Think voice services when working with SEO

Google Assistant is just barely landed in Denmark, and it’s already what everyone is talking about. Google Assistant allows users to have a conversation with Google and get help with everyday tasks - from sending text messages, creating reminders, and playing music to finding useful information, performing translations, and driving directions.

There is no doubt that voice services will become part of our future, and comScore estimates that half of all searches will be voice-based in 2020. It's a quite a prediction but it also says something about how big this actually is. If voice services aren’t already part of your marketing strategy when you work with content and SEO, then it might be a good idea to take a closer look at it.

Longtail keywords

It's about using a natural language, which often means longtail keywords. And as you probably already know, longtail keywords are already an advantage to use if you want to have even a small chance to rank well on the search engines.

Use SEO tools like answerthepublic to find good questions within a given topic that you would like to be found on. Use the questions in your content, such as an H2, and then answer the question in the body text.

Write your texts in as natural a spoken language as possible to find keywords and headings for your content. When you do a voice search you will probably say something like: "Where is the best Thai restaurant in Copenhagen?" Rather than a more robotic approach, like "Best Thai restaurant".

Simple and precise language

Next step is creating content that is easy to read. Simple and precise language is the way forward. According to Brian Dean, studies show that the written language of a 9th-grade level is the best to use.

So when you write or rewrite your content – be it articles, blogs, or whatever textual content you produce, stay far away from very intellectual and academic language, and try to write your texts in spoken language. And when it comes to the length of text on a given piece of content, it's actually better to use more words. In fact, the best text length for a Google voice search query is 2,312 words, meaning that Google apparently tends to source its voice searches from long-form content.

Company information must be updated

Make sure your Google My Business page is updated with the correct address, contact information, and opening hours. If a user asks for the nearest hairdresser, then it is important that you get to the top of the search results (if you are a hairdresser, of course).

39% of voice searches is about business information, so it has never been more important to optimize your business information than it is now.

Voice search is here to stay

It’s just the beginning in Denmark and something suggests that it is only a matter of time before voice services is a common feature in Denmark. In many respects, the relationship between people and their devices is becoming more personal, and we use them for more things, so it is important that we, as companies, meet this in our strategy.


Klaus Colding Jespersen

Director, Ecommerce