Voice search is not just a future possibility; it is a present reality. However, our industry still clings to outdated practices centered around mobile optimization and web pages, even as technology giants like Google advance their integration into consumers’ homes and vehicles, enabling devices to respond to spoken questions with spoken answers.
This shift is where Google and Microsoft are heading. Considering search technology within this framework, you’ll understand why it makes sense for Google to develop an algorithm capable of providing spoken answers to spoken questions.
It is somewhat late to be worried about Google’s Mobile First index. Our focus should now be on understanding and optimizing for Voice Search. The era of the Spoken Search Paradigm has already arrived.
Recent announcements about Google Assistant and Google Home suggest a transition in Google’s search experience from a mobile-centric to a Voice First approach. While the index remains mobile-first, the search experience is evolving to prioritize Google Voice/Google Home/Google Assistant. Instead of viewing search as a mobile-first experience, it may be beneficial to consider it within the context of voice search.
SEO in Transition
In a visual metaphor I created, a caveman represents outdated SEO practices. This figure is akin to the old generation of SEO tactics, some of which have become less relevant in today’s search engine landscape.
The sofa in the image symbolizes the home as the new space for search activities, which are no longer confined to the computer. Search now occurs on the sofa and increasingly within automobiles.
The caveman is outside the home, symbolizing the outdated mindset of associating search with a desktop experience, when, in reality, search is now everywhere.
Navigating the shift from a mobile to a voice search paradigm, it’s challenging to foresee how web publishers and SEO will adapt to this next evolution in internet marketing. Awareness and understanding of this shift are essential as we interpret research papers and announcements, not only from Google but also companies like Bing, Zillow, Baidu, and Facebook. This transition involves moving from a search-oriented mindset to one focused on being an assistant.
As internet marketers and publishers, our role within this transition is crucial to explore. Clinging to the past or expecting a return to traditional methods is unlikely to be helpful.
Evidence of Google’s Transition to Voice/AI
If your SEO strategy focuses solely on mobile-first experiences, it’s important to recognize evidence suggesting Google’s shift towards a Voice First strategy, reshaping your strategy accordingly. Here are four indicators of this transition:
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Rebranding of Google’s Research Blog: Now the AI Blog, this change highlights the importance of artificial intelligence, which is crucial for voice-first environments. AI makes everyday tasks easier, including searching for photos, translating languages, composing emails, and interacting with Google Assistant.
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Google Recipes Adapting to Voice First: Recent updates to Google’s recipe Structured Data Tool demonstrate a move towards voice search, requiring information suitable for Google Assistant. This change underscores that voice search extends beyond mobile devices.
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Voice Search’s Reach Beyond Mobile: Google Assistant now connects with over 5,000 devices, signifying a major initiative beyond mobile. For instance, Google Assistant can engage children with interactive stories, illustrating the expansive potential of voice search.
- AI Technology Demonstration by Google: The launch of a demo called Talk to Books by Google, featuring renowned futurist Ray Kurzweil, showcases AI advancements, indicating significant strides in AI-powered voice search.
Google’s (Between the Lines) Announcement
Google’s structured data update for recipes explicitly supports the voice-guided search experience, reflecting the growing importance of voice search.
Google Home & Google Assistant
Mobile computing is pervasive, akin to the air we breathe, and Google is preparing for Google Home to achieve similar ubiquity. This transition from typed to spoken interactions will have profound implications for SEO.
Takeaway #1: Voice Search Over Mobile Search
SEO is increasingly leaning towards optimizing for Voice Search, Google Home, and Google Assistant rather than solely focusing on mobile search.
Takeaway #2: Importance of Structured Data
As evident in the recipe structured data update, structured data is integral to the Google Home/Voice Assistant search experience, aiding Google in understanding web content.
Takeaway #3: Designing Web Pages for Voice Search
Content incompatible with voice search, such as information in tables or link lists, won’t feature in voice search results. Structuring web content for voice searches is crucial for visibility, as demonstrated by companies missing out on featured snippets due to table formatting.
AI-Powered Voice Search as Web 3.0
It seems plausible that Google is moving beyond Mobile Friendly towards Voice Search Friendly practices. Reframing search marketing and SEO with a focus on voice search might be beneficial. Voice search, powered by AI, represents the next frontier, and the transition is already underway.
