In a relatively short period of time, voice search has gone from being somewhat of a novelty to a common way to quickly find information. Alpine AI estimates “there are over one billion voice searches per month as of January 2018,” and Location World reports, “40 percent of adults now use voice search once per day.”
And with the smart speaker market growing, this trend shows no signs of slowing down. In fact, “Gartner research predicts 75 percent of US homes will have a smart speaker by 2020.”
As a result, optimizing for voice search has become vital. Here are four of the top factors that contribute to voice search ranking so you’ll know precisely what to focus on.
1) Page Speed
Perhaps the most notable factor is how quickly a page loads. According to Backlinko, “PageSpeed appears to play a major role in voice search SEO. The average voice search result page loads in 4.6 seconds (52 percent faster than the average page).”
While fast load time being important is nothing new, this statistic reaffirms just how crucial it is in 2018 and beyond. So it’s clear that you need to do everything possible to ensure that your law firm’s website is lightning quick. For more information on how to go about this, check out this resource from Crazy Egg.
2) SSL Certificate
Digital security is no joke, and countless companies have already felt the sting of cyber crime. As you may already know, Google has been placing an emphasis on security as of late and has been known to reward sites that use a secure socket layer (SSL) certificate. If you’re unfamiliar, sites with an SSL certificate begin with HTTPS rather than just HTTP.
Backlinko reports, “HTTPS websites dominate Google’s voice search results. In fact, 70.4 percent of Google Home result pages are secured with HTTPS.” If you still haven’t made the transition, now is the perfect time.
3) Easy-to-Read Content
Backlinko also points out, “Simple, easy-to-read content may help with voice search SEO. The average Google voice search result is written at a 9th grade level.”
And this makes sense if you think about it. It just wouldn’t make sense for a voice assistant to provide users with an arduous response that’s jam-packed with esoteric jargon. The vast majority are simple and easy-to-read.
So if your content is overly complex and arcane, it would be wise to tone it down and write in a way that it can be understood by your average person.
4) Brief Answers
This final point piggybacks on the previous one. Backlinko’s research found, “Google prefers short, concise answers to voice search queries. The typical voice search result is only 29 words in length.”
So what does this mean for you? It means that you should strive to incorporate brief snippets into your content that succinctly explain the crux of a topic. Doing so should provide voice assistants with the basic answer they need.
It’s clear that optimizing for voice search is important. With the number of people using this technology growing on a daily basis, it’s certainly something that should be on your radar. While there are several factors that contribute to voice search ranking, these four are some of the most critical.
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