Voice search is one of the most influential new developments in the ever-changing digital landscape, impacting the way people access and use information. Siri, Alexa, and Google Assistant are becoming more popular among consumers as voice assistants for finding information, accomplishing tasks, and navigating the web. Businesses must create a content marketing plan that is optimised for voice search if they want to remain competitive and reach this expanding demographic.

Here’s a roadmap to guide you in creating a comprehensive voice search content marketing strategy:

Understanding User Intent

The foundation of any successful content marketing strategy lies in understanding user intent. In the context of voice search, this translates to comprehending the “why” behind a user’s query. People using voice search typically ask questions in a natural, conversational manner. They’re not typing keywords, but rather seeking solutions to problems or answers to specific questions.

• Keyword Research with a Twist: Traditional keyword research remains important, but the focus needs to shift from single keywords to long-tail phrases and natural language queries. Think about how people would ask a question out loud, incorporating conversational terms like “who,” “what,” “when,” “where,” “how,” and “why.” Utilize tools like Google Search Console and Answer the Public to identify these long-tail voice search queries relevant to your target audience and industry.

• Focus on Informational Content: Voice searches are primarily informational. Users are looking for quick, concise answers to their questions. Content that addresses these informational needs is key. Create content like blog posts, articles, FAQs, and how-to guides that directly answer user queries in a clear, concise, and engaging manner.

Optimizing for Featured Snippets

Featured snippets, also known as answer boxes, are those concise summaries that appear at the top of search results pages (SERPs) for certain queries. Landing your content in a featured snippet is prime real estate in the voice search world, as voice assistants often read these snippets directly to users.

• Structure Content for Clarity: Structure your content using clear headings, subheadings, and bullet points. This makes it easier for search engines to understand the key points and increases the likelihood of your content being featured as a snippet.

• Answer the Question Directly: Get to the point quickly. The first paragraph of your content, especially for shorter formats like blog posts, should directly address the user’s query and provide a clear, concise answer.

Prioritizing Conversational Language

Voice search queries are spoken, not typed. People use natural language, asking questions in a complete sentence format. Optimizing your content for conversational language is crucial for voice search success.

• Write in a Natural Tone: Ditch overly formal or technical language. Write the way you speak, using natural sentence structure and avoiding jargon or complex terminology.

• Target Long-Tail Queries: Long-tail queries are more conversational and reflect how people naturally ask questions. Optimize your content for these longer, more specific queries to improve your chances of ranking for relevant voice searches.

Mobile-First Optimization

The majority of voice searches occur on mobile devices. People are using their smartphones and smart speakers to ask questions on the go. Optimizing your content for mobile is essential to ensure a seamless user experience.

• Responsive Design: Ensure your website and content are responsive, adapting seamlessly to different screen sizes and devices.
• Fast Loading Speeds: Voice search users expect instant results. Optimize your website for fast loading speeds to avoid frustrating users and potentially losing them to competitors.

Local SEO for Voice Search Domination

Local businesses have a unique opportunity to leverage voice search. A significant portion of voice searches have local intent, with users seeking information about nearby businesses, restaurants, or services.

• Claim and Optimize Your Google My Business Listing: A well-optimized Google My Business listing is crucial for local SEO and voice search visibility. Ensure your listing includes accurate and up-to-date information like your business name, address, phone number, website URL, and operating hours.

• Target Local Keywords: Integrate location-specific keywords throughout your content. For example, if you’re a bakery in Chicago, target keywords like “best bakery Chicago,” “cupcakes near me,” or “cakes for delivery Chicago.”

Embrace Schema Markup

Schema markup is a type of code that helps search engines understand the meaning and context of your content. While not a direct ranking factor, schema markup can enhance the way your content is displayed in search results, potentially making it more appealing for voice search users.

• Implement Relevant Schema Markup: Utilize schema markup relevant to your content type. For example, use recipe schema for recipes, schema for local businesses, and event schema for upcoming events. This can enrich search results and increase the likelihood of your content being chosen for voice search responses.

Content Variety for Audience Engagement

While informative content is crucial for voice search, consider diversifying your content strategy to cater to different audience preferences.

• Integrate Multimedia Elements: Voice search isn’t limited to text-based content. Explore incorporating audio elements like podcasts or creating video content that directly addresses user queries. This caters to users who prefer audio or visual learning styles.

• Embrace Interactive Content: Consider interactive content formats like quizzes or polls that can be voice-activated. This enhances user engagement and provides valuable data on user preferences and search intent.

Building Trust and Authority

Voice search users are more likely to trust established brands and authoritative voices. Building trust and authority online is critical for voice search success.

• High-Quality Content Creation: Publish consistently high-quality content that provides value to your audience. Ensure your content is accurate, well-researched, and offers unique insights or perspectives.

• Backlinks and Brand Mentions: Earning backlinks from reputable websites and securing brand mentions in industry publications can significantly enhance your website’s authority and improve your ranking in voice search results.

Continual Monitoring and Refinement

The voice search landscape is constantly evolving. It’s crucial to monitor your content marketing strategy’s effectiveness and adapt as needed.

• Track Your Voice Search Performance: Utilize analytics tools to track your voice search performance. Monitor metrics like impressions, clicks, and conversions driven by voice search to identify areas for improvement.

• Stay Informed About Voice Search Trends: Voice search technology and user behavior are constantly evolving. Stay updated on the latest trends and adapt your content strategy accordingly. This might involve incorporating new voice search features like voice-activated shopping or exploring emerging voice search platforms.

By implementing these strategies and remaining adaptable, you can create a voice search content marketing strategy that positions your brand for success in the ever-evolving digital landscape. Remember, the key lies in understanding user intent, providing valuable and informative content, and optimizing your presence across various platforms to reach users wherever they are and however they choose to search for information.