What Are AI & Voice Search?

Before diving into optimisation strategies, let’s start with the basics.

AI (or Artificial Intelligence) refers to technology that mimics human intelligence. In the context of SEO, AI powers search engines to better understand user queries and predict search intent. Tools like natural language processing (NLP) and machine learning help search engines deliver more relevant results.

Voice search allows users to search by speaking into devices like smartphones or smart speakers (think Google Assistant, Siri, and Alexa). Naturally, it’s more conversational than more traditional, text-based search.

Key Differences Between Text & Voice Search

Understanding how voice search differs from traditional text search is the first step in reviewing your hotel SEO strategy.

Query Length and Style

Voice searches are typically longer and more conversational. For example, a text search for “luxury travel destinations Europe” might become “What are the best luxury travel destinations in Europe?” in voice search.

Contextual Understanding

AI helps voice search to understand the context more effectively. For instance, it can recognise the intent behind a query based on previous interactions or even your location. This means the content you create should aim to answer these more context-driven queries.

How is AI Changing SEO?

AI is now a major part of SEO, and algorithms like Google’s BERT and RankBrain are vital in helping search engines interpret user intent. BERT processes queries by considering the relationship between words, leading to more accurate results for complex or conversational searches. Meanwhile, RankBrain improves results by learning from new and unfamiliar queries over time​.

What does this mean for your SEO? It’s no longer just about keyword density. Content needs to be clear, contextually relevant and well-structured to match how AI evaluates and ranks it.

Optimising for Voice Search

Now that we know the landscape let’s talk about three actionable steps you can take to optimise your hotel website’s content for voice search.

1. Focus on Long-Tail Keywords

Voice searches are more conversational, so targeting long-tail keywords is important. These are longer, more specific phrases, often reflecting natural speech patterns. For example, instead of aiming for “luxury hotels Paris,” you might target “What are the best luxury hotels in Paris?” This aligns with the way people speak to voice assistants.

2. Optimise for Question-Based Queries

Many voice search queries are framed as questions such as “How,” “What,” “Where,” or “Why.” To capture these, consider building FAQ sections on your site that directly address common questions. Tools like AnswerThePublic, SEMrush and Ubersuggest can help identify the types of questions your guests may be asking.

3. Create Conversational Content

When writing for voice search, aim for a natural, conversational tone. Structure your content to answer common questions clearly and concisely. Starting your content with a direct answer and using headings, bullet points and lists can improve the chances of your content being featured in a featured snippet, often read aloud by voice assistants.

Technical SEO for Voice Search

Technical SEO is just as important as content when optimising for voice search. Here’s four areas you should focus on:

1. Speakable Schema

This structured data markup (schema.org/Speakable) helps search engines understand which parts of your content are best suited for voice responses. By marking up key sections, you increase the chances of your content being read aloud by voice assistants like Google Assistant​.

2. Page Speed and Mobile Optimisation

Page speed is crucial for voice search users, who expect quick answers. Ensure your site is mobile-friendly, fast-loading, and offers a seamless experience across all devices.

3. Local SEO: Optimise for “Near Me” Searches

A large number of voice searches are local in nature, like “luxury hotel near me” or “best fine dining near me.” To capture these searches, you’ll need to prioritise local SEO.

To optimise “near me” searches and rank for these queries, incorporate local keywords into your content, such as your city or neighbourhood combined with your services (e.g. “luxury spa in mayfair”). Additionally, make sure your Google My Business (GMB) listing is complete, accurate, and up-to-date​.

4. Manage Your Online Reputation

Positive reviews play a significant role in local SEO rankings. Encourage satisfied guests to leave reviews and professionally respond to all reviews, both positive and negative. Not only does this help with your rankings, it builds trust with potential new customers.

Measuring Success

Once you’ve optimised for voice search, it’s important to track your progress. Here’s how:

Monitor Voice Search Traffic

Tools like Google Analytics allow you to create custom segments to track voice search traffic. You can also use Google Search Console to identify which voice queries are driving traffic to your site.

Evaluate Local SEO Performance

Keep an eye on your local search rankings and the “near me” query volume. Monitor your reviews and ratings, as these can significantly impact your local visibility​.

What’s Next?

Get started by implementing the SEO strategies outlined in this article to optimise your content for voice search using conversational keywords and schema markup. Also, ensure your website is mobile-friendly and loads quickly.

Voice search is a key component of today’s SEO landscape for hotels. Subscribe to our blog to stay abreast of the latest trends and updates in voice search and AI technologies to help you continuously refine your hotel’s SEO strategy.

—
This post originally appeared on the 80 DAYS blog here and is reproduced with their permission.