How to adapt voice search in your SEO strategy and what are we doing for Voice Search Optimization.
Voice Search is undeniably growing at a rapid pace, and for good reason — it’s fast, convenient, allows you to search on the go, and it’s becoming part of the devices that consumers are using. It has taken a good percentage of total searches across the world. This is thanks in part due to AI assistants like Apple’s Siri, Amazon’s Alexa, Google Assistant, etc.
With mobile impacting desktop in terms of search queries, and home automation devices becoming mainstream, voice search will power many future local search queries. Optimizing for voice search conversational terms will be a key differentiator.
The good news is that we already have services in place according to Google’s priorities such as surveys and widgets to boost customer reviews in Google / Yelp / Facebook. We were one of the first agencies to adopt Voice Search optimization, wherein the content we create is more conversational and matches user’s natural language pattern.
Here’s a list of things were currently doing for Voice Search optimization:
Google My Business itself is not a public-facing, searchable directory (such as Yelp), BUT your listing on Google My Business is what many other public-facing, searchable directories pull from.
This includes Google Maps, which has become its own hybrid form of a review site/business directory/navigation service.
Your Google My Business listing can also impact your rankings in search results on both Google Maps and regular Google searches.
If that’s not enough to convince you, here are some compelling stats that highlight its importance.
Businesses with a Complete and Accurate GMB Listing:
Complete and Accurate GMB Listings:
Here’s how you can optimize and take full advantage of your GMB listing.
The first step is to set up (or claim) your Google My Business Listing. Go to Google My Business page and click “Start Now” in the upper left corner.
Did you know that anyone can list your business on Google? That’s a little scary, but fear not—you as the owner can claim your listing which grants you the access to edit and update your information, to post timely information, and to manage reviews. The claiming process requires a few steps, but it is a must.
Fill in every relevant field that Google offers. You want to make sure the profile is as complete as possible and that every piece of information is accurate.
The impact of inaccurate or inconsistent listings is not one you can afford. A complete Google My Business listing includes:
Depending on your industry, there may be additional fields such as menus for restaurants.
A complete listing makes it as easy as possible for potential customers to find and contact your business. In addition, the more complete your listing is, the more favor you will receive from Google when ranking you in results.
One thing Google’s algorithm looks at to verify the legitimacy of a listing is a consistency in how it’s listed across different websites. While that seems simple enough – your address is the same each time you enter it somewhere – it’s easy for little differences to slip in. Maybe you wrote out the Road part of the street name one time, and shortened it to Rd another time, for instance.
Pick a standard way to write out your address, a consistent phone number to use, and make sure all your listings match both each other and the information you provide on your website. And work on getting your website listed in as many relevant directories as possible.
Any work you do to optimize your website or local listing will be for naught if you incur a penalty. Google suspends business listings for a range of offenses. Getting suspended is stressful, confusing, and bad for business, so it’s best to avoid doing anything that puts you at risk of it.
Read through Google’s guidelines for Google My Business listings so you have a full understanding of what not to do. Some of the main things to avoid are:
Use common sense and don’t try to play the system or get extra listings and you’ll probably stay on the right side of Google.
You’ll notice that the local businesses listed in the map snippet of a local search usually have star ratings next to their name. Google wants to provide the most useful information to its users, and users want to find the nearby business that seems the best. In both cases, it benefits your business to have a high star rating.
Ask your happy customers to take a few minutes to give you a review on Google. Include an encouragement on promotional materials you hand out or put up in your store. A gentle nudge or a reminder of how much it means for your business can make your loyal customers that much more likely to take the time to say a few kind words about you.
Utilize our proprietary Dashboard Review Widget as well as our Survey Module to get positive reviews for your business listing on Google and Yelp.
All the usual SEO advice that helps strengthen the authority of your website in the eyes of Google matters here too. So don’t focus on optimizing just your local listing. Optimize your website as well.
Make sure that you:
A strong website that’s optimized for both your customers and search engines will be that much more likely to make it into the list of the top three in a local Google search.
Just like with other social media platforms, you can now post directly to Google My Business. Your posts show up on the “Posts” tab of your listing, but might also become visible on your Google Maps or Google Search result, depending on relevance.
Through Google posts you can make announcements, create events, highlight products, and run promotions. The information in these posts is that which customers need in order to stay engaged with you, which is ultimately what leads them to choose you over competitors. In addition, each post type has a call to action button, making the experience from discovery to engagement seamless.
If you’re not already convinced the impact Google Posts can have on your audience, check out this quote from Google:
“Seventy percent of people look at multiple businesses before making a final choice. With Posts, you can share timely, relevant updates right on Google Search and Maps to help your business stand out to potential customers. And by including custom calls-to-actions directly on your business listing, you can choose how to connect with your customers.”
Questions & Answers is a great feature for Google local search. It’s very cool! Just like it sounds, Q&A allows people to ask questions about your business and you can answer those questions.
The Google My Business Q&A feature is the perfect opportunity to hear directly from “the people” and you can respond to them. Win-win.
One thing you should do is be proactive and create a Frequently Asked Questions list to preempt people’s GMB Q&As. Check with your sales reps and your customer service staff to identify the questions people most often ask, then put those Q&A questions on your GMB listing.
TIP: Google has said that upvoting questions can make them more visible. If someone has a particularly important question, go ahead and upvote it.
Google My Maps Syndication is an advanced level strategy to gain local With Google My Maps Syndications, you can get:
Here’s how an optimized Google My Map with driving directions (embedded on the website) looks like:
The reviews on your GMB page can be a deciding factor in whether or not a buyer engages with your brand. Just check out some of these statistics about Local Consumer Reviews:
When making a purchase decision, people look to others for their opinions. We all do it. And we do it often. We want to learn from the experiences of those who have purchased before us. Always respond to your reviews. Positive reviews give a good impression of your business and should be easy to respond to.
But what do you do about the inevitable 1-star rating and the scathing negative review?
Many businesses shy away from them, hoping they’ll go unnoticed. But you need to respond to those reviews. The people leaving them deserve it, and the people reading them need it.
There are many ways customers can find your business, but there is no denying that Google My Business is an incredibly powerful gateway to your website.
It positions your important business information in front of the eyes of potential customers who are looking for your product, service, or experience.
It helps with your local SEO, offers a chance to engage with your customers via reviews or posts, and provides useful insights on your customers’ purchasing paths.
If you run a business that relies on local search traffic for the majority of your custom, Yelp is an essential asset to your business’ online strategy. Fortunately for you, businesses can also establish a presence on Yelp to communicate with the community of users built up on the app. This puts you in the driver’s seat where your business is concerned, and allows you to harness this incredible platform to grow your customer base.
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If your business has been recently established, you may not even be listed on Yelp. Fortunately, the app has a comprehensive infrastructure for helping you register your business, or take control of it if it has already been listed on the app.
Yelp for Business Owners: 3 Versions to Choose From
While most of the best practices for Yelp for business owners above are available on the free subscription to Yelp, there are available three different versions to you.
This product is pretty straightforward – it allows you to set up ads on the Yelp app. With this account, you can customize all your ads on Yelp. You’ll also have access to customer support to help you with your advertising efforts. Here’s how Yelp describes this level:
As part of Enhanced Yelp optimization, one should aim for a Verified Yelp listing.
To verify that you are the owner of your business, Yelp may call the number listed on your business page and prompt you to enter a verification code. Please ensure you are at your place of business to answer this phone call. To claim your business, click on the “Claim your Business” option next to your business. You will be required to give your email address. Once that is done, you will receive an automated phone call to the number mentioned in the listing. If the listing has a wrong phone number, you will have to send a request to Yelp to change it before they call you.
A verified Yelp listing allows you to update following things
Under this section, add your business’s opening hours. If your business stays closed on a particular day, choose that option. Also, if your business is closed temporarily, fill out this form to let customers know that your business is closed and until when.
Utilize our proprietary Dashboard Review Widget as well as our Survey Module to get positive reviews for your business listing on Google and Yelp.
Although most of us in the industry already knew (without even a hard proof) that click-through rate does affect the ranking of a site. But now we have got the proof.
Wall Street Journal has obtained an integral Google document via the US Freedom of Information Act that says the Google indeed uses CTR as a ranking factor.
Here’s the most important bit from the document.
“In addition, click data (the website links on which a user actually clicks) is important for evaluating the quality of the search results page. As Google’s former chief of search quality Udi Manber testified:
“The ranking itself is affected by the click data. If we discover that, for a particular query, hypothetically, 80 percent of people click on Result No. 2 and 10 percent click on Result No. 1, after a while we figure out, well, probably Result 2 is the one people want. So we’ll switch it.””
Google’s co-founder and the president of the parent company Alphabet also confirmed that apart from helping them understand that whether their search algorithms are providing users with high-quality results or not, the click data is also important for many other purposes, including ranking well on the SERP.
What does it mean to you?
Site owners are already trying their best to get more traffic to their site using various means. So their second most important goal has always been getting more clicks and the first being, well, increasing profits for their or their client’s business.
But those who didn’t prioritize CTRs, NOW is the time to do so. But before that, It’s important to understand that Google ranking is one thing and CTRs are something else.
Click through SEO is about giving the users more reasons to click on your website. Like writing attractive titles & page descriptions, showing positive reviews on your listing etc. No doubt that the basic remains the same like trying to get a higher position on the search engine result pages, getting featured snippet status etc. But when it comes to CTR SEO, you also pay attention to the aspects that do not directly impact your rankings.
The messaging feature on GMB app relied on their own Google Allo, a messaging app that is about to be discontinued by Google in March 2019.
Which means that messaging feature will no longer be available unless Google comes up with some other alternatives. It will cause major inconvenience to both agencies and small business owners as many of them heavily relied on the messaging feature to connect with their customers.
An agency owner who handles digital marketing of a client with 500+ locations said that it is going to disrupt the whole chain since the company heavily invested in integrating the messaging. Many were utilizing the messaging option with their chat program. It allowed them to use the same chat program with GMB, their website, Facebook and other platforms.
To rub salt on the wound, Google prompts you to download Google My Business App if you try to add the messaging feature on any listing.
It may work for those who handle one or two locations, but it is not possible for agencies or business that have 100+ locations.
If you run an agency and are using the Google My Business agency dashboard, you cannot access the GMB app. Trying to do so gives you an error that tells you that you have no listings in your account.
A user on the Google My Business forum sums up why this sucks for agencies:
“This is horrible. We were utilizing messaging option with our chat program. Were onboarding many clients that would allow them to use same chat program with GMB, their website, FB, and more. This shuts that down really fast. Plus, I utilize Agency GMB dashboard, which does not work with the App. So to help clients that still want to use GMB messaging separately from the easy to use third party, I have to walk them through it, because I cannot help them through my dashboard access.”
It’s very unlikely that Google will entirely discontinue a feature that helps customers and companies connect with each other in the most convenient way possible. So there’s a high chance that they will come up with some other alternatives to the GMB chat. But until then, we would advise you to not invest in the messaging and chat features until there is a solution that makes sense.
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