Jill Kurtz, Owner, Kurtz Digital Strategy
Voice-enabled search, enabled by virtual assistants and other voice-powered technology, is growing. Content marketers need to shape their content to remain relevant to the changes this brings.
Google Home, Siri by Apple, Cortana by Microsoft, or Amazon’s Alexa all enable voice searches. In 2017, 35.6 million Americans used a voice-activated assistant device at least once a month, per eMarketer.
SEO for Voice Search
There isn’t just one approach to SEO for voice. Google Home uses Google data, Siri uses Bing data and Alexa uses Bing and Amazon data.
Keyword research is important. Know the questions people are asking/searching to find the information you have to offer and incorporate them into your keyword strategy.
Strategize for the Featured Snippet
When you type a question into Google, the first result is often a featured snippet, a short summary of the answer pulled from a third-party site. For Google-enabled voice search, the single answer provided is the featured snippet. So, being represented there is a win for both types of searches.
Target any keywords that already result in a featured snippet in your space and that you already rank for on the first page. Make sure you present the relevant content in a list (<ul><li>) format with a H@ title.
FAQ Pages Matter
FAQ pages provide great content for voice searches because they pose and answer specific questions. A strong FAQ page that speaks to the questions you know people are asking can help your voice SEO.