Why You Should Consider Optimizing Your Law Firm’s Online Content for Voice Search
Online experts project that, within a year, approximately half of all online searches will be initiated by voice requests, and about a third will involve no screen at all. Nearly half of all adults worldwide conduct a vocal search every day. The technology has been around for a while, but it’s become ubiquitous, thanks to Siri, Alexa, Cortana, and other digital assistants. As more and more consumers, and potential clients, turn to voice search to locate goods and services, it becomes increasingly important to ensure that your online content is optimized to respond to the unique characteristics of a vocal inquiry.
What Is “Search Engine Optimization”?
Search engine optimization, or “SEO,” is a process by which online content is created, managed, and customized to maximize both the quantity and quality of traffic that comes to your site through queries entered into search engines such as Google, Yahoo!, and Bing. The goal of an effective SEO campaign is to drive web users who need your services to your site. Optimization includes many components, including keyword usage, social metrics, inbound and outbound links, and brand features.
Not All Optimization Is the Same!
Having your online content optimized for keyed-in searches is a bit different than having it optimized for vocal search. Why? First, people tend to use different language when they speak than when they type. Conversational speech is frequently more informal and often more idiomatic, i.e., using colloquial phrases, jargon, and slang. Because keyword matching is integral to most search engines, optimizing for vocal queries requires the inclusion of different words than optimization for written requests.
In addition, because it requires less effort to speak a word than type one, vocal searches are customarily longer than typed-in searches. Think about how a potential customer might use different search techniques to find a personal injury lawyer in San Antonio. With a keyed-in search, a prospective client will typically enter something like “San Antonio personal injury attorney lawyer.” With a vocal search, the query will usually be something like “Siri, I need to find a personal injury attorney in San Antonio to handle my car accident claim.”
Strategies for Voice Search Optimization
Based on the differences described above, effective voice search optimization requires that you:
- Include more conversational language on your website — Make certain that the keywords and keyword variants assume a natural speech pattern.
- Use more “long-tail” keywords — As a general rule, long-tail keywords have more words in the phrase and are more specific. To the extent possible, though, the content should still have a smooth conversational flow.
- Make certain you have an FAQ page — Because vocal searches often take the form of a question, an FAQ page can be highly effective. In addition, employing a Q-and-A format on many or all of your pages can effectively optimize your content for vocal search.
- Claim your Google My Business Listing — Studies show that voice search is most frequently used for local searches. Having your Google My Business listing and keeping it updated will increase your chances of being found in a voice-activated search.
Contact GetLegal to Learn More about Voice Optimization
At GetLegal, we have provided comprehensive online marketing services to lawyers and law firms for decades, including assistance with optimizing your digital content for voice searches. Let us help you identify and implement strategies to build your practice. Call us at 817-359-7030 or use our convenient online form to learn more.