Optimizing Your Law Firm Website for Voice Search
In a recent study, Google found that one of every five mobile searches online is voice-initiated. It’s a much safer way to get information if you’re behind the wheel of a car and, as a general rule, voice-activated searches produce quicker results. With the explosion of voice-activated digital assistants, such as Siri, Alexa and Google Assistant, it becomes important to optimize your law firm website to afford yourself the best opportunity of being found when a verbal search is conducted.
The Unique Characteristics of Vocal Search
A vocal search looks very different than a typed search:
- Vocal searches tend to be more conversational and include more words—More often than not, a typed search will look something like, “Ann Arbor Michigan divorce lawyer.” The same person initiating a vocal search likely will say, “Siri, I need the name and phone number of a divorce lawyer in Ann Arbor, Michigan.” Because it’s a verbal search, and because speaking requires less effort than talking, the search may be even more specific, adding “downtown” or “female” or other characteristics to narrow the search. Furthermore, because of the way humans converse, vocal searches tend to be in the form of questions, unlike typed searches.
- Local content is an important part of voice search—One study found that approximately half of local mobile searches result in a visit to a store the same day. Another found that searches including the phrase “near me” more than doubled from 2014 to 2015.
- Voice searchers have a greater sense of immediacy—Voice-activated searches tend to be for information the user needs as soon as possible—directions to a restaurant, location of the nearest gas station, or closing time of a store.
Optimizing for Voice Search
To enhance your website content for voice search, you need to do more than integrate certain keywords potential clients might use. You need to think about how prospective clients talk about their legal challenges and what they need you to do for them. You want your online content to be responsive to the types of questions voice searchers ask.
Make certain your content answers all the key questions—who you are, what you do, how you do it, when you are available, how to contact you, and where you are located. So how do you know what questions your potential clients are asking? A good place to start is Google Analytics—look at your account and see what keywords are used in searches that find you. Build your questions and your content around those keywords.
To respond to the local bias in voice-activated searching, the following strategies can be effective:
- Use the phrase “near me” in title or description tags or in outbound links (more effective when used as anchor text);
- Include references to local landmarks, attractions or businesses near your office; and
- Include local idioms or ways of describing your geographic area.
Of course, you want to make certain that your website is mobile-friendly. If it’s not, chances are Siri won’t find you when a potential client does a voice search. The best way to check is to run your URL through Google’s “Mobile-Friendly Test.” The tool will tell you whether your site is mobile-friendly, and if it’s not, the tool will tell you what to do.
Perhaps the most effective strategy to optimize your site for voice search is to use your blog to answer the specific questions voice searchers ask. If you’ve looked at Google Analytics, you know the keywords being used to find you. Frame questions around those keywords—you can even use the question as the header for a blog post. “Where Can I Find an Experienced Dallas DUI Attorney?” can be a highly compelling title for a blog and have great search value as well.
Let Us Help You Optimize Your Law Firm Website for Voice Search
At GetLegal.com, we have a comprehensive understanding of search engine optimization and can work with you to enhance your site’s performance in voice-activated search. To learn more about how we can help, call us at 844-GET-LEGAL or use our convenient online form.