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Voice search results are impacted significantly by certain factors, such as page speed, security, and the conciseness of answers.

By now, you’re probably sick and tired of hearing me herald the coming of voice search. The thing is, I’m not going to stop anytime soon. People are searching more and more with their voice assistants and smart speakers, and we all need to be prepared for that to continue. Voice search ranking factors are more important than ever to make sure local businesses are voice search-ready. Local businesses’ websites, blogs, and SEO strategies aren’t going to optimize themselves for voice search!

Last year, Backlinko conducted an extensive analysis of the factors that seriously impacted voice search rankings. Unsurprisingly, 11 different variables were tied specifically to results that the Google Assistant pulls up via Google Home. When I read their study, you know I had to do my own research to test their theories. After all, Google dominates the search world, so these ranking factors likely apply to other voice assistants, like Amazon’s Echo and Apple’s Siri.

The Gist on Voice Search Ranking Factors

For my research, I used one of Advice Local’s pages that is voice search-ready and ranking in the Google Assistant.

Voice Search Results Example

I tested all of Backlinko’s voice search ranking factors against our very own page.

Page Speed/Loading Time

We all know that websites need to load quickly in order to compete, and it’s no different when it comes to voice search SEO. Backlinko’s study reveals that the average voice search result loads in just 4.6 seconds. Typically, Google considers a page to be “mobile friendly” when it loads above-the-fold content in one second or faster.

Our page for “What Is Local Presence Management?” has a page speed of 3.02s.

Users want immediate results when they use voice search. Whether they’re asking for help with homework or looking up directions, their smartphone or voice assistant needs to respond quickly. As a result, slow-loading pages will almost never be included in voice search results.

HTTPS Websites

After Google did that whole thing over the summer with unsecure sites – you know, letting people know that a site was not secure before proceeding – it’s no surprise that site security is a big ranking factor not only for voice search, but for search in general as well. Google wants to protect its users, which means it’s more likely to send searchers to a secure webpage than one that’s questionable or unprotected.

What we didn’t know until recently is that secured websites are even more valuable in terms of voice search than they are in desktop searches. Backlinko found that voice search results tend to use HTTPS 20 percent more than other results on Google’s first page.

I can confirm that our website is and has been secure for quite some time, which adds value to Backlinko’s claim that HTTPS is a voice search ranking factor.

Brief, Informative Answers Inside In-Depth Content

 Now we get to the meat of what’s important when it comes to ranking in voice search. When you type a query on Google, you might browse the entire first page of search results to find what you need. When you ask a question to a voice assistant, Google provides you with one or a couple of answers that best satisfy your needs.

It’s vital that businesses alter their content to answer specific questions. The typical voice search result is only 29 words in length, although it may come from a blog or post that’s more than 2,000 words long, according to Backlinko.

The Advice Local article I used to test the theory contains 501 words, but our definition of local presence management is found in the first paragraph and is both brief and informative:

“Local Presence Management is defined as geo-targeted digital presence management that enhances a brand on the whole by optimizing all their locations’ information in their respective local markets.”

The answers hidden in long-form content need to be clear and precise, but that doesn’t mean the content should be short. While the content in our article was not too long, it was in depth and authoritative – like all of our content.

Marketers should also keep in mind that simple, easy-to-read content may help with voice search SEO. The average Google voice search result is written at a 9th-grade level, which makes sense considering the brevity and simplicity of most voice search answers. Roughly 93 million people in America have “Basic” or “Below Basic” literacy skills – don’t exclude them by writing above their level. This isn’t the time or place to make pieces flowery. Stay on topic and keep things straightforward.

Authority Over Subject Matter

Since voice assistants only provide one answer to users at a time in most cases, Google needs to know that the answer comes from a trustworthy, authoritative source. In order to benefit from voice search SEO, content must exude expertise. For instance, Google is much likelier to answer the question “What are the signs of measles?” with a result from Mayo Clinic, an expert, than with a result from a mommy blogger.

This is also the case with a SEO topic like “What Is Local Presence Management?” The result comes from a trusted site that consistently crafts content related to local SEO, listing management and other forms of digital marketing.

One way to help build authority in a field is to share the content with others in the industry. Content with high levels of social engagement tends to perform well when it comes to voice search. Share the post on Facebook, get people to Tweet about it, and don’t hesitate to toot your own horn. Backlinko states that the average voice search result has 1,199 Facebook shares and 44 Tweets. Those shares are indications to Google that other people trust and appreciate the content.

We are very active on social media. We share our content on Facebook, Instagram, Twitter and LinkedIn, which also helps position us as an authoritative source in the SEO and digital marketing space.

Featured Snippets and High Rankings

Once again, I’m going to bring up the Featured Snippet. You’re probably groaning considering that I’ve brought it up countless times, but there’s a reason: it’s one of the most vital aspects to succeeding with voice search. Businesses are much more likely to be featured in a voice search result if they own the Featured Snippet for a particular query. In fact, according to the Backlinko study, 40.7 percent of all voice search answers come from Featured Snippets.

Of course, we have the featured snippet for local presence management.

feature snippet results example

When it comes to ranking with Google, many of the same rules apply to voice search as they do to desktop search. If one of the business’ articles is ranking highly on desktops, then it stands a fair chance at appearing in a voice search. The key is to reach one of those top three spots on Google – 75 percent of the voice search results come from there.

Strong Backlinks

This factor goes hand in hand with authority. Google wants to find voice search results that offer expertise in their domain. One indication of this reliability is a strong backlink profile. The more a website can establish domain authority, the more Google will believe it’s a trustworthy source worth passing on to voice search users.

Advice Local is a very cited source, as we are considered an authority when it comes to local SEO and other digital marketing topics. Our page about Local Presence Management has 19 backlinks from trusted sources. Advice Local as a whole has over 71k!

The Bottom Line on Voice Search Ranking Factors

 Right now, Siri is used on over 500 million devices. Google Assistant is used on more than 400 million, according to Voicebot AI. Voice search has steadily increased in popularity over the past couple of years, and all signs point to a future filled with voice searches.

Analyzing #VoiceSearch Ranking Factors by @BernieColeman #SEO #Search
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If you find that a local business is not voice search ready (have you taken our voice search readiness test yet?) pay attention to these factors, as they may be the reason why the business is not getting found in voice searches.

Now is the time for local businesses to begin optimizing their content and websites for voice search results. If you need help preparing your local business clients, request a demo today!

The post Analyzing Voice Search Ranking Factors appeared first on Advice Local.

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Without online visibility, local businesses will likely fail in today’s competitive environment.

The days of competing with local businesses via storefront window displays and newspaper ads are long gone. Sure, traditional methods of advertising still hold value, but it’s pretty much impossible for any business to survive without online visibility – particularly a local business. It’s just the way of the world nowadays.

Without an optimized presence online, local businesses will struggle to stay relevant and appeal to local customers. In fact, a company’s online visibility (and presence on search engines) can make or break it. Here’s why.

Online Visibility Draws in Potential Customers and Profit

Shockingly, about a third (36 percent) of small businesses still don’t even have a website. This makes it incredibly difficult for customers to find the business through anything other than word of mouth or traditional advertising. Considering that most customers expect local businesses to have some sort of website, this is a risky move that can decrease a business’ appeal to future clients.

Additionally, according to Bazaarvoice, 82 percent of smartphone users consult their phones on purchases they are about to make in-store. If a local company doesn’t have a website, or a presence with review sites like Yelp, Google or Bing, where will people find them?

According to the U.S. Bureau of Labor Statistics, many local businesses fail within their first year (20 percent). Another 50 percent will go under within five years, and roughly 80 percent fail within the first decade. It’s not easy for small companies to survive in today’s world, and finding new customers is a big part of that battle. Why not make it easier for people to find the business online? People don’t just rely on family and friends’ recommendations anymore; they do research and make decisions based on what they find online.

Getting a business listed in the most popular directories and data sources is the place to start. This list of the best directories can help with that. Companies like ours can help, too! Request a demo to see how local businesses benefit from our services.

Without Online Visibility, Where’s the Business’ Credibility?

Fake news and online scammers have left many consumers hesitant to trust businesses, even if they’re run by their next door neighbors. Local companies must first earn their customers’ trust before they can expect to turn a profit or be referred to future clients. How? They need to prove that the business is real, authentic and reliable.

Everyone researches companies before making a decision. When people research local businesses, they need to see that the companies are transparent and professional. Consumers should be able to find records of healthy interactions with customers and reviews from happy clients. It’s also positive if the local business has a visible relationship with the community. People love to see that small companies donate to charities, help out with events, or simply acknowledge local happenings and holidays.

Another source of credibility is original content. Blogs, interviews, videos, infographics and email newsletters can all help local businesses establish their place as an expert in their respective field. This boosts their authority and online presence while also gaining potential customers’ trust, all while improving the business’ place in search results.

Interacting With Customers Online Is Vital

One of the big reasons people love working with local businesses is that they’re more personable than big corporations. Instead of interacting with a chatbot or outsourced customer service representative, consumers can hear from the actual business and its employees. The company’s online presence can highlight this and win more customers who appreciate the personal aspect of business.

Obviously, social media facilitates a great deal of consumer-company interactions. That’s a smart start for local businesses, but don’t stop there. Reviews (and the local business’ reactions to them) can be extremely defining in the eyes of future customers. According to BrightLocal, at least 93 percent of consumers use reviews to determine if a local business is good or bad. Furthermore, 89 percent of consumers read businesses’ responses to reviews.

If a local business lacks an online presence, how will potential customers conduct research? Where will they find reviews that tell them whether or not to trust the company? In all honesty, we wouldn’t trust a company that’s invisible online. Would you?

The Risks That Come With Online Activity – And How to Handle Them

Many local businesses fear exposing themselves to the internet. They see how powerful a negative review or social media disaster can be, and they figure they’re safer sticking to their old methods of customer interaction and advertising. Unfortunately, that train of thought will lead a small company to disaster in most cases.

In fact, most businesses are visible, whether they realize it or not. Their data is listed in government databases and these databases are accessed by other data sources such as directories. The sources list the business’ data on their websites, so whether the business is paying attention or sticking their head in the ground, they are most likely listed and simply not managing their data or reviews. Run our free online visibility report and find out about a business for yourself today.

It’s important to keep in mind that negative reviews offer businesses the chance to respond in a positive manner. Even if the review was unfair, people will appreciate an apology and a gesture of professionalism on the part of the business. Similarly, negative press via social media can be handled in a manner that actually improves customers’ view of the business. Customer service is extremely important to consumers, so don’t be afraid to showcase how the business handles problems in a public manner.

Another risk is the threat of online hackers and spammers. The local business should protect their website so that customers feel safe sharing private information or making purchases. Secure the website and indicate to users that it’s safe. Consider adding a third-party trustmark that indicates the website poses no threats. Roughly 84 percent of consumers have greater confidence in trustmarks they know and recognize.

The Ins and Outs of Online #Visibility for Local Businesses by @Advice_Local #SEO
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How Advice Local Can Help With Online Visibility

Consumers need to be able to find local businesses online in an instant. Without a strong online presence, a local company might as well be handing out paper flyers to an audience with their faces stuck in their phones and headphones in their ears. Very few people will find or trust the business, no matter how authentic it may be.

At Advice Local, we recognize the importance of establishing a credible online presence from the get-go, especially when it comes to small companies. That’s why we offer a free online visibility report! Local businesses can see just how easily potential customers can find them. Contact us today to schedule a demo.

The post The Ins and Outs of Online Visibility for Local Businesses appeared first on Advice Local.

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Understanding how long-tail keywords work and how they can optimize content puts businesses one step closer to getting found in voice search.

When it comes to optimizing content for search engines, you might feel like there are a million things to remember. You know keywords are important, but when are you supposed to use them? Can you use multiple words or just one at a time? How do they help in the grand scheme of SEO? As a local marketer, you know the answer to most of these questions, but you also know voice search complicates things. Today we’re going to dig into long-tail keywords and how to use them to help local businesses place higher in search results, specifically voice search results.

The Long and the Short of Long-Tail Keywords

Do long-tail keywords have you baffled? You’re not alone. But don’t worry – we’ve put together a little guide to help you and other marketers, local or otherwise, with voice search optimization through long-tail keywords. After reading this guide, you’ll have a solid idea of why they’re important, what role the keywords play in a business’ online success and how to start using them right away.

What Are Long-Tail Keywords?

In a nutshell, long-tail keywords are keywords that are grouped together to make up a phrase – often in the form of a question like “How do I fix my leaky faucet?” or a statement like “best times to get an A/C serviced.” As you can see, long-tail keywords seem a bit more conversational.

We did a little experiment to test the difference between searching for a keyword and searching for a long-tail keyword. Take a look below.

keyword search example

We first did a search for A/C service. Since Google already knows we’re located in McKinney, TX, it pulled results for A/C repair companies in this area. Google has a hard time understanding intent just from the words “A/C service” so it also pulled information on car A/C repair and results on how to repair or service an air conditioner.

When we tried “best times to get an A/C serviced,” we got considerably different results.

long tail keyword search example

Google pulled a variety of sources to determine the best times to get an A/C serviced. None of the results were businesses located near McKinney, most likely because none of the local companies have created content to answer this question.

local-focused long tail keyword search example

When we modified the search to include “in McKinney” search results shifted back to showing local A/C companies. Since Google didn’t have an answer to the question in relation to McKinney, the search results shifted.

Long-tail keywords add a level of intent that is hard to achieve with shorter keywords. This brings me to my next point.

Why Are Long-Tail Keywords Important?

There is a single word to explain why long-tail keywords are important: intent. As shown in the example above, search engines have a hard time understanding intent from a single keyword – it’s not the same to look for “A/C Service” as it is to look for “best times to get an A/C serviced” or “best times to get an A/C serviced in McKinney.” Incorporating long-tail keywords into a business’ content will help search engines deliver more accurate results. Local businesses and brands that deliver content that answers these intent-based queries will rise above the competition.

Another important aspect of long-tail keywords is the growing popularity of voice search. Back in the initial days of online search engines, it was simple for people to type in one word and hit “search.” Now, with voice assistants (like the Amazon Echo and the Google Assistant) in one out of every six Americans’ homes, people are searching differently. They’re talking instead of typing.

Researchers have found that voice search queries are generally longer, with seven or more words included. Humans are more likely to speak long sentences than they are to type them.

Businesses need to continue to pay attention to important keywords for their industries, but they also need to pay attention to how people are using the keywords to search for their services with voice-enabled devices. If searchers are using multiple words or a certain phrase repeatedly, it’s time to optimize for that popular search query.

The Pros of Long-Tail Keywords

Let’s be honest: cramming keywords into a blog can feel unnatural, and when Google and readers stumble across the content, they can tell it’s forced. That’s why content writers love long-tail keywords. It’s easier to build high-quality content around conversational phrases than around a handful of words.

Additionally, long-tail keywords are more specific, which means consumers can find answers easily and quickly.

Because algorithmic updates and voice search have recently changed how search engines function, businesses can get ahead of the competition and stand out to more searchers. People use voice search when they’re on mobile devices, sitting at computers or walking around their smart homes – businesses should consider these search habits and optimize for them to be the real winners. 

How Do I Research Long-Tail Keywords?

 Businesses have been checking for LSI keywords (Latent Semantic Indexing) for many years now, but how do they find the long-tail keywords that will best benefit their sites? Here are four ideas.

  1. Use the autocomplete results on Google. For example, if a business does listing management services, like we do, one of our main keywords would be “citations.” We typed the main keyword into the search bar and saw phrases like “citations needed” and “citations definition” appear, giving us an idea of potential long-tail keywords we could use.
  2. Another option is to use the “People also ask” section on Google. When we searched for “citations”, a keyword we would definitely want to optimize for as a listing management services provider, the below questions came up.

suggested questions example

  1. Google AdWords has a “Keyword Planner” that can help generate ideas for relevant keywords, both short and long. By typing in a single word, the user can easily find dozens of others that relate to the topic.
  2. To find other pertinent long-tail keywords you can examine what other businesses in the industry are using. If a competitor is ranking highly with a specific long-tail keyword, then other similar businesses would probably benefit from it, too.

Ways to Incorporate Long-Tail Keywords in Posts

Although including long-tail keywords in any way can be beneficial, there are certain places in content where they’ll do the most good. For instance, including strong long-tail keywords in headlines can make the content shareable and easy to find on search engines. Additionally, these keyword-rich headlines will appear more often in voice search results.

As with any kind of writing, businesses need to use natural language and make their content easy to read. Above everything else, Google cares about its users’ experiences. As a result, it won’t place highly if it’s littered with forced keywords, no matter how short or long they may be. Keep the content smooth and organic without forcing in the long-tail keywords.

Furthermore, it’s vital that businesses share their posts in engaging, strategic ways. Producing engaging content is only part of the work; the rest is up to social media, email marketing and other forms of content sharing.

The Moral of the Story When It Comes to Long-Tail Keywords and Voice Search

Remember that most humans don’t type as they talk. There’s a difference between a typed search and a voice search, and that difference is key when it comes to creating and optimizing content. Comscore predicts that, by 2020, 50 percent of all online searches will be made by voice. This isn’t a passing trend – without voice search optimization, businesses will lose their chances of ranking highly and gaining conversions. We have a downloadable guide on voice search optimization you may want to check out, too.

The Ultimate How-to Guide to Long-Tail Keywords and #VoiceSearch Optimization by @Advice_Local #SEO
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At Advice Local, we’re experts at determining if a business is voice search-ready! Our revolutionary algorithm, the first of its kind, in our Voice Search Readiness Score can indicate how likely a business is to get found online, and the results are simple and straightforward. Run our free online visibility report today to see how findable your local business clients are in voice search!

If you are a local marketer, agency, brand or franchise, request a demo today to learn how we can help you and each of your clients or business’ locations stand out in desktop, mobile and voice search results.

The post The Ultimate How-to Guide to Long-Tail Keywords and Voice Search Optimization appeared first on Advice Local.

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Learn how to claim or create a business listing on Yelp. Additonally, dig into Yelp's other features such as the Yelp Q&A and activity dashboard.

I’ve said it before and I’ll say it as many times as needed: reviews and customer feedback are more important than ever. Having a Yelp business listing is a no-brainer. Yelp is not only a powerful site but also an essential component of the Local Search Ecosystem; after all, Yelp makes it into the top three local pages within our listing management technology.

For search engines, review sites such as Yelp are considered the most authoritative when it comes to reviews, and no wonder! Since Yelp was founded in 2004, it has contributed millions of reviews for a variety of services, from restaurants to doctors and plumbing companies. It’s truly a hub of information for customers on the hunt for particular services. How often can you do a search for a local business without Yelp surfacing at the top?

Now that we’ve established just how powerful Yelp is, let’s dig into why a Yelp business listing is important for local businesses or service area businesses.

The Importance of Yelp to Local Businesses

Every month, 73.9 million desktop users and 72.3 million mobile users visit Yelp for help during their buying journey. Over 45 percent of consumers surveyed by ReviewTrackers Online claimed that they check Yelp before making a purchase.

This is exactly why local businesses can really benefit from creating and updating their listings on Yelp and monitoring their customers’ feedback. Not only does every business need a listing on Yelp, but every business also needs accurate information listed, including their address, phone number, hours of operation, etc. If a potential customer can’t find a business on their favorite review site, they will likely move on to a business’ competitor they can find.

How to Claim a Yelp Business Page

Before creating a new Yelp page, check here to see if a listing for the business already exists. If you can’t find the particular local business you’re looking for, then set up a new profile.

How to Find a Yelp Business Listing

1. Complete the Business’ Yelp Page Information

First things first: the company profile needs accurate details. Fill out basic information like the business’ name, address and phone number (NAP). Include a website link as well. If the business has in-store hours or phone hours, list those, too.

Additionally, the relevant categories for the business should all be detailed in the “Categories” space. Try to cover as many as possible to maximize the business’ reach on Yelp, but don’t overstate services if the company doesn’t really offer them. Potential customers need to trust the business from the get-go.

How to Add a Business on Yelp

2. Upload Compelling Images

Once the basic profile has been created, it’s time to upload some high-quality images to give potential customers a better idea of what the business offers.

  • Include a minimum of five photos featuring the business’ location, exterior design, menus, services, interiors, products and anything else that might make customers choose this business over a competitor.
  • It’s always best to include detailed photos, so think of the pictures that would best benefit people on the hunt for the business’ services.

How to Upload Photos to Yelp

An analysis of customer activity on the business’ page – or on similar pages – will help determine what customers are looking for in a business’ Yelp profile, including certain keywords. The more we can learn about a business’ audience, the easier it will be to tailor the profile to the audience’s needs.

Moving Beyond the Basics of a Yelp Business Listing

Once the basics are done, like providing store hours or the correct address, using Yelp to educate potential customers on the company’s background and benefits is a must. Here are a few other sections to consider filling out.

1. Meet the Owner/Manager

Customers like putting friendly faces to businesses, especially when it comes to local companies. Yelp has a section for telling people about the business’ owner or manager and why they love providing their services to customers. Make this description uplifting and personal so that Yelp users can form a connection with the business and what the business stands for.

2. History

This section is especially helpful if the business has changed names or locations in the past. It also provides the opportunity to talk about the business’ values and how far it has come, and to share its roots.

3. Specialties

This section provides an opportunity to highlight specific services the business offers. This is the ideal place to include relevant keywords and make the business stand out from its competitors that provide similar services. 

Everyone Needs Reviews on a Yelp Business Listing

Although customers may look for information about a business on Yelp, they mainly visit the site for one big reason: reviews. If a business has just created a profile, then there are likely very few reviews for the business.

According to BrightLocal, consumers read an average of 10 online reviews before they feel like they can trust a local business. Therefore, the more positive reviews gathered, the better off the business will be.

Tips for Gathering Yelp Reviews

To increase the number of positive reviews, share the new Yelp listing with former customers, friends and family members. Since Yelp has a strict policy about soliciting reviews, we recommend that you proceed with caution.

Once the business has a dozen reviews or so, try to obtain more reviews in natural ways. Here are a few methods:

  1. Share the business’ Yelp reviews on their website and other platforms.
  2. Include details on how to provide feedback on email and print receipts.
  3. Consider using a third-party tool to follow up with customers after a service has been provided. It’s important to make sure the selected tool isn’t breaking any rules like review-gating.

Another word of caution: don’t come across as a desperate business soliciting reviews. Always be polite in the approach and try to get reviews naturally rather than forcefully.

Also: fake reviews are bad news, so don’t even think about trying to increase a business’ rating with falsified feedback!

Always Respond to Reviews – Both Positive and Negative

Whether a business receives a positive or negative review, a customer service representative should address the comment. Replying directly to a happy customer lets them know their feedback is appreciated, and the response draws more attention to the stellar review. When responding to a negative review, businesses have the chance to clarify statements made in the review and take action to make it right, which always improves the business’ appearance in the eyes of prospective customers.

Remember, these responses to reviewers should be public where other people can view them. ReviewTrackers Online also revealed that currently, 63 percent of consumers never hear back from a business after leaving a review. A business can stand out from the crowd by responding politely. Overall, this can greatly improve a business’ online reputation.

The Yelp Community Has Questions You Need to Answer

Back in early 2017, Yelp made it even easier for a business to communicate with prospective customers through the Yelp Questions and Answers feature. Users (the community) on Yelp can post specific questions about a business on their profile. The business and others in the community can respond to the questions.

This is an excellent way for the business to grow a loyal following, dispel myths about their business and clear up any misunderstandings. No longer does the business have to wait until they get a bad review to address common questions. Yelp even created The Business Owner’s Guide to Yelp Ask the Community. Check it out!

Dig Into Yelp’s Metric Dashboard 

As you likely saw when creating the business profile, Yelp has a metric dashboard that provides valuable information about users’ behavior when visiting the business’ profile. It may take a bit of time for traffic to pick up, but over the course of the next few months, the business can use the data to figure out its next steps.

Access Yelp's Activity Dashboard

The dashboard can also reveal how much of the business’ revenue is coming from Yelp, as well as total user views and customer leads. All of these numbers equip businesses with the tools they need to more accurately advertise to their target audiences.

Everything You Need to Know About #Yelp Business #Listings by @BernieColeman #SEO #Citations
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The Bottom Line

Now that we’ve provided you the top to bottom on a Yelp business listing, it’s time to help local businesses boost their online visibility and ratings, and attract more customers organically. Did you know that we create Yelp profiles as part of our listing management services? Learn how we help partners like you help their local business clients get found on Yelp and the other top directory sites by requesting a demo today.

The post Everything You Need to Know About Yelp Business Listings appeared first on Advice Local.

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Understanding the difference between manual submissions and aggregator submissions can help businesses save time and money.

To get found online, small and large businesses alike need to create and claim online listings (also referred to as local citations). It’s a surefire way to attract customers online and present accurate data to search engines. Plus, businesses can ensure that their online data, like their name, address and phone number (NAP), is accurate. However, creating all of a business’ listings, from Google My Business to Bing and everything in between, can be challenging. This is exactly why, at Advice Local, we put the work in for our partners that are representing local businesses.

Differences Between Data Aggregators and Manual Citation Submissions

When companies rely on manual citation submissions, they must directly input information onto other sites by hand. This is a very time-consuming task; most sites require multiple verification steps.

Data aggregators – sometimes referred to as local data aggregators – make things a bit simpler. The use of data aggregators helps a local business spread their NAP to a multitude of sources with minimal effort. Simply put, data aggregator submissions take care of verification steps and spread information much faster than doing it manually.

Of course, not everything is data aggregators. While they do get a good chunk of the job done, it’s important for local businesses to submit to other directories, like Google My Business, Bing Places, Yelp and other directories accessible via our Data Amplifier Network.

So, which is the better option: manually submitting citations or submitting to the top four data aggregators to reach multiple sources? Keep reading to learn the pros and cons of both methods, as well as our recommendation to achieve the most success with online directories.

The Manual Citation Submission Process

It is possible for a manual citation building service to address all of the necessary directories and listing sites. Assuming that it takes 10 minutes to complete each submission (on average), and a big chain with multiple locations could require 300 submissions, you could easily be looking at two weeks worth of work just submitting to the top directories.

Since it’s completely free to submit citations manually to most sources, some businesses choose to do this to save money. However, depending on how many submissions are necessary and if the business has the manpower and time to spend on the task, the sheer workload can overrule the monetary savings.

While manually submitting can give a business more control over their listings, their listings can still get overridden by other data sources quite easily. This is one way bad data can happen.

The Data Aggregator Submission Process

There are four main data aggregators in the United States, and each one is somewhat simple to submit to for a business with a single location. It can become time-intensive for multi-location businesses, however, unless the business has a team working solely on submissions for them.

Data aggregators in the United States are powerful and one of the most important ways to ensure a local business gets found online. Submitting a local business’ NAP to these sources allows the information to be shared with multiple sources – and the right kind of sources.

Submitting to data aggregators can improve consumers’ trust in a local business. Did you know that 80 percent of consumers lose trust in local businesses if they see inconsistent or incorrect details online? When businesses submit correct NAP information to data aggregators, they can reduce the number of inaccurate citations around the internet.

Each data aggregator is different, but they are all important:

  • Acxiom distributes data to over 75 local search companies, search engines, and over 200 distribution partners through online private-labeled solutions and directory publishers.
  • Factual has a presence in over 50 countries and their publishers include The Weather Channel, Yelp, Apple, Bing, Facebook and Uber.
  • Infogroup licenses data to clients in the search, navigation and mobile industries, which makes up approximately 95 percent of search traffic.
  • Neustar Localeze distributes data to over 90 search platforms, directories, navigation services, mobile apps and social sites.

Can I Hire Someone to Do Business Listing Submissions?

As we’ve said before, not all directories are created equal. Still, it’s vital that local businesses submit their data to all of them, not just a few. That’s where third parties (like Advice Local!) come in.

There are many listing management services that send a business’ information through an expansive network of directories and data aggregators, ensuring that the company has the most accurate online presence possible (for example, review our Data Amplifier Network, which includes the top data aggregators, local pages like Google, Bing and Yelp, plus GPS and mapping apps like Garmin, Apple and Waze).

We have a data aggregator scan tool that allow businesses to see which top aggregators have their information. This helps business owners to build a more comprehensive view of their online presence (and where it is weakest).

The prices for manual citation submission services can vary, depending on how the service charges – by month, year or individual site. Most of the time, the service will create a directory listing for a fairly low price – but do they maintain it? This is one of many questions you should ask when selecting a local listing management provider.

With the time associated with submitting a business’ information to all the best data sources, hiring a third-party company is not only cost effective, but also smart. Yes, we’re partial, but we wouldn’t lead you the wrong way, either.

Can I Choose Specific Directories for Business Listings With Aggregator Submissions?

One thing about manually submitting to online directories is that you can choose which sites receive the business’ information. Businesses can decide how many directories they want to submit to and which they think are the most important. However, since many other directories and data sources receive submissions from other sources or scrape the web, the business could still end up listed on a directory that it didn’t want to be on – just something to consider when taking the manual approach for the sake of having more control.

With data aggregator submissions, businesses lose some of that control, but they gain so much. The information submitted to the four USA aggregators will be sent out to a network of sites which can correct bad data previously published about the business on the web.

The Impact of Duplicate Citations 

You might think “the more citations, the merrier,” right? Wrong. More citations may translate to duplicate citations. Duplicate citations are bad for businesses of all kinds, especially when one (or both) of the citations include inaccurate information. According to BrightLocal, roughly 78 percent of consumers say they’d stop using a local business if they found incorrect information in online directories. Furthermore, Google sees duplicates as spam, and the business’ online ranking may suffer.

That’s another benefit of hiring a third party to handle submissions – some services will clean up incorrect information scattered around the internet. The business’ ranking and visibility will benefit as a result. It’s imperative to understand how the listing management partner you choose handles the citation cleanup process.

How Can a Business Decide Which Submission Is Right?

Deciding how to submit to local business directories can be a complicated decision for a small business owner. Start with the most important sources first, such as Google My Business, Bing and Yelp. Then, as the budget increases, expand out by using a service.

Since data aggregator submissions tackle a large range of sites, going there next is a good step.

Do Manual #Citation Submissions Perform Better Than Data #Aggregator Submissions? by @Advice_Local #SEO
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At Advice Local, we take a hybrid approach to submissions. We submit to data aggregators and other important directories and data sources via API while manually submitting to other sources. This ensures that your local business clients are found online in the best directories.

To find out why partners choose us, request a demo today!

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In order to rank highly with search engines like Google, local businesses need to actively monitor their online listings and reviews.

Local listings have always been essential for local businesses. Back in the days of real-world phone books, before Google and mobile devices ruled the world, local businesses simply needed to sit back and let customers find them. Whether by walking in front of their brick-and-mortar location or looking them up on a phone book, customers easily found their way to local businesses, and conversions were booming. Unfortunately, things haven’t been that simple for nearly 20 years. Now, the pressure is on the local businesses to make themselves available to the public.

Today, when a customer looks for a restaurant or local service, the first thing they do is pull out their device (cell phone, desktop, tablet, etc.). A quick search engine query brings them the nearby results they’re looking for. If a local business isn’t visible online, it won’t show up in search results amongst its competitors.

That’s where online directory listings come in. Simply put, a local listing is an online mention of a business (citation) that details the essential information of a business. If a local business doesn’t have any local listings, there are big rewards it’s missing out on.

The Benefits of Local Listings

There are multiple benefits of local listings for local businesses. Not only do they increase the business’ online visibility – and the business’ chances of getting found online by potential customers – but they are also a way for the business to reach a broader audience. Below we give a detailed description of these and many more benefits of local listings.

A Significant Online Presence Boost

A local business should have one primary goal: to reach as many potential customers as possible. Search engine optimization strategies, like listings in online directories, play a significant role in achieving it. An increased online visibility leads to higher website traffic, as well as more in-person visits to a storefront.

Another factor to consider is that when a customer asks Google for a local business via voice search, Google won’t respond with businesses that lack online listings. Considering that 40 percent of all mobile voice searches have local intent, it’s vital that local business owners have their information available online, including the business’ location, phone number, store hours, and services.

One bonus that comes with a local listing is an automatic boost in search results. Instead of just pulling information about the business from multiple places (i.e. Facebook, website, blogs, etc.), search engines will rely on the information presented in the listing. This provides the business with consistency across the web, which can result in a higher position in SERPs while validating trust with search engines.

Improved Reputation With Consumers

When it comes to researching local businesses, 64 percent of consumers trust online search engines more than anything else, according to the Edelman Trust Barometer. Therefore, if a business doesn’t appear in search engine results, why should consumers trust it? Unless they already know and like the business, consumers are much more likely to try a well-reviewed local business on Google.

Nothing instills more trust in a consumer than a fleshed-out, accurate online listing. They want to know exactly where the business is located and why they should visit it. Billboards, magazine ads, and word-of-mouth methods are no longer enough to draw in customers. Local businesses absolutely need to be listed online if they’re to be trusted, with complete profiles that address the real business hours and services.

Useful Customer Feedback and Sharing

According to BrightLocal, consumers read an average of 10 online reviews before they feel that they can trust a local business. If a local business isn’t located on any online directories or review sites, where will these reliable customer reviews come from?

By providing online users with the chance to leave honest feedback, local businesses can significantly increase their customer interaction. Additionally, the business can then respond to both positive and negative reviews, thereby improving its reputation on various review sites. In fact, BrightLocal also revealed that 89 percent of consumers read local businesses’ responses to reviews, so it’s not just the customer feedback that matters.

Furthermore, consumers are likely to discuss local businesses on their social networks, including platforms like Facebook and Instagram. Having an online listing makes it easier for businesses to get shared across social media, which increases their access to potential customers and their backlink profile.

Better Chances of Ranking Above Competitors

As a small local business, establishing a reputation that competes against the next-door company can be challenging. This is especially true if the other company is listed online with a plethora of positive reviews and accurate information.

Local listing services help local businesses compete with other small companies, as well as large organizations and chain stores. Mom-and-Pop stores hardly stand a chance against big corporations alone, but when it comes to local listings, the size of the business doesn’t matter – search engines determine placement in search results based on other factors such as trust.

Free Online Advertising to Local Shoppers

Many small businesses struggle to come up with a marketing budget. Fortunately, many online directories (including Google My Business) allow local businesses to submit their information for free. It’s an affordable way to boost brand awareness and increase online visibility without turning to paid advertising strategies. If a business doesn’t have a directory listing, it’s practically throwing away free marketing.  Here’s how to create a Google My Business listing, in case you represent a local business that doesn’t have one yet.

How Advice Local Can Help Local Businesses

If you take anything away from this article, it should be that local listings are 100 percent essential to local businesses that want to attract customers and maintain a positive standing with the community. Not only does a business’ correct NAP information need to be available, but the business must also update its online listings as necessary. People want to see the information they can always trust, not outdated profiles.

How Are Local #Listings Beneficial for Local Businesses? by @Advice_local #SEO
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Here at Advice Local, we know just how difficult it can be to keep up with local listings, especially when a business has more than one location. That’s why we have offered our award-winning local presence and listing management services to more than 350,000 businesses. Request a demo today to learn more!

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Learn How to Apply Search Intent to Local Businesses’ Placement

Have you experienced that odd moment where Google suggests a query before you even finish typing? It’s as though Google’s reading your mind! That’s not quite the case, but thanks to searcher intent, Google and other search engines can usually find the perfect answer within less than a second.

So, how do they do it? RankBrain, a machine learning artificial intelligence algorithm, is one of Google’s many algorithms working behind the scenes to determine a searcher’s intent and deliver search results based upon it.

There’s no question that searcher intent is important. For example, SparkToro’s Rand Fishkin gave us a great read on the topic with his 7 visuals explaining search intent. Pretty clever, don’t you think? As I was reading Rand’s theory, I wondered if it could be applied to local businesses’ placement in search results as well.

In order to help local businesses get found online, we must find a way to tap into Google’s mind-reading skills. The question is, how? Do we still optimize for keywords like we used to do with traditional SEO tactics? The short answer is yes, but there’s a lot more we can do, too.

Let’s explore with the search query below.

Digging Into Search Intent for Local Businesses

To test Rand’s theory, I wanted to use a service area business as an example of a local business. People search for plumbers online all the time, and based on these visual search results, you can see exactly why, as a local marketer, you need to find the perfect balance between traditional and new SEO to help a business place in local search results.

Local Search Results - Plumber Example

Why Baker Brothers May Be the Top Result

As you can see, the first result that comes up under the local pack is a plumber that features a high number of positive reviews. According to traditional SEO ranking theories, this site might rank well because it has tons of links or optimizes for the best keywords.

Theories indicate that Baker Brothers Plumbing ranks as number one simply because Google knows it will most likely answer the searcher’s query. It’s been the most successful link for other similar searches in the past, so Google is happy to pass it on to more users. Remember: Google’s number one goal is to make the searcher happy.

Incidentally, Baker Brothers doesn’t have a location in McKinney, but they have optimized their website quite well to place in search results for plumber+McKinney.

baker brothers - service area business - ranking example

Not only did they optimize the page title, meta description and even the URL of the page for plumbing+McKinney, but they also have a specific city page on their website that is optimized for McKinney.

Now, while Baker Brothers was the first listing under the local pack, review the screenshot below and you’ll notice Baker Brothers was not included in the local pack.

Local Pack Results - Plumber Example

While they have their traditional SEO down pat, when Google displays results for “plumber,” the local pack results are based on the optimization of the Google My Business (GMB) listing, the proximity of the business to the search and the service area included within the GMB listing.

The Local Business Listing Result

If we explore the search engine results page (SERP) further, you’ll see that the second result comes directly from Angie’s List. This is what I’ve been talking about forever: local business listings matter. Having just a Google My Business listing is not enough!

Angie’s List is only one of the top local business directories consumers trust when hiring a business such as a plumber. Having a business listed on sites that consumers and search engines trust gives local businesses the opportunity to get found online by even a broader audience.

Why Isn’t the Wikipedia Page at the Top?

Since I only searched one word, you might assume that Google would give me a definition of the word “plumber.” However, Google is smart enough to know that most people don’t ask for search results about plumbers because they want a basic definition. Most times, people are looking for a plumbing service, not general information. This is where intent comes in. Therefore, the search results rank plumbing companies above the Wikipedia definition.

However, in case I did want the definition of plumber, Google displayed it in the answer box on the right side of search results. This search engine is known for wanting to keep consumers on search results as long as possible, by providing as many correct answers as they can. This tactic – aka the zero-click search– ensures that there’s no need for the searcher to click away from search results.

answer box example - plumber

Local-Based Answers Make the Top

Did you notice that results with the word “McKinney” are at the top of the list while services in Plano or Frisco are ranked toward the bottom? Why? Because I’m in McKinney! As I mentioned above, Google delivers search results based on their proximity to the searcher and not just on keyword optimization. That’s why local businesses must have the proper information filled out on their websites and their business listings across the web, including Google My Business, Bing and Yelp. City pages like the one Baker Brothers has on their website is one example of on-page optimization a service area business can use to place high in search results.

The Overarching Message on Search Intent

Google. Is. Smart. No amount of keyword stuffing or social media marketing will help a business get found if Google doesn’t see the value in it. A website should have top-notch content, business listings and reviews that are consistently maintained and optimized.

Applying #Search Intent to Local Businesses’ Placement by @BernieColeman #SEO
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Search engines prioritize their users, which means they instantly try to find the best answers to searchers’ queries. Businesses should focus on providing these answers on and off their website to be competitive. This isn’t the time to “game the system.” Instead, learn how to appeal to it.

If you’re not sure where to get started or need help getting a local business found in search results, request a demo! Our listing management service is one of the best places to start.

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Learn Some of the Link Building Strategies for Local Businesses

When it comes to winning over search engines, sometimes local businesses need to enlist help. Sometimes, this help comes in the form of earning placement-increasing backlinks on other websites.

As a marketer, you most likely know backlinks are a vital SEO component because of their ability to increase placement, build a positive reputation and generate traffic.

Strategies to Kick Link Building Into High Gear!

According to BrightLocal, 89 percent of experts prioritize link building for their local business clients. We couldn’t agree more with this. That’s why we help local businesses with the high quality links they need to be deemed “valuable” to search engines.

Wondering how to best go about building quality links? Let’s get going…

Create Local Business Listings

Online citations that include a business’ URL are one of the best link building strategies. Citations in local business directories can bring much-appreciated traffic and backlinks to a local business. To achieve this, local businesses would need to make sure their information is included in the top business directories and vertical directories for their industry, otherwise a backlink from an untrusted source can penalize the business’ position on SERPs.

We’ve put together a list of the best directories for 2019 so you can see if the directories you’re looking at made the cut. Another great resource is our Ultimate Guide to Choosing the Best Directories. If all that information is making you feel overwhelmed, let us help! Listing management is our bread and butter, and we help our partners like you help their local business clients every day. Request a demo today to see how we do it.

Write Blog Posts and Other Forms of Content

Blog posts and other forms of content on a local business’ site are gold for link building. With a little strategy, like the right titles and keywords, a high-ranking piece of content is a surefire way to earn links within other sites later on. We’ve talked about this time and time again! Aim to be informative yet conversational in tone. Content that is too complicated or wordy will be passed over; readers prefer to get to the point.

Remember the super-empowered consumer? Authors should be concise while still maintaining authority over the subject matter. The topics should be locally focused, interesting and, above all, searchable. All of these elements create the ideal blog post for commenting and sharing among various channels.

Partner With Other Local Businesses

Who doesn’t love working with friends? When local businesses team up with others in their area, it creates the prime link building opportunity – and draws customers in! According to HostGator, this could be as simple as promoting a referral discount or hosting an event together. When that relationship is continually built upon, the partnership will turn into sharing, linking and bolstering success on each other’s websites. Personal and professional relationships are formed, and everybody wins.

Sponsorships

By taking initiative in the local community, a local business has the opportunity to see and be seen by their consumer base. Whether it’s sponsoring an event, a nonprofit or a local sports team, a local business’ efforts will be rewarded. With summer quickly approaching, research events that are relevant to the local business in question. Or, find a nonprofit whose goals align with the business’ vision. These are all great jumping off points that could be rewarding beyond backlinks and SEO measures.

Enter Local Awards

Entering local businesses for awards as a means to earn backlinks is a win-win situation. If there are local awards to be won related to your clients’ industries, why not give it a shot? Plus, depending on the popularity of the organization hosting the awards, there may be an opportunity for promotion and backlinks just by entering. But who’s to say there won’t be a winner amongst us! There are many other perks of entering awards programs, too.

In the same vein, encourage your clients to create and give out awards within their local business itself. These are obviously small, fun awards, but don’t underestimate their impact (or backlink potential)! Whether it’s an individual that deserves recognition or another local business that should get credit for what they do, people are often compelled to share their recognitions. This creates a higher degree of trust between customers and business owners, forging those mutually beneficial partnerships we talked about.

Guest Posting and Niche Posting

A tried but true strategy is guest and niche posting. Guest posts are a common way to earn backlinks, but they require work on the author’s part to make them worth a site’s while. If there are high-quality local business sites that allow for guest posting, research keywords and find out pertinent industry trends that make for useful content topics. Then, link back to your client’s site tactfully for immediate backlinks.

“Niche posting” is another instance where local businesses can look out for each other. For example, a local business can write a post detailing their recommendations in a niche industry, but independent from their own. No promoting competitors here! This is usually an easier task if the author is a longtime resident of the community. Besides earning the links, it’s a great way to be neighborly, too! Don’t forget to reach out to every fellow local business mentioned. They may automatically reciprocate, but it wouldn’t be rude to ask them outright for a backlink or social post!

Don’t Discount Social Media

Social media is typically not thought of as a link building tool, but it can be a great tool for building backlinks and for sending the right social signals to Google and other search engines. Having a strong social media presence will make it easier for influential people in the business’ industry to share a business’ content.

Tried-n-True #LinkBuilding Strategies for Local Businesses by @Advice_Local #SEO
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We Know Local Link Building at Advice Local

Local SEO is our specialty at Advice Local, and we know the impact of backlinks on helping local businesses get found. That’s why our partners trust us to manage the listings, citations and visibility of their local business clients so they can focus their attention on other things. Leave the link building to us! Request a demo today to see how many more consumers you can help your clients reach!

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Here's How to Use Google Maps to Respond to Google My Business Reviews

Reviews are impactful, and how they’re handled is defining for businesses and brands. No one likes to read bad reviews. Customers can be steered away from businesses by negative feedback, and companies with poor online ratings face an uphill battle when it comes to earning new clients.

When a business earns a scathing review, it’s best to respond to it and do a little damage control. Google knows this and has now made it easier than ever to respond to bad reviews. Before, local businesses could only reply via Google My Business’ (GMB) mobile app and the GMB website. Now, they can interact with any customer that leaves a review through the desktop version of Google Maps.

Of course, local businesses’ GMB profiles must be verified to use this system. If you have an unverified GMB listing, contact us today! We can take care of that for you and your customers. You can also request a demo to see how we help agencies like yours help local businesses every day.

How to Reply to Google My Business Reviews From Google Maps

Replying to reviews from Google Maps is easy, simply follow these steps:

  1. Open Google Maps on your browser. This works with any browser, you don’t have to use Google Chrome.
  2. Search for the business’ name.

example of how to respond to a Google My Business review on google maps

  1. On the GMB profile, scroll down to “Reviews.”

example of how to respond to a review on google maps

  1. Click on “Reply” and craft the perfect response to the review, whether good or bad.

Google’s Way of Responding to Reviews

Google didn’t only give local businesses an additional way to reply to reviews, they also gave business owners a list of tips to respond to reviews.

Keep Things Nice When Responding to Reviews

The number one tip when responding to customers is to keep things pretty! Any attempt to rectify an unfavorable experience requires a polite, calm tone that isn’t a harsh rebuttal to the customer’s opinions.

The first step is thanking them, no matter if the review is positive or negative. Pretend that you’re speaking with them in person. An online platform doesn’t give you free reign to lash out,  that will do more harm than good. Businesses have to be in “damage control” mode when dealing with negative reviews.

Don’t Write Lengthy Responses

Even if the original customer’s post was long, the response should be concise. Get to the point without being too wordy. Google says that any responses should be “useful, readable, and courteous.” A large paragraph comes across as overwhelming. Instead, keep words relevant to the conflict and cover all the bases to address the problem.

Don’t Apologize for What You Didn’t Do

Should the tone be polite and apologetic when replying to negative reviews? Always. Does that mean that the business should take ownership of every complaint without question? Absolutely not.

Before responding to a negative review, get to the root of what went wrong. Things that were out of the business’ control shouldn’t reflect poorly on them. Google suggests responding with ways to prevent a repeat occurrence. Be transparent if something was the business’ fault, and promise to rectify situations if they’re within the business’ power. If the problem is out of the business’ control, still apologize but explain.

If the reviewer is complaining about something verifiable, like being charged incorrectly or experiencing poor service, find out why. Address serious complaints, like ones about sanitation or safety, first. Comments like those spread like wildfire and can put a business in jeopardy quickly.

Final Tips to Stay Authentic When Responding to GMB Reviews

“Authenticity” is a key word when talking about responding properly to reviews. Customers want a genuine response from a business they chose to visit, not something that appears automated. Be quick about responses to reviews. The longer a person waits for a response, the more other customers believe their opinion.

How to Use #Google #Maps to Respond to Google My Business #Reviews by @Advice_Local #GMB
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At Advice Local, we take care of local businesses’ GMB listings for our partners. From creating and claiming a profile to ongoing optimization, we’ll be with you every step of the way. Request a demo today to see how we can help you help your local business clients get found online every day!

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Tips for Creating Voice Search-Friendly Content

In today’s world, full of Google Homes and Amazon Echos, people no longer search the internet solely with typed queries. Comscore estimated that 50 percent of all searches will be voice searches by 2020. If you haven’t already, it’s time to acknowledge voice search for the powerful change that it brings. It’s a total game-changer!

Over one billion voice searches are conducted every month – are you optimizing your clients’ websites for that level of popularity? Now is the time to figure out what voice assistants and people using voice search are looking for via search engines. If a local business is not answering the public’s questions correctly, then they’re not outranking the competition.

Four Best Practices to Help a Local Business Get Found in Voice Search

But don’t worry! At Advice Local, we won’t let your local business clients lose potential customers to the competition. There are certain things to keep in mind when producing content to fit the ever-evolving needs of voice search. I know I’ve mentioned some of these before, but as voice search is evolving so are the steps you need to take to help local businesses get found.

1. Adapt Website Content for Long-Tail Keywords 

When it comes to search engines, we’ve been taught to keep it simple, leave out unnecessary things like conjunctions and punctuation in our queries. With the rise of voice search, things have taken a turn – for the better! Voice searches can be seen as having a conversation with a friend: “Hey, Siri, what’s the name of the Mexican restaurant on Main Street?” That’s why in voice searches, people rely on “long-tail keywords.”

Long-tail keywords are exactly that: long-tailed; they are longer than regular keywords. For instance, a long-tail keyword might be “plumbers in the St. Louis area” while a short-tail keyword might be just “plumbers St. Louis.” If businesses include long-tail keywords in their content, they will not only appeal to more readers, but they will also find themselves more on voice searches.

Think about it this way: old searches were awkward and short, but new voice searches are longer and more natural. Therefore, content needs to become more conversational, too. Businesses should keep it simple and avoid jargon that might not rank well with searches.

2. Answer Questions With the Featured Snippet

The voice search generation isn’t just looking for answers; they’re looking for answers now. They expect to see results within seconds, and more often than not, they’re turning to the top Google results. That’s why the featured snippet is so incredibly important. It’s the highly sought-after holy grail of search engine placement.

You’ve seen featured snippets more times than you can count at the top of a Google search. It’s the blocked-off, emphasized answer to your question, usually stemming from a detailed FAQ page or an authoritative blog. The answer is straightforward and to the point, which makes finding your results easier than ever.

Desktop and mobile searches aren’t the only ones highlighting this featured snippet. When someone conducts a voice search, Google will almost always reply with the featured snipped as the only answer. According to digital agency ROAST, a whopping 80 percent of the answers given by the Google Assistant come from featured snippets. Therefore, the more featured snippets a business can snag, the more often their content will appear in voice search results. Don’t you love that? I sure do.

As you know, businesses should keep their blog posts and other content concise, easy-to-read and on-topic for a chance to win that featured snippet. They need to think about the questions people ask, then address them in the most useful way possible.

One way to find the questions people are asking is to run a Google search for a keyword and then see what other questions show up as suggestions. In the below example when I searched “how to fix my sink” the featured snippet went to a wikihow article and below that was a series of “People also ask” questions. These are potential questions people could ask in a voice search or, for that matter, in a desktop search. Including these questions in a business’ website content is a no brainer.

Example of using search results to create voice search friendly content

3. Keep Local SEO in Mind When Optimizing Content

A huge chunk of voice searches center on local queries. People are way more likely to ask their phone “where’s the nearest sushi restaurant?” than they are to conduct thorough research on a topic. They want answers quickly, and these answers need to be locally relevant.

That’s why updating a local business listing with the correct phone number and hours is a vital part of optimizing for voice search. In many ways, voice search and local businesses are a match made in heaven. Voice search looks for easy, close answers, and local businesses feed off the queries of nearby people who use voice search. We have the roadmap to getting local businesses found in voice search.

Voice Search Roadmap Graphic

Not convinced? As BrightLocal pointed out in their Voice Search for Local Businesses Study, 46 percent of voice search users look for a local business on a daily basis. If a local business isn’t optimizing for voice search, then it’s missing out on a bunch of potential customers. 

4. Ensure That the Business’ Website Is Mobile-Friendly

According to Stone Temple Consulting, people between the ages of 25 and 34 are becoming increasingly comfortable using voice search in public, and you know what that means: they’re using their smartphones to do so. Many of these searchers will visit a website after conducting a voice search, so the website must be optimized for mobile viewing in order to impress visitors. Clunky text instantly turns people away.

Most importantly, the website needs to load quickly on mobile (and desktop too), plus give readers what they’re looking for right away. Local businesses can increase their chances of converting a potential client by providing accurate information the second they access the business’ website. Additionally, the site should be clean-cut and purposefully laid out. As a reminder, the Mobile-First Index decides placement for a website’s pages in desktop and mobile search for a pretty big chunk of searches today.

One way to make the business’ mobile website extra friendly is to include an easy-to-find FAQ page. This is where the searcher can access basic information, such as the business’ hours, address, prices, services, etc. Here are some additional tips and tests on how a business’ can check the mobile-friendliness of their website.

Voice Search Is Here for the Long Haul

I can tell you right now that voice search isn’t just a passing trend or something for the young folks. Search engines and their algorithms are always changing, and as far as I can see, voice search is the present and future. It’s so important that I created a voice search guide to help you through the journey, and developed the first-of-its-kind Voice Search Readiness algorithm.

Best Practices for Creating #VoiceSearch-Friendly #Content by @BernieColeman #SEO
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When optimizing a business’ site for voice search, don’t just think about the here and now. Find out how we help local businesses get found in desktop, mobile and voice searches every day – request a demo today.

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