According to research, more than 60% of users regularly use voice assistants. This trend opens up new business opportunities, but also poses additional challenges for SEO specialists.
In this case, we will tell you how our team optimized an online store website for voice search and achieved significant results. Within six months, we managed to increase organic traffic by 50% and improve the site’s position in search results.
Initial situation
Before starting work on the project, we analyzed the current state of the site:
Organic traffic: 100,000 visitors per month
Average position in search results: 15-20 place
Number of keywords in the top 10: 10,000
Conversion: 2.5%
Main problems:
The site was not optimized for voice search.
The content was targeted at text queries only.
There were no FAQ sections.
The site structure did not comply with the principles of voice search.
Optimization strategy
Voice Query Analysis
We started by analyzing queries related to voice search. To do this, we used various analytical tools, including services for analyzing interrogative queries and analyzing user behavior when interacting with voice assistants.
The analysis results showed that voice requests have the following features:
- Longer queries (average 5-7 words)
- Often contain question words (how, where, how much)
- Have a conversational style of speech
Content optimization
Based on the analysis, we formed a content optimization strategy:
- Creation of sections with frequently asked questions. We have added such blocks for each product category. For example: “How to choose a refrigerator for a small kitchen?”, “Where to buy an inexpensive washing machine?”, “Which model of vacuum cleaner is the most reliable?”
- Optimize titles and meta tags for voice queries, including questions and colloquialisms. For example, “Where can I buy a reliable refrigerator in Moscow with delivery?” instead of "Buy a refrigerator in Moscow."
- Development of long articles that respond to popular voice queries. Example: “How to choose a washing machine: important tips” or “Review of the best refrigerators for the year.”
Technical optimization
- Adding structured data. We have implemented markup to improve the understanding of content by search engines.
- Optimizing site loading speed. We've improved loading speed because it's critical to successful voice queries.
- Website adaptation for mobile devices. We have made sure that the site is completely mobile-friendly as most voice queries are made from smartphones.
Creating Voice Skills
We have developed several voice skills for the voice assistant to help users select home appliances or get advice on how to use them. These skills increased user engagement and increased brand awareness.
Local SEO Optimization
Since many voice queries are local in nature, we also focused on local SEO:
- Optimizing information on services with local data, adding information about the location of stores and their operating hours.
- Creating separate pages for each physical store with unique content.
Monitoring and analysis of results
We implemented regular tracking of positions for voice queries, analyzed traffic, conversions and tested various content options to improve results.
Results
After six months of work on the project, the following results were achieved:
- Organic traffic growth: from 100,000 to 150,000 visitors per month (50% increase)
- Improvement of positions: from 15-20 places to 5-7 places
- Increase in the number of requests in the top 10: from 10,000 to 17,500 (an increase of 140%)
- Conversion growth: from 2.5% to 3.2% (28% increase)
- Share of traffic from voice search: from 5% to 18%
- Number of voice skill activations: 15,000 activations per month
Important Takeaways
- Voice search requires a special approach to content formulation. It is important to make your answers clear and specific.
- Technical factors such as loading speed and structured data play an important role.
- Creating voice skills can increase brand awareness and attract additional traffic.
- Local SEO is especially important for voice search, since many queries are geo-referenced.
- Regular analysis and monitoring allows you to timely adjust your strategy and achieve better results.
As a result, optimization for voice search has become an effective tool for increasing traffic and improving website rankings. Our team not only achieved an increase in organic traffic, but also improved user experience, which ultimately had a positive impact on results.
It is important to remember that working on optimization for voice search is an ongoing process that requires careful approach and analysis. New technologies and search engine algorithms are constantly evolving, so it is important to adapt your strategy in a timely manner.
If you would like to ask questions or discuss optimization options for voice search, you can contact us by email: info@seo.computer.
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