Why does this matter?
As consumers continue to use voice search for everything from checking the weather to buying groceries, e-commerce businesses need to rethink their digital strategies. Voice search isn’t just a new convenience; it’s reshaping the entire shopping experience. For businesses, failing to optimize for voice search means missing out on a significant opportunity to connect with potential customers.
In this blog, we will provide practical tips for e-commerce site owners on how to optimize their platforms for voice search. From technical development to SEO strategies, we’ll explore how adapting your site for voice queries can improve user experience, increase discoverability, drive traffic, and ultimately, boost sales.
Voice Search Processing Flow
Difference Between Text-Based Search and Voice Search
1. Search Queries:
- Text-Based Search: Text searches are typically short and precise, such as “Nike shoes men size 10.” The query often reflects the user’s intent to find something specific, and it tends to be concise.
- Voice Search: Voice searches, on the other hand, are more conversational and natural. People use voice commands like, “Hey Siri, what are the best Nike shoes for men in size 10?” These queries are longer and more informal.
2. User Intent:
- Text-Based Search: Users generally know what they want, and text search is used to find that specific item or information. It’s more direct and to the point.
- Voice Search: Voice search tends to involve more exploratory and discovery-driven intent. Users might ask questions like, “What are the top-rated running shoes for men?” which leads to broader, more open-ended responses.
3. Query Phrasing:
- Text-Based Search: Text queries are often keyword-focused and might omit words like “the,” “for,” or “best.” This search method is more focused on keywords and phrases.
- Voice Search: Voice queries mimic natural speech, often incorporating full sentences and question words like “how,” “what,” or “where.”
4. Search Speed:
- Text-Based Search: Users typically take time to type and review their search results.
- Voice Search: Voice searches are quicker, as users can speak and get an immediate response, making it more efficient for hands-free browsing.
Now, let’s jump into what you can use to optimize your e-commerce site for voice search.
Strategies to Optimize E-commerce Site Performance for Voice Search
To capture the growing voice search audience, e-commerce sites need to implement specific strategies to improve their visibility and relevance.
Here’s how:
1. Conduct Advanced Keyword Research for Voice Search
Traditional keyword research doesn’t cut it when it comes to voice search. Focus on long-tail, conversational phrases. According to Google, 27% of the global online population is using voice search, and most of these queries are long-tail.
Use tools like AnswerThePublic, SEMrush or Google Keyword Planner to uncover specific questions people ask related to your products. For example, if you sell running shoes, long-tail keywords might include:
- “What is the best running shoe for beginners?”
- “What are the best shoes for flat feet?”
Example: If you sell yoga apparel, focus on phrases like, “What’s the best yoga pants for hot yoga?” or “How to choose yoga pants for flexibility?”
2. Ensure Accessibility with ARIA (Accessible Rich Internet Applications)
Voice assistants often rely on content that’s accessible to screen readers and other assistive technologies. By ensuring your site is compliant with ARIA (Accessible Rich Internet Applications) standards, you make it easier for voice search engines to interpret your content.
Use ARIA landmarks to improve navigation for voice search and to ensure that key elements like product pages, navigation menus, and CTAs are easily discoverable by voice assistants.
3. Optimizing Your Site for Local Search and "Near Me" Queries
Local search is a key component of voice search. 58% of voice search users use it to find local businesses, according to Google. Many voice searches are local in nature, such as “Where is the closest store to buy sneakers?” or “Best-running shoes near me” dominate voice search.
Ensure your business is listed and optimized on Google My Business and other local directories with accurate NAP (Name, Address, Phone number) data. Additionally, include location-based keywords throughout your product descriptions, and ensure your website’s schema markup reflects your physical location.
4. Leverage Long-Tail and Natural Language Phrases
Voice search queries tend to be longer and more conversational. Instead of targeting short keywords like “running shoes,” target complete questions or phrases like “What are the best running shoes for flat feet?”
Incorporate more natural language into your content to align with how users speak. For instance, instead of focusing on short, targeted phrases, think about full questions or sentences your customers might ask. For example, rather than just targeting “best shoes,” target “What are the best shoes for running on trails?” or create a blog post answering “What are the most comfortable shoes for long-distance runners?”
5. Mobile Optimization with Responsive Web Design
6. Integrating Voice Search APIs for Improved User Experience
Integrating Voice Search APIs into your e-commerce site can improve how it interacts with voice assistants. By adding tools like Google Voice Search API or Amazon Alexa Skills, you can create custom voice commands that allow users to search for your products directly through their voice assistant. For example, enabling Amazon Alexa users to inquire about new arrivals in your store or track order status using voice commands can enhance the user experience and make your site more compatible with voice search.
7. Create Voice Search-Friendly URLs for Easier Access
8. Look for a Semantic-Based Keyword Strategy
Voice search relies heavily on semantic search techniques, where search engines focus on the meaning behind a query rather than just the exact words.
Develop a semantic keyword strategy that includes related concepts and phrases. For example, rather than just targeting “running shoes,” expand to concepts such as “comfort,” “support,” “durability,” and “best materials for running shoes.” This approach helps search engines understand the context of your products and improves your chances of appearing in a wider range of voice search results.
9. Targeting “Position Zero” or Featured Snippets
One of the most valuable placements for voice search results is Position Zero—the featured snippet. Voice assistants often pull their answers from these snippets, which provide direct, concise responses to user queries. To optimize for this, structure your content to answer common questions in clear, easy-to-read formats like bullet points, numbered lists, and tables. By focusing on questions your target audience frequently asks, you can increase your chances of appearing in featured snippets and providing voice search-friendly answers.
10. Use Site Structure with the Voice Search User Journey
Voice search queries often reflect a customer’s journey from discovery to purchase. Structure your site logically to align with this process.
Ensure your navigation menus are intuitive and product categories are clearly labeled. Make it easy for users to filter products based on voice search queries, which will improve the likelihood that your site will be recommended by voice assistants.
11. Leverage Customer Reviews
User-generated content, particularly customer reviews, is a valuable resource for voice search optimization. Voice assistants often pull information from reviews to answer product-related questions. Encourage your customers to leave detailed reviews that include specific product features, such as comfort, fit, and performance. Positive reviews that answer questions such as “Are these running shoes good for flat feet?” or “How do these shoes perform in wet conditions?” can improve your chances of appearing in voice search results.
12. Optimize for the AI-Powered Overview Box
13. Improve Mobile Experience
A smooth mobile experience is crucial for capturing voice search traffic. Voice search queries are frequently performed on mobile devices, so ensuring that your mobile site loads quickly and is easy to navigate is key.
Google recommends that your site’s mobile version should load in under 3 seconds to reduce bounce rates. Streamline the mobile user experience with fast load times, large, tappable buttons, and clear product images. The more intuitive your mobile experience, the better your chances of converting voice search users into customers.
14. Simplifying the Mobile Checkout Process
Since most voice searches come from mobile users, a simplified checkout process is critical for conversions. Voice-assisted shopping should allow customers to complete purchases quickly without obstacles.
Implement features like one-click payments (e.g., Apple Pay or Google Pay) and auto-fill forms to speed up the process, improving both voice search rankings and conversion rates.
15. Utilizing Structured Data
Structured data (or schema markup) helps search engines understand the content of your website more clearly. By implementing structured data for products, reviews, ratings, and prices, you make it easier for voice assistants to pull accurate, relevant information for user queries.
Use JSON-LD to markup product pages with details like price, availability, and customer ratings.
16. Develop FAQ Pages and Answer-Based Content
Voice search queries often revolve around specific questions users ask. To capture this traffic, develop a comprehensive FAQ page that answers common questions in a clear and concise manner. Each answer should be framed in natural language, reflecting the way users speak when they use voice assistants. Consider including questions like, “What are the best shoes for running on trails?” or “How do I choose the right size for running shoes?” Additionally, you can create blog content based on common queries in your niche, ensuring that your site provides the answers people are looking for.
Conclusion
Voice search is transforming the way people shop online, and businesses that adapt to this shift will be the ones that thrive. As voice assistants become more integrated into daily life, eCommerce sites need to optimize for this new way of searching. Whether it’s making your site mobile-friendly, focusing on natural language keywords, or improving local search visibility, there are many ways to position your store for success in the voice search era.
Key takeaway? Voice search is the future of eCommerce. By optimizing your site for voice, you’re not only improving your SEO but also providing a better, more convenient shopping experience for your customers.
Looking for an eCommerce Development Partner? Contact eLEOPARD
Ready to take your eCommerce business to the next level? At eLEOPARD, we specialize in crafting tailored eCommerce solutions that include voice search optimization, mobile-first design, and seamless customer experiences. Whether you’re looking to integrate voice search features, enhance your site’s performance, or build an entirely new platform, we’re here to help.
Get in touch with us today to start optimizing your eCommerce site for the future. Let’s create something exceptional together!
