As voice search continues to gain traction, businesses are adapting to new SEO strategies that accommodate how people search using voice-enabled devices like smartphones, smart speakers, and virtual assistants. For local businesses, optimizing for voice search is particularly important because most voice searches have a local intent. In fact, according to a report by Google, 58% of consumers have used voice search to find local business information.
This guide will walk you through the process of optimizing your local business for voice search, ensuring that you show up when potential customers use voice commands to find your services or products nearby.
What is Voice Search?
Voice search allows users to search for information online by speaking directly to a device rather than typing. It’s powered by voice-activated technologies like Google Assistant, Siri, Alexa, and Cortana. These platforms rely on natural language processing (NLP) and artificial intelligence to interpret and process voice commands.
When it comes to local businesses, users are often asking questions like:
- “Where can I find a coffee shop near me?”
- “What’s the best plumber in [city]?”
- “Show me nearby restaurants with vegetarian options.”
Why Optimize for Voice Search?
- Increased Use of Smart Devices: With the growing popularity of smartphones, smart speakers, and virtual assistants, more people are using voice search to find local businesses quickly.
- Local Search Intent: Voice search users are often looking for immediate, local results. Optimizing for voice search helps you tap into this on-the-go audience, increasing foot traffic and calls to your business.
- Better Customer Experience: Voice search provides a seamless, convenient, and hands-free way for customers to find information. By optimizing for it, you enhance the overall user experience and provide easy access to your business.
Step-by-Step Guide to Optimizing Your Local Business for Voice Search
1. Focus on Conversational Keywords
Voice search queries are typically longer and more conversational than text-based searches. Instead of searching for “plumber in New York,” voice search queries often sound like this: “Where can I find a plumber near me?” or “What’s the best plumber in New York?”
To optimize for voice search, shift your focus to long-tail keywords and question-based queries. These keywords will closely match the phrasing users naturally use when speaking.
Action Steps:
- Identify common questions your customers might ask. For example, “How do I fix a leaky faucet?” or “What’s the best pizza place in [city]?”
- Incorporate these conversational phrases and long-tail keywords into your website content, blogs, and FAQ sections.
2. Optimize for “Near Me” Searches
A significant portion of voice search queries includes “near me”. In fact, one in five mobile searches is a “near me” search, according to Google. This is because voice search users are typically looking for businesses or services in their immediate vicinity.
Action Steps:
- Include location-based keywords in your content, such as “Best pizza near me” or “Hair salons in [city name]”.
- Make sure your Google My Business (GMB) profile is fully optimized with your accurate business name, address, phone number, hours, and services.
- Consistently update your NAP (Name, Address, Phone number) across all online directories, including Yelp, YellowPages, and Facebook.
3. Answer Common Questions with FAQ Pages
Voice search users often seek direct answers to their questions, so creating content that directly addresses common queries can help you rank higher for voice searches. Frequently Asked Questions (FAQ) pages are one of the best ways to address this need.
Action Steps:
- Develop a comprehensive FAQ page with question-based keywords like “How much does a plumber charge in [city]?” or “What’s the best sushi restaurant in [location]?”
- Structure your FAQ content in a Q&A format to increase your chances of appearing in voice search results.
- Use structured data (Schema markup) on your FAQ page to enhance visibility in voice search results and featured snippets.
4. Use Structured Data (Schema Markup)
Schema markup helps search engines understand the content of your page better. For voice search optimization, it’s especially important because it provides detailed context about your business, such as your hours, reviews, services, and location.
Action Steps:
- Add local business schema markup to your website to help search engines display your business information correctly in local voice search results.
- Include markup for:
- Business name, address, and phone number (NAP)
- Operating hours
- Product or service categories
- Customer reviews and ratings
Bonus Tip: Use Google’s Structured Data Testing Tool to validate your schema markup.
5. Improve Page Load Speed for Mobile Users
A significant percentage of voice searches are performed on mobile devices, and search engines prioritize fast-loading pages in mobile results. A slow website can hurt both your rankings and user experience, especially when it comes to voice search.
Action Steps:
- Ensure your website loads in less than 3 seconds by optimizing images, reducing HTTP requests, and using a content delivery network (CDN).
- Use Google PageSpeed Insights to identify and resolve speed issues.
6. Claim and Optimize Your Google My Business (GMB) Listing
Google My Business (GMB) is one of the most critical tools for local SEO, and it’s even more important for voice search. Google often pulls information from your GMB listing to answer voice search queries about nearby businesses, especially in response to “near me” searches.
Action Steps:
- Fully complete your Google My Business profile, including accurate NAP, categories, photos, and services.
- Respond to reviews and frequently update your listing to show that your business is active.
- Enable GMB messaging so customers can directly message you for quick inquiries.
7. Focus on Mobile Optimization
Since voice searches are predominantly conducted on mobile devices, it’s essential to ensure that your website is mobile-friendly. A mobile-optimized website provides a better user experience and helps you rank higher in search results.
Action Steps:
- Ensure your website is responsive, meaning it automatically adjusts to fit the screen size of any device.
- Test your website on different mobile devices to ensure it’s easy to navigate and the content is readable.
8. Optimize for Featured Snippets
Google’s featured snippets often provide the direct answers users want in response to voice search queries. If your content is selected as a featured snippet, it is more likely to be read out loud by voice assistants.
Action Steps:
- Create content that directly answers common questions in a concise, easily digestible format.
- Use bullet points, numbered lists, and short paragraphs to increase your chances of being featured.
- Answer question-based queries in your blog posts or FAQ sections.
Conclusion
Optimizing your local business for voice search is no longer a luxury—it’s a necessity. As voice-activated devices become more ingrained in daily life, businesses that tailor their websites and content to match voice search behavior will gain a significant edge in the local SEO race.
By focusing on conversational keywords, “near me” searches, FAQ optimization, and Google My Business listings, you can increase your chances of appearing in voice search results and attract more local customers.
Start implementing these strategies today, and position your business for success in the ever-evolving world of voice search.