Voice Search: How Voice Assistants are Changing SEO
Table of Contents
- What is Voice Search
- How Voice Search works
- Why Voice Search Impacts SEO
- Reasons why Voice Search is on the rise
- How to Optimize my Website for Voice Search
- Final recommendations
Since its appearance, voice search has been growing rapidly. And it is that there are many people, especially the youngest, who opt for this option when doing an internet search or consulting some information through their mobile devices.
But why is voice search so successful? Beyond the practicality that this tool implies, the voice is one of the most important forms of communication that we human beings have.
The truth is that before the implementation of voice search, SEO is undergoing certain changes. Since you should no longer only pay attention to text searches; but users who use voice to make their queries must also be taken into account.
So, with this article we will explain everything related to voice search so that you can integrate it into your digital marketing strategy .
What is Voice Search
Voice search is a Google function that allows users to use their voice to search for a service, product or content of interest; this through the internet browser or through a portable device.
This function interprets the meaning of the words; as well as, it has the ability to decipher the intention and the context behind each search.
Learn some tips to improve your business strategy, using voice search:
Currently, it is used as an alternative to the typed search. However, voice search can answer a large number of questions; therefore, it is estimated that its growth will continue to gain ground in search engines.
In this sense, voice search can be determined as the possibility of using a device capable of:
1. Record the human voice.
2. Interpret search orders through a program.
3. Return results present in a search engine.
How Voice Search works
Google constantly optimizes its algorithm to achieve positioning; always with the purpose of providing the most accurate results to the searches of its users. Therefore, if the algorithm determines that a page is more relevant to certain searches, it will position it among the first results.
Voice searches have some different features than type searches. Which refer to the way in which the search is developed.
In the written search, “robotic or mechanical” terms are used, which we would not normally use in a conversation.
“ Inbound Marketing Services ”
While voice search offers the possibility of asking more complete questions or in a more natural way. For example: “What are the best inbound marketing services?”
In that sense, the important points about its operation are:
-Talk to Google: for this, users must access the Google search engine and click on the microphone-shaped icon; located to the right of the text box.
Once the microphone turns red and a message appears that says “Speak now” you can make your query. The results will appear a few seconds later.
-Languages: This function is available in more than 40 languages. In the case of Android voice search, users will be able to choose up to 5 languages that they want to use at the same time.
-Voice search at your fingertips: Users can implement this feature from their mobile devices. This is because it is available for both Android devices as well as iPhone and iPad. Plus, it’s a free feature.
Why Voice Search Impacts SEO
As we have already mentioned, this function presents and will continue to present significant growth. For 2018, there was a greater increase in the use of this tool; The United States is one of the countries to present the greatest boom in this regard.
With the appearance of this innovation, you might think that SEO is going to disappear. However, the reality of all this is that this new way of doing queries on the web will not only coexist; but it should also be complemented with SEO.
You should not worry about what you have done so far on your web portal, as it will continue to be valid and you will not have to stop it.
According to specialists in the area, the change that voice search entails lies in the fact that in addition to the search engines that we already know, there will also be response engines.
So, on the one hand we have the work of improving search engines or what is the same Search Engine Optimization (SEO) and on the other we will have Answer Engine Optimization (AEO).
This is because the new voice assistants and search engines are concerned with giving users a single answer. Its objective is not to offer a list for users to select the one they consider best; but only one answer appears, the most accurate. This implies that when positioning your business you will have greater competition and complexity.
Long tail keywords are expected to play an important role. The perfect number of words for a voice query is not yet known with precision; however, as it is this type of search, users will have the possibility of making longer, specific and descriptive queries, even using long tail keywords of up to 10 words.
You may wonder if Google is the only search engine that has this function. And the answer is yes. But it is not ruled out that soon other search engines will join this technology. In fact, some have already given certain indications.
Such is the case of Mozilla Firefox, which launched a pilot test for Android in 2017, which would be used by voice. Also, in 2018, the company stated that it was working on a new browser that would work from voice commands; In addition, they revealed that this will be called Scout.
Reasons why Voice Search is on the rise
In order to understand why voice search is growing, it is essential to analyze two important points.
1. Voice search provides precise and direct answers. This tool also leads users to:
-Discover relevant information.
-Make purchases online.
-Interact quickly with various websites.
2. The interaction is shorter and more practical. Voice-based searches are used for quick interactions.
For example, to find:
-The name of a character.
-Location of a place.
-Consult a doubt, etc.
As user interactions decrease in duration, the opportunity to impact them decreases; so they must be raised in the best way. In voice search, accuracy plays a critical role.
So as long as users get answers quickly and accurately, you will have a better chance of attracting their attention for a longer time; without running the risk that users get tired of waiting.
This does not mean that the written search is not feasible or has already lost its validity. But, what is certain is that voice search is becoming more beneficial and faster.
3. Increased access through mobile devices.
Nowadays, it is customary to search the internet using the computer. However, it is important to consider the increase in access through mobile devices.
Data thrown by the company, StatCounter , indicate that:
-On a global scale, in 2016 the number of mobile devices exceeded the number of desktop devices, in relation to internet use.
For its part, investigations carried out by the Federation of Commerce of Rio de Janeiro (Fecomércio-RJ) in conjunction with the Ipsos Institute, showed that:
-The smartphone is consolidated every year as the main means of internet access in Brazil.
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-In 2016 it was used by 69% of Internet users.
-All the regions of the country presented high levels of connectivity.
Among the motivations that generated the access of Internet users, are:
Social networks 91%.
Search for information 45%.
Listen or download music 25%.
Download videos 23%.
The use of said search tool also depends on the place and circumstance in which the user is located.
So, it works best when you are:
In the car.
in the street etc.
While it is less comfortable to use it, in:
On public transportation.
In a queue or waiting room.
In the work area.
A curious fact regarding voice search is that it is usually very common in local searches. Which means that the location where users are is highly relevant for this type of query.
“What are the closest restaurants to me?”
4. Improvement of voice assistant technology and conversational interfaces.
We cannot forget about voice assistants. These smart devices understand voice commands and allow users to make queries on the web; Likewise, said technology has been making its way for some years, while it has gained strength with the appearance of various assistants.
According to the consulting firm, Gartner, the market for voice assistants by 2021 will represent 3,520 million dollars worldwide; with which it will far exceed 360 million dollars, corresponding to the year 2015.
Siri: artificial intelligence program, whose functions are personal assistant. The app uses natural language processing to answer questions, give recommendations, and take action . It is aimed at those who use the iOS operating system.
-Cortana: virtual assistant created by Microsoft for Windows 10. Designed to give answers, perform basic tasks, give announcements and contribute to the use of devices.
-Bixby: developed by Samsung Electronics, this virtual assistant allows users to focus on what is really important.
Bixby learns the activities users like to do as you interact with them. In addition, it works with applications and services, with the aim of contributing to the performance of tasks .
-Google Now: personal assistant, available within the Google Search mobile application for Android operating systems.
Some of the functions of Google Now can be mentioned: offer answers, inform about upcoming events, set reminders, search for places of interest, choose topics of interest, etc.
-Google Assistant: virtual assistant developed with artificial intelligence. It is mainly available on mobile and smart home devices. Google Assistant can participate in two-way conversations .
Among other functions, this virtual assistant can: browse the web, play music and do translations.
For their part, the 2 most active attendees are:
-Amazon Echo: smart speaker, whose features include: give answers and play music . The device responds to the Alexa name .
-Google Home: smart speaker, has the same functions as Google Assistant. But it differentiates itself by being an independent team; in which audio can be played and used as a “brain” to control other devices .
Although these attendees are the most active, new competitors are expected to appear in the coming years. This is indicated by the consulting company, Gartner.
In its 2017 annual report, Gartner indicated that conversational user interfaces are one of the trends; which should gain more popularity in the next 5 to 10 years.
5. Local results obtain greater relevance. This will drive a percentage increase in locally focused queries; and the emphasis of Google and other search engines on these types of results.
How to Optimize my Website for Voice Search
It is important to devise effective SEO practices for you to optimize your website. But, given the appearance of these new technologies, it is opportune to make adjustments in order to be visible, also when the search is done by voice.
So, take note of the following keys:
1. Change of focus of the keyword research : with the oral search system, you must focus the keywords towards the conversational field; whose style is more natural and informal.
So, to work on SEO in order to stand out in voice search; it is beneficial to work on the keywords of the “long tail” type .
The ” long tail” also known as “long tail” is used to talk about the web positioning strategy; through which it seeks to reach different niches using more specific keywords, aimed at a more specific audience.