Internal Linking in the Age of Voice Search

Internal Linking in the Age of Voice Search

Hey Google, how do I internally link my website?

We’re not Google Home or your phone’s AI, but we can give you the know-how.

It’s not too difficult, but it’s probably not what you’re used to.

So, let’s take a look and move you to the new generation of optimising.

Understanding Voice Search

What is Voice Search?

You guessed it: It’s using your voice to interact with a device instead of typing.

It uses language processing to understand and respond to user queries.

The Growth of Voice-Activated Devices

Tech companies are constantly developing new ways for us to interact with gadgets without using our hands.

From Siri and Alexa to accessible software for those with disabilities, it’s a convenient and hands-free experience that saves us a lot of time.

The Impact on Search Behaviour

Conversational and Natural Language Queries:
  • Voice search users tend to ask questions and make requests in a conversational tone, emulating human conversation.
  • Traditional search queries are replaced by more interactive, natural language queries.
Long-Tail Keywords and Contextual Search:
  • Voice search favours longer, more specific search phrases known as long-tail keywords.
  • Users seek precise information, making context-rich queries the norm.
Local and Micro-Moments:
  • Voice search often serves immediate, location-specific needs.
  • Users ask for quick information like local business recommendations or current weather conditions.
Featured Snippets and Position Zero:
  • Position Zero refers to the featured snippet at the top of search results, often read aloud as the answer in voice search.
  • SEO professionals aim to optimise content for Position Zero by providing concise, direct answers to common queries.

Challenges of Voice Search

Voice Search is Conversational

Natural Language and Human Interaction:
  • Voice search users expect a natural, human-like interaction with their devices.
  • They want their queries to be understood as if they were conversing with another person.
Implications for Content Creation:
  • Content should directly address user questions and provide informative responses as if engaged in a real conversation.
Semantic and Contextual Understanding:
  • Content should not only target keywords but also provide context-rich information.
  • Anticipate user needs and be prepared to address follow-up questions or provide supplementary information.
User Experience Enhancement:
  • Structuring content logically and making it easy to navigate is essential.
  • Deliver content that aligns with user intent and enhances the overall user experience in a voice search context.


Limited Screen Display

Single Spoken Answers
  • In voice search, the user typically receives a single, concise, spoken response, making it a quick and efficient way to obtain information.
  • This contrasts with text-based search results, which can display multiple links and options for users to explore.
Reduced Visibility of Other Content
  • With voice search, users might not see a list of search results on a screen, making it challenging for them to choose among various options.
  • The single-spoken answer format reduces the visibility of other content on the page, potentially leading to a lack of exposure for websites that are not the chosen source for the voice response.
Importance of Position Zero
  • To increase visibility in voice search, websites aim to secure “Position Zero,” the featured snippet that’s most likely to be read aloud as the answer.
  • Securing this position is critical because it positions a website as the authoritative source of information, increasing the likelihood of being chosen by voice-activated devices.
Implications for Content Creators
  • Content creators must craft their content with the understanding that voice search may provide only one spoken answer.
  • The content must be structured to present clear and comprehensive responses to common user queries, with the aim of being the chosen source for voice responses.
Optimising for Featured Snippets
  • Websites optimise their content for featured snippets to enhance the chances of appearing in the single spoken answer in voice search.
  • This optimisation involves providing concise, informative answers to frequently asked questions in their niche.
Diversifying Content Formats
  • Content creators may consider diversifying their content formats, such as using video, audio, and visual content to engage users who prefer a multi-sensory experience.
  • Offering additional formats allows websites to cater to a wider audience, including those using voice search.

Strategies for Effective Internal Linking in Voice Search

Focus on User Intent

Semantic and contextual linking begins by comprehensively understanding user intent. What are users looking for when they land on a particular page? What questions or needs do they have?

This understanding forms the foundation for creating links that guide users to relevant content in a way that aligns with their goals.

Creating a Web of Context

Instead of randomly linking to other pages, content creators strategically link pages together to establish a contextual web. This means that each link is selected with the intent of providing more information on a related topic or subtopic.

The context created through these links helps users navigate your website effortlessly, finding answers and information in a logical sequence.

Offering Comprehensive Answers

Semantic and contextual linking ensures that users find not just a single piece of information but a comprehensive answer to their questions. When they explore linked pages, they get a more complete understanding of the topic.

This approach can lead to increased user satisfaction and a longer time spent on your website.

Improved SEO and User Experience

Search engines recognise the depth and coherence of content when it’s interlinked contextually. This can positively impact your SEO rankings.

Additionally, users enjoy a smoother and more informative experience when they can easily explore related content.

Navigating Complex Topics

In complex industries or niches, semantic and contextual linking is especially valuable. It allows users to navigate intricate subjects step by step, ensuring they don’t get lost or overwhelmed.

This can be crucial for domains like education, healthcare, or technology.

Ensuring Consistency

Semantic and contextual linking requires a consistent approach to content creation. Your content must be well-structured and logically connected to reap the benefits of this strategy.

A haphazard approach can lead to confusion rather than clarity.

Creating Voice-Friendly Content

Understand User Intent:

Conversational Language:
  1. Embrace a friendly, conversational tone in your writing.
  2. Imagine you’re having a one-on-one conversation with a user.
  3. Use natural language, and avoid jargon or overly complex terms.
Concise Information:
  1. Keep your answers concise and to the point.
  2. Voice search users are looking for quick responses.
  3. Trim unnecessary details and deliver information in a straightforward manner.
Structured Content:
  1. Use headings, bullet points, and clear subheadings to structure your content.
  2. This makes it easy for users and search engines to navigate and understand your information.
Regularly Update:
  • Stay current with the latest voice search trends and user behaviour. Continuously update your content to reflect changing user queries and expectations.
Test and Refine:
  1. Test the performance of your voice-friendly content.
  2. Use tools to monitor how well it ranks in voice search results.
  3. Analyse user feedback and adjust your content accordingly.
Serve Fresh and Relevant Content:
  1. As voice search evolves, so should your content.
  2. Keep your website fresh with the most up-to-date information to maintain its relevance in voice search results.
Enjoy the Conversational Connection:
  1. Share your voice-friendly content with your audience and watch as it forms a conversational connection with users.
  2. Be ready to engage with their questions and feedback.



  • Use analytics tools to track your content’s performance in voice search.
  • Consider creating an FAQ section to address common voice search queries directly.
  • Collaborate with SEO professionals to ensure your content is optimised for voice search.


Tools and Resources for Voice Search Optimisation

Voice search optimisation is a dynamic and evolving field that demands a toolbox of resources to stay ahead of the curve.

SEO Tools for Voice Search Analysis

1. Keyword Research Tools:

Utilise advanced keyword research tools like SEMrush, Ahrefs, and Moz to identify voice search keywords.

These tools provide insights into conversational queries and their search volume, helping you tailor your content accordingly.

2. Voice Search-Specific Tools:

Voice-specific tools like AnswerThePublic and PAABox focus on generating questions that users are likely to ask through voice search.

These tools can provide valuable insights for content creation.

3. Natural Language Processing (NLP) Tools:

NLP tools like Google’s Natural Language API or IBM Watson can help you analyse the structure and sentiment of voice search queries, enabling you to create content that aligns with user intent.


Voice Search and Schema Markup

1. Structured Data Markup Tools:
  • Implement schema markup using tools like Google’s Structured Data Markup Helper or
  • Structured data helps search engines understand the context and content of your web pages, making them more suitable for voice search results.
2. FAQ Page Markup:
  • Utilise FAQPage schema markup to make your frequently asked questions structured and easily accessible to voice-activated devices.
  • This can increase the likelihood of your content being used as a voice search response.


Tracking Performance and Adaptation

1. Web Analytics Tools:

Leverage web analytics platforms such as Google Analytics and Google Search Console to monitor the performance of your voice search-optimised content.

Analyse which queries are driving traffic and how users are engaging with your content.

2. Rank Tracking Tools:

Use rank tracking tools like Rank Ranger or AccuRanker to keep a close eye on how your content is ranking in voice search results.

This data can help you identify areas for improvement.

3. User Feedback and Surveys:
  • Engage with your audience through surveys and feedback mechanisms.
  • Gather insights from users who perform voice searches on your website.
  • Their input can be invaluable for adapting your content and strategy.


Ongoing Adaptation

1. Content Updates:

Regularly update your content to reflect changes in voice search trends and user behaviour.

Keep your information fresh, accurate, and aligned with current user intent.

2. Voice Search Best Practices Guides:

Stay updated with industry best practices and guidelines for voice search optimisation.

These resources offer insights into the latest trends and strategies for staying competitive in the voice search landscape.

Preparing for the Future of Voice Search

Preparing for the future of voice search is like anticipating new ingredients for your culinary masterpiece.

Stay ahead by understanding the emerging trends, the growing influence of virtual assistants, and the expanding reach of voice search.

Emerging Trends in Voice Search

1. Natural Language Processing (NLP):

NLP is becoming increasingly sophisticated, enabling virtual assistants to understand better and respond to nuanced queries.

Keep an eye on NLP developments to align your content with user expectations.

2. Multimodal Interactions:

Voice search is evolving beyond voice-only interactions. Users now expect seamless transitions between voice, text, and visuals.

Adapt your content to cater to these multimodal interactions.

3. Localised Voice Search:

The integration of voice search with location-based services is on the rise. Stay informed about how this trend affects your industry, and consider local SEO strategies.

4. Voice Commerce (V-commerce):

As voice assistants become more proficient at handling transactions, e-commerce through voice search is gaining momentum.

You could begin exploring the potential of V-commerce for your business.

Final Thoughts

Voice search is a little tricky to optimise for.

You need to have a good foundation understanding of what needs improving on your website in order to know what you can improve for voice search.

With the help of WILO, you can roll with the times as easy as raspberry pi (just a little techy joke for you).

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Last updated: November 27, 2023