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Whether you use Siri, Cortana or Google voice search, it’s easy to see why speech recognition technology is starting to gain momentum. This type of search activity allows users to access information and take action online through voice commands, rather than typing on small mobile devices. With some commentators predicting a ‘Voice Search Revolution’, it’s quickly becoming one of the most important SEO trends to address in 2018.
Read our 6 tips below to make sure you optimise your website for voice search to get more traffic and more bookings.
1. Conversational Language
Voice search is a more natural way to interact with a search engine, as users are more likely to use full sentences and questions as voice commands. Google and Bing continue to adapt their search engines to understand our ‘natural language’ searches, i.e. search queries which resemble everyday conversation. It is estimated that nearly 70% of requests are made through natural or conversational language. As a result, the use of keywords commencing with ‘who’, ‘how’ ‘what’ or ‘where’ continue to rise.
Hoteliers can incorporate conversational language by considering typical questions that potential guests might have about their hotel. Hotels should compile a list of common queries that are regularly asked via web chat, hotel reception or social media, and develop digital content to answer these questions.
2. FAQ Content
Creating a page of FAQ content can be a great voice search tactic. An FAQs section on your website will serve several functions, such as developing trust with your visitors, removing some of the burden of research, while also encouraging people to continue down the path of conversion.
For example, the Dublin Skylon Hotel, has created an informative page of frequently asked questions, which address common queries about directions to the hotel and distance from Dublin airport, as well as queries around hotel services and amenities.
3. Long-Tail Keywords
Long-tail keywords are longer and more specific phrases that people use to search for information online. These phrases typically consist of four or more words, compared to shorter, high-demand phrases consisting of one or two words. People who use long-tail keywords are potentially more valuable to your business, as they are high-intent and know exactly what they are looking for online. In fact, long-tail keywords convert 2.5 times more frequently. Incorporating long-tail keywords into your digital strategy can help you succeed in voice search, as they better represent how people behave online.
4. Local Listings
An estimated 22% of people using voice search are looking for local content and information. Therefore, it is essential to implement local SEO best practices. Firstly, you should claim your Google My Business listing. Optimising your Google My Business profile allows people to find information about your business such as address, telephone number, opening hours and more. Ensuring that your listing is claimed, and up to date, can increase your chances of appearing in local search results.
Additionally, we recommend optimising your website content for important location-based keywords. For example, a property in Killarney should include terms such as ‘Killarney hotels’ or ‘hotels in Killarney’ in meta data and on-page copy.
Perhaps one of the most significant digital trends is the continued growth of mobile. As mobile device technology advances, user adoption of digital assistants such as Apple’s Siri also increases. Interestingly, 20% of mobile queries are now made via voice search applications. Therefore, hoteliers should ensure that their website, ad campaigns and any other digital channels are fully optimised for mobile.
6. Crawlable Content
While voice search is a relatively new SEO tactic, hoteliers must not forget the basics when it comes to search engine optimisation. If you manage a hotel website, you need to know how best to optimise so that you will rank well in search engine results pages and be found by your potential guests. An important consideration is to make sure that all your content is ‘crawlable’, i.e. search engine crawlers can easily and accurately index the content on your site. Therefore, it is important to apply SEO best practices to page structure, image titles and alt text tags, meta data and more. For further guidance on optimising your website content for search, check this article out.
Voice search will undeniably grow at a rapid pace. As both user behavior and technology evolve, smart marketers will need to develop an SEO strategy that is optimised for voice search. Has your hotel included this in their digital strategy?