According to survey Brands are failing voice search optimization – DMT

Brands had limited/non-existent review-response strategies, failed to optimize for not branded keywords and even they didn’t do enough local-social posting.

Optimizing for voice search is similar with optimizing for local SEO since both are “about to get ranking as high as possible” in search results, says a new report by Chatmeter, which scored 12 major retail & restaurant brands to measure their voice-search readiness, including Target, Walmart, Apple & Wendy’s among others.

According to survey Brands are failing voice search optimization

A ‘complete’ local SEO strategy:

Here we have a Chatmeter explains a “complete local SEO strategy” as one that involves reputation & listings management, local Search Engine Optimization, local pages & local social media pages.

The company newly created a “local brand visibility” score that merges popularity, social media, & local Search Engine Optimization elements: “customer activity levels, listing accuracy, rankings, customer ratings, & local competitors all elements into the score.” The idea is that is ranking for local queries will also be found in voice search results.

Target wins, Starbucks loses:
A score of greater than 70 is reviewed an industry leader, between 50 and 70 is average and below 50 is poor. None of the brands in the study certified as an industry leader in terms of only visibility. And Starbucks was on the boundary of a failing grade. The overall winner was Target.

The brands with the strongest showings in each of the categories were as follows:

  • Review score — TJ Maxx
  • Social score — Starbucks
  • Listings — Target
  • Organic search — TJ Maxx

With the help of Chatmeter observed that all brands were weak in three main areas: review response strategy, local social media & optimizing for unbranded keywords. Listings accuracy is where most brands in the study did fairly well.

Why you have to care: 

Likely, the Search Engine Optimization problems that Chatmeter identified are common among multi-location brands and enterprises. The company suggests brands to address these areas for meaningful improvements in their local rankings generally and voice search in particular.

Some SEOs might argue the idea that voice search optimization is identical to local SEO optimization. But there are main areas of overlap, at a minimum.

Mobile searches carry a heavy dose of local intent and voice searchers are more likely to be looking for location information. At least that’s according to a 2010 stat, which has been widely republished.


Suuda Siva Nandini