How to optimise your content for voice search

As voice search continues to reshape the way people interact with technology, optimising your content for this medium is more important than ever.

With the growing adoption of voice assistants like Alexa, Google Assistant, and Siri, businesses and marketers must adapt their content strategies to remain competitive.

This guide explores practical ways to optimise your content for voice search, ensuring it aligns with user behaviour and search engine algorithms.

Use Conversational Language

Voice search queries are typically more conversational than typed searches. When people use voice assistants, they phrase their queries as if they were talking to a person.

For example, instead of typing “best bakery,” they might ask, “What’s the best bakery near here?”

To optimise your content for voice search, write in a conversational tone. Use natural language that mirrors how people speak. This approach not only helps with voice search, it also makes your content more relatable and engaging for readers.

• Tips for using conversational language:

• Use contractions like “you’re” and “they’re” for a more natural flow.

• Write as if you’re speaking directly to your audience.

• Avoid overly technical jargon unless it’s necessary for your industry.

Understand Semantic Search

Semantic search is at the heart of how search engines process voice queries. Rather than focusing solely on exact keywords, semantic search considers the context, relationships between words, and user intent behind the query.

Google’s Hummingbird update revolutionised this approach by enabling the search engine to better understand conversational keywords and implied meanings.

For instance, if someone asks, “What’s the weather like tomorrow?” Google understands that “weather” refers to local meteorological conditions and “tomorrow” specifies the date.

How to Leverage Semantic Search

• Focus on user intent rather than isolated keywords. For example, someone searching for “best restaurants” may also be looking for reviews or reservation options.

• Create content that answers related questions to provide comprehensive value.

• Use tools like Google’s “People Also Ask” feature to explore related queries.

Incorporate Long-Tail Keywords

Long-tail keywords are longer and more specific phrases that are highly effective for voice search optimisation.

These phrases often reflect conversational queries and user intent more accurately than short keywords.

For example, instead of “buy shoes,” a long-tail keyword might be “where can I buy affordable running shoes near me?”

Why Long-Tail Keywords Work for Voice Search?

• They target niche audiences who are closer to making a decision.

• They align with the conversational tone of voice queries.

How to Use Long-Tail Keywords:

• Research frequently-asked questions in your industry.

• Use tools like AnswerThePublic, SEMrush, or Google Keyword Planner to identify long-tail opportunities.

• Integrate these keywords naturally into your content, ensuring they flow smoothly within sentences.

Optimise your Content for Featured Snippets

Featured snippets - those answer boxes that appear at the top of search results - are prime real estate for voice search. Voice assistants often read out the content from featured snippets when responding to queries.

How to Optimise for Featured Snippets:

• Structure your content to directly answer common questions. For instance, if someone asks, “How do I make a perfect cup of coffee?” include a step-by-step guide or bullet-pointed list.

• Use clear and concise language. Keep your answers to under 50 words for maximum effectiveness.

• Add headers that phrase questions exactly as users might ask them.

Example:
If your target audience is searching for “What’s the best way to clean a leather sofa?” create a section titled exactly that and provide a clear, actionable answer.

Optimise Long-Form Content for Voice Search

While concise answers are important for featured snippets, long-form content also plays a significant role in voice search optimisation.

Comprehensive articles that address multiple facets of a topic are more likely to rank well because they cover related queries and user intents.

Best Practices for Long-Form Content:

• Break up your content with subheadings and bullet points to improve readability.

• Include a detailed FAQ section to address specific voice search queries.

• Ensure your content flows naturally and provides in-depth value.

Long-form content allows you to explore nuanced topics while accommodating the broader range of queries voice search users may have.

Aim for a Year 10, or 9th Grade, Reading Level, or Lower

Clarity is key when it comes to optimising for voice search. Most users prefer straightforward, easily digestible answers. To meet this need, aim for content that is accessible to a Year 10 (9th Grade) reading level or lower.

How to Simplify Your Content:

• Use short sentences and paragraphs.

• Avoid complex vocabulary and industry-specific jargon.

• Employ tools like Hemingway Editor to gauge your content’s readability score.

Remember, the goal isn’t to oversimplify your message, but to ensure your content is clear and comprehensible to a wide audience.

Prioritise Local SEO

A large percentage of voice search queries are local in nature. Users often ask questions like “Where’s the nearest bakery?” or “What time does the hardware store close?” To capitalise on this, you must optimise your content for local SEO.

Key Local SEO Strategies:

• Claim and optimise your Google My Business listing.

• Include your business name, address, and phone number (NAP) consistently across your website and directories.

• Create location-specific content that answers local questions.

• Incorporate phrases like “near me” or “in [city]” into your content where relevant.

For example, a restaurant might write a blog post titled “The Best Places to Eat in Brighton” to target local diners searching for recommendations.

To summarise

Optimising your content for voice search is no longer optional - it’s a necessity in today’s digital landscape.

By using conversational language, understanding semantic search, incorporating long-tail keywords, and prioritising local SEO, you can ensure your content meets the needs of voice search users. Additionally, focusing on readability and targeting featured snippets will position your content for success in this evolving medium.

As voice search adoption continues to grow, businesses that adapt their strategies will be better equipped to connect with their audiences, drive traffic, and stay ahead of the competition.

If you’re ready to start putting these tactics into practice, or if you need help optimising your content for voice search, drop us a message using the contact form below, or email us directly.

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