The Future of Voice Search for Attorneys
On a whim, I asked my Amazon Alexa Echo to find and call a personal injury attorney. In a few seconds, she located a nearby attorney. I called the attorney on the phone through my Alexa Echo. This all happened in 30 seconds. It is an indication of how far voice search has changed over the past decade.
We are now one step closer to interacting with computers just like on Star Trek. While we have not boldly gone to this next frontier yet, Google Trends shows how voice searches increased between 2008 and 2016 by a factor of 35.
Furthermore, ComScore now reports that 40% of adults do at least one voice search every day. It is time your law firm took advantage of this trend to drive traffic to your site. To help you, we discuss four steps you need to take below to optimize your site for voice search.
Four things attorneys can do to optimize your site for voice search?
#1. Google my business listing
The first thing you need to do is have an active Google local listing. You can set up an account through Google My Business. The listing helps prospective clients search for your business on the Google local listing as well as on a Google map.
Note: For consumers to find you, make sure you use the correct NAP information. NAP stands for Name, Address, and Phone number, and you need a consistent NAP between your website, Google My Business page, and other listings to improve your results.
Therefore, if your firm goes by The Best Attorneys on the Web Ever, PC on Yelp and Google My Business, do not use Da Best Attorneys on your website. It is natural to use the shorter name, but it could hurt your search rankings.
#2. Longtail keywords
Back in the day, companies used longtail keywords that did not make sense except to Google search algorithms. They gamed the system with these longtail keywords. That approach no longer works. Today, you need to focus on semantic search. Semantic search explores the intent behind a users’ voice search on Google.
The long inquiries they make have a specific meaning to the searcher. Often these searches are different than the ones we type in text.
For example, when I type personal injury attorney into Google, my query looks like the following:
However, when I do a voice search for a personal injury attorney, I tend to get a bit wordy describing what I need in more detail. As you can see below, my query is longer and more specific to my needs. The additional information also helps Google provide me with more targeted results.
The key to long tail keywords today is to look for keywords that resonate with your target audience. Find out what they are thinking, and then incorporate those keywords into your content.
#3. Compelling content
How do you create compelling content for voice searches? Simple, think about what your target market needs to know and write content around those questions.
An excellent example of this dynamic content is an FAQ. The FAQ format matches how searchers look for content on Google. You could compare a voice search to asking a friend a question. You provide a relevant, helpful response to their query.
Therefore, you might want to dust off your old FAQs on your website and start writing some Q&A’s. Better yet, you could create multiple FAQ pages for different services.
Additionally, your content should use schema markup language. When we said that longtail keywords were different than they were a few years ago, we left out a significant component: why? Longtail keywords today rely on Schema to improve the semantic search capabilities of your website.
Schema gives meaning to the content and keywords you use on your website by telling Google what the purpose of your content is. Attorneys even have their own schema format they can use to discuss their services.
#5. Mobile website
You’ve probably heard a million companies tell you how you need a mobile site. Please make this 1,000,001. The vast majority of voice searches happen on mobile devices. Without a mobile website, you wasted the majority of your voice search traffic.
Voice search is a brand-new world for firms. Just as attorneys become familiar with how to use pay per click campaigns and traditional search strategies, they need to learn voice search strategies today to stay competitive.
If you have a question on how to use voice search for your firm, contact us today for free consultation.