Voice search is a technology that allows a person to search the web using only their voice. This function originally debuted on smartphones as a result of developments in speech recognition, allowing it to replace the search bar. Now, its use is even more widespread with the advent of new IoT devices and technologies such as voice assistants.
Advancement in artificial intelligence (AI) and machine learning capabilities is one of the reasons for this growth. For example, Google’s RankBrain applies an interpretation model that considers various factors like location, personalization, and keyphrases to determine the searcher’s intent. And when it encounters new keyword input, it makes the best guess to deliver an appropriate answer. These capabilities improve the user’s experience when using search engines.
The development of voice assistants and smart speakers also significantly contributed to the rise of voice search. The release of Apple’s Siri on the iPhone 4 in 2011 revolutionized and paved the way for the use of voice search as we know it today. Now, voice assistants have become a normal part of people’s daily activities – work, cooking, driving, hotel service, and more.
The growth in the smart home market and the increased demand for interactive and Wi-Fi-enabled devices is also a factor in the rise of voice search. In 2021, smart speaker ownership amounted to 32% in the US and 27% in Canada. Amazon and Google are the current market leaders in smart speakers. In August 2021, Comscore recorded 94.2 million and 46.7 million ownership on both brands, respectively.
This image is taken from Comscore
Of course, the fast consumer adoption of voice search played a big role. People use it because it offers convenience, speed, and a great user experience. They see the benefits of voice search, and it shows. Now, the technology is not only for personal use. Many industries are also using voice recognition systems to deliver efficient and accurate customer service.
As voice search takes off as a top utility among consumers and businesses, opportunities for voice search digital marketing also increase. Moreover, this changes the way organizations optimize their digital platforms.
If you own a website, you’re well aware of how important search engine optimization (SEO) is to its development and success. Many businesses engage the best SEO company Philippines particularly to ensure that their content ranks well on search engines and reaches the correct audience. However, the emergence of voice search and its increasing popularity bring new factors to consider when employing SEO strategies.
How Voice Search Will Change SEO
Keywords
This image is taken from Search Engine Journal
Because speaking is easier and faster than typing, the nature of the queries will be different. Therefore, companies have to adjust their SEO strategies to account for these changes.
People’s writing and speech differ. Unlike text-based questions, natural speech patterns offer more context about the topic. It’s crucial to understand the differences between text-based and voice-based search languages and to recognize and optimize relevant search keywords.
Keywords for voice searches will typically be longer and more conversational than text input. Voice searches also typically include words like “what,” “who,” “when,” “where,” and “why.” For example, a user might enter “coffee recipe” or “prepare coffee” in a typed search but say “how do I prepare coffee at home” in a voice search.
This means that traditional keyword research might not be as effective in leading searchers to the website when voice search is used. The SEO industry expects that there will be an increased shift in the organization’s SEO research process. Instead of keywords research, the first step to voice search optimization is to conduct a question and answer research. The entity has to understand the common questions consumers ask and how they say them. Then they have to incorporate these questions into their content, answering them as succinctly as possible.
Featured Snippet
This image is taken from Backlinko
Google Search usually shows a featured snippet on the results page of question searches. These snippets are excerpts of texts that provide users with a quick answer. These are displayed at the top of the results page, giving the website great visibility and an opportunity to boost brand recognition. This means that strategizing for voice search can give web pages high chances of being highlighted as a featured snippet. And because long-tail keywords have lower competition, using them gives the website better chances of ranking higher.
Local SEO
Another way voice search will impact digital marketing is that it increases the importance of local SEO. Chitika Insights revealed that people searching the web with their voices are three times more likely to be looking for local results. This is because voice search users are often on the go, ready to purchase, and looking to satisfy their immediate needs through local stores or services.
This image is taken from Chitika Insights
Therefore, firms can use voice search optimization to boost their local visibility. This emphasizes the use of Google My Business and other local listings. These platforms allow nearby customers have quick access to product or service information, whether on mobile devices, smart speakers, or tablets.
Conclusion
With the global push to improve voice technology, marketers will need to fine-tune their SEO strategy to optimize it for voice search. This implies that any company wishing to drive the maximum inbound traffic to their website should start using Voice SEO.
Digital platforms that have yet to start optimizing for voice search should do so immediately or risk losing ground to those that have already set up to take advantage of it. It will become increasingly more challenging to remain ahead of the competition as voice recognition improves and the use of voice assistants grows. Partnering with the right SEO service provider Philippines will help companies be more prepared to take on the challenges of voice search optimization.
References:
https://blog.searchmetrics.com/us/seo-strategy-voice-search-and-its-impact-in-2021/
https://www.brightedge.com/blog/optimizing-voice-search
https://www.oberlo.com/blog/voice-search-statistics
https://www.comscore.com/Insights/Blog/As-Smart-Speakers-Evolve-So-Do-Consumers
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.