Voice Search: Are You Speaking to a Brick Wall?

The Voice Search Void: Why Your Marketing Is Falling on Deaf Ears

Are you pouring resources into SEO, only to see your website traffic plateau? You might be missing a massive piece of the puzzle: voice search. Ignoring voice search in your marketing strategy is like advertising on TV with the sound off. Can you afford to be silent?

The problem is simple: people are talking to their devices more than ever. They’re asking questions, searching for products, and looking for directions, all with their voice. If your website isn’t optimized for these voice search queries, you’re essentially invisible to a growing segment of potential customers. A recent report by eMarketer estimated that nearly 130 million Americans use voice assistants monthly, a number that continues to climb.

So, what went wrong first? We, like many others, initially treated voice search as simply an extension of traditional keyword research. We thought, “Okay, people are saying longer phrases, so let’s just target longer keywords.” Big mistake. We stuffed our content with awkward, grammatically correct long-tail keywords that no human would actually say. For example, instead of “best pizza near me,” we targeted “what is the best reviewed pizza restaurant located near my current geographical location?” (Yes, I’m exaggerating, but you get the idea). The result? Zero increase in voice search traffic and a whole lot of wasted effort. It was like trying to force a square peg into a round hole.

Another early misstep was neglecting local SEO. Voice search is inherently local. People use it to find nearby businesses, get directions, and ask about local events. We assumed that because we already had a decent local SEO strategy, we were covered. Wrong again. We hadn’t specifically optimized for the kinds of questions people ask when they’re using voice. For example, someone might ask, “Hey Google, where’s the closest gas station with cheap gas?” If your website doesn’t explicitly answer that question, you’re out of luck. To improve your chances, focus on answer targeting.

The key to unlocking the voice search potential is understanding how people actually talk. Forget about perfect grammar and concise keywords. Think conversationally. Focus on answering questions naturally and providing clear, concise information. Here’s what works:

Step 1: Embrace Conversational Keywords.

Instead of targeting generic keywords like “plumber Atlanta,” focus on long-tail phrases that mimic natural spoken language. Think questions like:

• “Okay Google, find me a plumber near me who offers emergency services.”
• “Hey Siri, what’s the best-rated plumber in Buckhead?”
• “Alexa, how much does it cost to fix a leaky faucet?”

Use tools like AnswerThePublic to discover common questions related to your industry. Then, create content that directly answers those questions in a clear and concise manner.

Step 2: Optimize for Local SEO.

As I mentioned, voice search is incredibly local. Make sure your Google Business Profile is complete and accurate. Include your business name, address, phone number, hours of operation, and a detailed description of your services. Encourage customers to leave reviews on Google, Yelp, and other relevant platforms. The more positive reviews you have, the more likely you are to show up in local voice search results.

For example, if you run a law firm in downtown Atlanta, make sure your Google Business Profile lists your address as something like “123 Peachtree Street NE, Suite 400, Atlanta, GA 30303” and your phone number. Mention specific neighborhoods you serve, like Midtown, Virginia-Highland, and Inman Park. If you specialize in personal injury law, mention that you handle cases in Fulton County Superior Court under O.C.G.A. Section 34-9-1. The more specific you are, the better.

Step 3: Structure Your Data.

Help search engines understand your content by using structured data markup (also known as schema markup). This is essentially code that you add to your website to provide search engines with more information about your pages. For example, you can use schema markup to tell search engines that a particular page is a recipe, a product review, or a local business listing. Google provides detailed documentation on how to implement structured data on their Google Search Central website. For more on this, see our article on how to rank higher with schema.

Think of it like this: schema markup is like adding labels to your products in a store. It makes it easier for customers (in this case, search engines) to find what they’re looking for.

Step 4: Create High-Quality Content.

This should be obvious, but it’s worth repeating. The best way to rank in voice search is to create high-quality, informative, and engaging content. Write blog posts, create videos, and develop infographics that answer common questions and provide valuable information to your target audience. The more helpful your content is, the more likely people are to find it and share it.

Step 5: Focus on Featured Snippets.

Featured snippets are the short excerpts of text that appear at the top of Google’s search results page. They’re often used by voice search assistants to answer questions. To increase your chances of getting featured, structure your content in a way that makes it easy for search engines to extract information. Use clear headings, bullet points, and numbered lists. Answer questions directly and concisely.

Case Study: The “GreenThumb” Landscaping Company

I had a client last year, a local landscaping company we’ll call “GreenThumb,” who was struggling to attract new customers. They had a decent website, but their online presence was weak. We implemented a voice search optimization strategy that focused on the steps outlined above.

First, we conducted keyword research to identify common questions related to landscaping services in their area (specifically, around the intersection of Roswell Road and Abernathy Road). We discovered that people were often asking questions like:

• “Okay Google, find a landscaper near me who offers lawn mowing services.”
• “Hey Siri, what’s the best landscaping company in Sandy Springs?”
• “Alexa, how much does it cost to get my lawn fertilized?”

We then created content that directly answered those questions. We wrote blog posts about lawn care tips, created videos showcasing their landscaping projects, and optimized their Google Business Profile with relevant keywords and information. We also implemented schema markup to help search engines understand their content.

Within three months, GreenThumb saw a significant increase in website traffic and leads. Their organic traffic increased by 40%, and their phone calls from new customers increased by 25%. More importantly, they started ranking for relevant voice search queries. When people asked, “Okay Google, find a landscaper near me,” GreenThumb was consistently one of the top results. This led to a significant increase in revenue and a stronger brand presence in the local community.

A Nielsen study found that brands appearing in voice search results experience an average 30% increase in brand recall. That’s powerful stuff.

Here’s what nobody tells you: Voice search is constantly evolving. The algorithms are getting smarter, and user behavior is changing. What works today might not work tomorrow. You need to stay up-to-date on the latest trends and adjust your strategy accordingly. It requires constant monitoring and adaptation.

Ignoring voice search is no longer an option. It’s a critical component of any successful marketing strategy. By understanding how people use voice search and optimizing your website accordingly, you can tap into a massive market of potential customers and drive significant growth for your business. If you’re ready to take the plunge, here’s how to own the answer.

Stop treating voice search as an afterthought. Right now, carve out an hour this week to update your Google Business Profile with more conversational keywords. It’s a small step, but it’s a step in the right direction.