How to Create an Effective SEO Strategy for Your Business Website
Last week I talked about what voice search technology means for your business. It is such an important topic that I decided to write a second part related to SEO this week.
From the Google Assistant to Siri, people are talking instead of typing to search online more than ever.
According to Location World, more than 40% of adults used voice search daily in 2016. ComScore estimates that more than 50% of searches will be voice-based by 2020.
It makes sense: it is much easier to say a question than to write it. And it allows you to multitask while driving, cooking or walking.
This is not a fad, or something to ignore: if you want to get ahead and stay ahead of the competition, now is the time to do it.
This is what you should focus on:
Is about rent, rent, rent
In last week’s blog, I covered the importance of using local keywords to attract visitors and customers. Using these local specific keywords is a big part of any SEO strategy for your website.
Voice-related mobile searches are three times more likely to be local. People are looking for what’s nearby right now, so the more specific you can be with your keywords and copy, the more likely they are to find you.
Use your location with keywords as often as you can, and don’t forget to keep your Google My Business page and Yelp page up to date with your current information; these results are also displayed, not just your web content.
be more natural
What someone types into a search bar will be different from a spoken query. For example, if I want to find a hotel near Toronto airport, I would type something like “hotels near Toronto airport” in the search bar.
However, if I’m talking about my search, it would be more like “which hotels are near the airport in Toronto?”
Google is looking for natural language, so you’ll need to brainstorm the types of questions people might ask that include your target keywords.
Incorporate long, conversational keyword phrases into your content as much as possible.
Some great ways to create natural content include:
• About and FAQ pages
• Blogs and articles
• Answer questions in the question and answer section of Google My Business
• Provide as much information as you can to Google My Business and Yelp, including hours of operation, products or services offered, parking, delivery or shipping options, etc.
Aim for featured snippets and people ask too
Both Google Home and Google Assistant read featured snippets when answering queries, so you want to come out on top!
Featured snippets are curated search results found in a box at the top of Google’s organic results.
Google wants to give users the best answer, so it’s essential that you answer questions clearly and update your website with fresh, engaging copy on a regular basis.
Research shows that list responses have performed very well in featured snippets. The more conversational responses your site and online profiles contain, the better your chances of appearing in this coveted spot.
The same goes for “People also ask.” You may have seen this popup when you type or say a question. Look at the example below. I asked, “where are the best boutiques in New York?”
Below the top results there is usually a “People also ask” section. Each of those dropdowns answers a related question using content from well-optimized websites or blogs.
Create a copy for a 9th grade reading level
Regardless of what your company offers, it is never a good idea to write text that is too technical or full of jargon. It doesn’t benefit the user and it doesn’t benefit your SEO.
Research shows that content written at a 9th grade reading level or lower appears more often as a result of voice. You can use a tool like Flesch-Kincaid Grade Level to determine what grade your content is in and adjust accordingly.
It’s not about simplifying your site, it’s about answering questions succinctly and clearly instead of cluttering your web pages with unnecessary language that will only confuse search engines and search engines.
Focus on adding these strategies to your marketing efforts to increase traffic, leads, and sales as adoption of this exciting technology continues to grow. The more you focus on voice search optimization now, the better results you’ll get in the long run.