If you have been keeping up with my recent posts, then you are more than familiar with the importance of SEO. You know as a home builder to continually implement SEO to rank higher on the search engines results page. But how can you capitalize on the rise of voice search for even better results? In this multi-series voice search discussion, learn why ranking, keywords, and URLs are big players for home builder marketing.
If you need a quick refresher on how voice search impacts SEO, refer back to the first part of this series. In part two, we will review what else you can do to ensure your home building business is coming out on top of those search engine results pages (SERPs). As well as how to improve your viability. This is of course, if your website is already showing up on the first page of a SERP.
SERP refers to the basic layout of links that Google returns when you perform a search. We will first discuss ranking and how it can affect your voice search viability. Then we will touch base on targeted keywords and proper page titles for URLs. Let’s start!
Why does ranking matter? Ranking and placing on the first page of the SERP matters because according to the Search Engine Journal, over 90% of the average traffic share is generated by sites on the first page of Google’s SERP. Also, another captivating fact is that more than half of all website traffic comes from organic search, 10% from paid search, 5% from social media and 34% from other sources.
Furthermore, over 40% of all voice search returned results were the top-ranked result, with roughly a quarter of results coming from the second-ranking. In essence, you want your audience to be able to find your home builder business by working to align your SEO efforts to comply with Google. Ranking in the top positions on the SERP increases your chances of succeeding with voice search viability.
Many consumers are taking advantage of these voice search features on their phones, voice assistants, and tablets for a fast and accurate way to search for products and services. By having your home builder website and brand be compatible with voice search, it can help bring in more qualified traffic and potential buyers to your business.
There are certain words your audience searches for when trying to find your home building products and services. For example, someone might try to voice search your brand name, “new homes” or something else related to your business. Keywords are not only important for traditional SEO purposes, but they are also critical to voice search.
In order for your targeted keywords to comply with voice search features, they must be set properly on your website’s URL and page titles. To put in another way, keywords are strategically placed on your website pages to help your audience with finding their desired content. In fact, over half of the top voice search results feature keywords from the search query itself in their title or URL.
So, what does this mean? It means it’s critical to properly identify which keywords are most often being used by your target audience. You can work with a third-party marketing or advertising firm to help you get important insights on what your audience is searching for.
Experts have the tools needed to determine which are the most searched keywords for your business. Working with agency professionals makes it considerably easier to not only create a list of optimal keywords, but also to appropriately implement them into your website to maximize voice search optimization efforts.
Like I noted earlier, ranking in the top positions on a SERP increases your chances of voice search viability. There are SERP features which you can incorporate as visual elements to account for a more prominent presence on Google. For example, these include things like a Google Review star rating, Google My Business or even a featured snippet about your business.
In fact, Google prioritizes those businesses with more stars (consumer-driven Google reviews), than those businesses with low stars (poor consumer reviews). Google also has the power to automatically improve your ads to your audience. They do this by showing a relevant series of ads to the best possible audience for peak optimization. Lastly, a featured snippet is a brief description on a specific page on your website. This helps to describe the page for Google searches.
Featured Snippets, in particular, are the most commonly utilized return for voice queries about more general information. These tend to be the most common overall result for general queries on smart speakers.
I encourage you to build solid, strong reviews for your home builder business. In addition, I recommend to fully optimize your website for maximized ad performance and accurate featured snippets. There is even more you can do to take advantage of speaking features. Learn what else you can do with part three of this series.
I hope that this second part of the series gives you more options to consider for accelerating your home builder business online, when it comes to optimizing your website for voice queries. In the meantime, stay tuned for the next installment in this series.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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