With healthcare content marketing, staying ahead means embracing the latest trends. Currently, Voice Search Optimization (VSO) is making waves in the digital age. Did you know that your voice is the new keyboard?

Data shows that an astonishing half of the population in the United States is already conversing with their devices daily. In India, voice search queries in India have grown 270% year-over-year.

So, what is VSO? VSO involves tailoring your online content to appear in the results of voice searches. As voice assistants like Siri, Google Assistant, and Alexa become increasingly prevalent, more people use voice commands for search queries.

A user activates a voice assistant on their device by saying the wake word, such as “Hey Siri,” “OK Google,” or “Alexa,” and then clearly conversationally asks their search query, like “Find a lab near me.”

Unlike traditional search engine optimisation (SEO), which often targets shorter, typed keyword phrases, VSO prioritises conversational, long-tail keywords that people are more likely to use in spoken queries.

Key Strategies for VSO Implementation

Let’s dive into how we can make these virtual conversations more meaningful and beneficial for your healthcare brand.

1. Understand Conversational Keywords: With voice search, it’s all about natural, long-tail keywords – the kind of phrases a person would use in everyday conversation. These are not just keywords; they are key conversations. Think about the questions patients might ask aloud about healthcare services and tailor your content to match this conversational tone.
2. Craft Content That Speaks: Traditional keyword stuffing is out; answering real questions is in. Your content should be a dialogue, not a monologue. Focus on creating material that directly addresses common inquiries about your healthcare services. The goal is to become the go-to source for information in your field.
3. The Mobile Revolution: Voice searches predominantly happen on mobile devices. Therefore, having a website that is as responsive and user-friendly on a smartphone as it is on a desktop is non-negotiable.
4. Claim Your Space: When visibility is the name of the game, claiming and optimizing your Google Business Profile is crucial. This means ensuring your contact information, operating hours, and services are easy to find through voice search. Regularly update your listings to ensure accurate and consistent information. Any discrepancies can confuse voice search algorithms and potential patients alike.
5. Generate Reviews: Local SEO is crucial for healthcare providers, and reviews play a significant role here. Voice searches often include local intent, such as “Where is the nearest pediatrician?” or “Best dentist near me.” Positive reviews improve local search rankings, making it more likely for a healthcare provider to appear in voice search results for local queries.

Example of VSO in a Hospital’s Content Strategy

Imagine that a hospital, “City Health Hospital,” wants to optimise its website for voice search to increase patient engagement and visibility in its local area.

1. Using Conversational Keywords:
Instead of focusing on short, clinical terms like “cardiology services,” the hospital might target longer, more conversational phrases such as “Where can I find the best heart treatment in [city name]?” or “Top-rated heart specialists near me.”

2. Content Tailoring:

FAQs: The hospital’s website could include a section of Frequently Asked Questions (FAQs) that directly addresses common voice search queries. For example, “What are the visiting hours at City Health Hospital?” or “How to get an appointment with a paediatrician at City Health Hospital?”

Blog Posts and Articles: Creating content that discusses common health concerns in a conversational tone. For instance, a blog post titled “How to manage diabetes at home” aligns well with typical voice search queries.

3. Voice Search Analytics:
Keeping track of how patients find the hospital via voice search and what questions they frequently ask can help refine the VSO strategy over time.
This approach boosts online visibility and enhances user experience by providing relevant, easily accessible information through voice-activated devices.

To Leap or Not to Leap: Weighing the Effort vs Rewards of VSO

Does this mean you must change your content completely to keep up with this trend? Not at all! You can simply refresh your existing blogs and repurpose your existing content as you experiment with this trend and find out whether it makes a difference in how your target audience engages with your content.

But if you plan on making the most of this feature, remember, in VSO, it’s not just about being heard but about being understood. So, let’s make every word count!

Author

Dr Lakshmi Vaswani (MBBS, DPB, MBA)
Medical Communications Consultant
Healthcare Content Writer & Strategist
HealthVerse, Mumbai