People perform over 1 billion voice searchers monthly. That number is likely to grow since the total number of smart-speaker shipments reached over 9 million in the first quarter of 2018. People often do voice searches on their smartphones and other devices as well. If you are in the hospitality industry, there are several things that you need to be doing to entice customers using voice search to your establishment.
Determine User Queries
Think about the type of questions that users ask when they call your business and create content answering those queries. A study by Moz looked at over 1,000 voice searches and found that the most common queries asked how to or what questions. Therefore, concentrate on those first. These questions, according to the study, are followed by how, why, when, where and who questions.
Create a Frequently-asked-questions Page
One great way to make sure that you are answering questions in a way that connects with voice searchers is to create a frequently-asked-questions page. Keep your answers under 75 words so that you have the chance of being chosen as a featured snippet. These snippets are often what smart devices and smartphones read as they answer to a user’s question.
Target “Near Me” When Creating Content
Google says that every month people visit more than 1.5 billion destinations after they have used voice search. These voice searches allow users to find a location near them. Moreover, generic searches such as “tacos near me,” are searched 300 times more than brand searches like “Taco Bell.” Therefore, think of all the generic terms that can be used to describe your business and target those keywords when creating content.
Create Local Landing Pages
Each physical location should have a landing page. It is important is that the link Google directs the user once the question is answered is to that page. In fact, they may send the link of your website to the device. The content on that page should list your location. Additionally, it should give people a reason to want to visit the neighborhood. For example, a hotel might tell how close they are to the local zoo, local museums and other activities. A local restaurant might discuss how close they are to a local high school. To decide which ones to feature, think about the ones that are most likely to interest your target audience.
Use Google My Business
Google is much more likely to provide answers from businesses that have claimed their Google My Business account. Since this account is free, claim it for each of your hospitality locations. Keep the content on it current, and make sure to use as many of your keywords in the description as possible. Google relies on these descriptions to send people accurate information. Then, use voice-friendly Google Posts and tie them to your Google My Business account. Once you claim your Google My Business listing, you’re listed on Google Maps, so it is easy for voice searchers to activate voice turn-by-turn directions to get to your location.
Use Structured Data Markup
There are at least two reasons that every hospitality business should be using structured data markup on their websites. First, sites using schema to provide structured data usually place four places higher on search engine result pages than those that are not using it. For that reason, this is the difference between being found in a voice search and not being found. Secondly, using structured data markup eliminates the guesswork for the search engine. Therefore, your potential customer obtains the right information such as your correct address, hours of operation and other vital data when they ask.
While following these steps may seem time-consuming, it is vital that voice searchers find your hospitality business. Statistics from Google show that people perform voice searches device 66 percent of the time to learn more information. Utilize these tips and see significant improvement in your marketing strategies.