The impact of voice search on law firm SEO

25 SEPTEMBER 2023

In the first half of 2023, users conducted about 3.1 billion voice searches every month. With voice assistants like Amazon Alexa, Apple’s Siri, and Google Assistant, people are doing more voice searches than ever before.

The very nature of a voice search makes it different from a written search query. People are more conversational, and more questions are used when they use voice search. This is something law firms now need to consider when developing their SEO strategies.

In this blog, we delve a bit deeper into the impact of voice search on law firm SEO.

What is voice search?

Voice search is a feature that employs advanced speech recognition technology to allow users to input search queries into a device verbally rather than typing them out.

The system is designed to comprehend spoken language, interpret the request, and provide relevant results in response.

This functionality has revolutionised how individuals interact with devices, creating a hands-free experience that extends from answering queries to executing commands.

Understanding how voice search differs from traditional text-based search

Voice search stands apart from traditional text-based search in a few fundamental ways.

Voice search tends to be more conversational and question-based, reflecting natural speech patterns.
Voice search is often used on mobile devices or smart home devices, demonstrating a different context and urgency than text searches that are often done on a mix of desktops and mobile devices.
The immediacy of voice search responses often bypasses the presentation of multiple options, unlike a text-based search where users can review and select from a list of search results.

Why law firms should embrace voice search

There are a number of reasons why your law firm should embrace voice search and adapt your SEO strategy accordingly:

Enhanced accessibility and convenience for your users

Voice search drastically improves accessibility and convenience for users. It allows potential clients to find legal services without having to type queries, making it especially beneficial for those on the go or with impairments.

This hands-free capability ensures that legal assistance may only be a spoken phrase away, expanding a law firm's reach and potential clientele.

Increased engagement and interaction with potential clients

Voice search also boosts user engagement. It fosters a more interactive experience as it uses natural language processing, making it feel like a conversation.

This conversational aspect makes the user more likely to engage in a query-answer dialogue, so you can present your services interactively.

Furthermore, optimising for voice search can position your law firm as a forward-thinking and innovative entity, enhancing your reputation and appeal to potential clients.

Personalised results and improved user experience

Voice search enhances user experience by offering personalised, instant, and relevant responses.

It can provide location-based results, which are crucial for local law firms trying to reach nearby clients.

This ultimately improves your chances of conversion and client retention.

Strategies for law firms looking to optimise for voice search

Now that you know why voice search is so beneficial, let’s take a look at how you can optimise your SEO efforts.

1. Research and target voice-specific keywords

The first step in optimising for voice search involves researching and targeting voice-specific keywords.

Voice searches are typically more conversational and longer than text searches. They often involve full sentences or questions, so it's essential to incorporate long-tail keywords and phrases that match the natural language patterns users would use in voice search.

Tools like "Answer the Public" can be instrumental in understanding the types of questions people ask about legal services.

2. Create conversational and informative content

In the realm of voice search, content that reads naturally and conversationally tends to perform better. This is because voice search queries are often in the form of direct questions.

It may be beneficial, where suitable, to structure your content in a Q&A format, directly addressing common queries your potential clients may ask.

Additionally, your content should be informative, providing comprehensive and useful answers that can position your firm as an authority in your legal area.

3. Optimise website structure and technical aspects for voice search

The technical setup of your website plays a crucial role in its voice search performance.

Make sure your website is mobile-friendly, as a significant portion of voice searches occur on mobile devices.
Your site should also load quickly, as voice search platforms tend to favour sites with faster load times.
Structured data markup is another crucial element, helping search engines understand the context of your content and potentially increasing the chance of being featured in voice search results.

4. Embrace local SEO strategies

Given that many voice searches are local in nature ("law firms near me"), law firms should prioritise local SEO strategies.

This involves:

Keeping your firm's name, address, and phone number consistent across all online platforms;
Optimising your Google Business listing;
Garnering positive online reviews.

These actions can boost your visibility in local searches and make your firm more likely to be recommended by voice assistants.

5. Implementing a voice search analytics strategy

Finally, it's essential to track your success with voice search optimisation. Implementing a voice search analytics strategy can help you understand what's working and what needs improvement.

This could involve tracking rankings for your target voice search queries, analysing website traffic from voice search, or using tools designed to provide insights into voice search performance.

By understanding your performance, you can fine-tune your strategy and ensure you're effectively reaching potential clients through voice search.