Just as business owners think they begin to get a handle on search engine optimization and all it entails, along comes answer engine optimization. Voice search is changing the way people look for information on the internet and search engines must accommodate this change. This means business owners must update their websites to better meet the needs of the search engines also. How can a business owner optimize their content to rank highly on Google for both traditional users and those who prefer voice search?
Use Voice Snippets
Infographics and other visual elements remain popular on web pages, as users prefer visuals over text. However, website owners need to think about how these images show up on voice search. For example, a large table must be read to the user. Read the information in the table and see if it still makes sense. If it doesn’t, it may be best to leave this information out. A voice snippet would be more appropriate in this situation to ensure the correct message is received by the user. Read every web page aloud and see where other changes need to be made to accommodate for voice search.
Search engines place more trust in sites that appear to be credible and therefore provide users with answers from these sites. The brand authority has overtaken the conventional domain authority in the eyes of these search engines, and website owners must recognize this. Google looks at likes, mentions, and more when determining brand authority and other signals that don’t involve the use of a link. However, this does not mean links can be ignored. As long as they are from authority sites, Google still considers them during the ranking process.
Engage the User
Content needs to start a dialogue as opposed to simply answering a question. When users enter a typed query into a search engine, they are typically looking for a specific product or service. In contrast, when using voice search, a user often asks a question or enters a command. For example, a user may ask the search engine where the nearest Mexican restaurant is. When the search engine replies, the user may then ask about reviews, request the menu, or ask for directions. Website owners need to consider what information may be requested when using voice search and ensure this information is readily available.
Ensure the Accuracy of Information
Google takes information it is presented and determines the accuracy of the material when ranking a site. With the help of structured data markup and semantic HTML5, website owners find Google better understands the information being presented. Semantic HTML5 divides a page into sections and Google uses these sections to determine which portions of the page are important and which can be ignored. Structured data markup serves as a universal language easily understood by the search engines, thus it is essential for every webpage also. Learn how to incorporate both into every page on a site to move up in the Google answers in SERPs.
While answer engine optimization is not expected to overtake search engine optimization, it is an element that cannot be ignored. Website owners who optimize for both voice search and traditional search find they move up in the search engines because doing so allows every user to find what they are looking for in the shortest time possible. As more people turn to voice search, optimizing for this element will increase in importance. Those who take the time to optimize their site now will be ahead of competitors when this occurs, so be sure you begin the process today for amazing results.