Voice search and its impact on SEO

In this fast-paced world, where information overload is ever increasing, people need fast and efficient answers. Voice search engine optimisation focuses on meeting these needs, allowing users to “navigate” the online space with their quasi-voice.

In this article, we’ll take a look at what voice-based search engine optimisation is and why it’s becoming increasingly important in online content creation.

Why is voice search engine optimisation important?

With the rise of digital assistants, such as Google Assistant or Amazon Alexa, voice searches are also rapidly expanding.

But voice search optimisation is not just another form of text search.

As people use their voices to communicate with their digital assistants, search queries naturally take a different form.

But what exactly is voice search and how is it different from traditional text search?

What is voice search?

What is voice search or search engine optimisation?

With voice search engine optimisation, the primary goal is that digital assistants read your answer when users search.

Such digital assistants include Google Assistant, Apple Siri, Microsoft Cortana and Amazon Alexa.

But let’s also look at what is actually voice search and what is not.

Most of the time, when you think of voice search, you think of “voice search”, not “voice command”.

The latter, voice command, for example, is when you tell Siri or Alexa to play some music; voice search is when you ask what time it will be.

But you don’t necessarily need to think of digital assistants when it comes to voice searches, as users can perform these types of searches on Google from desktop and mobile devices. However, these results will still be displayed in the same way as for text searches.

Voice search is not the same as traditional text search, because there is a difference in the way we formulate our query.

For example, if you’re looking for an Italian restaurant in your area, you’ll probably type “Italian restaurants near me” into the search engine.

For example, if you’re looking for an Italian restaurant in your area, you’ll probably type “Italian restaurants near me” into the search engine.

So we talk to our voice assistant as if we were talking to real people.

Thus, voice search queries tend to be conversational, longer and formulated in complete sentences or questions.

The importance of voice-based search engine optimisation in SEO

By optimising for voice searches, you can reach more people than if you optimise for text searches only.

According to statistics, the number of people using digital voice assistants is expected to grow over the years.

Many people still use them today for routine tasks such as setting reminders, alarms, or – as in the example above – playing music. However, in addition to all these routine tasks, people also use these digital assistants to find information.

Terms are becoming increasingly important

Keywords have long been a key element of SEO.

Although there is still a place for their use, in voice search, so-called key phrases are much more important, where users formulate complete sentences, as when artificial intelligence is used for this purpose – just think of ChatGPT or the chatbot integrated into Bing.

Marketing and SEO professionals and copywriters should therefore switch to long tail keywords when creating blogs or any other web content. People ask in complete sentences, so keywords should reflect this and match the terms people use.

Conversational Content Is King

People talk differently than they type. You should keep this in mind the next time you write a blog or create any content that could be referenced by a voice search engine or artificial intelligence tool.

But there’s no need to over-vision all this: it’s often just a matter of word choice.

This is why creativity and empathy are essential. You must learn to create content as if you were giving a verbal answer to a real person.

Responsibility and speed

It can’t be stressed enough that today, a website should be mobile-first from a UX perspective.

Today, 97% of people in the United States use a mobile device, and a staggering 97% of mobile users use a voice assistant powered by artificial intelligence.

According to statistics, more than 58% of website traffic now comes from mobile (compare figures: in 2015 it was just 31%, so it’s almost doubled since then.)

Most people are coming from mobile, and in many cases they are using voice search.

According to statistics, around 20% of Google searches come from voice search, which is a huge number.

And in an increasingly fast-paced world, the speed at which a website loads is becoming more and more important.

Generally speaking, if a page doesn’t load within 3 seconds, the vast majority of users will simply bounce.

Question-based searches

One of the biggest opportunities with voice browsing and AI platforms is that search is usually done by users in the form of a question. After most people say “Hey, Google” or “Hey, Siri”, the next statement usually comes in the form of a question.

Websites and content that are optimised accordingly will therefore gain a significant advantage.

Frequently asked questions (FAQs) as an effective tool

It follows logically from the above that it is now essential for a website to have an FAQ section.

On this page, you can collect all the questions that users may be interested in and provide answers in one place.

FAQs as a powerful tool for voice search

You can also increase your domain authority (DA) and page authority (PA) by providing unique content within your market or industry.

The e-commerce industry will rely heavily on voice search and AI

People often use voice search or AI when making impulse purchases. Since users prefer this way of shopping, you need to make sure that your products and all the information about them are easy to find and accessible on your website.

The benefits of voice search engine optimisation

As can be seen from the above, voice search engine optimisation has numerous advantages, including:

  • Reach more customers at the same time
  • Effective for local, local SEO campaigns
  • Improves conversions, helps increase traffic
  • The user gets information and answers almost immediately

Summary

As we’ve come to expect, search trends come and go, but voice search has been with us for some time and will stay with us.

It’s always worth optimising for the user, the target audience, as Google will always rank according to what is most relevant to the user.

If you want to invest in the future and gain a competitive advantage over your competitors, we can help you to optimise your business or company’s search engine rankings. Get in touch with us at the following contact details and let’s talk!

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