Voice search is touted to be the next big thing in the search marketing space. As people increasingly move away from touch and click-based engagement to voice-based engagement, text searches are being replaced by voice searches. This behaviour significantly impacts SERP (Search Engine Results Pages). When you type in a search query, the search engine typically throws up multiple search results. Voice Search changes that. Siri/Google/Cortana/Alexa deliver one single result to answer the user’s query. In search lingo, that is defined as ‘position zero’.
Position Zero tends to use featured snippets to answer queries. Listicles, definitions, comparison tables, YouTube demos, tables, and charts are some of the content types that are more likely to get featured. Formatting, use of long-tail keywords, and style of writing can influence what search engines consider worthy of a snippet.
This post provides some guidance on how to optimise your site and content for crawling up to position zero.
TIPS TO OPTIMISE CONTENT FOR POSITION ‘0’:
1. Frequently Asked Questions and Definitions – A good starting point would be to list the most frequently asked questions related to your topic in your location (refer to image below). While using voice searches, people tend to ask definitive questions like ‘How-to’, ‘What-is’, and so on. The average length of a snippable keyword phrase is about five-six words.
Provide one concise answer (akin to definitions) to those questions answering the 5Ws (who, what, why, where and when) and 1 H (how). Brevity is the key to be snippet-worthy. Make the content crisp, easy to consume and informative. Optimize content (including images and video) and your website for both desktop and mobile searches.
2. Instructional videos and images – Support the answers with instructional images and videos. Step-by-step guides are known to do really well. These act as teasers, encouraging more click-throughs.
3. Tables – Comparisons, price lists and table formats make it easier for people to consume data at a glance. It gives a sneak peek into the content on your website.
4. Listicles – Search Engines lean towards featuring listicles like FAQs, How-to guides, and ‘Best/Top’ Lists.
Contact us to learn more about quick tips about Search Engine Optimisation.