03rd Nov, 2022
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- Voice search optimization plays a second fiddle in a typical B2B digital marketing strategy and is focused primarily on driving traffic to the website
- Companies can execute a robust voice search optimization strategy by optimizing content for long-tail keywords, using structured data, and adopting a mobile-first approach
The advent of voice assistant technologies has changed the way people interact with search engines. People use voice assistant tools like Siri, OK Google, or Cortana, to do a simple web search. While voice search has made it easy for users to search their queries online, it has also opened up new avenues for businesses vis-à-vis their search engine marketing.
The B2B buying journeys are typically longer and constitute more decision-makers and multiple touchpoints. Within this context, voice search advertising currently plays a supporting role in the average digital marketing strategy. Voice search optimization is largely focused on driving traffic to the website. The principles that underpin voice search optimization carry substantial SEO and UX benefits. Also, with B2B decision-makers getting younger, the relevance of voice search will only grow stronger.
How Will Voice Search Optimization Transform SEO?
The way users search for information tends to be conversational, forcing search engines to become more advanced in interpreting language and understanding how users communicate. “Semantic context” enables search engines to understand each word in the voice search and how it relates to the next one. Voice assistants are a common feature in smartphones, and hence B2B marketers must start leveraging them effectively to optimize their SEO tactics.
Ways to Optimize B2B Marketing for Voice Search
Optimizing for voice search is quite similar to general SEO and UX marketing. The incorporation of voice search marketing helps target long-tail keywords and tap into natural voice queries. Here are a few best-fit practices to achieve the best out of voice search online:
1. Optimize for long-tail keywords:
Voice search queries are those where a user uses a specific set of keywords for their search query. So, marketers need to be very specific with the content that they create for the voice search. Primarily, marketers must focus on long-tail keywords that are natural and conversational for the users. They should avoid complex jargon or sentences and try to keep search terms as simple as possible. The content should factor in long-tail keywords, phrases, and question sentences that customers are searching through voice assistants. It is crucial to keep the search terms as simple as possible.
2. Structured data:
Voice queries are very action-driven, and thus marketers need to leverage structured data to present their information. Structured data is the way a marketer presents their information to users searching for their target keywords. It entails meeting all the search engine requirements, putting alt tags in place, using compressed images, and creating keyword-driven content for voice search optimization. Even though the mode of the query is vocal, the fundamentals of SEO services remain the same.
3. Target featured snippets:
A featured snippet is the piece of information that is read aloud, along with the source, when a user submits a voice query to the search engine. Marketers must optimize content for featured snippets by including recognizable extracts to be featured and making content easier for search engines to read. The readability of the content can be increased by using H-tags and bullet points. Prospects will identify a brand as a thought-leader when the search engine reads aloud the business’s name and featured snippet.
4. Take a mobile-first approach:
The vast majority of online voice searches are made via mobile devices such as tablets and smartphones. Although search engines have adopted a mobile-first approach to search engine marketing, the relevance of optimizing the website and its content for mobile users cannot be stressed enough. Optimizing a website for mobile includes elements such as removing intrusive interstitials, eliminating drop-down navigation, and formatting videos to play full screen in auto-rotate mode. Executing all these tactics becomes overwhelming. Hence the expertise of a reliable digital marketing agency is paramount for optimizing search engine marketing to perfection.
5. Go local & vocal:
A significant proportion of voice searches constitute location-based intent where users are searching for things “near me.” Thus prioritize local search and create content with LSI keywords to drive web traffic locally before expanding it to wider geographical coverage. And the “think vocal” strategy means that marketers must create content incorporating the question-answer strategy. Most of the time, users use a question phrase to search using voice assistant tools. Hence, it is crucial to incorporate high-volume question phrases as part of the keyword strategy.
Search engines are prioritizing user experience and are already offering search results based on their keyword intent. The application of voice assistant technology will evolve further, sparking a search revolution. Google’s newly announced multi-search features, along with voice search optimization, can become a unified force in transforming search engine marketing services.
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