May 14, 2018

How to Optimize for Voice Search in Adwords Campaigns

In 2017, 20% of all searches happened with voice search, reports the Internet Trends 2017 Code Conference.

If you think about it, what do consumers always value? You’re a consumer…what do you value?

Convenience.

Voice Search InfographicAnd entering search commands with your voice, rather than opening an app, making a few typos, and then finally entering the search terms you want, is a lot more awkward of an experience.

You can also do voice searches while driving, without taking your attention off the road.

And most people don’t like to write for any reason, either.

Google’s voice search recognition is now 95% accurate, making it more useful and convenient than ever before.

So you can bet this voice search trend won’t weaken any time soon.

If you want to win your share of voice searches, how do you prepare your website and Adwords campaigns for those?

Here’s how:

First, See Which Campaigns Already Get Voice Search Traffic

Look back in your Google Adwords search terms for the past 30 days to see what you’ve ranked for.

Voice searches typically run more than 6 words. They also begin with “Ok Google, Siri, and Alexa.” And they’re also questions that begin with how, what, when, where, and why. They frequently end in “near me.”

Eliminate The Least Relevant Searches by Adding Them to Your Negative Keywords

As you pour over the many search phrases your Adwords ads appear for, you’ll certainly find some that don’t make the best fit. A few may be wildly irrelevant.

You’ll have to judge for yourself what makes the most sense for your campaigns.

Add them to your negative keywords list so you don’t have costly, low-revenue keywords chewing up your budget.

Optimize Your Pages with the Words and Phrases People Use to Search

Your website should already be relatively conversational in tone. That’s what consumers in any niche want to see.

No one comes to your website, reads it, and complains,”That was too easy to understand.”

When optimizing pages for voice search, you can take this even a step further. You wouldn’t add in the command to activate the voice search.

For example, the title of your page wouldn’t say,”Ok Google. Find the Top-Rated HVAC Company in Dallas.”

But you might have a page titled,”How to Find the Top-Rated HVAC Company in Dallas,” or,”The Top-Rated HVAC Company in Dallas.”

The specific phrasing you use comes from your review of your Adwords data.

Then, Create A Series of Landing Pages Focused on These Terms

Using the above example, you could create a landing page called “The Top-Rated HVAC Company in Dallas.

Remember, landing pages cannot be navigated to from a menu on your website. You can only access them by doing a Google search, appearing for a term, and then having someone click on it.

Then, that page cites customer stories, testimonials, local association memberships, pictures of your work, and other forms of evidence that show why you indeed are the top-rated HVAC company in Dallas.

You then close with an offer and call-to-action to call you for a free estimate.

You then simply apply the same concept over and over to various searches – making sure the content on your page drives the visitor to the primary goal of the intent of their search.

That sounds easy. But it definitely takes time and practice to master.

Make Optimizing for Voice Search Your Next Marketing Secret Weapon

If you want to stay on top of your local market, you just can’t ignore voice search.

It’s here to stay. It won’t go anywhere. And it’s only working better and gaining more popularity.

View our SEO services to learn more about how we will help rank your site for voice search.

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