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In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
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How ready are businesses for voice search by Kimberly Collins and VOICE SEARCH: The Definitive Guide by Brian Dean #453
Businesses are largely unprepared for voice search because over 96% fail to list their WNAPO information correctly, making accurate local listings the foundational first step in voice search optimization.
Key takeaways
- Over 96% of the 73,000 businesses analyzed failed to list their business information correctly across voice search directories.
- Accurate WNAPO, meaning website, name, address, phone number, and opening hours, must be identical across all listings for Google to trust them.
- Near me searches have grown by over 150% in the last two years, making location-based optimization critical.
- Google My Business Insights acts like a Google Analytics for maps and should be used to maximize pictures, videos, and services listings.
Over 96% of all business locations fail to list their business information correctly.
About this episode
How ready are businesses for voice searchJoin your hosts Chris and Matt for another thrilling episode here on BestSEOPodcast, today they are discussing few key findings from studies made on voice search!
Questions this episode answers
How ready are businesses for voice search?
A study of 73,000 businesses found that over 96% of business locations fail to list their information correctly across voice search directories. The most common errors involved opening hours, website, location, and street map data, which mirrors longstanding local SEO problems with NAP consistency.
What is WNAPO and why does it matter for voice search?
WNAPO stands for website, name, address, phone number, and opening hours. It expands the traditional NAP concept used in local SEO. Every detail must be identical across all directories because Google looks for consistency to confirm a business listing is trustworthy and accurate.
How is voice search different from typed search?
Voice searches are more conversational and question-based, for example asking how do you make cold brew at home instead of typing make cold brew. On home devices like Google Home or Alexa, only one answer is returned with no visible credit given to the source website.
What should businesses do to optimize for voice search?
Businesses should ensure their WNAPO information is consistent across all directories, log into Google My Business and review the Insights section, maximize photos and videos, fill out all services, and optimize for near me and location-based queries since those search types have grown over 150% in recent years.
In their words
Step one, SEO local, NAP listings, or WNAPO listings. That's step one.
Chris Burris
Terms defined in this episode
- WNAPO
- An acronym coined in this episode meaning website, name, address, phone number, and opening hours. It expands the traditional NAP local SEO concept and must be consistent across all business listings.
- Answer engine
- A term from Backlinko describing Google as a platform where users ask for direct answers rather than searching for information, reflecting the shift driven by voice search behavior.
- Near me searches
- Location-based queries where users look for businesses or services nearby. Growth in near me now searches has increased by over 150% over the last two years according to the episode.
- Three pack / snack pack
- The group of three local business results Google displays in map-based search results, representing a major opportunity since voice search on home devices returns only one result instead of three.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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