The Impact Voice Search Will Have on SEO
Voice search has proven to be much more than a trend. It is convenient. Its availability and use is expanding and most importantly, almost everyone is utilizing voice search on Google.
Because of its high demand and convenience of use, voice search is here to stay. Therefore, SEOs should prepare to include it in all its strongest strategies. Will SEO be affected by voice search? Of course, it will. Continue reading to find out how it has and will impact SEO moving forward.
Let’s take a look at the numbers. More than 55% of smart device users begin utilizing voice search three years ago in 2015. As of today, almost 25% of Google searches are conducted by voice command. Even if half the people you know aren’t actively or regularly searching queries via voice search, it has already had a major impact on SEO.
The Basics of Voice Search
Just in case there’s anyone out there with no clue about voice search, here’s the basic breakdown. Voice search is a search command that is activated by your voice. That’s right! You speak and the system searches for what you’ve spoken via voice. A voice assistant such as Google Home, Alexa, Cortana, Siri, etc. conducts the searches instead of the user typing it into the browser.
Google and Siri lead the market for voice search, which is to be expected as they are available on an extensive list of devices. Below are the top ranked assistants and their compatible devices.
Siri (Apple): Apple iPad, iPhone, iPod
Google Assistant: Pixel phone, Google Home, Android and iOS apps, Android 6.0
Microsoft Cortana: Xbox One, Windows 10, Windows phone, Android and iOS apps
Amazon Alexa: Echo
The above voices are unique in their own design and offer additional benefits to the search capabilities.
What Changes to Expect in SEO
Semantic Search Will Lead the Way
In addition to keywords, Google also depends on other factors to filter searches. It takes into account patterns or prior searchers to give the best results for what is being searched. This describes semantic search, which basically describes Google’s effort to understand exactly what the browser is searching for.
For example, when a user searches “comedy shows New York” from their laptop in New York, Google instantly knows that the search is likely for comedy shows in New York, and not for comedy shows about New York.
Prior to semantic search efforts, either of those searches would have been sensible based on keywords. However, semantic search understands that the user is likely looking for options in the city near them.
Considering that most people use a conversational tone when they search with their voice, the content of your website must appeal to this. Optimize content for a category of relative, long-tail keywords to receive the best results.
Optimize Content for Readers
Website content should be optimized for site visitors and not for the search engines. What does this mean? Keyword stuffing your content is a thing of the past. Write content with the readers in mind. Pay attention to the language of the customers by reviewing their social media posts and reviews about your business. Consult with customer service to learn what customers are saying and which questions they ask most about the products or service on your site. This is the language your site should reflect. Your content should include an everyday type of language that the customer will understand and typically uses when they talk.
Keep in mind that voice searches conducted from mobile devices are most likely local. Therefore, make certain that site content is optimized for local returns.
Your Site Should Be Prioritized for Mobile Searches
Google has made it clear that it will cater to mobile-first searches. Your site must be prioritized for mobile or you will fail in the organic search world.
If your website loads slowly, is not mobile-friendly or looks warped on mobile devices, people will leave your site quicker than the site loaded. If this goes on for too long, the rankings of the site will suffer. A site that is responds well to mobile searches is crucial for voice search. Mobile devices is where voice search generated and a growing number of people utilize voice search while driving. If your website isn’t designed for mobile searches, you will lose your page one ranking, or you’ll never make the cut in the first place.
The Race to Position Zero Will Intensify
Most voice searches populate their response in what is described as the Rich Answer box that generates at the top of search return. There is usually public domain info that Google produces by Instant Answers.
Featured snippets, however, are extracted from any site that appears on the first page of search results. Brands receive credit from Google on voice, as well as research search. It is only necessary to appear on the first page, and not rank first. This makes it much easier to attain featured snippets. If your site currently ranks on the first page during searches, only a few minor adjustments need to be made to your current SEO strategy.
Featured snippets help people decide where to go, what to buy, or give them information to make important decisions. Research long-tail keywords to discover the questions and add content to the site that answers the questions.
Make sure your content is easy to read and understand. This can be done by adding header tags to the questions, and replying quickly with answers. Featured snippets can also be formatted with tabular.
Voice search has changed how people search for information, shop, travel, and acquire useful reviews. For brands to remain visible, their SEO strategies must adjust to the habits of users and the laws of Google.
Voice search and its accuracy has improved greatly, which makes it much easier for home assistants to understand. Home devices have gained major popularity, which happened to take place just as accuracy in voice search is at its greatest.
Your site should be optimized to respond when people search with their voice. If it is not, your competition will populate ahead of you in the search results and gain your perspective customers.
This article was originally posted Virtual Surge.