How Voice Search is Changing Digital Marketing & SEO

Voice Search

Key Takeaways

  • Digital marketers now handle SEO for voice search differently.
  • Google and Siri are still altering the way marketers approach SEO
  • Voice Search is definitely changing the digital age and marketing needs to adjust.

Voice search is becoming more and more popular.

It simplifies many things and allows us to save time in multiple activities.

The whole world is adapting to this new technology and rightly so, because of its simplicity.

Keep reading and find out how voice search is changing digital marketing & SEO and some tips to achieve it.

How to Search on Smart Speakers

Digital marketers now handle SEO for voice search differently.

Voice searches now account for half of all searches.

Having a voice assistant is a great advantage.

This means having a faster response to any search query.

And that is exactly what people today want to have.

We must first grasp how smart speakers locate the information we want in order to comprehend how they rate content.

Google Home queries are undoubtedly conducted using Google.

Siri also does. But, how do Siri, Alexa, and Google determine which response is read?

Siri and Google Home

Voice search Devices

In the case of Siri and Google Home, they usually read the snippet called “position zero” which is the featured snippet.

Alexa and Amazon Echo Devices

The answer is a bit more complicated when it comes to Echo devices.

We don’t really understand how Alexa selects the “correct” answer. Bill Barton, Amazon’s vice president of Alexa insights, said the Echo uses Bing solely for “add-on elements, like search links in the Alexa mobile app.”

He asserted that Amazon leases data from a variety of sources but offered no further details.

Additionally, Amazon launched Alexa Answers in the fall of 2019.

This enables users of Amazon to respond to queries for which Alexa does not currently have a solution.

But security measures have been put in place to guard against abuse.

At this time there is no certainty if SEO plays any role in the Alexa experience.

While that doesn’t appear to be the case, we’re not sure where Amazon gets its data from.

But the rankings could still play a role.

Consequently, Google and Siri are still altering the way marketers approach SEO.

Meanwhile, Amazon, the leading player in the smart speaker market, doesn’t seem to rely on the SERPs for Alexa.

Voice Search and the Featured Snippet

Voice Search

The featured snippet grew in popularity when Google and Siri started reading it.

However, Google dropped a bombshell in early 2020 that caused people to reevaluate their featured snippet strategy.

If you have the featured snippet, it will no longer appear in organic rankings.

Previously, having the snippet highlighted and appearing in organic search results offered privileges.

It allowed appearing virtually twice on page one of the SERPs.

In general, you shouldn’t worry if you don’t have the featured snippet or are at “position zero”.

This doesn’t matter if you get the traffic and conversions you need.

For those who want to rank at position zero and have their material read over their smart speaker, here are three voice search optimization tips.

Voice Search SEO Advices

These recommendations apply to Siri and Google Home.

They are based on what we understand about how Google evaluates material and selects the featured snippet.

These are excellent SEO best practices, but voice search makes them much more crucial.

Use a Language in a Natural form

This is crucial for SEO in general, but it’s much more crucial for anyone trying to use voice search.

Instead of typing their searches, users speak them out loud, resulting in more natural speech patterns.

Because you’re having a conversation with Alexa, Siri, or Google, voice searches are more conversational.

Also, voice searches are more likely to be written in question forms.

For example, you can ask Alexa or Siri “how to make the roast chicken” instead of typing “roast chicken recipe” into Google.

Long-tail keywords can help in this situation.

Long-tail keywords are three to five-word phrases or queries that consumers use when searching.

By incorporating these keywords into your content, you’ll better serve your audience and increase your chances of getting the featured snippet.

All this will consequently improve the voice search result.

Provide the right answer

When someone consults Google or Siri it is because they have a question that they want to clarify.

Therefore, if you google it, it is because you are looking for a certain answer.

A practical example to understand it can be to ask Google: When is Saint Patrick’s Day celebrated?

It is there where you can find the answer: “St. Patrick’s Day is celebrated on March 17”.

This response at the beginning of your content makes it easy for Google to find and read it.

Search on Smart Speakers

Remain it Local

Mobile searches are generally 3 times more likely to be local searches.

Is definitely more likely to ask Siri while you are out for directions to the movies or where to buy dinner.

Even voice searches done on smart speakers rather than non-mobile smartphones are more likely to be local.

There are many local voice searches, although there is no data that can certify it with specific figures.

If you own a local business, you should try to answer as many of the 5 What’s as possible.

Doing so will help you optimize your content for local voice searches. So put all the necessary information in the spotlight.

Understand it here:

  • You are a Dublin plumber offering 24-hour emergency support.
  • You are a residential electrician throughout Dublin.
  • You operate an Italian restaurant from noon to 2 am in Dublin.
  • In Dublin City, you own a 24-hour restaurant.

Make it as easy as possible to acquire essential information about your company.

It is vital that you have all the information and that it is summarized at the same time.

Also, you should check that your Google My Business listing is complete, as Google Home might see it.

amazon Echo

Voice Search is growing

Voice Search is definitely changing the digital age and marketing needs to adjust.

Most people today perform thousands of tasks and need to keep things simple.

So voice search is a wonderful aid that allows us to minimize a lot of things.

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Picture of Michal Barus

Michal Barus

My name is Mike, and I am passionate about improving the digital experience between brands and their audiences. I studied at the Dubin Institute of Technology. By 2014, I had found my own thriving company, Webjuice. With years of experience and a passion for digital marketing, I specialize in elevating businesses to new heights in the online world. We generated over $10M+ in leads for our clients.

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