An Unstoppable Copywriting Formula for Optimizing Voice Search

A recent report states that an estimated 50% of internet searches are voice-activated, with 55% of Americans expected to own a smart speaker by 2022. Even more notably, 20% of voice queries are conducted on a mobile device. What does this mean for the future of content marketing? 

Search engine algorithms will increasingly favor mobile-friendly, voice-optimized content

Google and other search engines have always had one goal in mind: to deliver the most relevant content to those searching. There are now 5 billion mobile device users worldwide. As this number has grown, search engines have begun to rank sites that are optimized for mobile over those that aren’t. And as voice search continues to grow in popularity, search engines will favor the most voice-search friendly content.

What does this mean for your business? Optimizing your content for both mobile and voice search is no longer optional.

Optimization isn’t as tedious as it may sound, although it takes keen attention to formatting and tone. Here are four essential tips for optimizing for voice search: 

Write in a conversational tone

Voice searches are typically performed in the same manner in which one would speak to a friend. Write in a casual, conversational way with language that mirrors that of the user. 

Utilize the question-answer format

Staggering numbers of voice assistant users engage in search queries in full and grammatically accurate sentences. Using a question-answer format within your content can help rank your keywords in a way that’s optimized for voice searches. For example, utilize headers on landing pages to pose a question and then elaborate on the answer in the subsequent text. Another prime spot to employ the question-answer format is a frequently asked questions page. On FAQ pages, questions seamlessly integrate into your content without looking out of place. 

Focus on long-tail keywords

Because voice search users are typically speaking in sentences rather than one or two words like a traditional web search, it’s important to focus on your long-tail keyword optimization.

A bonus of long-tail keywords is that consumers who are more precise with their questions are often more likely to make a decision as they know exactly what they’re looking for. 

Format for rich snippets

A rich snippet on Google is the showcased search result. You’ll find rich snippets in a standalone box on the top of the search results front page. Contrary to traditional web search, which provides multiple answers, voice search returns only one. This answer is often pulled directly from rich snippets, as Google has found this content to be relevant and reputable.

Reaching that coveted rich snippets placement involves formatting your content in a way that’s easily scannable for readers and search engines alike. Bulleted or numbered lists, short, simple sentences and paragraphs and authoritative, knowledgeable writing are prime examples of what Google looks for when choosing a rich snippet. 

What about your already-published content?

If you’ve been painstakingly working on your search engine optimization for years and are ranking highly for many of your target keywords, it can be frustrating to feel as if you have to change  the things that you know are already working for you. Updating your old content, however, is always a good idea. Not only do search engines view your content as continually relevant when you update old pages or blog posts but optimizing for voice search can be as easy as following the steps above.

Does the popularity of voice search mean that all of your previous hard work is for nothing? No, but if you want to maintain your great rankings, you’ll need to adapt. If you have a lot of content to comb through and don’t want to fall behind, you can always enlist a copywriting or content marketing agency to do it for you. 

Voice search optimization goes far beyond your website

Videos

Videos are the most popular form of content on the internet. In fact, 5 billion videos are watched daily on YouTube alone. This isn’t counting other video sites or popular social media channels. If part of your content marketing efforts includes video, optimizing your videos for search is in your best interest. Make your titles and tags voice-search friendly or transcribe your videos into text to leave in your description box. 

Social media profiles

Although social media giants like Facebook still seem to be behind the curve when it comes to voice search technology, it only makes sense that eventually Facebook and other social networks will adapt to the trends. If you’ve been paying attention to the boom in popularity of voice search, this is your chance to get ahead in the game. Optimize your social media profiles, posts and image captions for voice search just as you would a landing page or blog post. Chances are it will pay off in the long run. 

Amazon listings

The ever-popular (and ever convenient) online shopping mega-player has seen record-breaking growth over the past year. Combine the fact that the COVID-19 pandemic has forced to rely on the delivery of goods with the explosive popularity of the Amazon Echo and you have a clear picture of the future of voice search. In 2021, businesses that sell on Amazon will need to ensure that their listings are voice optimized if they want to succeed in Amazon’s hyper-competitive marketplace. 

The final word

Businesses that want to succeed in the modern marketplace must adapt to the newest trends and technologies. Voice assistants are here to stay. Investing in voice SEO is an investment in the future of your business.