Optimizing Your Digital Marketing for Voice Search

Steps You Can Take to Increase Visibility in Voice-activated Searches

Though the first voice recognition devices were created in the early 1950s, it’s been only in the last few years that the practice has become widespread. With the advent of Siri, Alexa, Google Assistant and others, voice-activated searches are increasing exponentially. A study by Google found that one in five searches are voice-activated, and that number is climbing. Some industry watchers project that, by the end of 2020, approximately half of all searches will be voice-based and one-third of all web browsing will be done without a screen. Experts forecast more than $40 billion in voice-activated revenue by 2022.

Why Is Voice-based Search Gaining Traction?

There are a number of compelling reasons to opt for voice-activated search:

• It’s easier and faster – With voice-activated search, you just have to open your mouth and do what you’ve done your entire life. It requires no extra skill or learning curve. In addition, it’s less reliant on technology—you don’t have to worry about a broken key or poor typing skills. Furthermore, unless you’re a professional typist, you probably can’t key in more than 40 words a minute (most people are significantly slower than that). You typically can speak about four times that fast.
• It’s potentially much safer – Voice-based search is ideal for mobile devices. Instead of taking your eyes off the road and hands off the wheel to type in a search, you can simply ask your phone for directions or ask Siri to conduct a search while you continue to monitor traffic.

Taking the Right Steps to Optimize Your Digital Marketing to Respond to Voice-Based Searches

There are a number of specific measures you can implement to maximize your chances of being found through a voice-activated search:

• Be direct in your online content – Avoid unnecessary language when describing who you are, what you do, where you are located, and why you are different. You’re not writing the great American novel—you’re trying to provide clear and concise information to search engines and prospective clients. Short declarative sentences are best.
• Use natural language in your content – We communicate differently when we speak than we do when we write or type. To optimize your digital marketing for voice-based search, your online content needs to mimic the natural flow and tone of spoken language.
• Keep it simple — Even though you’re a highly educated professional marketing what may be a complex service, remember that the average voice search result is written at a junior high reading level. Additionally, don’t try to impress potential clients with legal jargon. If people don’t understand your message, they are likely to go elsewhere.
• Take advantage of metadata schema – Metadata is essentially information about information. It’s hidden language that is part of every website. You don’t see metadata as a user, but search engines do. It allows you to better describe what you do, and it allows the search engines to better understand your site.
• Keep your Google My Business listing up to date – This will benefit you in “near me” type searches. Consider adding high quality pictures to your Google My Business listing as a differentiator.
• Optimize for “near me” searches – Carefully choose keywords and phrases to properly position yourself when a potential client verbally asks for services close by. Make certain your SEO professionals understand the ways to increase visibility for “near me” searches.

At GetLegal, we have decades of experience providing comprehensive digital marketing services and products to attorney and law firms nationwide. We offer a wide range of products and services, including website development, search engine optimization, social media campaigns, reputation management, directory listings, customized content, and full video production capabilities. To take your digital marketing to the next level, go to www.getlegal.com or call 1-817-359-7077.