Écrit par Vincent Lambert le 25 July 2018

How is Voice Search Changing the Way we do SEO of Businesses

Voice search is one of the budding trends in the world of search and definitely something that SEOs need to be concerned about. With the count of users bending more towards the voice search, the way professionals bring their business higher on Google has changed. With a change in the trends, the technology to understand internet users is also getting more advanced. And as a result, it may seem to be a critical task for digital marketers and the professionals to take voice search assistants into consideration in search engine strategies.

Voice Search on Mobile

Google and Siri might have come into the picture long ago, but it is now that voice search has got the ball rolling. Initially, consumers were not at all thrilled with this technology. It was seen as a fun voice recognition gimmick that everyone may want to have fun with. According to research performed in those initial years, 83% of iOS users stated that they didn’t use Siri at all. But today, Google and Siri are leading the way. With adaption to voice search, you can think of it growing exclusively.  Are you ready to learn more about it?

What is Voice Search?

Voice search can be termed as a speech recognition technology allowing a user to perform a search through voice command. It is a two-way communication that assists the users to complete their tasks in real time. Users nowadays expect a prompt and direct answer when they perform any search. And voice search is an ideal. In fact, if you dig a little deep in the context of voice queries, you will find it totally different from the specific keyword text search in the search engine.

Voice Search Gaining Popularity

Voice recognition is obviously nothing new, but till date, the practical application remained limited to shouting with anger at a phone to make it understand things or to bring it in exercise to create humor. However, changing search trends have shown that practical voice interaction is finally a real thing. It may be hyped as the “coming” technology but the fact is that 40% of the users have made it today’s technology. Every adult user performs a voice search at least once in a day. Remaining 60% started using it in the past year, and 40% in the past six months only. With these statistics, we can have an idea that “coming” technology has actually arrived. So why are smart speakers and voice-activated search engines gaining such a momentum? Voice has actually become the opening door for innovation as it provides an appealing and personal and really natural means of interaction. Just think of playing music, ordering a pizza, getting breaking news and in fact turning on your light just through your voice. This is enough to explain why 40% of users have replaced their textual search with voice search seamlessly. This is one of the massively growing markets and it won’t be wrong to say that Amazon Echo and Google Home are leading the show. It started with Siri back in 2010 and ever since it started gaining success in the digital world, the market boomed up with the software offering refined voice search facility. Today we have a big list of voice recognition systems:

  • Siri (2010)
  • Amazon Alexa (2014)
  • Microsoft Cortana (2015)
  • Google Assistant, Amazon Echo (2016)
  • Alibaba AliGenie, Samsung Bixby (2017)

Every year this voice search worked on the systems and headed towards success. And eventually, it has grounded its reputation in the market. Today the biggest reason behind the increasing rate of voice searches is a better voice recognition system.

3 outstanding Features of voice search

Since voice searches have improved and are improving with such a great pace, it is definitely going to shake your marketing strategies and the way you achieve search results.

Pay a look at the explosive growth of the voice search

Now it has become more important than ever to fit the conversational language in your content. So here is the data that conveys the exact characteristics of voice search queries.

Voice Search Query Length on Cortana is 3 Words

Cortana is one of the most familiar personal assistants by Microsoft. This software pulled a lot of data within just 3 months of its launch. Now the statement that must be surprising you is, voice query length is 3 words. Well, natural speech is basically longer when it comes to its length. But do not forget that we have just stepped in this evolution of voice search and habits will evolve soon. Well, there aren’t any subtle trends displaying an increase in the word count of queries but all this is based on the Google’s organic and paid to report in Adwords. You can simply expect voice search to be descriptive, particular and personal in the near future.

Question Phrases Rule the Voice search

Human beings are certainly the most curious creatures. They are most interested to read and question new information. And the data which is pulled from the search giant shows that there are 61% question phrases included in those voice searches. All these phrases involve searches starting with 5W’s and 1H. All such kind of phrases has got the higher probability to take place in natural speech, instead of typing. For instance, you would not say “Barrack Obama” to have a look of the knowledge graph, but your query will be a complete question “who is Barrack Obama?” However, it is important to understand that there is a pure correlation between this. We hardly have any differently tracked data about the voice search suggesting a clear pattern. The conversational search queries offer a higher chance in order to forecast the intent of the user. This is something good, as it gives the power to cut short the content, ads and creative accordingly so as to improve the search results.

Local Businesses need to be prepared for an Overhaul

Around 3 to 4 years ago, Google did not show any useful and interesting results for the local voice searches. But now, with improved voice recognition system, the results that you get satisfy you to such a great extent that you have made a frequent switch to the voice queries. If you ask Google ‘Where am I?” it will instantly show you the current location you are at. And on enquiring about things further like “places to visit there” and more you will simply get a big list of the places relating to your query. Now this means a lot to the local marketers and the businesses. This ensures that local SEO is soon going to be the vital part of your future. Today for most of the users' mobile phones are the primary source to have an access to all the information that they need. It should not be a surprising statement that voice search is many times more expected to be local-based rather than text search. This is something that presents a very good opportunity for the businesses with a local presence. Simply do experiment with the keywords both long and short tail keywords which include neighborhood places and landmarks as suffixes. The consumers basically have likelihood for local information in ads. So, this gives a very clear understanding of how voice search queries look like and how they are and will change the SEO strategy. With this, it is important for you to know the art of getting more visibility in voice search results and earn more traffic.

Structure your Content to answer Related Search Queries

This is clear that keywords have now stopped occupying that major space, even in the search engines. Google now simply serve relevant answers to the searches while using its knowledge graph. So, there are a lot of ways to get into structuring the right content like using prominent tools named FAQFox. When you enter a single keyword or some keyword phrase while selecting a category, the tool comes up with a lot of questions asked by your target audience at other places on the web. You can simply download all these questions, then scan and delete the irrelevant ones. And all the relevant questions can be exactly used in the articles. The very same way you can grate some prominent forums in your niche to find the relevant questions. When you include such relevant and relating questions in your search, it increases your chances of getting viewed in the knowledge graph. With the personal assistants, the importance of questions multiplies. And natural language shows much stronger intent.

The question that may strike most of the readers is “How”

Well, here is the answer to your query. When a person says “iPhone 6” the search engine is not sure if the user is asking for any particular feature of iPhone or looking forward to buying one. On the contrary, when a user puts the related question the results get more relevant and to the point. The search engine gets a better idea of the requirements and the intent of the user.

Referring to this, here’s an example:

What are the tasks an iPhone 6 can do? Where can I buy iPhone 6?

If the search engine finds transactional questions like “where”, this specifies to your near location. This tailors your search queries and will show you the iPhone stores near you dealing in that particular commodity. While structuring your content it is important that you include the fillers which give a natural appearance to your content. This is something that increases your chances of appearing in the search results for voice queries.

Tips for optimizing the Voice Search

Page Speed

Page speed plays a vital role in voice search SEO. According to Backlinko, an average voice search result page loads in 4.6 seconds which is certainly 52% fast if compared to an average page.

Answer Length

Google looks concise and to the point answers for search results. A standard voice search result is just 29 words in length.

Reliable Domains

Reliable domains are likely to produce voice search results extensively more than non-reliable domains.

Social Sharing

Content that has a higher level of social engagement perform better in voice search.

Simplicity of Language

Simple and easy to read content is easily optimized by the voice search engine. An average Google voice search result is written at a 9th-grade level.

The featured Snippet

If your business appears in featured snippet it helps you a great degree to rank in voice search. 40.7% of the voice search answers come from a featured snippet. The key aim is to design a channel strategy and a perfect method for researching typed and voiced opportunity as a part of the entire process. There are certain tips that you can use to stand out in the influx of voice searches. These will hit the airwaves soon and will help you rank in the first voice environment. Google is just making a move to mobile marketing and voice search but that does not mean the end of desktop search obviously. Voice search may complement what is already in place. Marketers will now pay attention to mobile, desktop and voice. And when there are lots of search engines handy to users, it increases the Google reputation undoubtedly

Final Statement

Since voice search is garnering a great chunk of the overall daily internet searches, it is important for all the businesses to optimize their respective business websites for voice search. It is just the right approach required to perk up the internet traffic for already existing keywords while establishing new key phrases making your products, content, and services easily visible on search engines.


Article écrit par Vincent Lambert
L’objectif principal de Vincent est d’apporter un trafic de qualité vers votre site web qui ultimement apportera des leads de qualités via un travail de premier ordre de référencement payant et naturel. Il a une compréhension solide de tout ce qui touche le SEO, coûts par clics, remarketing et d’optimisation de la conversion. Si vous voulez la vérité sur votre marketing Web, allez voir Vincent!