Lawyer Ranking Signals for Apple’s Siri
Chris Dreyer | September 09, 2014
Voice activated search has thrown a new variable into the SEO equation for attorneys. Potential clients looking for a law firm are often searching from their mobile phone making voice search more convenient. Users of voice search perform queries differently than when they are using a keyboard. Check out these tips on optimizing your site for Apple’s Siri.
Data For Local Search
Siri is a product of Apple and Apple uses a Yelp as opposed to Google’s data for location based searches. In fact (back in 2012) Apple has partnered with the review service and Siri leverages Yelp information as a primary data source.
While it’s not necessary for lawyers to flock to Yelp as the only good review service out there but they should keep it in their strategy and work on getting reviews. They should at the very least have a profile completely filled out on the platform and strive to have some reviews on it.
Siri relies technology that uses probabilities to calculate your intent based on what you said. Before Siri sends back information based on what you asked it, there are a list of probable answers that it could choose from. Semantics plays a role in this and searches don’t have to fit a rigid keyword structure.
For instance a user might use the phrase “find attorneys in Ann Arbor” but Siri may return results that have the word lawyer as keywords in maps results. Attorneys should focus more on making sure listings and pages are tightly themed either around practice areas or the law practice in general. There are some great articles on how Siri retrieves its information if you are so inclined.
As search improves and initiatives like Knowledge Graph become more advanced, machines are being made to understand the meaning behind human language and intent rather than following rigid definitions of keywords.
Attorneys should add structured data for as much content as they can on their sites. For example name, address, phone number, location, professional articles and other similar content are prime candidates for structured data markup. You can get a ton of useful information from schema.org on structured data formats.
What do you think about the future of voice search? What things should we be doing now to adapt? Join in the conversation by commenting below.