How to optimize voice search

When considering the future of SEO, HubSpot blogger Amanda Zantal-Wiener believes that voice search will play an important role in how users seek and consume information. How Google “ranks and surfaces it” is also something that marketers need to be aware of, along with how they can better optimize their websites for this new technology. Zantal-Wiener offers a few suggestions:

PageSpeed: The average voice search result page loads in a whopping 4.6 seconds, which is 52 per cent faster than the average website, according to a Backlinko study. Some experts believe that PageSpeed will play a “major role” in voice search SEO, while others say it can’t hurt.

HTTPS: Data from the same Backlinko study reveals that HTTPS websites dominate Google’s voice search results. That being said, when comparing Backlinko’s data with that of the MozCast Feature Graph, it appears as though HTTPS is “not a ranking signal for voice search,” according to Victor Pan, head of SEO at HubSpot.

Answers: It’s important to consider the length of a voice search reply, as Google prefers short and concise answers. After all, the average search result is only 29 words.

Schema: This is something that is not expected to play a key role in voice search rankings, especially since only 36.4 per cent of voice search results derive from websites using Schema. Marketers therefore shouldn’t waste much time on this, as Google seems to rely more on its artificial intelligence as opposed to the creators of the content.

Other things to consider are the importance of backlinks and simple/easy-to-read content for voice search SEO.