With so many people using voice assistants and voice-to-text functions on their devices to conduct internet searches these days, it’s important for brands to ensure their websites are set up to capitalize on the unique criteria a voice search entails. While optimizing a site for voice searches may include seemingly basic search engine optimization practices, the elements involved are approached from distinct angles and with slightly different objectives.
There is no one-size-fits-all strategy or method of voice search optimization. However, knowing about some of the more common missteps brands take when optimizing their sites for voice search can help ensure success. Below, members of Forbes Agency Council share common ways brands fail in their attempts to optimize their websites for voice searches and how they can do it better. Their insights can help brands avoid futile—or worse, SEO-damaging—efforts and more effectively leverage the power of voice search and increase traffic to their sites.
Forbes Agency Council members share common ways brands misstep in optimizing their websites for voice search.
Photos courtesy of the individual members.1. Not Putting Yourself In Your Customer’s Shoes
Brands often fail to think as if they were in their customer’s shoes when optimizing a website for voice. To optimize a website for voice, research on trends, commonly asked questions and customer feedback must be conducted to find out what customers would be searching for. Then, work backward to integrate those questions and answers as written words on the site. - Tony Pec, Y Not You Media
2. Failing To Structure Page Content Around Question-Based Topics
Failure to structure page content around question-based topics is one way brands misstep when it comes to voice search optimization. Leading sections of content with question-based language—for example, by using questions as header tags—and focusing on speaking conversationally can help brands better optimize website pages for voice search. - Donna Robinson, Collective Measures
3. Not Considering Output Performance Or Semantic Organization Of Content
In times of artificial intelligence and algorithmic thinking, voice commands are currently taking the center stage. This approach automates the input process by creating a series of pragmatically logical steps that intake a defined set of voice commands for hands-free input. Similar to any other type of information, it’s essential to think of the output performance and semantically organize content. - Goran Paun, ArtVersion
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4. Forgetting To Find Out What Questions People Are Asking
Brands often forget to find out what questions people are asking when formulating their content. Instead, they create a ton of question-and-answer style content based on the questions they think customers will ask (or that they want customers to ask). Brands can use Google Trends, Google Keyword Planner and customer interviews to find the right questions to include. What’s the point of answering questions nobody is asking? - Bernard May, National Positions
5. Not Understanding The Consumer And Each Individual Use Case
Voice searches have very unique use cases, and it’s important for brands to understand these fully before designing for them. That’s the biggest misstep I see—a lack of understanding of the consumer and each individual use case. - Vix Reitano, Agency 6B
6. Using Simple Keywords And A Formal Style Of Writing
Marketers forget that voice searches tend to be worded differently; they’re longer, more specific and more likely to present complete questions than simple keywords. Therefore, you need to double down on great content written in a conversational tone. A less formal style of writing seems more authentic and easier to read and is more appropriate for voice queries. - Dmitrii Kustov, Regex SEO
7. Following SEO Practices Instead Of Optimizing For Voice
The most common mistake brands make is that what they do to optimize their website for voice search is similar to what they do for SEO. The thing here to keep in mind is that they are different. For voice search, users’ queries are more personalized and keywords are long-tailed. To optimize for that, the website content should use question-based keywords and natural language. - Ajay Prasad, GMR Web Team
