When we talk about voice search, we don’t just mean “hey Siri” or “hey Alexa”, we’re talking about a relatively new technology that lets you search the Internet, a website, or even an app just by using your voice. So, instead of typing, you can simply say what you’re looking for, and the system will find it for you.
But, how is this seemingly harmless technology changing the way websites are ranked, aka SEO? In essence, voice search is pretty different from traditional text-based searches because, to put it simply, people speak differently than they type!
This basically means that your SEO strategy needs to take voice search into account to make sure your site shows up when people ask questions out loud, especially if you run a business in Boston where competition runs high.
Let’s do a deep dive into this.
Why Local SEO Matters Even More Now
Local SEO, meaning making sure your business shows up when people search for services or products in your area, is incredibly important if you want more visibility, especially if your business relies on local customers.
Think about it this way: when someone searches “best pizza near me” or “plumber in Chicago” on Google, local SEO helps your business appear in those top results, increasing foot traffic and bringing in more customers from your community. And, believe it or not, when people use voice search, they’re looking for local business information. Think about store hours, directions, or if a product is in stock.
Don’t believe us? According to research, 58% of consumers use voice search to find local small businesses, meaning if your business’ website isn’t optimized for voice search, you’re missing out on a ton of customer opportunities. (PR Newswire)
But don’t worry, there are a couple of things you can do to make sure your website is the one that pops up when a customer needs it to. The easiest way is ensuring your Google Business Profile is up-to-date. That means checking that your contact info, hours of operation, and directions are accurate, because if your details are outdated, you could be losing out on potential customers who are ready to visit or buy from you. Plus, 76% of people who search for something nearby on their phone visit a business within a day. (Google)
But there are other things you can do to make sure you perform well in voice searches, and you don’t need to be tech-savvy to do them:
1. Shift to Conversational Keywords
Voice searches are much more conversational compared to the typical text searches we’re used to. That’s because, essentially, people talk to voice search devices as if they are another person – so you need to account for conversational tones and keywords that people use when speaking. So, instead of typing “best pizza Fenway Park,” someone might say, “Where’s the best pizza near Fenway Park?” These longer, more casual queries mean you’ll need to think about how people actually speak when optimizing your website.
One tip is to start using long-tail keywords – meaning phrases that are more specific and sound like real conversations. Also, creating content that answers common customer questions (like an FAQ section) can help you show up in voice searches. To put it simply, the more your website sounds like your customers, the better your chances of being found and improving your SEO.
2. Make Sure Your Site is Mobile-Optimized
27% of voice searches happen on mobile devices, and it’s no wonder why! Asking your cell phone a question is much easier than doing so on your computer, especially if you’re on the go and need an answer ASAP. (Google) This basically means that your website needs to be mobile-friendly because, if your site is slow or hard to use on a phone, you could lose out on visitors. So much so that 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. (Google)
What’s more, Google has switched to mobile-first indexing, meaning it ranks websites based on how well they perform on mobile. So it’s not just about the user experience, but it’s also about your SEO. And, for local Boston businesses, this is critical. People using voice search are often on the move, so if your site isn’t responsive and quick, they’ll likely move on to a competitor. To avoid this, make sure your website is fast, easy to navigate, and mobile-friendly to stay ahead of the curve.
3. Aim for Featured Snippets
If you’ve asked a voice assistant a question, you may have noticed that the answer often comes from a featured snippet – which is that box at the top of Google’s search results, also known as “position zero”, that makes your content pop in search results. That’s because things like star ratings, for example, make your content more appealing for users and search engines too. How? Let’s say you run a restaurant and you want to draw more traffic to your website, in this case, displaying star ratings directly beneath your URL can instantly draw attention.
Plus, if your business can land a spot there, you’re more likely to be the answer voice assistants give.
So, to boost your chances, structure your content with clear headings, bullet points, and direct answers to common questions. Think about it: the easier it is for Google to understand your content, the better your chances are of showing up in voice search results.
Final Thoughts
As you may have noticed, voice search is completely changing how people find businesses, and if you want to keep up in Boston’s fast-paced market, you’ll need to adjust your SEO strategy. With these tweaks, you’ll be better positioned to attract voice search users and stay ahead of your competition.
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