SEO vocal in Switzerland: optimize your site for voice searches
SEO voice in Switzerland: optimize your site for voice searches
1/3 of Swiss internet users use voice assistants, and voice searches already generate billions of francs. With rapid adoption, Switzerland, marked by its linguistic diversity (French, German, Italian, English), offers a unique opportunity for local businesses.
Key points to remember:
- Languages and bilingualism: 66% speak German, 23% French, 8% Italian. Users often switch between two or more languages in their queries.
- Local searches: 76% of users look for local services or businesses via voice.
- Natural queries: Voice searches are in complete sentences, like "Where to find an Italian restaurant in Geneva?"
- Mobile impact: 27% of voice searches are done on mobile.
Prioritize optimizations:
- Conversational keywords: Include questions like "Where can I find..." or "How to..."
- Structured data: Use Schema.org to help search engines understand.
- Google Business profile: Optimize your Google Business profile and tailor your content to regional specifics (e.g., Geneva, Lausanne).
Quick conclusion: Voice search is an essential trend in Switzerland. Adapt your SEO strategies now to capture this growing market.
Trends and behaviors of voice search users in Switzerland
Adoption rate of voice search in Switzerland
In Switzerland, voice search is gaining popularity, following a global trend. Today, about 20.5% of users use this technology. On mobile, this number rises to 27%, reinforcing the idea that mobile devices play a key role in this adoption. The country's linguistic diversity, with its multiple official languages, also contributes to this growth, as users easily switch between idioms based on their needs.
Habits vary across linguistic regions, influenced by cultural preferences and specific media usage in each area. This diversity promotes a more natural adoption of voice interfaces.
Among young adults, voice search is integrated into daily tasks: finding a restaurant, checking schedules, or locating nearby services. Their language proficiency, especially in French and English, allows them to formulate fluid and tailored voice queries to meet their needs.
These trends shape distinct search behaviors, which we explore in more detail below.
Common voice queries in Switzerland
Voice searches in Switzerland often focus on practical and immediate needs. For example, 76% of users use them to locate local businesses or services. Typical queries include:
- "Where to find an Italian restaurant near me?"
- "Opening hours of the nearest pharmacy?"
Bilingualism also plays a significant role in how queries are formulated. It is not uncommon to see language combinations, especially for professional services. For example:
- "SEO agency services Geneva"
- "Digital marketing consultant French Switzerland"
Users often include geographical details, such as their canton's name, city, or even neighborhood, to get location-specific answers.
Another notable characteristic is that voice queries are generally formulated as complete and natural sentences. Instead of searching for "dermatologist Geneva price," users ask questions like: "How much does a consultation cost with a dermatologist in Geneva?" This shift encourages businesses to revise their content by integrating more conversational and spoken language expressions.
Optimizing your SEO for voice search from iPhone
Optimizing keywords for bilingual voice search
After analyzing user behaviors, let's focus on adapting keywords to meet the specificities of bilingual voice searches in Switzerland.
Conversational keywords and question-focused
Voice search relies on natural and fluid language. This means prioritizing complete sentences and questions over short keywords. In Switzerland, where users frequently switch between French and English, this approach is particularly relevant.
For example, a user might type "best pizza NYC" in a search engine, but if using voice search, they would ask a question like "Where is the best pizzeria near me?" Businesses should include expressions like "How to find..." or "Where can I..." in their strategy. Additionally, their English equivalents like "How to find..." or "Where can I..." should be integrated.
This method is especially effective for local searches. In Switzerland, 76% of voice searches are related to local businesses, and voice searches on mobile are three times more likely to be about local information.
Tools and techniques for identifying bilingual keywords
To succeed in a bilingual environment, it is essential to use tools capable of detecting conversational trends in both languages. Here are some useful options:
- AnswerThePublic: This tool highlights frequently asked questions, a valuable asset for understanding linguistic nuances in Switzerland.
- Moz Keyword Explorer: Provides keyword suggestions and data on search volume, ideal for targeting natural phrases.
- MarketMuse: Analyzes existing content and suggests adjustments to better meet voice search expectations.
"Search volumes given by any tool is usually just indicative as to its popularity against other keywords to help you work out where to focus. Aside from looking at search volumes and CPC, it's important to speak to your customers and find out what questions they have." - Joshua Saxon, Content Marketer & SEO Specialist
Creating a list of bilingual keywords
To build an effective list, start by analyzing user behaviors in both languages. Keywords related to voice search are often longer and reflect natural speech patterns. Here are the key steps to construct this list:
- Identify common questions asked by your audience.
- Study the regions where your audience is located, the languages they speak, and local dialects.
- In French-speaking Switzerland, this involves considering local French nuances while integrating commonly used English terms in professional settings.
This analysis highlights specific opportunities in each language. For example, terms like "SEO services" are often searched in English, even by French speakers, due to their common usage in professional environments.
To maximize your impact, focus on conversational keywords and long expressions. Instead of targeting "dentist Geneva," opt for phrases like "Where to find a good dentist in Geneva?" or "How much does a dental consultation cost in Geneva?" Also, consider integrating localized keywords in your structured data to enhance your visibility in local voice searches.
These strategies establish a solid foundation for technical integration, which will be addressed in the next section.
Technical configuration for voice search
Once your bilingual aspects are optimized, it is essential that the technical part allows search engines to easily access this information to meet the specific needs of voice search.
Adding structured data for voice search
Structured data, like that offered by Schema.org, plays a key role in voice search optimization. It allows search engines to precisely identify content suitable for voice responses. This configuration becomes even more critical for a bilingual site.
The "speakable" tags are particularly useful. They indicate to search engines which parts of a page are optimal for audio playback via voice synthesis. Additionally, FAQ and HowTo schemas naturally align with questions frequently asked
