The evolution of search engine technology has been remarkable. Over the past few years, tech giants such as Google, have made many updates, aiding their users in achieving optimum results. New technologies such as AI voice search – Google Assistant, Apple’s Siri, Amazon’s Alexa, and Bixby, have catapulted search capabilities into new realms of convenience and accuracy.
Here are three ways to utilise these forces like an SEO Jedi, optimise for voice search, and blast your site into the Google ranking stratosphere;
1. Understand user intent
User intent provides insight into why a person searched and what they seek. Mostly, a person is either looking for information, so may start the search with “What is…” or “How…”, OR they seek to purchase a product or service, so may begin with “Buy…”.
However, the intent isn’t always so obvious, which is where Google’s ever-changing algorithms and updates come into play. Google Hummingbird means that regardless of obvious or obscure searches, Google will nevertheless look into the context – device, location etc. – of a user’s question and will provide the most appropriate answer.
To reflect this your articles, blogs and information pages should seek to provide answers to questions with valuable content. Where possible, use natural language and offer details. It’s quality over quantity here, so provide ample detail concisely and engagingly.
2. Optimise your page speed
Page speed will optimise your site for EVERYONE, regardless of voice search or manual. However, it’s important to remember that someone utilising voice search is probably wanting a rapid response; they may be on the move or in a hurry.
We speak three times faster than we type, so, to meet the expectations of an increasingly demanding audience, your site must be running at its optimum speed. To find out how your site scores, Google and GTmetrix will inform you of your page load speeds, and also offer solutions.
3. Utilise long tail keywords
Long tail keywords contain multiple words – 3, or 4 or more. They’re useful for voice search and your general SEO endeavours, as they often face less competition, making top rankings easier to achieve.
Because when people use voice assistants, they tend to speak as though having a conversation, your content must be laden with long tail keywords to accommodate this. The rise and evolution of voice searches, has seen a switch from snappy SEO phrases to more extended, and conversational sounding expressions.
Focus your content laser beam on longer tail keywords and phrases. Include similar words and synonyms to create context and further assist search engines in understanding the intent of your content.
Voice search is undoubtedly growing, and B2B brands need to adapt their approach to content creation to keep up. At the epicentre of your content strategy, you should focus on understanding user intent and creating conversational content that answers specific queries.