Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches, too.
That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries.
Focus on Featured Snippets
We continue to see featured snippets more and more in search engine results pages (SERPs). These SERP features show qualified results right on the SERP, which can lead to quicker answers to questions. In addition to speeding up the way people are receiving answers on Google, we know that featured snippets drive more organic website traffic, too. Featured snippets can help you leapfrog competition on a SERP to gain more visibility as opposed to only relying on a main keyword ranking. Here’s an example of one of TopRank Marketing’s own featured snippets.
Back in July, Britney Muller of Moz gave a presentation at MnSearch about the future of SEO. One area that she focused on was how to rank for featured snippets. The reason Muller focused on this area for the future of SEO was because voice search is fueled by them. With that in mind, she outlined what she thought was the top five ranking factors for featured snippets:
- Quality content
- On-page optimization
- Engagement metrics
Each ranking factor is not new to the SEO industry, but they make sense to focus on. Links are still an important ranking factor, as well as content quality and on-page optimization. Engagement metrics and site speed have also been important, but the focus is increasing for these areas. Both areas relate to the experience on mobile devices, since that is where the majority of voice searches are coming from.
To find featured snippets to target, use tools…