With the increased conversational voice search, users are going beyond simple keywords and adding their location to the search criteria. For example if I’m shopping for a new set of tires for my car, I would possibly Googled “car tires”, A voice search on my iPhone may sound more like, “Siri, find car tires near me.” Many national level businesses may be missing out on local searches. This is becoming increasingly important due to the increased voice searches with phones, Amazon Echo, and Google Home for local products and services.
The nearest large town to me is Leesburg, VA. It has 15 car tire retailers to include car dealerships, local and national tire shops, and auto repair shops. Costco is one of the largest tire sellers in town, and surprisingly did not show in my search.
Search Engine Land offers a few suggestions to ensure your brand is prepared for conversational searching.
- Rethink how you’re showing up for branded searches: research common misspellings, mispronunciations of the brand name or key search terms and add them to you keyword optimization strategy.
- Adjust for natural language: optimize your landing pages and ad copy to account for high-value language searches.
- Adapt for top of funnel: answer your customers questions with information you have to share. Research a list of FAQs relevant to your products, and optimize your pages for the natural language query version of the questions.
Additionally, Hubspot provides four simple ways to optimize your site for local searching.
- Refrain from keyword stuffing: Google, other search engines, and your site visitors hate it.
- Leverage business blogging: include geo-specific keywords in posts about local events or business interests.
- Focus on local link building: use social media, associations, other blogs, and submit to directories
- Be congruent: maintain consistency on how you describe your company.
The above tips should provide a good start to preparing your company for local and voice search.