More than half of teens use voice search on a daily basis, and adults aren’t far behind, with around 40% of them admitting to performing search queries by voice. People are also turning to their mobile devices to make searches.
A new report states that almost 60% of searches are made from a mobile device. Why does this matter? Marketers tend to focus on what users are searching for, but fail to consider how they are searching. Now that mobile and voice search have officially taken over, it’s important for marketers to understand how this shift could affect their SEO strategies.
The keywords that people will use to search for information will drastically change depend on whether they are typing or speaking a query. For example, if you are trying to find a dry cleaner in Washington D.C., you would probably type in “dry cleaners Washington DC.” But, if you were to use voice search, you would probably say something along the lines of “Where is the closest dry cleaners?” or “Are there any dry cleaners nearby?”
This will affect the keywords that marketers target. Marketers should consider adding more long-tailed keywords to their list of targets to account for people who are using voice search.
As demonstrated in the example above, people who use voice search are very likely to search for information by asking a question. Questions such as “Where is the closest grocery store?” and “How do I change my oil?” may dominate search queries because of the rise of voice search, so marketers must adjust their keyword strategies accordingly. Begin to incorporate questions into the list of keywords that you are targeting. It may be smart to create a Frequently Asked Questions (FAQ) page on your website so you can list out all of the questions that you think people may ask. This can help you rank higher in the results of voice search queries.
In 2015, Google announced that they would be updating their algorithm that determines how pages are ranked for any given search result. The update would boost the ranking of pages that were considered mobile-friendly, and penalize those that were not compatible with mobile devices. The search engine ranks mobile-friendliness on a page-by-page basis, which is good news for brands that have only made small portions of their website available to mobile users. This means the sections of your website that are not mobile-friendly will not lower your entire website’s ranking.
Why was this change made? More people are using their mobile devices to access the web and perform search queries than ever before. In fact, Google reported that the number of mobile searches is far greater than the number of searches done on computers in 10 countries, including the United States. This could be due to a number of factors, including the growing access to smartphone devices and the large mobile workforce that rely on smartphones to stay connected.
Schema markup is code that can be added to specific pages on your website to help Google and other search engines understand what information you are providing to users. It is used by search engines to ensure that the search results are relevant to what the user is looking for. Using schema markup on your website will help search engines interpret the content on your website. As a result, you may end up appearing in more search results for specific queries made through voice search now that Google understands more about what your website is offering.
The rules of SEO are constantly changing, so it’s important to remain flexible and ready to adapt in order to stay competitive and continue to attract new customers.