If you can call yourself technically proficient, you have at least used your phone to search for something online. And you typed the keywords in the Google search box or used voice search. While the former is the familiar, conventional way of doing things, it is the ultimate plan to take the lead – sooner or later.

For example, an article on Oberlo states that by the end of 2021, approximately 122.7 million Internet users in the US will use voice searches. Can you imagine that?

As a digital marketer or business owner, you need to know how voice search can affect the way online marketing strategies are built and how it affects search engine optimization. In Southeast Asia, voice search grew by 120% during the 2020 quarantines, according to the 2020 e-Conomy report by Google and Temasek. To stay ahead of the competition early, you need to get used to it early voice search optimization, because it already changes the SEO game.

To work at a digital marketing firm or SEO agency, you need to be aware of market trends, and before you can optimize a business or website for voice search, you need to make sure that there is already a foundation of an online presence exists.

Before influencing SEO, we discuss the most important of voice search by examining the following: What, why, when, where, who and how.

  • What is voice search? Voice search, at its core, enables a user to voice a query. IBM’s Watson Speech Recognition Began Production of Speech Technology Devices in the 2000s, followed by Google and Apple’s launch Voice Search and Siri, respectively.
  • Why is voice search important? It differs from a browser search, and in addition to the increase in mobile phone users, the popularity of voice search also increases. Moz writes about how almost 50% of consumers use it for general inquiries online.
  • When is voice search used? It is important to note that not all businesses can rely entirely on voice searches, as this will still depend on whether they are suitable for their marketing. To begin with, the searchability of voices does not apply to text search – it’s a supplement. For example, a local business could benefit from it voice search optimization by content creation targeting the common inquiries for available goods or services in the area.
  • Where is voice search critical? For narrower users with long-tail keywords, voice search offers the potential for greater searchability. With clearer and more defined search queries, users do not use voice search to browse. Often these audiences are closer to the bottom of the sales funnel.
  • Who uses voice search? Mobile users are the primary users of voice search. In fact, 20% of all mobile searches are done through voice-activated search technology.
  • How important is voice search? Being a digital marketer or business owner increases the opportunity to capitalize on voice searchability, simply because it’s easier and more convenient than typing in the search bar for specific needs. From searching for directions to quick fixes and moments of curiosity – voice search helps make your life easier.

How does voice search SEO change?

Given the growing trends and the increasing adoption rate in the use of mobile searches, the impact that technology on voice is making possible on SEO is certain. This means that businesses rely on digital marketing solutions going to experience wealth or problems, therefore it is important to know what the influence of voice search is. For SEO analysts, digital marketers and business owners, voice search can help you survive the competition, achieve your marketing goals and increase revenue.

Here are the different ways voice search changes the game:

  • It dictates user language and defines search context.
  • It empowers long-tail keywords that serve to find a specific answer.
  • It rewards websites through higher results in the SERP.
  • It helps local businesses by making them more accessible.
  • It helps e-commerce thrive in the same way that local businesses can benefit from its appearance.

Language and context

For voice technology to work functionally, it must have the ability to understand language. This need for understanding encourages users to speak in a way that their voice-activated technology device or platform can understand their query. Unlike a browser search, in which a user types a snippet of two to three keywords, a voice search determines that a user complies with certain syntax and grammar constructions. This is why a voice search is usually done by phrases or sentences with at least one complete thought.

Jeff Bullas writes about how 70% of voice searches often have a dial tone to them. For example, a typical browser search for digital marketing information would likely read something like “digital marketing meaning”, but a voice search would allow the user to ask (with less effort): “What is digital marketing?” And this is another important aspect of its impact on SEO – the context of user intent and keywords.

Keywords, such as the 5Ws and 1H, built around key words, help define the purpose of the user. Providing concise and accurate answers to such search queries can help a website get a snippet from Google. This is why marketers need to understand the context of a user’s intent behind a voice search so that they can discern the need for butter content and straight answers.

Google’s RankBrain and Hummingbird serves to provide users with relevant search results through an understanding of semantics and natural language. It can only highlight how voice search can affect SEO through content relevancy – Google will rank pages higher if a website can consistently give value to the user based on their search.

Keyword lengths

Voice Search enables users to combine more words to find what they are looking for, making voice query search much longer than the regular browser search. According to Backlinko voice searches averaged 29 words, which then prioritizes the target of long-tail keywords. These search queries often place users closer to the conversion phase in the buyer’s journey.

Search rankings

As mentioned earlier, Google rewards useful content by ranking it higher on the SERP, and 75% of the search results appear in the top three, effectively making their way to extensive snippets and rich answer boxes.

The impact of voice-activated technology on local search is undeniable. In fact, users have three times more need for something in their environment when searching for voice. And nearly 60% of these users discover businesses in their area through voice search. It just shows the optimization for location-based queries like, “Where can I find a road Thai restaurant in Oregon?” can really help a business reach their target market


Just as local businesses can benefit from the user’s intent for voice searches, e-commerce businesses can also benefit from its growing popularity. Search Engine Journal gives details on how 72% of users searched for a virtual assistant, while 35% of users did the same through a smart speaker. Online retailers should see this as a sign of greater future things and invest in digital assistants so that they can take care of more customers as their online presence increases their reach.

Now that you are aware of voice search and how it can affect your SEO campaign, there are seven tips to consider if it applies to your digital marketing strategy.

  1. Keywords: Do voice keyword research by taking your keyword and linking it to your keyword research tool. Structure your long-tail keyword on variations closer to the natural language, which are more related to voice search.
  2. Headings and questions: Optimize your website content for voice search by providing concise answers to the user’s search queries. One way to do this is by setting up your content like a question page. Use the question words in the headings and provide the answers as the main content of the text below. Google will recognize the content as valuable, direct and concise.
  3. Schedule: Optimize for selected snippets also, because more than 40% of the voice search results are also found in Google’s extracts. You can do this with your content by setting it up as structured data. It involves the use of bulleted lists and numbered lists, tables and scheme layouts to showcase the value of your content.
  4. Contents: Produce high quality video content for certain aspects of the business, such as instructions or product reviews. Also make sure you optimize the meta tags. It helps to add value to a search, especially for practical needs, such as ‘how’.
  5. Google MyBusiness: Optimize for local voice search opportunities by making it easier for your target market to find you. You can do it through your Google My Business profile up-to-date, so if a potential customer is looking for a “digital marketing agency in my area”, your business is easily visible and accessible.
  6. Author and EAT: Become an expert on the topic in your niche and improve domain authority, because Google considers the quality of the results and wants to provide content from government websites. You can achieve this through engaging and value-adding content, high-quality backlinks, organic social sharing and seamless user experience. This increases the chance that your content will become a voice search result.
  7. Core Web Vitamins: Calibrate page experience and improve speed, because user experience, such as the speed at which your website loads, is also a ranking factor at Core Web Vitals. With the average speed of a voice search result clocking in at 4.6 seconds, it should not take a page to load completely.

Try these seven tips to create an SEO campaign that includes voice search in the strategy. Ideate, create and implement accordingly. And review the results after 90 to 180 days and recalibrate them if necessary. Data is the most important thing here, so make sure you maximize all the tools at your disposal.

It is also helpful to note how foresight is critical in SEO. Compared to your business goals, digital marketing is an industry that is constantly evolving, and awareness of voice search and its potential to grow businesses is an opportunity that no marketer or agency worth their salt can afford. not to miss it.

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