Voice search may soon become the standard search method – according to forecasts for 2020, as many as half of Google search queries will be verbal. The increase in queries from internet users using mobile devices first forced Google to introduce a mobile-friendly ranking factor, and now it's time to expand voice search. While this is a significant convenience for internet users, it also presents a significant challenge for SEO/SEM specialists.
The number of voice queries on Google Search has increased more than 35-fold over the past 10 years. Of the 3,5 billion daily searches, voice searches account for almost one-third. Voice searches are an increasingly popular method of finding information online. What does this mean for the SEO industry?
How does voice search work?
Voice search relies on a combination of Natural Language Processing (NLP) and Text-to-Speech (TTS) software to understand the user's query. The system then searches the database for relevant information and displays the most relevant answers. It also determines the user's intent based on previous query history. According to Google, the error rate in voice search has significantly decreased – from 25% in 2014 to only 8% today.
Voice search – when do we use it most often?
Until recently, it seemed that voice commands wouldn't be the standard for searching online – the inherent awkwardness of speaking into a search engine was a drawback. If we did decide to use voice searches, it was usually in the comfort of our own homes or with loved ones. Today, the primary advantages of this type of search are the speed, convenience, and accuracy of the information retrieved.
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Statistics show that we use this solution most often while driving (nearly 53%), while performing household chores (around 21%), while watching TV (over 7%), and at work (over 7%). Voice search is therefore of paramount importance to both website owners and SEO specialists . As searches increasingly resemble our natural language, websites should be modified with this in mind.
How to optimize websites for voice search engines?
The key change in voice search positioning concerns language – it's primarily about how we ask search engines questions. In traditional text searches, we typically entered phrases like "architect Warsaw" or "short red dress." When we start speaking questions aloud, the way we ask them is completely different. Instead of the headword method, we're increasingly using full sentences, much longer and sometimes more colloquial, making them less precise – for example, "Where can I find a good architect in Warsaw?" or "Where can I buy a short red dress?"
The current approach to targeting, keyword selection, and analysis must therefore change. As search engines increasingly handle more complex search queries, special attention should be paid to long-tail SEO . This involves using keywords consisting of long phrases or complete sentences—these reflect natural language and the way questions are asked in voice search.
Because users ask specific questions, it's important to provide answers as quickly as possible. The vast majority of their queries begin with "how?", "where?", "why?", "when?", or "what?". The easiest way to answer these questions is in a FAQ section on your website. This will make it easier to find the information you need while also increasing your website's visibility in voice search results.
Voice search is often used in local searches. To make it easier for internet users to find your business, focus on local SEO . Using keywords that are relevant to local users will help ensure high visibility for your website. It's worth including keywords like landmarks, local attractions, and points of interest, or phrases or descriptions of the area where your business is located.
Remember, too, that voice commands are most often used by mobile device users. Your website must therefore be mobile-friendly, meaning it should be adapted to smartphones and tablets. Combining your website with review and opinion systems also significantly improves voice search results. It's important to constantly monitor and respond relatively quickly to emerging opinions and reviews displayed in search results. This can help you increase your click-through rate and enhance your company's image.
Voice searches are currently growing at a much faster rate than traditional text searches. This is primarily due to the more convenient use of voice commands and the high accuracy of the search results obtained – so it's worth optimizing your websites for voice search.
Summary
The above article covers the following topics:
- functioning of voice search technology, including the use of NLP and TTS to interpret queries,
- the popularity of voice search and the situations in which users use it,
- optimizing websites for voice search.
