Voice Search Content Optimization

Transparent voice search optimization services

With sales from voice search expected to reach $40 billion by 2022, investing in voice search optimization positions your company for success. At TSF, we offer data-driven featured snippet and voice search optimization services that maximize your revenue.

Ready to discover how our services can make a difference in your bottom line? Keep reading!

What is voice search optimization?

Voice search optimization focuses on improving your online visibility for conversational voice search results by earning the featured snippet — more on these two features in a bit. By increasing your online visibility, voice search SEO can also contribute to your bottom line, helping your company thrive.

Voice search optimization focuses on improving your online visibility for conversational voice search results by earning the featured snippet — more on these two features in a bit. By increasing your online visibility, voice search SEO can also contribute to your bottom line, helping your company thrive.

What are featured snippets?

A featured snippet is like a clipping from a newspaper or a magazine. It highlights specific information from an organic search result in a paragraph, list, or table format. The perk of featured snippets, however, is that they occupy what used to be known as Position Zero. As of January 2020, Google announced a significant update, which would change what is known as position zero to position one.

Originally, position zero was known as such since it was a duplicated version of top-ranking organic article, and essentially ranked above position one.

For example, let’s call your content article A. Article A earned a featured snippet, and before Google’s update, the URL of that featured article is duplicated as the first organic result under the featured snippet. This technically means that the site ranked for both position zero and position one.

This meant that you had double the real estate in search results which meant more site traffic.

However, with Google’s new update, featured snippet URLs are no longer duplicated in organic results — shifting the first organic result into the featured snippet box. This makes position zero position one instead.

Most SERP tools are now referring to position zero as position one, making the shift even more important for marketers to understand.

However you slice it, the featured snippet article appears at the top of organic search results, maximizing your visibility to users. Due to the high visibility offered by position one, you want to earn the featured snippet for keywords relevant to your business and target audience.

If you want to earn a featured snippet, you have to take several steps, including:

• Researching keywords
• Developing sub-headings
• Organizing web page content
• Optimizing web page content
• And more

Even then, Google may not choose to use your website’s content. That’s why it’s helpful to partner with an SEO agency, like TSF. We can review your website and develop a competitive strategy for earning position one and its benefits.

While position one is a goal for standard SEO, it’s a must for voice search SEO.

Why does top-of-page real estate matter to voice search?

Position one offers immense value to businesses. Why? If you earn the coveted featured snippet, you’ll take valuable traffic away from other organic search results — on average, the first result’s click-through-rate (CTR) drops by eight percent when there is a featured snippet.

When it comes to voice search, the value of position one is unparalleled.

Voice assistants — like Siri, Amazon Echo, and Google Assistant — use the featured snippet to respond to user searches. That means if you’re not in position one, you’re not appearing to consumers that use voice search.

With the predicted growth of voice search by 2022, it’s imperative to start voice search optimization for conversational search results now. If not, your business will start to lose valuable website traffic, leads, and revenue.

What are conversational search results?

A conversational search result is a result for conversational keywords or long-tail+ keywords.

The “+” in long-tail+ keywords refers to the depth — or length — of these keywords. A long-tail+ keyword mimics how people talk, versus how they type. That is why voice search optimization is a challenge for companies, as it requires you to rethink your approach to search.

For example, a user researching roofs would approach it differently when typing versus speaking. On their computer, they may search for, “types of roofs,” but on their voice-enabled speaker or device, they may ask, “What are the different kinds of roofs?”

Even the location of a user can influence how they use voice search.

If you’re planning to eat out, for example, you may ask your voice assistant, “Where are some restaurants in [city]?” But, if you’re already in the area, you may say, “What are some restaurants near me?”

Due to these variances, it’s often overwhelming for businesses to do voice search SEO in-house. Partnering with our award-winning agency makes voice search optimization simple and hassle-free. With our passionate and hands-on team, we create custom and data-driven strategies that succeed.

The result? The chance for your company to expand into new areas and even create new jobs.

Why does voice search SEO matter to your business?

With more than one billion voice searches happening each month, investing in voice search optimization is a smart choice. Whether you’re a brick-and-mortar store, franchise, or ecommerce company, our featured snippet optimization and voice search services offer ongoing value.

A few of the most compelling reasons to apply SEO to voice search include:

1. Voice search SEO improves online visibility

In today’s online world, search is critical to growing your business. Eighty percent of consumers and 71 percent of companies make Google, Bing, and Yahoo their first stop when looking for a new product or service. That is why, if you want to reach your target audience, you need to prioritize search.

Like local, standard, and ecommerce SEO services, voice search optimization focuses on improving your online visibility to search engines and users. What does online visibility even mean, though? When it comes to SEO, online visibility refers to your position in search results.

If you’re a roofing company, for instance, you want to appear on the first page — in the number one position — of search results for keywords relevant to your business and target audience. For reference, keywords feature in user queries or searches.

To demonstrate online visibility, consider the query, “steel roofing company.” Below, you can see that several roofing companies appear on the first page of search results, which is great because they provide metal roofing.

Their visibility in search results offers an immense perk — they’re more likely to receive traffic from their target audience. In fact, the first position in search results receives more than 30 percent of all search traffic, emphasizing that if you’re not on page one, you’re missing out on valuable leads and revenue.

Why does that matter to voice search, though?

While voice search focuses on ranking in Position Zero, that position often requires that you rank on the first page of search results. A study by Ahrefs, for example, found that more than 70 percent of featured snippets come from the first three websites in search results.

That is why our industry-leading team of digital marketers not only optimize your website to earn the featured snippet but to also rank on the first page of search results. This approach improves your online visibility in two ways.

Once your website ranks in Position Zero, you can start increasing your online visibility to consumers that use voice search. That starts a ripple effect, leading to a series of benefits that your business can see in your day-to-day operations, from more product orders to more calls from potential clients.

2. Voice search SEO increases website traffic

While long-tail+ keywords dominate voice search, so do featured snippets. In the same study, Ahrefs discovered that more than 50 percent of featured snippets appear for long-tail keywords — not short-tail keywords.

That means there is plenty of opportunity for voice search to drive traffic to your website. Depending on your industry, you may also have a wide variety of long-tail+ keywords that our team can optimize your website for, giving you more chances to reach your target audience.

If your featured snippet answers a user’s question, however, will they visit your website? It’s a great question. While some users won’t visit your website, others will click on your featured snippet to learn more about a topic, service, or product — depending on their voice-enabled device.

In most cases, these are the users in your target audience.

They have an interest in learning not only about the types of roofs available but also the costs associated with those roofs. Once a user arrives on your website, you can also work to keep them on your site through content marketing.

This digital marketing service focuses on creating original, high-value content for users. It can include top of the funnel, as well as bottom of the funnel content that guides consumers to conversion. The best part is that content marketing can support voice search optimization.

For example, if our team develops an infographic about roofs, we can optimize it for voice search — and for more than one long-tail+ keyword. In turn, your website earns several featured snippets with a single piece of content.

By ranking for Position Zero across several keywords, your business then maximizes its traffic potential.

3. Voice search SEO boosts conversion rates

With almost 80 percent of Americans owning smart phones, it’s becoming more common for users to search while on-the-go. For local businesses, this trend has immense value (and makes partnering with a top local SEO company a must). Local searches, which often happen on mobile devices, convert 80 percent of the time.

In this scenario, the benefit of your voice search optimization is that Google Assistant, Siri, or Amazon Echo reference your company when a user asks about a restaurant, pool, or hardware store near them — in this scenario, assistants would pull-up your Google My Business listing.

That can result in not only a visit to your store but also a purchase.

What if you’re an ecommerce company or a business without a storefront, though?

Our voice search optimization services can still help you increase your conversion rates. If you’re looking to build your subscriber list for email marketing, for instance, earning the featured snippets in search results can lead to a conversion.

For example, your guide on roofing could include a call-to-action (CTA) that invites users to become a part of your email subscriber list. Based on the quality of the content, it’s likely that many readers would sign-up to receive more content.

In this scenario, your email marketing, content marketing, and voice search optimization work together.

That kind of integrated digital marketing strategy is valuable. It’s also why businesses often partner with full-service Internet marketing agencies, like TSF. With our range of services, as well as a team of more than 200 experts, we can provide your company with personalized, performance-driven digital marketing.

4. Voice search SEO drives revenue

Whether your conversion is a sale at your store or a sign-up for your email newsletter, voice search optimization creates revenue. In some instances, it coordinates with your other digital marketing services to accomplish that.

For example, it can generate a new lead via an email newsletter sign-up.

Your email marketing strategy can then guide that user to the bottom of your buying funnel, leading to a sale — if you’re unfamiliar with email marketing, it offers a massive return on investment (ROI) of $44 for every $1 invested.

When it comes to our digital marketing services, from voice search SEO to email marketing, it’s critical to our team that you receive a return. It’s how we measure our success, and so far, we’ve tracked more than $1 billion in revenue for our clients.

That’s why you can trust our team and your hands-on account manager to develop a voice search optimization strategy that drives results.

5. Voice search SEO improves brand awareness

With voice search, you can also build your brand awareness. Better brand awareness among your target audience can lead to several other benefits, like more conversions and more revenue for your business.

How does voice search optimization help brand awareness, though?

Consumers that use voice search on their smart phone see the featured snippet provided by their voice assistant, like Siri or Google Assistant. That featured snippet includes specific information about your company, like your website URL.

In most cases, your URL includes your business name. As users continue to conduct voice searches around a topic, such as roofing, your website will probably continue to pop-up in their voice searches. That signals that your business is a trusted resource for all-things roof related.

As their brand awareness grows, they’ll come to trust — and later choose — your company for their purchase needs.