Consider the Search Behavior of Your AudienceMany, if not most, mobile device voice searches have local intent. So, if you are a local consumer business or a national consumer business running local SEO campaigns in target markets, voice search is more of a factor in keyword selection than if you were, say, a manufacturer of plastic molded parts. This doesn’t mean you should ignore voice search in keyword selection if your market is still heavily desktop-oriented; it only means you can move at a slower pace. Ignoring voice search altogether is very risky. Consider what happened to some companies not long ago when they ignored mobile-friendly web design. Companies that waited too long to adapt found themselves playing frantic catch-up with competitors that had adapted earlier and were now enjoying significant organic site traffic from mobile users.
Understand the Difference Between Typed-Search and Voice-Search KeywordsWhen people type search queries, they tend to keep them short and make them phrases — it’s easier than composing long, detailed sentences or questions. In contrast, when people use voice search, they tend to ask questions that are fairly detailed for the same reason — it’s easier. Hypothetical examples to illustrate the difference:
- Typed-search keyword: “steak restaurants Chicago”
- Voice-search keyword: “where can I get a terrific steak near me”
- Typed-search keyword: “seo firm Chicago”
- Voice-search keyword: “where can I find a reliable seo firm in Chicago”