Optimizing your Website for Voice Search

Nov 29, 2017 | | 284 |

Optimizing your Website for Voice Search

By Colleen Harris

The way that people are searching is changing. More than ever, they’re using voice-activated search engines like Alexa, Google Home, and voice search on mobile phones. By 2020, more than 50 percent of search will be done by voice. So, what do these changes mean for your dealership?

In case you aren’t completely sure what voice search is or how it affects your website, don’t worry – you’re not alone. Let’s start by covering the who, what, when, where and why of the voice search feature.

Who are potential users of voice search?

The feature will attract local audiences who are in close proximity and are searching for something related to your dealership.

What will the feature accomplish?

Voice search is designed to answer shoppers’ questions quickly and efficiently, by directing them to the most relevant search result based on the question they asked. According to a Google study, the most frequently asked questions in the auto search process are: “Which car is the best?” “Is it right for me?” “Can I afford it?” “Where should I buy it?” “Am I getting a deal on the car?” Six out of 10 shoppers enter the market without a specific car in mind, so your dealership can attract unsure shoppers who are looking for the best car on the market at the moment. When Google is asked these or similar questions, the voice search feature is able to pick up on keywords within the sentence and match the searcher with the top results in relevance and proximity to them.

When will your dealership appear in voice search queries?

Your dealership will appear in “Near Me” searches or in the search results for a relevant search. For example, if you are a Toyota dealership, you will appear at the top of “Nearest Toyota dealership” or “Toyota.”

Where will your dealership appear in the search?

Your dealership will appear in third-party listings and reviews, like Google My Business Page, Yelp or other third-party listings. You should be aware of how your dealership is represented online from all different aspects – not just on your dealership’s website.

Why should you care about voice search?

Being a top result on the page will increase current and prospective customer engagement. Your dealership will be easier to find, which will drive more traffic to your website and dealership.

Now what?

Now that you know the voice search details, what can you do to ensure your dealership is using this feature? Making sure your dealership’s website is up-to-date and easy to navigate is the first thing you should assess. You can find the information on your dealership by searching Google to determine which basic information is provided. Check that the hours, address, website address and phone number are all current. Along with answering basic questions about your dealership, take the time to answer other general questions car buyers might have, which will drive even more traffic to your website from Google. Lastly, take a look at how your dealership is represented in reviews and across third-party websites, like Yelp or Google My Business Page. You should be aware of every place your dealership is being represented.

Want to learn more about the possibilities with voice search? Watch the webinar.

SEO Specialist
Colleen Harris is an Earned Marketing Lead Analyst at CDK Global and has more than 13 years of digital marketing experience in the automotive, healthcare and entertainment industries. She brings a passion for link building and content creation, and has been referred to here at CDK as the “Google Whisperer." Outside of CDK, Colleen has volunteered as a digital consultant for non-profits in the Seattle area.