Voice search has evolved over the past few years; and as more people around the world are embracing the use of voice-activated search and assistants, there is the need for lawyers to embrace this also. This article explains why it is important for attorneys to consider voice search in their overall marketing plan.
By reading through this article, whether you are an attorney or not, you will be able to understand how you can optimize your content for voice searches.
What is Voice Search?
Voice search is a type of technology that allows users to use voice commands to search for whatever they may be wishing to find on the internet, an app, or a website. It is the act of using speech to ask questions and give commands. If you are just getting started with SEO, you may want to read our How it Works article first.
To get the results of your question, digital voice assistants process and transcribe your speech into text. They analyze the text, connect to search engines to obtain relevant information, and then translate the information obtained.
How Voice Search Can Benefit Attorneys
Acquire More Clients
If a competitor is actively working on a voice-search strategy and your firm is not, they will be found more easily. Since voice search is still new, most firms haven't embraced it — putting early adopters in a strong position.
Drive More Traffic
Businesses that have embraced voice search are in a strong position to gain more web traffic. While not all possibilities have been fully explored, optimizing for voice puts your firm ahead of the curve.
Improve Client Experience
Voice search makes interactions more seamless and natural, fostering stronger relationships with clients and building brand loyalty. It helps create a unique and optimized customer experience.
How Attorneys Can Optimize Content for Voice Searches
We have arrived at the era of voice search where more and more queries going into Google are done by speaking to a phone.
You might be thinking: why is speaking to a phone any different than typing in your question? Interestingly, this new tool has led to an adjustment in how we search for information.
Your law firm should adjust accordingly. To create a thriving practice, you need to stay ahead of the curve with your legal marketing efforts. Search engine optimization (SEO) will continue to be THE most important strategy for law firms.
Typed vs. Voice Search: How Queries Differ
Short keywords, minimum words, assumes context
Full questions, conversational tone, direct phrasing
With a regular search, users are more likely to pursue the path of least resistance, adding a couple of keywords that they assume will trigger the right information. When a user has that same goal but uses voice search, they are more likely to phrase it in the form of a question.
In order to rank highly for both types of queries, you need to accommodate and write for both. We recommend scouring Google's related questions to understand topics more fully. From there, you can see which questions people are asking and answer them directly in your content.
Voice Search Optimization Tips for Law Firms
- Write in a conversational tone — match how clients speak, not just how they type
- Create FAQ content — answer common legal questions directly using question-format headings
- Target "near me" queries — voice searchers frequently look for local attorneys
- Optimize your Google Business Profile — voice results often pull from local listings
- Aim for featured snippets — voice assistants read these aloud as answers
- Ensure mobile speed — most voice searches happen on mobile devices
Search engine optimization (SEO) is a constantly changing discipline, but it's where we shine. We have applied this exact same process to this page, covering marketing ideas for law firms.
Nearly as important as what keywords you use is how you format the page containing those keywords. Let's dive into on-page optimization!
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