Voice search once promised to be the next big thing — a whole digital revolution with Alexa, Siri, and Cortana leading the charge.
The reality? It hasn't quite taken the world by storm. Not yet, anyhow.
But that doesn't mean that voice search optimization is a dead end. Far from it. In fact, it's a path rich with potential.
This post aims to unpack the current landscape of voice search and what that means for SEO. Then, we'll show you how to make your website play nice with voice search, all while keeping your overall SEO strategy solid.
The State of Voice Search Today
Voice search isn't just a tech fad, but it isn’t a daily necessity, either. It’s somewhere in between.
The world of voice search is, indeed, huge. It’s not just on the smart speakers in our homes and phones in our pockets, but also the tech in our cars, cameras, and thousands of other smart devices.
Right now, over 60% of Americans over 18 use voice assistants and more than a third have smart speakers at home.
As of 2022, about half of U.S. consumers say they use voice search every day. This trend, however, hasn't been steady. A 35% decline in voice search usage between 2018 and 2021 suggests that although adoption is widespread, day-to-day use is not.
And while many people use voice search on the daily, they’re not necessarily using it the same way they use traditional text-based search. Most of the action for voice search seems to be in the simpler joys: things like keeping the kids entertained, uncovering new tunes, or catching up on podcasts. Not doing business.
But don't be fooled. The potential for voice search in commerce is only set to grow.
As voice tech becomes an even bigger part of our lives, its influence on shopping and finding services is sure to grow, creating ripe opportunities for businesses to tune in. And optimizing your website to be more voice-search-friendly also tends to boost its visibility across the board.
As we dive into how to finesse your website for voice search, remember this: what's good for voice is good for your digital footprint at large.
How Voice Search Works
Voice search technology combines sound, data, and AI. At its core is Automatic Speech Recognition (ASR), which converts spoken language into text that computers can grasp. This magic starts the moment you decide to talk to your device instead of typing.
Here's how it all comes together:
Once activated (often via phrases like, “Hey Google” or “Hey Siri”) your device ‘listens’ intently, tuning out everything but your voice.
Next, your words are digitized, transforming from sound waves into a digital format that's ripe for analysis.
Then, your spoken words are dissected and understood. The device checks its external data sources (like Google Search) to pull up information that aligns with your query.
Thanks to machine learning, every voice search refines the system's ‘brain.’ It learns from patterns, digs through language databases, and gets better at guessing what you're really asking for.
Finally, the device serves up an answer that hits the mark, whether you're after a quick fact, a local restaurant, or the day's headlines.
When it comes to steps 3 through 5, each different voice assistant — Google Assistant, Apple's Siri, Amazon's Alexa — plays by its own rules, using specific algorithms and data sources to fetch answers.
Google Assistant taps into Google's extensive search database and Google Maps for those "near me" questions.
Apple's Siri relies on Apple Maps and Yelp to dish out suggestions.
Amazon's Alexa uses Microsoft Bing for its searches.
This means your approach to voice search optimization needs to be versatile. For businesses, it's about shining on the right platforms, like sprucing up your Google Business Profile for Google Assistant fans or buffing up your Yelp reviews for Siri users.
Voice Search vs. Text Search
Voice search and text search might aim to conquer the same mountain — fetching the most relevant and useful information from the internet's vast terrain — but they take different routes.
These paths diverge thanks to the quirks of human behavior and tech preferences.
1. The Device and Search Engine Landscape
A user's choice of device significantly impacts the voice search experience.
With mobile devices accounting for over 60% of internet searches, and about 20% of these being voice searches, it's clear we're witnessing a shift.
The rise of smart speakers has turbocharged this movement, with a notable spike in ownership around 2017, primarily driven by Amazon's Alexa.
While Google remains the king for typed searches, voice searches often swing towards Bing, thanks to smart speaker preferences. And as smart speakers become more common and Amazon continues to lead the pack, Bing's role in voice search is becoming more and more important.
2. Different Search Intentions
There's a clear preference for using voice for specific types of queries, especially local ones, like finding the nearest pizza joint. Voice search relies heavily on local SEO.
On the flip side, more private or sensitive searches still predominantly lean towards typing. It seems not everything is ready to be spoken aloud, with concerns over privacy likely steering this trend.
3. Query Structure
The most noticeable divide between voice and text searches is how questions are asked.
Voice searches often take on a more conversational tone, mimicking natural speech. Because, well, they are natural speech.
For businesses, this calls for a strategic pivot towards long-tail keywords and content that directly answers spoken queries.
As search engines get better at picking up on user intent, tailoring your content to these conversational questions can significantly boost your SEO efforts, connecting you directly with users on the hunt for immediate solutions.
Voice Search Optimization: Tips to Elevate Your Digital Presence
As voice search becomes more commonplace, tailoring your website to the nuances of spoken requests is a smart move to boost online visibility.
Here are a few actionable tips to get your site voice-search ready without pivoting your entire SEO strategy:
1. Prioritize Speed and Mobile Compatibility
Voice assistants and users alike have zero tolerance for websites that drag their feet. A speedy, mobile-optimized website is a must-have. This enhances user experience and meets the fast-paced demands of voice search technologies.
2. Embrace Conversational Content
Since voice searches mirror natural speech, your website's content should, too. Craft your titles and body content to reflect how real conversations flow.
Questions and direct answers should form the backbone of your content, aiming for a natural, engaging tone that aligns with voice search queries.
3. Leverage Long-Tail Keywords
Long-tail keywords are less crowded and more specific, perfectly aligned with voice searches. Ditch the generic in favor of niche, question-based keywords that voice search users are likely to utter.
Dive deep with your keyword research to fish out these specific phrases that resonate with your audience’s real-world queries.
4. Strengthen Your Local SEO
Voice searches are often local, with users seeking information on the go. Ensure your business shines in local search by keeping your listings accurate on Google Business Profile, Yelp, and Bing Places. These directories are goldmines for voice assistants sourcing local information.
5. Implement Speakable Schema Markup
Google’s Speakable schema helps earmark content that’s well-suited for speech conversion. Though still evolving (aka, still in beta), Speakable schema markup can help set your site apart in voice search results.
6. Acknowledge Bing
Google may be the giant, but Bing plays a vital role in powering voice searches, especially through Alexa and Cortana.
While Google-centric optimizations generally translate well to Bing, keeping an eye on each search engine's quirks can give you an extra leg up.
7. Utilize FAQ Pages
FAQ pages are gold for voice search optimization. They naturally cater to the question-and-answer format prevalent in voice searches. Compile and answer queries collected from customer interactions and online searches in a well-structured FAQ page.
Enhancing these with FAQ Schema Markup can further elevate your chances of securing a prime spot in search results.
Your Path to Voice Search Success
Don't be intimidated by the intricacies of voice search optimization. Reach out to us to see how our SEO services can help your website thrive in a voice-activated world.
Together, we can create a digital strategy that responds to the needs of today's search engines and anticipates tomorrow's trends. Let's transform the challenge of voice search into your strategic edge.
