How About An Unstoppable Copywriting Formula On How To Optimize Voice Search In 2021
While voice search hasn’t replaced our traditional method of “just Google it” format yet, its usage is undoubtedly on the rise. Ignoring voice search altogether is a massive mistake.
Only 30 years ago, the prospect of voicing a question and having unlimited knowledge bounce back at you without another human being in the room with a stack of books would be considered impossible.
However, in our digital era, where technology has shaped our society, it’s become one of the most popular methods to conduct a search. Reports have estimated that 111.8 million people in the US are using voice search features—a 9.5% increase from last year.
That same study also revealed 71% of consumers favor searching queries through voice search than by typing. That in itself should prove the crucial role voice search needs to play in your marketing and optimization strategy.
What Is Voice Search And Why Is It Important?
This question is loaded, but it’s fundamental to explore the answer before laying down how to use solid copywriting to optimize your content for voice search.
So, let’s start with the basics.
What Is Voice Search?
Voice search is exactly what it sounds like. With many other forms of searching online, you’d type in the link to a search engine (like, Google, for example), and then type your query into the search bar, hit enter, and be met with the SERPs (search engine results page). You’d then pick the link best fitted to your query to find your answer.
Voice search, however, is a far more condensed method of online scouring. And it doesn’t require a single written — or in this case, typed — word.
Instead, it functions through verbal queries. So rather than typing your question, you need only say it into the device you’re using. Voice search will find the answer for you, and articulate it back.
So, how does this impact you as a business owner, or as someone who’s just taken copywriting courses and starting a career into writing web content for a living?
Well, with over 50% of adults between the ages of 25 and 49 using voice search features every single day, there’s no arguing the fact that if you don’t optimize your copywriting and content for voice search, you’re missing out on a load of opportunities.
Combine that with the monumental ¾ of people who don’t make it to page 2 or beyond in the SERPs, and you’ll have no option but to recognize the impact voice search has on marketers around the globe.
How To Optimize Your Copywriting For Voice Search
With that in mind, you’ll need to implement a strategy to optimize your copy and content for voice search so that when your ideal buyer asks a question, Alexa, Siri, Google or Cortana responds with an answer from your brand’s website. There are four methods you can use.
1. Use Long-Tail Keywords
Just because you’re focusing on voice search, the main principles of SEO apply. One of those principles is that keyword research still needs to be conducted before you start creating content.
Long-tail keywords are your best friend when optimizing for voice search because people tend to ask more complete questions when verbalizing them. When typing, we opt for the shortest methods available to us, so short-tail keywords are more commonly used.
Long-tail keywords are simply phrases made up of more than one word. If someone was searching for the nearest place to adopt a new feline friend, for example, they might ask Siri to find “cat adoption centers near me.”
2. Set Up And Optimize Your Brand’s Google Listing
Brick and mortar businesses thrive from voice search because verbal queries are often location-based. For example, “hair salons near me” or “Greek restaurants in Houston” are more likely to be searched for verbally than “online business coach.”
It’s for this reason that you must set up your business’ Google listing.
Make sure you enter a location, operation hours, your business address, and accurate, up-to-date information for your listing. If the info is outdated, Google will not reward you with traffic or the many benefits voice search can offer your brand.
3. Keep Your Tone Light And Conversational
As mentioned previously, when verbalizing a query, we use complete sentences to mimic a conversation. Because in reality, that’s what we’re having — even if it is with a robot.
When Alexa, Siri, Google, or Cortana respond with answers from your content, you have the opportunity to make your mark with your brand’s voice, thus building trust and capturing leads.
Make sure you:
- Keep the bulk of your copy or content written in the active voice rather than passive.
- Replace formal language with simple, informal vocabulary, steering clear of jargon or technical terms.
- Use humor and a warm tone to show your brand’s personality.
4. Answer Searchers Questions
There’s very little point in optimizing an article for voice search if the content doesn’t answer the person’s question.
The topics for your content are fundamental. They can’t be plucked out of thin air or based on intuition. Instead, you need data and evidence to show that the content you will create is in demand for your target audience.
Remember, that most queries conducted via voice search begin with question indicators. Who, what, when, where, why, and how are often the starting words for many conversations with voice-controlled devices.
Because of this, it’s important to include those starting words in your headings and keep them in mind when mapping out your content.
And, if you find yourself struggling, you can enlist the help of a copywriting agency. Don’t be afraid to reach out to the pros!
Optimize Your Copywriting For Voice Search
While voice search hasn’t replaced our traditional method of “just Google it” format yet, its usage is undoubtedly on the rise. Ignoring voice search altogether is a massive mistake. Voice search is considerably less effort for the user, quicker and far more efficient.
Show your target audience that your brand is the business with all of the answers. Do that, and you can reap the benefits voice search has to offer.
Over the past decade, Liz has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.