Voice search is increasingly popular with consumers, with Search Engine Journal citing studies that should more than half of teens and 40% of adults use voice search on a daily basis. With new technology impacting the manner in which people search and the order in which your ads might appear, it's time to optimize for voice search in your Pay Per Call Campaign. Here's how you can do it!
Optimize Local Listings
One of the most powerful focuses of Pay Per Call is its use in local search. For you as a marketer, this means reconsidering the keywords in play with your Pay Per Call ads in order to optimize for voice search. For example, consumers might use specific terms such as "find Asian fusion takeout in Minneapolis."
You might have optimized the keywords for content on your pages to such a query, but there is rising use of more generic voice-search terms like "find Asian fusion takeout near me." You can adjust by ensuring that your Google Business Listing is accurate and setup:
- Add all business information to your listing
- Select relevant categories for your business (ie, "Asian fusion takeout" over "Asian fusion restaurant" if you lack dine-in facilities)
- Check how your name, address, and phone number appears across the web.
Focus on Long-Tail Keywords
Voice search and text search are done in different manners. If a consumer doesn't have to type out a long query to get results, they won't. However, when they use voice search they often use longer phrases and sentences. For example, "Asian fusion restaurant" might be a text search, whereas "what's the best Asian fusion restaurant near me" might be the voice search. To optimize your long-tail keywords:
- Think how people speak: Bring more natural language to your keywords in order to better target the long-tail keywords people are likely to use.
- Create Q&A-style content: Including Q&A content in your blog posts and product pages will help optimize these for long-tail queries.
Concentrate on Mobile
Voice search is used almost exclusively on mobile, so optimizing your Pay Per Call campaign for voice search should focus on an optimized mobile site. Google has found that mobile bounce rates (visitors who leave before navigating past the homepage) are 9.56% higher than desktop. Make it easy for them to navigate your mobile site.
In this case, we mean "keep it short stupid." Content on your mobile site should be easily scanned. No one wants to thumb through huge articles on mobile devices, so optimize your content to meet your readers' viewing platform.