With the increasing popularity of voice-activated assistants like Siri, Google Assistant, and Alexa, voice search has become an essential part of the digital landscape. Users are shifting from typing short queries into search engines to asking longer, more conversational questions using voice commands. This change in search behavior presents new opportunities for keyword research—the process of identifying the specific words and phrases that people use to find information online. By analyzing voice search data, businesses can discover new keywords and optimize their content to capture voice search traffic.
In this article, we’ll explore how to use voice search data for keyword research, the importance of targeting long-tail and conversational keywords, and strategies for adapting your SEO approach to accommodate the unique patterns of voice search queries.
The Impact of Voice Search on Keyword Research
1. Longer, More Conversational Queries
Voice search queries are typically longer and more conversational than traditional text-based searches. While users might type “best running shoes” into a search engine, a voice search query could be more detailed, such as “What are the best running shoes for marathon training?” This shift towards longer, question-based queries means that businesses need to rethink their keyword strategies to align with the way users speak.
For keyword research, this means focusing on long-tail keywords—longer, more specific phrases that reflect natural language patterns. These keywords often have lower competition and higher user intent, making them valuable for capturing voice search traffic.
2. Questions and Natural Language Phrases
Voice search queries are often phrased as full questions, such as “How do I change a tire?” or “What’s the best way to cook salmon?” Users tend to speak to voice assistants as if they were having a conversation, which means that natural language phrases are becoming increasingly important in keyword research.
Understanding the types of questions and natural language phrases that users are asking through voice search can help businesses create content that addresses these queries directly, improving their chances of ranking in voice search results.
How to Use Voice Search Data for Keyword Research
1. Analyze Search Query Reports in Google Search Console
One of the best ways to gather voice search data is through Google Search Console. Search Console provides insights into the specific queries that users are entering to find your content. By analyzing these search query reports, you can identify which long-tail and question-based keywords are driving traffic to your site.
Look for patterns in user queries, such as frequent use of question words like “who,” “what,” “where,” “when,” and “how.” These patterns can help you uncover popular voice search queries and identify opportunities to create content that answers these questions directly.
How to implement: Use Google Search Console to monitor the search queries that are bringing users to your site. Filter by mobile traffic, as most voice searches are conducted on mobile devices, to get a better understanding of voice search behavior.
2. Use Keyword Research Tools for Voice Search Insights
Several keyword research tools can help you discover voice search-specific keywords. Tools like AnswerThePublic, Ubersuggest, and SEMrush provide insights into common questions that users are asking and how they phrase their voice search queries. These tools can help you identify long-tail, conversational keywords that align with voice search behavior.
For example, AnswerThePublic generates a list of questions related to a particular keyword. If you’re optimizing content about “yoga,” you might find questions like “How does yoga help with stress relief?” or “What are the benefits of hot yoga?” These question-based keywords are ideal for targeting voice search users.
How to implement: Use tools like AnswerThePublic and SEMrush to discover question-based keywords and conversational phrases. Incorporate these keywords into your content to better align with voice search queries.
3. Identify Long-Tail Keywords for Voice Search
Long-tail keywords—longer, more specific phrases—are crucial for optimizing content for voice search. These keywords reflect the natural language that users use when speaking to voice assistants. By targeting long-tail keywords, you can capture voice search queries that have high user intent but lower competition than short, broad keywords.
For example, instead of targeting the short-tail keyword “digital marketing,” you might target a long-tail query like “What are the best digital marketing strategies for small businesses?” This more specific query provides valuable context and allows you to create content that addresses the user’s exact needs.
How to implement: Use tools like Google’s Keyword Planner or Ahrefs to find long-tail keywords related to your industry. Focus on creating content that answers specific, conversational queries based on these keywords.
Optimizing Content with Voice Search Keywords
1. Write in a Conversational Tone
When optimizing for voice search, it’s important to write your content in a conversational tone that mimics how users speak. Voice search users often ask questions in a casual, everyday manner, so your content should reflect this natural style. Avoid overly formal or technical language and focus on writing in a way that feels approachable and human.
For example, instead of writing “The benefits of yoga include improved flexibility and reduced stress,” you might say, “If you’re wondering how yoga can help you, it’s great for improving flexibility and reducing stress.” This conversational tone aligns with the way users phrase their voice search queries and increases your chances of ranking in voice search results.
How to implement: When writing blog posts or web content, imagine that you’re having a conversation with the user. Answer their questions directly and use natural language that reflects how people speak.
2. Optimize for Featured Snippets
Featured Snippets—the short, concise answers that appear at the top of Google’s search results—are a critical part of voice search optimization. Voice assistants often pull their responses directly from Featured Snippets, making them an important target for businesses that want to capture voice search traffic.
To optimize for Featured Snippets, structure your content in a way that provides direct, clear answers to common questions. Use bullet points, numbered lists, and short paragraphs to make it easy for search engines to extract and display your content in snippets.
For example, if your content answers the question “How do I create a budget?” you could provide a short, step-by-step guide using numbered lists.
How to implement: Structure your content for Featured Snippets by answering common questions in a concise format. Use bullet points, lists, and headers to make it easier for search engines to identify key information.
3. Create FAQ Sections to Target Voice Search Queries
One of the most effective ways to capture voice search traffic is by creating FAQ sections on your website. FAQ pages are naturally structured around question-based queries, making them ideal for voice search optimization. By addressing common questions related to your industry or products, you can target long-tail, conversational keywords that voice search users are likely to ask.
For example, if you run an e-commerce store, your FAQ section might include questions like “How long does shipping take?” or “What is your return policy?” By providing clear, direct answers to these questions, you improve your chances of ranking in voice search results.
How to implement: Add FAQ sections to your website or blog that address the most common questions your audience might ask. Use structured data (FAQ schema) to help search engines recognize and display your FAQ content in search results.
Tools for Voice Search Keyword Research
1. AnswerThePublic
AnswerThePublic is a powerful tool that generates a list of questions, prepositions, and comparisons related to a particular keyword. This tool is especially useful for voice search keyword research because it provides insights into how users phrase their queries when speaking to voice assistants.
For example, if you’re researching keywords for the topic “digital marketing,” AnswerThePublic might generate queries like “What are the benefits of digital marketing?” or “How do I create a digital marketing strategy?” These conversational queries are ideal for targeting voice search users.
How to implement: Use AnswerThePublic to discover popular questions related to your target keywords. Incorporate these question-based keywords into your blog posts, product descriptions, or FAQs to capture voice search traffic.
2. SEMrush
SEMrush offers robust keyword research tools that allow you to identify long-tail keywords and question-based queries that are relevant to your industry. SEMrush’s Keyword Magic Tool provides a comprehensive list of keywords, along with metrics like search volume, keyword difficulty, and competition. This tool is useful for uncovering the conversational keywords that users are likely to ask through voice search.
SEMrush also provides insights into Featured Snippets and allows you to track which keywords are triggering snippets, helping you optimize your content for voice search results.
How to implement: Use SEMrush’s Keyword Magic Tool to discover long-tail keywords and question-based queries. Focus on optimizing your content for keywords that are relevant to voice search users.
3. Ubersuggest
Ubersuggest is a free keyword research tool that provides data on search volume, keyword difficulty, and related keywords. It also generates question-based queries that are commonly asked by users, making it a valuable tool for voice search keyword research.
For example, if you’re researching keywords for a blog post on “SEO,” Ubersuggest might suggest questions like “How do I improve my SEO ranking?” or “What is the best SEO strategy for small businesses?” These keywords can be incorporated into your content to better align with voice search queries.
How to implement: Use Ubersuggest to identify long-tail keywords and questions related to your target topics. Focus on creating content that directly answers these questions.
Best Practices for Using Voice Search Data for Keyword Research
1. Prioritize Long-Tail Keywords
Since voice search queries tend to be longer and more specific, prioritize long-tail keywords in your SEO strategy. These keywords reflect how users naturally speak when interacting with voice assistants and often have lower competition than short, broad keywords.
2. Focus on User Intent
Voice search users typically have clear intent behind their queries, whether they’re looking for information, making a purchase, or finding a nearby business. When conducting keyword research, focus on understanding the intent behind the user’s query and create content that meets their needs.
3. Use Structured Data
Adding structured data (schema markup) to your website helps search engines better understand the content on your site. Implementing structured data, such as FAQ schema, increases the chances of your content being featured in rich search results or used in voice search responses.
Conclusion
Voice search is reshaping how users interact with search engines, and optimizing for voice search requires a shift in how businesses approach keyword research. By focusing on long-tail, conversational keywords, analyzing voice search queries, and using tools like AnswerThePublic and SEMrush, businesses can better understand how users phrase their voice search queries and create content that aligns with these queries.
Incorporating FAQ sections, optimizing for Featured Snippets, and using structured data will further enhance your chances of ranking in voice search results, helping you capture more traffic and provide a better user experience.
