For professionals and marketers, each type of Internet research requires the application of different, continuous and evolving strategies to acquire this coveted position in the first rank …
In this post, we’ll cover the difference between voice engine optimization (VEO) and SEO, as well as the keyword strategies that will help drive traffic to your brand.
What is VEO, by the way? And why should you care?
Voice search involves asking a question to a smart device (Google, Alexa, Siri, Cortana) so that the intelligent virtual assistant can quickly provide the most relevant answer.
When someone uses a desktop computer for research, SERPs offer superior results with the option to click and scroll without limits. Mobile searches typically display the first 3 local results with quick links for directions, a phone number, and a website. With voice search, Google / Siri / Cortana usually offers only one answer.
As a marketer, your goal is to optimize your content so that your answer is the answer provided. You may also be wondering why change your strategy and optimize your voice search? according to ComScore, voice search is expected to account for 50% of all searches by 2020, and mobile voice searches are 3 times more likely to be local than any text search.
This is to be qualified. This type of use is not as mature as that in England compared to the United States, although their use is increasing. Suppliers analyzed sales and usage figures. They were able to realize that only devices with a screen are actually used, after the excitement of the first days after purchase.
Update your SEO and VEO strategy now. This is especially true if you sell goods, work in the food industry, provide immediate services like plumbing, heating, ventilation, air conditioning, food, gas, etc. and / or if location is essential to your business.
Optimizing for voice is a big challenge, but with the right keyword and the right testing strategies, you can master it. To start, let’s talk about how the VEO keyword strategy differs from that of SEO.
How do the different research methods differ?
To fully understand how to optimize voice search, it is important to think about how people search on different devices.
If someone is looking for a good restaurant in the area on a desktop or mobile device, it is very likely that they are typing something like “best Italian restaurants in Nimes”. However, when using voice search, it is very likely that someone is talking to their device in a conversational tone. In other words, they would probably say “OK Google! Where is the best place to eat a Milanese cutlet near me? “.
The same formula applies to any research scenario.
- SEO text search = short written extracts;
- VEO voice search = questions involved, complete and conversational.
Since voice searches are longer and question-based, how marketers optimize these types of searches will vary widely.
Here are the main things to consider when optimizing voice search.
1. Optimize for complete questions
Although there are no Google metrics yet to measure voice searches with complete accuracy, we can check by digging into our own search data with smart analytics that most voice searches contain such as modifiers or suggestions for questions. This means that when a person uses voice search, they ask full questions. They want to know what, where, when, when, why and how.
Here are a few ways to optimize your site to make sure you have a chance of appearing in voice search results.
Use your content to provide answers
Since people ask direct questions through voice search, one of the best ways to make yourself known is to try to answer those questions.
You can do this by thinking of any specific questions a customer might ask about your website and your products or services. Then optimize your FAQ page.
Format the exact questions you have determined by searching for keywords with an H2 tag. Then include the answer in the body of the text.
Google will then be able to read your question, link it to voice search, and display your answer as a featured clip.
Focus on longer search queries
according to Google, as 41% of people generate voice queries as if they were talking to a friend, it is important to optimize your keywords to include keywords in the long run. It’s rare for someone to turn on their phone and say “pizza.” Instead, they will say, “I’m hungry and I want to find a good pizzeria that is open and close to my home.” This means that if you want to appear in voice search results, you need to make sure that your content is focused on long search queries, that it includes a more conversational tone and that it is optimized for keywords long tail.
If you’re having trouble figuring out which questions and which long-term keywords to focus on, consider using the following tools:
- Answer the public helps you find the most frequently asked questions about your brand, services or products;
- Google’s Keyword Planner provides you with information on the volume of research and the level of competition in order to choose the best keywords for your business;
- Raven: ideal for monitoring rankings to see where you stand in relation to your competitors for specific keywords (position monitoring).
These tools will help you find the right keywords and the right questions to include in your strategy.
2. Refine your local optimization
It is true that sometimes voice “seekers” simply seek a quick answer to a question like “Why is the sky blue?” For this type of question, Google offers and reads the most relevant extracts. It is also true that voice “researchers” often seek a local and immediate response to a problem.
For example, someone may want to call a door repair professional right away and may use voice search to get there. Likewise, they can simply phone and order Thai takeout at the nearest restaurant.
The best way to optimize these local voice searches is to make sure that your local keywords can form a keyword pyramid. Take the time to make sure that your site is optimized for local search: offer content that is 100% precise and optimized to include the right local and long tail keywords.
It will be a shame to lose credibility because your information is not optimized and / or is not accurate. You may never think you are a victim, but temporal or off-topic content inevitably drags on a blog post or in old news.
While you’re at it, consider increasing the speed of your site and making sure your Schema markup is in place on your site. If your website does not return results quickly enough and / or is not optimized for local, mobile and voice, Google will avoid you.
3. Focus on unbranded keywords
If someone specifically asks “Where is the nearest Burger King”, Google will find the nearest BK based on the location of the requestor and display this result. However, what do you do if you’re a top-notch burgers business but you’re not a fast food group franchisee?
Focus on optimizing for unbranded keywords like “good burger near my home” rather than trying to optimize the term for “Jean-Antonin Kebab and Burger” which nobody knows about. The more you focus on unbranded keywords when you optimize, the more likely you are to appear for a search result when someone simply tries to find a new place to eat a sandwich.
Remember that Google will search all over the web for specific results, so make sure all of your ads are updated with unbranded keywords. This includes supports such as your website, PagesJaunes, GoogleMyBusiness, Yelp, 118218, etc.
4. Analyze and test
The discipline of voice search optimization is still new and under development, even for the biggest brands. Right now, there is no single Google measure that will give you all the voice answers to keyword questions and provide you with a quick and easy optimization solution. However, that does not mean that you are destitute.
It just means that you need to rely on smart data collection and analysis tools like SEMRush or RavenSEO to measure KPIs, gather relevant information, and make adjustments to your voice strategy if necessary.
Voice search is relatively new and now is the time to get ahead. The era of “voice first” is not yet here. The more you can do to follow the steps listed above and optimize your site for voice search, the better your site will be.
Do not do anything when choosing your keywords. Instead, use the keyword research tools at your service such as Google Keyword Planning Tool and Answer the Public, keep track of recommendations for best strategies and practices for voice search analysis and optimization, and test and refine your strategy as you go.
It will be curious to see how the voice evolves in the future and now is the time to prove yourself. 😉