7 Steps for E-Commerce Brands to Get Started with Voice Commerce

As voice commerce continues to gain momentum, e-commerce brands are presented with an opportunity to reach customers in an entirely new way. Voice assistants like Alexa, Google Assistant, and Siri have transformed how people interact with technology, making it easier than ever for consumers to search for, compare, and purchase products online. However, optimizing for voice search requires a different approach than traditional text-based SEO. Here, we’ll cover the practical steps e-commerce brands can take to implement voice search optimization and discuss key considerations for investment and ROI measurement.

1. Understand the Unique Aspects of Voice Search

Voice search optimization isn’t just traditional SEO applied to spoken queries. When people use voice search, they tend to ask complete questions rather than typing isolated keywords. Therefore, it’s crucial to understand the natural, conversational language used in voice searches. Brands should aim to:

• Identify Conversational Keywords: Instead of focusing on short keywords, target longer phrases and questions (e.g., “Where can I buy organic skincare products?”).
• Embrace Local Intent: Many voice searches are local, so optimize for terms that include “near me” or specific locations if applicable.

2. Optimize Your Content for Voice Search

Creating content that aligns with voice search habits is key to capturing this market. Here are a few effective strategies:

• Use Structured Data: Schema markup helps search engines better understand and serve your content. This is crucial for ranking in voice search results, where search engines prioritize highly relevant answers.
• Create FAQ Pages: FAQ pages are a natural fit for voice search because they answer specific questions in a conversational tone. Identify the questions your target audience might ask and provide clear, concise answers.
• Optimize for Featured Snippets: Voice assistants often pull answers from featured snippets, so focus on content that directly answers common questions and use formatting techniques that make it easy for search engines to identify valuable information.

3. Enhance Site Speed and Mobile Optimization

Voice searches are frequently performed on mobile devices, making mobile optimization a necessity. Google emphasizes site speed in its rankings, so a fast-loading, mobile-friendly site is crucial to capture voice search traffic.

• Accelerated Mobile Pages (AMP): Consider AMP to create lightweight versions of pages that load almost instantly on mobile.
• Page Load Optimization: Compress images, enable browser caching, and minimize redirects to improve site speed.

4. Focus on Natural Language and Conversational Tone

People speak differently than they type, especially when interacting with voice assistants. Instead of focusing on formal language, optimize content to include natural language and a conversational tone.

• Write in a Conversational Style: Use a casual tone that mirrors how people speak. This not only helps in voice search but also makes your brand feel more approachable.
• Long-Tail Keywords: Voice searches are typically longer and more specific. Use long-tail keywords and phrases in your content to capture these queries.

5. Build a Voice Search-Friendly E-Commerce Platform

Consider the technical foundation of your e-commerce platform and how well it supports voice search functionality.

• Utilize Voice API Integrations: Many platforms offer APIs that can help e-commerce sites integrate voice search features directly. For example, Google and Amazon provide APIs that allow brands to connect their sites with Google Assistant or Alexa.
• Update Navigation and Search Functionality: Simplify site navigation and search functionality, as these factors heavily influence how easily a voice assistant can find and deliver relevant content to users.

6. Investment Considerations for Voice Commerce

Implementing voice commerce requires both time and financial resources. Before diving in, here are some investment considerations:

• Evaluate Current Infrastructure: Assess if your current platform can handle the technical demands of voice search. Upgrading may involve additional costs.
• Content Creation: You may need to invest in content tailored specifically for voice search, like FAQs, blog posts, or product descriptions optimized with natural language.
• Technical Assistance: Employing or contracting specialists who understand voice search optimization can help ensure effective implementation.

7. Measuring ROI for Voice Commerce Initiatives

To understand the impact of voice commerce, it’s essential to have a clear way to measure ROI. Consider tracking the following metrics:

• Voice Search Traffic: Monitor traffic sources to see how much of it comes from voice search queries.
• Conversion Rates from Voice Search: Determine if voice search users are converting at similar or higher rates compared to other users.
• Average Order Value (AOV) and Customer Lifetime Value (CLV): Voice commerce can lead to quicker, more direct purchases. Tracking AOV and CLV can help determine the impact of voice search on your bottom line.

Stay Updated with Trends and Advancements in Voice Technology

Voice commerce is a rapidly evolving field. Regularly update your strategy based on emerging trends, technological advancements, and user behavior changes. Following industry leaders, attending webinars, and reading up on the latest voice search developments can help keep your brand competitive.

Voice commerce represents a significant opportunity for e-commerce brands, but succeeding in this area requires intentional strategy and execution. By optimizing for natural language, prioritizing mobile-friendly design, and monitoring ROI carefully, brands can effectively capture this growing segment. As voice technology continues to improve, businesses that adapt now will be well-positioned to lead in this new era of e-commerce.