“Star Trek: The Next Generation” first aired in 1987. At that time, the idea of having casual conversations with a computer might have seemed like distant science fiction. Fast forward to the present: People frequently speak into their watches and interact with their phones, receiving voice responses. It seems like we’ve almost reached that imagined future, but not completely.
The allure of voice chat is undeniable – it’s faster, hands-free, and allows multitasking. With the onset of COVID-19, there’s been an increased reliance on voice search. According to Gartner, 32% of consumers are interested in technology that can be operated without touch to minimize the risk of contamination. Voice search is becoming one of the fastest-growing types of searches.
– 55% of users utilize voice search to ask questions on smartphones, according to Perficient.
– 39.4% of U.S. internet users engage with a voice assistant at least once per month, as reported by eMarketer.
As technology continues to advance, voice chat is becoming increasingly reliable. Voice search is no longer just a trend. Beyond mobile phones, connected devices, and smart speakers, over 49% of Google Home and Amazon Echo users consider them essential.
As voice search advances from mere recognition to true understanding, Google moves closer to its goal of creating “an ultimate mobile assistant that helps you with your daily life so you can focus on the things that matter.” It’s time to incorporate voice search optimization into your SEO strategy if you haven’t already.
This article explores:
– How voice search has evolved.
– Six strategies to employ moving forward.
The Evolution of Voice Search
Search Is Getting Smarter Than Ever Before
Few people type the way they speak, especially when it comes to search queries. When typing, one often uses a sort of shorthand, like entering “weather Paris” into the search bar. When speaking, they are more likely to ask a full question, such as “What’s the weather like in Paris?” This pattern is consistent with voice search queries.
As programs like Google Now, Siri, and Cortana gain popularity and refinement, it is increasingly important for search engines to interpret natural language. AI is enabling voice search to become adept at interpreting and responding to:
– Spelling Corrections / Queries: If you ask Google for a picture of Wales and receive images of whales, you can clarify with “W-A-L-E-S,” and a picture of the country will appear.
– Previous Inquiries: For instance, if you ask, “Where is the Golden Gate Bridge?” and follow with “Show pictures of it” or “Who built it?” Google understands “it” refers to the bridge based on the initial query.
– Location-Based Context: If you’re at a convention center in San Jose and inquire, “How far is the airport from the convention center?” Google interprets the reference to the location you are currently at.
– App-Based Context: While discussing a specific restaurant in an app, asking Google to “show me the menu” results in the menu for that restaurant being displayed due to contextual understanding.
Context and conversational searches are crucial as voice search continues to evolve. Marketers must integrate a voice search strategy on their websites and focus on content with a conversational tone. It is essential to recognize that individuals who type queries and those who use voice search are often different types of users. The “typer” may be willing to research, while the “talker” wants quick answers. Marketers must cater to both.
For example:
– Context of On-Screen Content: If looking up a Wikipedia page on Johnny Depp and you ask voice search to “show me pictures of Johnny,” it will present Johnny Depp images, as he is the subject on screen.
– Context About You: Asking Google “What’s my office address?” yields your office details, clarifying who “my” refers to.
As conversational commerce and local search evolve, voice search now aids in instant purchases. Queries like “Order me a large pepperoni and mushroom pizza from Pizza Hut” or “Show me blue jeans / Show me size 12 / Order the pair from American Eagle” streamline the shopping experience.
6 Strategies for Voice Search Optimization Success
Voice search optimization is akin to the SEO of the past but with a refined focus.
1. Understand Your Type of Customer & Device Behavior
Voice search algorithms consider data, location, and multiple data points to establish context. Likewise, marketers must deeply understand consumer behavior using real-time data and consumer insights to determine how varied individuals use voice search across devices.
2. Focus on Conversational Keywords
Short-tail keywords become less relevant in the context of natural voice search phrases. It’s increasingly important to focus on conversational long-tail keywords.
3. Create Compelling Persona-Based Content
Optimizing for voice search necessitates brevity, context, and relevance. Marketers should create rich, compelling content that addresses common questions and resolves pain points. Structuring content with a question headline followed by a concise answer or definition can be effective. Additional page content should elaborate on the topic, appealing to both traditional search algorithms and voice search for potential featured snippets.
4. Provide Context with Schema Markup
Leverage schema markup to define your site’s content for search engines, enhancing relevance in searches and voice queries. Effective schema use helps clarify language to search engines, offering rich information for mobile users and voice search interactions.
5. Build Pages That Answer FAQs
Voice search queries often begin with “Who,” “What,” “Where,” “When,” “Why,” and “How,” seeking answers to immediate needs. A well-organized FAQ section using these adverbs and answering conversationally can attract voice searches.
6. Think Mobile & Think Local
In a mobile-first world, the convergence of mobile and local search, especially voice search, is crucial. Mobile devices facilitate on-the-go local queries, and voice search enables hyper-local questions. Ensure your site’s directions, XML sitemaps, and user experience are optimized for mobile devices, accommodating “near me” style queries to improve user engagement and satisfaction.
Voice Search Optimization Moving Forward
Voice search is growing, and its importance in SEO can’t be overlooked. While older generations may hesitate to speak to their devices, younger generations do so naturally, regarding it as savvy. The rise of voice search should be embraced, and optimization for it is necessary for competitive SEO strategies.
Image Credits
All screenshots taken by the author.
