Improve Your Website with New Local Voice Search Optimization (2024)

These days, if you’re not thinking about local voice search optimization, you’re missing a huge opportunity. Why? Because the way people look for local businesses is rapidly changing.

More and more people are using their phones, smart speakers, and car dashboards to find everything from pizza places to plumbers.

The Rise of Voice Search and Why It Matters

It’s no secret that people are becoming more comfortable with technology. Voice search, driven by the increasing use of voice assistants like Siri, Alexa, and Google Assistant, has quickly gone from a novelty to a staple in many people’s lives. This isn’t a passing fad and that is why local voice search optimization is important than ever.

Research from Statista shows that the number of people using these digital assistants is on the rise. They project that by 2024, a mind-boggling 8.4 billion voice assistants will be in use globally.

But what does this have to do with your local business? It’s simple: people are using these devices to find places and services “near me. 50% of voice searches have local intent, meaning people are looking for businesses like yours. If you’re a restaurant owner, imagine how many people might be saying, “Hey Siri, find me the best Italian restaurants near me.” If you’re not optimized for that search, you’re invisible.

3 Key Differences Between Voice Search and Traditional Search

Although voice search and traditional, text-based search share some similarities, understanding the nuances is key to mastering local voice search optimization. These differences shape how you should tailor your content and approach.

1. Conversational Language:

Think about it, when you type a search query into Google, you’re probably using as few words as possible. However, when you speak, you tend to use natural, conversational language. Voice search involves using longer phrases and complete sentences.

2. Location, Location, Location

With traditional search, you might type “best shoes” into the search bar. With voice search, it’s much more likely you’d say, “Okay Google, what shoe stores are near me?”

This emphasis on immediacy and proximity means your online presence needs to be hyper-local to cater to this intent. Make sure your website and business listings include your full address, even the ZIP code, to make it easier for voice assistants to find and recommend you. Consider using location-specific keywords to boost your visibility in local voice searches.

3. The Importance of the Featured Snippet

Have you ever noticed that box that often appears at the top of Google’s search results, providing a concise answer to your query? That’s a featured snippet, and it’s like striking gold in the world of voice search. Featured snippets capture a whopping 80% of Google Assistant’s voice search responses, essentially becoming the go-to answer for users.

Voice searches crave immediate, concise answers. Optimizing your website content to answer common questions in a clear, easy-to-understand format can dramatically increase your chances of securing a featured snippet. Present the content in a conversational tone, as if directly addressing the user, to put your business front and center for voice searches.

To optimize for this conversational style, analyze actual voice search queries. Use tools like Google Search Console or paid keyword research tools to identify the questions people ask using voice search. Then, incorporate these question keywords naturally into your content.

Essential Strategies for Local Voice Search Optimization

Now that we’ve explored why local voice search optimization is essential, let’s discuss actionable strategies that can give your business a competitive edge. These strategies will improve your local SEO search for better website visibility.

1. Claim and Optimize Your Google Business Profile: Your Digital Storefront

Think of your Google Business Profile (GBP) as your online storefront for voice searches. Without a complete and accurate GBP, you are making it difficult for Google to recommend you to potential customers. A well-optimized Google Business Profile helps you target your audience more effectively.

Firstly, claim your GBP and fill out every section with accurate and detailed information about your business. This should include your operating hours (especially if you’re a restaurant or store), contact number, website address, and categories. Remember consistency is key, so ensure this information mirrors what’s on your website and other online listings.

When choosing your business categories, be specific. Don’t just choose “Restaurant” – narrow it down to “Italian Restaurant” or “Seafood Restaurant.” This helps Google understand your niche and direct the right kind of voice searches your way.

2. Local Keyword Research: Uncovering What Your Customers are Saying

Remember those conversational queries we talked about? Now it’s time to find out which ones matter to your business. That’s where local keyword research comes in. Local keyword research plays a crucial role in optimizing your website’s content to align with what your target audience is searching for.

Start by putting yourself in your customers’ shoes. Imagine what they might ask their voice assistants, like Apple’s Siri, to find businesses like yours. Tools like Answer The Public and Also Asked are incredibly useful here. They allow you to input a general keyword related to your business and see the kinds of questions people ask in search engines.

Consider the search intent behind these voice queries to provide the most relevant information.

3. Optimize Your Website Content: Answering Your Customers’ Questions

Once you’ve uncovered those golden local voice search terms, weave them naturally into your website content. Target your website’s content to specifically address the needs and search intent of your desired audience. This is especially important for your homepage, service or product pages, and blog if you have one.

Create dedicated FAQ pages or sections where you directly address those questions in a clear, concise, and conversational tone. Utilize those local voice search keywords you’ve uncovered. To boost your chances of getting featured in Google’s local pack, include local keywords throughout your website content. Do so naturally and avoid keyword stuffing.

Focus on long-tail keywords that include local identifiers, such as “best pizza delivery [your town]” or “hair salons open late near [your city].” Incorporating schema markup, a type of code that helps search engines understand your content better, can also improve your chances of appearing in rich snippets.

For example, if your website features customer reviews or ratings, implementing schema markup can help those elements stand out in search results. Additionally, consider creating content around long-tail keywords to capture more specific voice search queries.

4. Mobile-First Is Non-Negotiable

Considering that 1 in 4 people use their mobile devices to conduct voice searches, having a website that’s quick, responsive, and mobile-friendly is paramount. Google announced back in 2018 that their Speed Update would favor sites that load fast, especially on mobile.

It is no longer enough for your site to just work on a mobile device. It needs to provide an optimal user experience on all devices, with an emphasis on speed. A slow website will frustrate users, and they will go elsewhere, so make sure to compress your images, optimize your code, and invest in a reliable web host.

However, speed is only one side of the coin. Ensuring your site’s design, navigation, and overall content are tailored for easy mobile use is also crucial. Test your website’s load times on different mobile networks and optimize as needed. You can use Google’s PageSpeed Insights tool to assess your site’s speed and get recommendations for improvements.

5. Secure Your Site

Back in 2014, HTTPS became a ranking factor. This essentially means a secure connection is preferred for user trust and SEO.

6. Don’t Underestimate the Power of Reviews

We live in a world driven by reviews and social proof. In the world of voice search optimization, positive online reviews are gold.

For example, local customer reviews provide social proof, boost your visibility, and enhance Google’s trust in your business. This means they influence not only customer decisions but also Google’s ranking algorithms. People frequently ask for businesses with phrases like “highly rated” or “best reviewed.” Encourage happy customers to leave positive reviews on your Google Business Profile and relevant review platforms like Yelp.

Respond to reviews, whether they’re positive or negative, in a professional and timely manner. This showcases your customer service and engagement. It is especially important in the context of voice search, where users often seek businesses that offer a great overall experience. Positive reviews are essential to building trust and credibility for your brand.

My Summary

The rise of local voice search optimization signifies a major shift in how customers find local businesses. It presents a massive opportunity for businesses that are ready to embrace this shift. Adapting their digital presence to effectively leverage these increasingly popular search methods is essential.

This means getting ahead of the curve isn’t just about keeping up; it’s about future-proofing your local marketing for the age of voice.

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