As voice assistants like Siri, Alexa, and Google Assistant grow, voice search optimisation (VSO) has become increasingly crucial for businesses looking to maintain a competitive edge. By adapting to this change, websites can be well-positioned in search engine results for voice-driven queries. In this article, we’ll discuss the significance of voice search, how it differs from traditional search, and how website builders can help make your website voice search-ready.

Why Voice Search Matters

Voice search is changing the way people look for information online. According to recent statistics, nearly 50% of all searches will soon be conducted via voice if they aren’t already. This shift impacts how websites structure and optimise content to remain accessible and relevant. People using voice search tend to ask questions in a conversational tone, making natural language processing and conversational SEO integral to optimisation.

The Rise of Voice-Activated Devices

Devices like smartphones, smart speakers, and wearable tech with voice capabilities have surged in popularity. Voice-activated devices are now frequently used for searching the web, setting reminders, making purchases, and controlling smart home systems. By optimising voice search, businesses can capture a growing demographic, prioritising convenience and efficiency in digital interactions.

How Voice Search Differs from Text Search

Voice search queries are typically longer and more conversational than typed searches. While a text user might type “best Italian restaurant in London,” a voice search user might ask, “What’s the best Italian restaurant in London near me?” The difference in phrasing has led search engines like Google to develop algorithms that prioritise more natural, conversational language in search results.

Understanding these differences allows website owners and developers to refine their content strategy and ensure they rank for text and voice searches.

Key Elements of Voice Search Optimisation

Voice search optimisation requires a different approach than traditional SEO. Here are some of the core elements to keep in mind:

1. Emphasise Long-Tail Keywords

As voice search queries are longer, they often include long-tail keywords – phrases more specific than shorter ones. Long-tail keywords capture user intent in more detail, increasing the likelihood of higher conversion rates. Use tools like Google’s Keyword Planner to research long-tail keywords related to your industry, products, and services and integrate these into your content.

2. Use Natural Language

Natural language processing is at the heart of voice search. Google’s BERT and MUM algorithms are designed to better understand human language’s nuances, focusing on phrases and expressions people use naturally in conversation. When creating content, try to write in a tone that mirrors how people speak rather than how they type.

3. Optimise for Question-Based Searches

Voice searches are often phrased as questions. Common question phrases such as “what,” “how,” “when,” “where,” and “why” should feature prominently within your content. Consider creating an FAQ section where you answer commonly asked questions in a straightforward, conversational style.

4. Improve Page Load Speed

Page load speed is crucial for both voice search and traditional search. Since voice search is often performed on mobile devices, slow-loading pages can lead to higher bounce rates, ultimately hurting your ranking. Ensure your website is optimised for speed by compressing images, using efficient coding practices, and leveraging caching.

5. Ensure Mobile-Friendliness

Most voice searches happen on mobile devices, so having a mobile-friendly site is essential. A responsive design allows your website to adapt to any screen size, ensuring users can easily navigate your site using a phone, tablet, or desktop. Google’s Mobile-Friendly Test tool can help verify whether your site meets these standards.

How Website Builders Support Voice Search Optimisation

Many website builders, like WordPress, Wix, and Squarespace, have evolved to support VSO needs. Let’s discuss some of the features provided by these website builders and how they can be used to optimise voice search.

1. Schema Markup and Structured Data

Schema markup is a code added to websites that helps search engines understand your content better. You can often add structured data through plugins or built-in functionality with website builders. Adding schema markup to your content enables search engines to display rich snippets, which can be essential for answering voice search queries. For example, Google Assistant might use a recipe schema to deliver a step-by-step guide to users asking for cooking instructions.

2. Integration with SEO Plugins

Popular website builders often support SEO plugins like Yoast SEO (for WordPress) or other integrated SEO tools that help identify areas where VSO improvements can be made. For example, these tools can guide you in using long-tail keywords, crafting meta descriptions, and formatting URLs – all critical for optimising voice search. They also provide insights into your site’s readability, which can improve how well voice assistants interpret your content.

3. Easy-to-use templates for Mobile Responsiveness

Many website builders provide mobile-responsive templates by default, ensuring your site’s layout and functionality work seamlessly on smaller screens. Given the high volume of mobile-based voice searches, a responsive template ensures your site is accessible and engaging for voice search users.

4. Page Speed Tools and Optimisation

Tools for improving page speed are often available directly in website builders, whether in image compressors, lazy-loading functionalities, or customisable hosting options. Faster load times improve user experience and significantly affect your site’s text and voice search rankings.

5. Creating Conversational Content Easily

Most website builders offer blogging capabilities, which make it easy to produce conversational and question-based content that aligns with voice search trends. Regularly publishing blog posts that answer common questions in your industry or niche can significantly enhance your voice search optimisation.

Best Practices for Voice Search Optimisation in Website Builders

Now that we’ve covered the basics let’s explore specific steps to optimise a website builder for voice search.

Step 1: Research and Implement Conversational Keywords

Using your chosen website builder, naturally integrate long-tail and conversational keywords throughout your site. In blog posts, page descriptions, and even meta tags, try to use phrases that mimic how people speak. Tools like AnswerThePublic can help you find popular questions and conversational phrases related to your target keywords.

Step 2: Leverage Headings and Subheadings Effectively

Headings and subheadings make it easier for search engines to understand your content structure, especially for question-based queries. Use H2s and H3s for questions like “How do I…?” or “Why is…?” in your FAQ sections, blog posts, and service pages to improve your visibility for voice search queries.

Step 3: Optimise for Local SEO

Voice search is often used for local queries, such as “Where’s the closest coffee shop?” or “What’s the best Thai restaurant near me?” Optimise your website builder’s local SEO settings to rank for these searches. Include your business address, phone number, and an embedded Google Maps location on your website, and verify your business listing on Google My Business for better local visibility.

Step 4: Write Content for Voice Search Intent

Using your website builder’s blog or content creation tool, develop content that answers questions directly and concisely. Aim to answer common questions in 30 words or less, as voice assistants typically pull short and to-the-point snippets. Break complex answers into smaller sections to enhance readability and search engine accessibility.

Step 5: Utilise Schema Markup for Rich Results

If your website builder allows custom HTML, add schema markup to your site or use plugins to implement it. Rich snippets like “how-to” instructions or review ratings make your content more likely to be used as a voice search answer.

Step 6: Monitor Analytics for Voice Search Performance

While there isn’t currently a separate “voice search” metric in Google Analytics, you can infer some insights by monitoring which search queries bring users to your site and how those queries align with conversational, question-based phrases. Track your performance over time and adjust your content strategy as needed.

Common Challenges in Voice Search Optimisation

Despite the benefits, optimising for voice search in website builders does have its challenges. Some of these include:

Limited Customisation in Some Builders

Confident website builders may lack the flexibility to add advanced SEO techniques, such as complex schema markup. This can limit your ability to fully utilise voice search optimisation strategies. WordPress, for example, offers greater customisation options than some more straightforward builders like Weebly or Shopify.

Keeping Pace with Algorithm Changes

As Google and other search engines refine their algorithms, voice search optimisation strategies may need regular updates. Website builders that frequently release updates, features, and plugins will help users stay current.

Maintaining a Conversational Yet Professional Tone

Balancing conversational language with professional credibility can be challenging. While writing as people speak is essential, you still want your content to maintain a tone that reflects your brand. Test your content by reading it aloud – if it sounds natural, it’s likely to perform well for voice search.

Future Trends in Voice Search Optimisation

Voice search is poised for rapid development as voice assistants and AI continue to improve. To stay ahead, here are some future trends to watch for:

• Multilingual Voice Search: As more people use voice search worldwide, optimising content in multiple languages will be essential for businesses with global audiences.
• Focus on Contextual and Personalised Search: AI is advancing to understand user intent and context better, so expect more personalised search results. Websites incorporating machine learning and personalised user experiences may have a leg up in future voice searches.
• AI Integration in Website Builders: Some website builders may begin offering AI-based optimisation tools that automatically suggest improvements to enhance voice search readiness.

Conclusion

Voice search optimisation is quickly becoming a necessity rather than a luxury for websites. With the right approach to long-tail keywords, mobile responsiveness, and conversational content, your website can rank effectively for voice queries. While challenges exist, the tools and functionalities of popular website builders provide a solid foundation for implementing VSO strategies.

As voice technology continues to evolve, websites that prioritise voice search will be better prepared to reach and engage users. They will provide relevant, accessible, and convenient information tailored to how people search today. Adopting these techniques makes your website competitive and accessible in an increasingly voice-driven world.