and working hours.
SEO professionals help optimise a website by implementing strategies that speak to both search engine algorithms and the ever-growing voice search netizens. Remember, the goal is to offer clear, concise, and valuable information, regardless of how users choose to find it.
Embrace the conversational methods, prioritise multi-device friendly content, and leverage long-tail keywords to ensure your content thrives in both voice and traditional search landscapes in the evolving digital marketing sector. The future of search is a dynamic conversation, and by optimising your website and social media channels for both voice and traditional searches, you ensure your voice is heard loud and clear, where you want it to be.