With a whole lot of individuals in its workforce working in 30+ languages, Lionbridge’s translators are educated about worldwide search engine marketing and have sure search engine marketing fundamentals lined in order that purchasers get top-notch providers for his or her websites.
With this robust requirement for search engine marketing and multilingual protection, Lionbridge picked Semrush because the platform of alternative for managing its inside and client-based content material efforts.
Whereas Lionbridge already had a well-established model and a well-positioned web site, they wanted to deal with two key points:
- Guarantee a stronger featured snippet presence to have the ability to sort out voice search.
- Create voice search pointers that may be shared each throughout the corporate and with purchasers to place Lionbridge because the main answer for manufacturers that wish to optimize for voice search.
Under, we’ll present how the corporate managed to realize some spectacular outcomes and provides Lionbridge-inspired tips about voice-search-targeted search engine marketing and content material technique.
Voice Search Optimization Classes From Lionbridge
Construct Content material Round Related Questions
It’s a no brainer that to look in voice search (which is predominantly based mostly on question-like queries), it’s important to construct your content material round questions.
So the core problem is to seek out out precisely what persons are asking about your space of experience in Google search. That is the place Semrush intel turns out to be useful.
Lionbridge recommends beginning with the subjects you could have a powerful proper to rank for. Of their case, it was translation and localization.
Listed here are just a few methods they discover the most well-liked questions:
1. Lionbridge makes use of Semrush’s Topic Research tool to find essentially the most environment friendly content material concepts round every goal subject:
Utilizing the software, the Lionbridge workforce checks search volumes for every subject and selects essentially the most trending (a.ok.a., the most well-liked) subtopics that match their profile.
2. To search out extra voice-search-targeted headlines, they use the Questions tab that options questions across the given space.
3. Semrush’s Keyword Magic Tool is one other nice supply of common queries. Lionbridge filtered the outcomes to questions:
4. Whereas the principle analysis is run by Semrush instruments, to get full protection, Lionbridge additionally makes use of some old-school strategies.
They enter the search question in Google, undergo the questions that seem inside the Individuals Additionally Ask field, and flick thru native boards and Quora searching for subject inspiration.
Prioritize Excessive-Quantity & Decrease Competitors Questions
It might be straightforward to get overwhelmed by the amount of newly found questions.
That’s why, earlier than Lionbridge makes the ultimate record of questions, they examine every key phrase phrase’s search quantity to prioritize their efforts by potential affect (this may be finished robotically inside the Key phrase Magic Software).
Excessive-volume long-tail key phrases get the primary precedence.
Then, they group 4-5 logically associated inquiries to reply in a single article.
Optimize Content material for Featured Snippets
Semrush’s Voice Search study confirmed that 70% of all voice search solutions come from pages inside SERP options, and 60% of them return a featured snippet end result.
So after you have your subjects and questions, all it’s important to do is reverse-engineer high quality solutions right into a typical featured snippet (and therefore voice search) formatting.
Listed here are some greatest practices:
- Use goal questions in H2’s.
- Create brief paragraphs and lists proper underneath the H2’s.
- Exclude tables because the voice search algorithm finds it exhausting to learn their titles.
- Hold sentences all the way down to 23 phrases, because the data means that that is the typical phrase restrict for voice search solutions.
As an example, that is how Lionbridge’s featured snippet for the “ideas for translation” question seems to be:
Create Actionable Briefs for Your Writers
Move on the collected knowledge to your content material creators, together with:
- Goal key phrases and questions.
- Title solutions (based mostly on Matter Analysis software’s concepts).
- Formatting pointers.
- Prime articles the web page might be competing towards.
As soon as the briefs are despatched out, the Lionbridge writers are free to place their creativity to work.
Use Schema Markup
Your excellent article is prepared!
Must you cease there?
Lionbridge recommends placing in a bit of additional effort to get on Google’s radar.
The important thing to serving to the algorithm perceive you could have a Q&A-like web page that solutions a voice search question is to make use of schema markup. This can enhance your possibilities of triggering a featured snippet, which, in flip, can get you to look inside Google’s voice search reply.
(Tune in to the Marketing Scoop podcast to listen to Google’s Gary Illyes give an intensive evaluate of the affect of structured knowledge.)
Lionbridge used Semrush’s Web site Audit software to detect pages with out markup and uncover any lacking markup alternatives:
In only one 12 months, the corporate managed to develop its featured snippet depend by nearly 40X:
Don’t Be Discouraged by the Competitors
When taking a look at rivals for content material briefs or checking their featured snippet rivals, Lionbridge noticed that Wikipedia typically ranks for his or her high key phrases.
Wikipedia has a excessive stage of authority within the eyes of Google and powerful visibility throughout SERPs for all conceivable queries. Whereas this may increasingly initially sound discouraging, of us at Lionbridge truly take into account this rivalry a superb factor.
The truth is, Brendan Walsh, the World Search SME at Lionbridge, noticed that Google truly prefers to make use of a variety of sources when returning outcomes. So at any time when there’s a substitute for Wikipedia, the search engine is extra prone to want it over the all-encompassing encyclopedia.
Guarantee Final Web site Well being
Whereas content-related efforts are the important thing to voice search optimization, the muse of any search engine marketing success is website well being.
From a technical perspective, Lionbridge leverages insights from Semrush’s Site Audit tool to resolve any website well being points, whether or not they’re coping with their very own or a consumer’s web site.
Lionbridge knowledge within the Web site Audit software
Enhancing total website efficiency is extremely highly effective if you need your optimized content material to rank nicely. But there are some points it’s important to pay particular consideration to:
- Web page load pace.
- Content material cannibalization.
- Markup utilization (this helps to maximise your featured snippet optimization).
This tip won’t apply to everybody, however if in case you have a multilingual web site, it’s definitely the one for you.
In Lionbridge’s expertise, languages aside from English can open up far more potentialities for showing in featured snippets and voice search. The English-speaking SERPs are oversaturated with content material, so optimizing your website in different languages could be a actual goldmine.
Hold Watch on Your Outcomes
Now that every one the voice search optimization ideas have been carried out, it’s important to monitor whether or not your efforts are paying off and if it’s essential make any technique changes.
Lionbridge makes use of Semrush’s Position Tracking tool to regulate its efficiency and featured snippet shifts.
The software permits them to maintain observe of the location rankings and featured snippets for a variety of chosen key phrases and run ongoing monitoring. So anytime they see a rating drop or a misplaced featured snippet, they will take well timed motion and make enhancements.
You Can Optimize for & Win Extra Featured Snippets, Too!
No enterprise is similar, and every search engine marketing technique wants changes.
But, you can also take an enormous step towards triggering extra featured snippets:
- Deal with voice search.
- Create high-quality and well-formatted content material.
- Preserve glorious website well being.
Lionbridge selected Semrush as its go-to platform for managing its voice search optimization, and the outcomes communicate for themselves.
On high of a 40X featured snippet enhance, Lionbridge additionally managed to:
- Get 7X extra key phrases inside the high 3 SERP spots – from 3.5% as much as 27%.
- Obtain spectacular inflow of worldwide site visitors – from 77% to 140% enhance throughout numerous markets.
- Develop their pageviews by 127% YoY.
Now that you simply see that voice search and the featured snippet optimization course of is a matter of constant fine-tuning and entry to knowledge, you may roll up your sleeves and goal for comparable ranges of success.