The Role Of Voice Search In Local SEO

Local Voice Search - Athena Integrated Marketing - Content Marketing, SEO and Website Design

How Voice Search is Changing the Way Consumers Find Your Business

Digital marketing has made it possible for small to medium-sized businesses to compete with larger enterprises. With a good marketing strategy, you can effectively reach your target audience on the digital-first landscape. But innovations continue to redefine how consumers behave online and new opportunities await those who spot them early. 

Voice search, for example, is changing how consumers find products and services. This is especially true for localized searches. Given the convenience it offers, it’s difficult to see how voice search won’t become an even bigger factor in digital marketing in the near future. There’s a real chance that if companies don’t account for this behavioral shift, they could miss out. Get a better understanding of voice search and how it’s influencing local SEO.

User Intent in Local SEO

Late last year, Google launched its newest algorithmic update, BERT. Otherwise known as Bidirectional Encoder Representations from Transformers, this research tool aims to better understand natural language. So what does this mean for your business?

Voice recognition technology has vastly improved how it follows everyday language use. When consumers look something up with voice search, they are more conversational. Instead of typing “red sweater,” they might ask, “Where can I buy a red knitted sweater?” The tone of the question suggests the intent to purchase. Additionally, it offers more details on what the consumer is looking for while providing access to their location.

BERT, along with voice recognition technology will provide small businesses new marketing strategies to engage their customers.

Optimizing for Voice Search

Voice search
Optimizing your localized web pages for voice searches improves discoverability and drives valuable traffic towards your business. Research shows that consumers are moving towards voice search. Find out how to effectively incorporate voice search into your digital marketing strategy.

Update Your Google My Business Listing

If you already have a good digital marketing strategy, you know why Google My Business (GMB) is important. Make sure the information here is accurate and up-to-date. This will make it easier for voice search technology to find your business.

Use Long-tail and Localized Keywords

The conversational nature of voice search makes it easier to use long-tail keywords in your content. These sound more natural than traditional one-word keywords. Optimize your content with relevant long-tail keywords to improve discoverability on search engines. Additionally, you can use this technique when localizing web pages.

Answer Questions to Strengthen Authority

With more consumers using voice search to ask questions, you can craft your content to answer them. Instead of typing “local digital agency,” they are more likely to ask, “What’s a good digital marketing agency in Maryland?”

Answer these types of questions through well-made web pages with plenty of backlinks. Aside from giving them what they’re looking for, it improves your authority and credibility online.

Engage with Consumers on Social Media

Promote your business on different social channels, including GMB. Improving your discoverability for voice search includes strengthening your online presence. Use the casual tone of social media to better address common queries about your business.

Custom Digital Strategies with Athena Integrated Marketing

Athena Integrated Marketing understands the importance of adaptability in the digital-first landscape. When creating your voice search strategy, we’ll get to the heart of what’s most important to your customers. Our search engine optimization (SEO) services in Maryland are always customized for what best gets success for your brand and business. Through tested and proven SEO strategies and new exciting innovations, we’ll tell your story.  Find out more about what we can do for you. Call 202 964 0690 or email us at

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