The Rise of Voice Search Part 2: Making Your Ranking Work For You
Your existing SEO efforts have gotten you to the first page of Google’s organic search results. Your website is polished and easy to use. You’ve got a solid social media structure which helps bring people to your page. But you want to capitalize on the rising prominence of voice assistants and their voice search features. So, what else can you do to make sure you’re coming out on top of those search results?
If you need a quick refresher on what voice search is, refer back to the first part of this guide series “The Rise of Voice Search and What That Means For Your SEO.” In this segment, we’ll be looking at what else you can do to improve your voice search viability. (If your website is already showing up on the first page of Google’s search results.)
This portion of the guide will touch on how ranking can affect your voice search viability. In addition, the importance of properly including keywords in your page titles and URLs. Lastly, how SERP Features can keep your website a cut above the rest.
Voice Search Features:
Studies have shown that roughly 95% of all voice search queries return a result from the first page of search results on Google. Congratulations you’re already there! However, 78% of the search results are taken from the top three organic search results. Furthermore, over 40% of all voice search returned results were the top-ranked result, with roughly a quarter of results coming from the second ranking.
On average, only 14.2% of the returned results from voice searches came from outside of the top four listed results on Google. That means that getting your website into those top positions is the best way to increase your chances of showing up in a voice search.
Wording is Key
While using keywords is likely something you’re familiar with in your SEO efforts, properly using them in your site’s URLs and page titles is key to success when optimizing for voice search. Over half of the top voice search results feature keywords from the search query itself in their title or URL.
This means that it is important to understand what keywords are most often being used by your audience. Especially when they’re looking for the products or services you provide. You need a good grasp on what people are searching for. This makes it considerably easier to implement them into your voice search optimization efforts.
SERP Voice Search Features Help Seal the Deal
SERP (Search Engine Results Page) refers to the basic layout of links that Google returns when you perform a search. These SERP Features are additional visual elements that are added by Google. This allows it to list in order to give it additional prominence on the front page. They can include things like a star rating, designation as an ad, or even a featured snippet about your business.
While these are often outside of your control, there are certain things you can do to make Google more likely to designate your site for gaining one or more. Focusing on obtaining a SERP Feature is very valuable when you consider that 69% of returned voice search results have at least one.
Featured Snippets, in particular, are the most commonly utilized return for voice queries about more general information. These tend to be the most common overall returned result for general queries on smart speakers.
Hopefully, this segment of the series has given you some more to think about. Especially when it comes to optimizing your website for voice search queries. In the meantime, stay tuned for the next installment in this series. We plan to look into how you can optimize your website’s content to make sure you’re ahead of the game when it comes to voice search.