Lionbridge’s translators are familiar with international search engine optimization and have certain SEO criteria to get clients top-notch services for their sites, and its team has hundreds of people working in more than 30 languages.
Thanks to this strong SEO and multilingual coverage requirement, Lionbridge chose Semrush for internal and customer-driven content management.
Although Lionbridge already had a well-established brand and a well-placed website, they had to address two key issues:
- Make sure the stronger snippet is present so you can use voice search.
- Create voice search guidelines that are shared with the entire company and with customers to make Lionbridge the leading solution for brands looking to optimize voice search.
Below, we show how the company managed to achieve impressive results, and we provide Lionbridge-inspired tips with voice-targeted SEO and content strategy.
Voice Search Optimization Lessons from Lionbridge
Build content around relevant questions
It’s worry-free that if you want to appear in a speech search (based primarily on question-like queries), you need to build your content around the questions.
So the key challenge is figuring out what people are asking about your area of expertise in Google search. Here is the Semrush intel handy.
Lionbridge recommends starting with topics in which you have a strong right to invest. In their case, it was translation and localization.
Here are some ways to find the most popular questions:
1. Lionbridge uses Semrush Topic research tool to find the most effective content ideas around each target topic:
Using the tool, the Lionbridge team reviews the search results for each topic and selects the most popular (i.e., most popular) sub-topics relevant to their topic.
2. They search more using voice-targeted titles Questions a tab that contains questions in that area.
3. Semrush’s Keyword Tool is another great source of popular queries. Lionbridge filtered the results for questions:
4. Although the main research is conducted using Semrush tools, Lionbridge also uses some old-school techniques to gain coverage.
They type in a search phrase on Google, go through the Questions that also appear in the People Ask box, and browse local forums and Quora in search of inspiration for the topic.
Prioritize large and lower competition issues
The number of new questions can be easily overwhelmed.
Therefore, before Lionbridge makes the final list of questions, they review the search result for each keyword phrase to prioritize their efforts based on the potential impact (this can be done automatically in the Keyword Tool).
High-volume, long-tailed keywords take precedence.
They then group 4-5 logically related questions to answer one article.
Optimize content for presented snippets
Semrushin Voice search research showed that 70% of all voice search responses come from the SERP features pages and 60% return the recommended snippet.
So once you have your topic and question, all you have to do is translate the quality answers into the typical snippet (and thus speech search) formatting.
Here are some best practices:
- Use target questions in H2.
- Create short songs and lists under H2.
- Exclude tables because the speech search algorithm makes it difficult to read their titles.
- Keep sentences of up to 23 words, such as information suggests that this is the average word count for voice search responses.
For example, Lionbridge’s presentation of the “Tips for Translation” snippet shows:
Create functional lingerie for your writers
Forward the information collected to your content providers, including:
- Target keywords and questions.
- Title suggestions (based on Topic Research ideas).
- Formatting instructions.
- The most popular articles that the page competes with.
Once the panties are posted, Lionbridge writers are free to use their creativity.
Use a formula notation
Your complete article is ready!
Should I stop there?
Lionbridge recommends efforts to get a Google radar.
The key to helping the algorithm understand that you have a Q&A-like page that responds to a voice search query is to use a formula notation. This will increase your chances of getting the snippet on display, which in turn can make you appear in the Google voice search response.
(Tune in Marketing Scoop podcast hear from Google Gary Illyes for an in-depth review of the impact of structured data.)
Lionbridge used Semrush’s site inspection tool to detect unmarked pages and find missing tagging options:
In one year, the company managed to increase the number of its fragments almost 40-fold:
Don’t be discouraged by the competition
When Lionbridge looked at its competitors for content performances or reviewed their excerpts from their competitors, Lionbridge noticed that Wikipedia often ranks among its most popular keywords.
Wikipedia has high authority in the eyes of Google and strong visibility for SERPs in every imaginable query. While this may sound depressing at first, the people at Lionbridge consider this race to be a really good thing.
In fact, Brendan Walsh, a Lionbridge global search SME, found that Google actually prefers to use different sources when returning results. So whenever there is an alternative to Wikipedia, the search engine is more likely to prefer it to a comprehensive encyclopedia.
Make sure the site is in final condition
While content efforts are the key to voice search optimization, the foundation of any SEO success is the condition of the site.
From a technical point of view, Lionbridge leverages Semrush’s data Site Audit Tool to solve site health issues, whether it’s your own or a client’s website.
Lionbridge Information Site Audit Tool
Improving your overall site performance is incredibly effective if you want optimized content to rank well. Still, there are some things you need to pay special attention to:
- Page load speed.
- Content cannibalization.
- Markup usage (this helps maximize the optimization of the snippet you present).
This tip may not apply to everyone, but if you have a multilingual site, it’s definitely right for you.
In Lionbridge’s experience, languages other than English can open up much more opportunities to appear in featured snippets and voice search. English SERPs are rich in content, so optimizing your site in other languages can be a real goldmine.
Keep an eye on your results
Now that all the voice search optimization tips have been implemented, you need to monitor whether your efforts are paying off and if you need to make changes to your strategy.
Lionbridge uses Semrush Location tracking tool keep an eye on its performance and snippet changes.
The tool allows them to track site rankings and snippets of selected keywords and perform continuous tracking. So whenever they see a drop in investment or a lost snippet, they can take action in time and make improvements.
You can also optimize and beat other snippets!
No business is the same, and every SEO strategy needs change.
However, you too can take a big step towards launching more snippets:
- Process voice search.
- Create high quality and well-crafted content.
- Maintain excellent site condition.
Lionbridge chose Semrush as the management platform for voice search optimization, and the results speak for themselves.
In addition to the 40X snippet upgrade, Lionbridge also succeeded in:
- Get 7X more keywords in the top three SERPs – from 3.5% to 27%.
- Achieve impressive international traffic – from 77% to 140% in different markets.
- Increase page views by 127% year-on-year.
Now that you find that the speech search and snippet optimization process are consistent fine-tuning and access to data, you can roll up your sleeves and aim for a similar level of success.