In recent years, the use of voice assistant devices has increased significantly, and this trend is likely to continue. According to estimates, by 2023, the number of smart speaker users worldwide is expected to reach 700 million. The growing popularity of these devices is expected to have a significant impact on the field of digital marketing, especially in terms of search engine optimization (SEO).
Voice-assistant devices like Amazon Alexa, Google Assistant, Apple’s Siri, and Microsoft’s Cortana have been adopted widely. These once experimental devices now impact the SEO industry. SEO has always been concerned with optimizing websites for the search engine algorithms, and the introduction of voice search facilities has brought about a new dimension to the mix.
So, what is the impact of voice assistant devices on SEO?
1. Changing Keyword Research
The arrival of voice search and voice assistant devices has led to a transformation in SEO keyword research. Marketers must now consider long-tail keywords in their SEO strategy. These are more likely to be used in voice searches, as the searches are more conversational with more natural phrasing. Google’s voice algorithm interprets these phrases as common inquiries or questions people ask about a particular product, service, or trend. Adding more long-tail keywords in the website’s content makes it more likely for voice search algorithms to pick up the website’s content as answers to user inquiries.
2. Local SEO Opportunity
Voice search is quickly becoming our go-to resource for local searches. Hubspot research shows that 58% of consumers use voice search to find local business information. This stat presents a great opportunity for businesses to use voice search SEO techniques within their digital marketing strategies for improved local search results. Incorporating the business’s physical details, such as their address and phone number, in the website’s metadata helps voice search algorithms to recognize and deliver accurate search results to local searches.
3. User Intent Optimization
Voice search assists in providing fast and effective search results for its users by understanding the user’s intent. User intent optimization (UIO) is an emerging area of SEO that focuses on the user’s search intent, which is what triggered the search. Voice search SEO includes adding more informational content to the website using targeted keywords in context. This approach makes website content more comprehensive, ensuring a better response to users’ search queries.
4. Featured Snippets Optimization
Featured snippets are in search query responses, providing users with quick answers to queries. In response to a voice search user inquiry or question, the voice assistant pulls up the best-possible result. Therefore, optimizing your website or business’s content to appear on the featured snippet enhances your optimization for voice searches.
5. Challenge to Ranking Strategies
Marketers have always been concerned with getting their websites ranked on the first page of search engine results pages (SERP); however, voice search algorithms have brought a new dimension to ranking strategies. Voice search SEO practices indicate importance on building content that satisfies voice search queries, making improvements on a website’s web page load speed, providing security with HTTPS certification, and more. With these factors being considered, it is possible to get ahead of the competition and improve rankings for voice search queries.
1. What are some best SEO practices for voice assistant devices?
– Focus on long-tail keywords
– Optimize for local searches
– Use user-intent optimization strategies
– Work on earning featured snippets
– Optimize for speed and security
2. How can businesses optimize keywords for voice search queries?
By using natural phrasing in website content, writing FAQs containing targeted long-tail keywords, and building content answering commonly asked questions.
3. How does website speed affect voice search optimization?
Voice search is an instant delivery system; therefore, website speed matters. Google suggests that 53% of mobile site visits are bounced if a site takes over three seconds to load. Websites should aim for loading within two seconds or less.
4. What is user intent optimization (UIO)?
UIO revolves around creating content that aligns with users’ search queries or user intent, answering any questions or needs that the user has through their search.
5. How can businesses earn featured snippets?
Businesses can earn featured snippets by structuring content in a clear and concise way, focusing on answering questions while supporting visual aid from images and infographics. And keeping in mind to use natural language and targeted keywords that are question and sentence format.