Fingerprint Shows How to Harness User Intent in Voice Search SEO

With the shift away from optimizing only for short-tail keywords, Fingerprint Marketing demonstrates how to begin targeting new phrases in voice search SEO for more-specified user intent.

Bellevue, WA – 27 June, 2018 – Up until fairly recently, SEO has consisted chiefly in optimizing almost exclusively for the short-tail keywords users were likely to type in for searches. But, as Fingerprint shows, that is changing in favor of voice search SEO because user intent is becoming more specified. “It’s an exciting time for small businesses as they cultivate marketing strategies aimed at responding to the shifts taking place.”

Formerly, it was enough to optimize for the likeliest short-tail keywords like “dentists in Seattle” or “Seattle plumbing company.” Now, though, according to Google’s statistics, 52% of owners of smart-speaker devices use them to gather information about promotions, deals, and discounts, and 39% of those are searching for business information. And voice searches are moving away from things like “what are the best Chinese restaurants near me” to queries like “how much money can I save at Target this weekend.” That is, there is a shift in user intent.

So, according to the experts at Fingerprint, in order to leverage this technology and capitalize on voice search SEO, businesses need to understand the what. This involves being able to answer two questions: “What is the primary intent of voice searches?” and “What are people specifically looking for?”

Because many voice searches involve how-to questions, this affords businesses an opportunity to optimize for voice searches and build authority at the same time. They can do this by utilizing tutorialized content, FAQs, and answer boxes with featured snippets.

In addition, in optimizing for voice searches, it is important for businesses to keep in mind that “mobile searches are 3X more likely to be location-specific than text searches.” Businesses can turn this fact to their advantage in several ways, but especially with some local SEO hacks. First is to ensure a good schema markup because “Google wants to paint a complete picture about a business’s website.” In addition, Fingerprint recommends optimizing the Google My Business listing, as well as “building local authority through crafting local citations.” They are also strong advocates of local siloing, which is the practice of having a hierarchy of website pages “that are all related and connected to one another based on subject matter. 

Still, voice-recognition software, although bringing about some changes, is not radically altering the way businesses should do SEO. It is just adding components to what goes into the process of SEO. Business will still have to create engaging, useful content and optimize for keywords and keyword phrases.

As Fingerprint aptly puts it, businesses don’t need to reinvent the wheel – they just need to create more wheels. What is different now is that optimization must take into account specific user intent for effective voice search SEO. That is, SEO in this context should be viewed as “an informational value exchange.”

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