Although it may already feel as if we have been talking to our phones for years, voice search is a relative newcomer to the world of search engines. However, it’s quickly become indispensable with the growing use of voice-activated devices like Amazon Echo, Google Home, and the soon-to-be-released Apple Home Pod. What might not be clear at first is the degree to which voice search affects search engine optimization (SEO). Does the process of speaking a search request into a device, rather than typing it out, really change the likely search results?
HOW WIDESPREAD IS VOICE SEARCH?
Over the last few years, voice search has gone from a novelty to an ever-present part of our lives. More than one-half of all search engine queries are made from mobile devices, rather than laptops, tablets, or desktop computers. The search category with the highest number of mobile device results, incidentally, is “food and beverage” indicating that many users are using their devices to look up nearby restaurants. The reasons for voice search’s popularity include:
- It’s faster and easier than typing. Typing into a mobile device’s small keyboard can be awkward and difficult for many people. A frustrating obstacle that voice search all but eliminates.
- It makes fewer mistakes. It’s easy to make a mistake or two while typing into your mobile device, but the accuracy of modern software has made errors in voice search much rarer.
- It facilitates multitasking. Many people use voice search while cooking, watching television, or engaging in other activities where it would be inconvenient or even hazardous to pause long enough to type.
- Younger mobile device users are increasingly inclined to use voice search for even the simplest tasks. A 2018 study found that while adults are most likely to use voice search to look up directions, teens are more likely to use this technology to make phone calls, skipping the extra effort needed to look up a phone number. If the trend continues, voice search will rapidly become the dominant means of doing internet searches. This means that it’s imperative for companies to adapt to the changing situation and learn to shape their SEO strategies to an evolving technology.
HOW HAS VOICE SEARCH CHANGED SEO
Conversational phrases dominate search results. When people type a search query, they generally focus on typing important words e.g dentist, doctor, veterinarian. When the same people speak a search query out loud, however, they generally do not do this. When we ask our phone a question, we automatically speak in a conversational tone. Instead of optimizing your content to target keywords and short phrases, you should be targeting long-tail keywords that reflect the way people are most likely to phrase their queries.
Local searches are more prevalent. When people use their devices to do a voice search for a company, it’s highly likely that they’re looking for something in their immediate area. According to the 2019 Internet Trends Report, 22% of mobile voice searches or a little more than 1 out of 5 are for “local information.” Companies that want to thrive in the era of voice search should strive to make as much of their content optimized for local searches as possible.
Searches are more likely to be for micro-moments. A micro-moment happens when you use your mobile device or smart speaker to do a search while trying to make a decision about something whether to purchase a product or whether to visit a store, for example. Since these devices and voice search technology facilitate quick, easy searches, micro-moments are now more common than ever before. Optimizing for area-specific searches is the best way to attract potential visitors who are looking for products and services “near me.
IS VOICE SEARCH HERE TO STAY?
In the world of SEO, few trends are ever predictable from one year to the next, but voice search may be the exception. It is unlikely that voice search will disappear any time soon; in fact, it’s becoming more prevalent every year, and entire industries are already starting to adapt to many of the changes it has ushered in. If today’s companies want to continue to do well in local search engine rankings, it’s essential that they start factoring voice search into their SEO marketing strategy. The sooner you and your company begin strategizing for this long-term change, the sooner you’ll begin to see results.
At Timelinepages, we specialize in creating engaging web content for businesses of all sizes. If you want to upgrade your website with content that is optimized for voice sea-rch as well as traditional search engine rankings, contact us to schedule a consultation or call 248-909-9428
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