How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

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With lots of of individuals in its staff working in 30+ languages, Lionbridge’s translators are educated about worldwide web optimization and have sure web optimization fundamentals coated in order that shoppers get top-notch providers for his or her websites.

With this robust requirement for web optimization and multilingual protection, Lionbridge picked Semrush because the platform of alternative for managing its inner and client-based content material efforts.

While Lionbridge already had a well-established model and a well-positioned web site, they wanted to handle two key points:

  • Ensure a stronger featured snippet presence to give you the option to sort out voice search.
  • Create voice search pointers that will be shared each throughout the corporate and with shoppers to place Lionbridge because the main answer for manufacturers that need to optimize for voice search.

Below, we’ll present how the corporate managed to obtain some spectacular outcomes and provides Lionbridge-inspired tips about voice-search-targeted web optimization and content material technique.

Voice Search Optimization Lessons From Lionbridge

Build Content Around Relevant Questions

It’s a no-brainer that to seem in voice search (which is predominantly based mostly on question-like queries), you could have to construct your content material round questions.

So the core problem is to discover out precisely what individuals are asking about your space of experience in Google search. This is the place Semrush intel is useful.

Lionbridge recommends beginning with the subjects you could have a robust proper to rank for. In their case, it was translation and localization.

Here are a few methods they discover the preferred questions:

1. Lionbridge makes use of Semrush’s Topic Research instrument to uncover essentially the most environment friendly content material concepts round every goal matter:

Topic Research toolTopic Research instrumentTopic Research tool

Using the instrument, the Lionbridge staff checks search volumes for every matter and selects essentially the most trending (a.okay.a., the preferred) subtopics that match their profile.

2. To discover extra voice-search-targeted headlines, they use the Questions tab that options questions across the given space.

Topic Research toolTopic Research instrumentTopic Research tool

3. Semrush’s Keyword Magic Tool is one other nice supply of in style queries. Lionbridge filtered the outcomes to questions:

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

4. While the primary analysis is run via Semrush instruments, to get full protection, Lionbridge additionally makes use of some old-school methods.

They enter the search question in Google, undergo the questions that seem throughout the People Also Ask field, and flick thru native boards and Quora searching for matter inspiration.

Prioritize High-Volume & Lower Competition Questions

It could possibly be simple to get overwhelmed by the quantity 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 influence (this may be performed routinely throughout the Keyword Magic Tool).

High-volume long-tail key phrases get the primary precedence.

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet GrowthKeyword Magic ToolHow Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

Then, they group 4-5 logically associated questions to reply in a single article.

Optimize Content for Featured Snippets

Semrush’s Voice Search examine confirmed that 70% of all voice search solutions come from pages inside SERP options, and 60% of them return a featured snippet outcome.

So upon getting your subjects and questions, all you could have to do is reverse-engineer high quality solutions into a typical featured snippet (and therefore voice search) formatting.

Here are some greatest practices:

  • Use goal questions in H2’s.
  • Create quick paragraphs and lists proper below the H2’s.
  • Exclude tables because the voice search algorithm finds it laborious to learn their titles.
  • Keep sentences down to 23 phrases, as the information means that that is the typical phrase restrict for voice search solutions.

For occasion, that is how Lionbridge’s featured snippet for the “tips for translation” question appears to be like:

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

Create Actionable Briefs for Your Writers

Pass on the collected information to your content material creators, together with:

  • Target key phrases and questions.
  • Title solutions (based mostly on Topic Research instrument’s concepts).
  • Formatting pointers.
  • Top articles the web page will probably be competing towards.

Once the briefs are despatched out, the Lionbridge writers are free to put their creativity to work.

Use Schema Markup

Your excellent article is prepared!

Should you cease there?

Lionbridge recommends placing in a little additional effort to get on Google’s radar.

The key to serving to the algorithm perceive you could have a Q&A-like web page that solutions a voice search question is to use schema markup. This will enhance your probabilities of triggering a featured snippet, which, in flip, can get you to seem inside Google’s voice search reply.

(Tune in to the Marketing Scoop podcast to hear Google’s Gary Illyes give a thorough evaluation of the influence of structured information.)

Lionbridge used Semrush’s Site Audit instrument to detect pages with out markup and uncover any lacking markup alternatives:

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet GrowthSemrush Site Audit instrumentHow Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

In only one 12 months, the corporate managed to develop its featured snippet rely by nearly 40X:

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet GrowthLionbridge’s featured snippets patternHow Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

Don’t Be Discouraged by the Competition

When rivals for content material briefs or checking their featured snippet rivals, Lionbridge noticed that Wikipedia typically ranks for his or her prime key phrases.

Wikipedia has a excessive degree of authority within the eyes of Google and robust visibility throughout SERPs for all possible queries. While this may occasionally initially sound discouraging, people at Lionbridge really take into account this rivalry a good factor.

In truth, Brendan Walsh, the Global Search SME at Lionbridge, noticed that Google really prefers to use a vary of sources when returning outcomes. So at any time when there may be another to Wikipedia, the search engine is extra doubtless to want it over the all-encompassing encyclopedia.

Ensure Ultimate Site Health

While content-related efforts are the important thing to voice search optimization, the inspiration of any web optimization success is web site well being.

From a technical perspective, Lionbridge leverages insights from Semrush’s Site Audit instrument to resolve any web site well being points, whether or not they’re coping with their very own or a consumer’s web site.

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

Lionbridge information within the Site Audit instrument

Improving total web site efficiency is extremely highly effective if you would like your optimized content material to rank properly. Yet there are some points you could have to pay particular consideration to:

  • Page load velocity.
  • Content cannibalization.
  • Markup utilization (this helps to maximize your featured snippet optimization).

Go Local

This tip won’t apply to everybody, however in case you have a multilingual web site, it’s definitely the one for you.

In Lionbridge’s expertise, languages apart from English can open up far more prospects for showing in featured snippets and voice search. The English-speaking SERPs are oversaturated with content material, so optimizing your web site in different languages might be a actual goldmine.

Keep Watch on Your Results

Now that each one the voice search optimization ideas have been applied, you could have to monitor whether or not your efforts are paying off and when you want to make any technique changes.

Lionbridge makes use of Semrush’s Position Tracking instrument to control its efficiency and featured snippet shifts.

The instrument permits them to preserve observe of the positioning rankings and featured snippets for a vary of chosen key phrases and run ongoing monitoring. So anytime they see a rating drop or a misplaced featured snippet, they’ll take well timed motion and make enhancements.

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet GrowthLionbridge’s rating distribution, with positions 1-3 in gold (Position Tracking instrument)How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

You Can Optimize for & Win More Featured Snippets, Too!

No enterprise is similar, and every web optimization technique wants changes.

Yet, you can also take a huge step towards triggering extra featured snippets:

  • Tackle voice search.
  • Create high-quality and well-formatted content material.
  • Maintain wonderful web site well being.

Lionbridge selected Semrush as its go-to platform for managing its voice search optimization, and the outcomes communicate for themselves.

How Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet GrowthData from Lionbridge’s Google AnalyticsHow Lionbridge Voice-Optimized Its Way to a 3,800% Featured Snippet Growth

On prime of a 40X featured snippet enhance, Lionbridge additionally managed to:

  • Get 7X extra key phrases throughout the prime 3 SERP spots – from 3.5% up to 27%.
  • Achieve spectacular inflow of worldwide visitors – from 77% to 140% enhance throughout numerous markets.
  • Grow 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 information, you possibly can roll up your sleeves and purpose for comparable ranges of success.

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