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 someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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