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The Definitive Guide to Voice Search Optimization for Law Firms

Nanato Media

Voice search and voice functions are not science fiction; they are gradually becoming part of our everyday lives. Is your law firm ready for a shift towards a future with Voice Search?  

Voice search is gaining momentum for multiple reasons. Talking to an assistant is faster and more convenient than typing, it adds a note of personalization in your actions and adds a layer of excitement for something new, especially in your first steps in the Voice Search world. Nowadays, There’s an ongoing and probably neverending debate on the best voice assistant, but this is a topic for another article. Today, let’s dive into the world of Voice Search and how your law firm can benefit from it.

What is Voice Search and what can it do for the consumer? 

On mobile devices, we can find our voice assistants, such as Siri, Alexa, and Google Assistant. You can also use Voice Search on your PC, using Google Voice Search, for example. On a mobile device, it’s as simple as saying “Ok Google” and then asking a question, similar to a search query you’d type on Google.com. The assistant will update you with the most suitable search result(s) and you can even proceed to actions. Imagine, for example, searching for the best immigration attorney near me using Voice Search. The assistant will read the best results, and if you want you can ask it to call or book an appointment if the law firm offers an online appointment option. Similarly, on your PC, you can activate Voice Search on Google.com.

What’s an article on Voice search without some statistics?

  1. According to Google, since 2016, Voice Search represents over 20% of searches on Google App. This percentage is constantly growing, and some experts predicted it to be around 50% by the end of 2020, a fact that that we will find out.  
  2. Voice Search is especially significant for mobile device users. Google stats reflect that 60% of smartphone users have contacted a company directly from a call to action. This adds value to the call function of the Voice Assistant on your smartphone.
  3. Screenless search is a thing nowadays, and it’s growing. Smart speakers, for example, enhance the inhouse experience, and marketing experts consider their usage more interactive.
  4. Voice searches are three times more probable to be location-specific than regular searches.
  5. Millennials and GenZ are the heaviest users of Voice search. Baby Boomers are expected to be late adopters, but they are gradually using it.

Now that we understand the fundamentals of Voice Search and know some core statistics, it’s time to explore how you can use it for your law firm’s digital future.

Is Voice Search the Future of digital marketing? 

It is part of it. There are no signs that it will replace traditional search, but it’s increasing in terms of importance and volume. Therefore, you should consider some basic pillars that will help your law firm shift and be ready for Voice Search queries.

  • Voice Search queries are usually more conversational and longer.

What does this mean for your law firm’s SEO strategy? On mobile devices and screenless searches, the queries are a conversation with the Assistant. It means that they’ll often contain a variety of phrases instead of long-tail keywords. Your SEO strategy should start implementing a more open and conversational approach. 

Tip: You can use a tool called Answer The Public to get an idea of how it can be applied. 

  • Your website’s structure and URL taxonomy matter.

Google values well-structured websites and URLs that are indicative of the page’s content. Voice Search is no different, as it prioritizes fast and efficient results. Make sure that you’re following the best practices, and they’ll work seamlessly with Voice Search.

  • Voice Search means increased local intent.

As we previously stated, Voice Search queries are more probable to be location-specific. High intent phrases such as “personal injury attorney near me”, or “abogado de accidentes cerca de mi”, should be among your top priorities, and they work perfectly with Voice Search. What can you do to improve your chances of conversion with Voice Search? Add descriptions related to your area, including landmarks and institutions around your area of interest. Finally, don’t forget to include near me in your meta title and meta tags, descriptions, and internal linking. 

  • Use natural language.

This ties back to the conversational nature of Voice Search queries and becomes even more prominent for Spanish. You need to speak to your US Hispanic audience culturally. Google translated or strictly translated websites won’t help you with that. What’s the approach to follow? Transcreation. If you need further details or assistance with your Hispanic digital marketing, drop us a message, we speak to the US Hispanics as nobody else does. 

  • Voice Search counts for your law firm’s PPC.

Your paid Ad campaigns should be ready for Voice Search queries. Start by reviewing your campaigns and identifying if they’re already getting Voice Search traffic. How to do that? Find phrases that include the most well-known assistants, such as Siri, Alexa, and Google (ok Google). Then, identify the high intent conversational phrases among this list and start building your keywords. Don’t forget to carefully pick your negative keywords, and you’re ready with a Voice Search oriented PPC campaign for your law firm.

  • Voice Searchers require immediate results.

People who use Voice Search are often millennials or younger, and they are used to getting what they want, fast. Search queries are no different for them, so you should be ready to provide them with immediate and effective results. Don’t expect them to visit your website, on the other hand, they might ask the assistant about your Google My Business listing and reviews, so you better have a review strategy for your law firm in place.

  • Create content specific to Questions.

It could be in the form of blog posts, written more conversationally, answering specific questions, or as FAQs. Both are equally important for any strategy and can simultaneously boost your Voice Search results.


What are our key takeaways?

  • Voice Search is increasing in terms of volume and importance, with Millenials and GenZs being the most often searchers.
  • Voice search is significant for your law firm’s SEO strategy, and you should look into following the best practices to increase your organic traffic coming from Voice queries.
  • Conversational language and cultural translation for Hispanics are key to your success.
  • Location is key for Voice Search, and you can capture the local interest by paying attention to your website’s structure, GMB listing, and reviews. 
  • Voice Search can contribute to your law firm’s PPC campaigns. Review your current results and consider building Voice Search oriented campaigns. 
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