The Future Is Now: Optimize for Voice Search

Siri vs Google Voice Search

The way people are searching and using technology is changing. People are turning to their phones and even their cars for searches. In today’s world, every phone and many of the new-model cars are equipped with voice search. People are even buying voice search devices, such as Amazon Echo, for their homes. People want answers, and they want them now. Over the years, we’ve figured out how to stay relevant in online searches. But how do we adapt for voice searches?

Keep It Conversational

Unlike traditional desktop or mobile search, voice searches are more natural in tone. When we think of keyword phrases moving forward, we have to be more conversational. You’ll want to think in terms of how people actually talk. This means your keyword phrases are going to be a lot longer than the average search phrases. A good way to come up with these phrases is to have your dealership start documenting what people ask when calling the dealership. You will want to try to create pages or snippets of content to answer frequently asked questions. You can even start building a frequently asked questions page.

Local Optimization Is Key

Since most of these voice searches are occurring on mobile phones, they are also geographically focused. Your mobile phone has a GPS that knows where you are at all times (unless you’ve switched it off). When I was on vacation in Destin, Florida, and I voice searched for “top restaurants,” my phone knew where I was. It gave me Destin, Florida, search results, not results for my hometown in Birmingham, Alabama. To help with your local optimization, you’ll want to make sure your local listings are all accurate. Make sure you’ve claimed your Google My Business listing and that it’s the only one showing for your dealership. You’ll also want your SEO team to be sure to include more geographic keywords in your metadata and content to help Google identify your location.

Voice search is a new frontier. Studies have shown that the average person is using voice searches six to eight times a day already. It’s time to start optimizing your website to get the best possible voice search results.

About the author

John Paul Strong: For 15 years he has worked solely at the dealer marketing level and has mastered all necessary skills to lead the company in the digital, traditional and direct contact forms of media. The last 12 years have been spent strictly working at the Tier 3 level growing the company to 70 employees and over 125 successful dealers nationwide. Strong works hands-on with most clients and has played a leadership role in all dealerships the company handles. His focus is to insure the traffic created is immediate and measured in car sales for clients. Both employees and clients find his attitude and attention to their business infectious and energizing. Strong is a nationally recognized speaker in the automotive industry, has authored two books on creating next day traffic and is a graduate of the Harvard Business School’s program on Executive Service Firms. He is also a firm believer that “attitude is everything” and that there is only minimal space between being good and being exceptional. Strong earned a bachelor’s degree in liberal arts from the University of Montevallo. John Paul Strong is the owner of Strong Automotive Merchandising.


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