Voice search; This is a topic that has attracted the attention of SEO experts these days and has attracted the attention of a large number of users of Google and other search engines. Until years ago, voice search was a wonderful phenomenon for users and they were not familiar with it to search. With the increasing development of voice search technology (google assistant, siri, Cortana), the use of this search method has become more widespread and more reliable. So web experts are finding a way to synchronize SEO strategies with the voice search process and try to bring it closer to the user’s conversational language.
Ease and convenience of this type of search is one of the main reasons for the rapid development of this method. This search method can be used in any situation, including driving, attending meetings, cooking, etc. Statistics show that in 2017, 40% of users whose devices were able to search by voice; But in 2018, this number has faced a jump and has increased 35 times.
Analysis of the development of Google voice search shows that in 2022, this search method was in serious competition with text search, and by the end of this year, nearly 60% of all Google searches were audio . Surveys show that the ability to search by voice on sites is one of the criteria for ranking a site by Google. Follow us to get acquainted with voice search, its impact and importance in SEO and ways to optimize this new search method.
Table of Contents
What is Google Voice Search?
Google Voice Search is a feature that allows users to search the web using spoken voice commands instead of typing. Voice search on smartphones or home interactive assistants is usually done by voice recognition software that invites users to ask questions and give instructions. Google Voice Search can be used for both desktop and mobile searches. Question sentences are the most used in this type of search and because of the importance of speed in such voice search sentences are very useful. For this reason, SEO experts should consider optimizing their website for voice search, because text-based search is different from voice search. The popularity of daily voice search is increasing; Of course, this technology is by no means a substitute for text search, and the two technologies must always work together. This style of search is more in the form of colloquial language and longer than text search.
Updated Hummingbird Algorithm for Google Voice Search
A few years ago, Google made one of the biggest changes to its core algorithm. This update was known as the Hummingbird Algorithm. One of the biggest elements that changed with the advent of the Hummingbird was the emphasis on semantic search or the implicit meaning of search terms. The purpose of the user is one of the most important principles of search, but for machines, it is very difficult to deduce what users want when doing a particular search. This was one of the most important reasons for the emergence of hummingbirds.
This algorithm shows that the ranking of sites is also based on the proximity of search results to the user’s goals. Google Voice Search also relies on concepts; Therefore, the development of this method means the power of semantic SEO and voice search. Therefore, it was important to produce quality and meaningful content that would get users to answer the searched questions sooner.
Of course, this does not mean losing the power of keywords, but it does mean that SEO principles should be followed for keywords in the content as well. Due to the development of Google voice search, it is better to SEO the content and titles for keywords as well. Many believe that the search terms are longer because the voice search is easier than the text.
Reasons and Benefits of Voice Search
The increasing use of artificial intelligence technology and its popularity is a reason for the daily advancement of voice search. The main reason for the popularity of voice search is that it is easier and faster than text search; In this search, more accurate and relevant results are found. Voice search is useful for people who do multiple things at the same time. For example, while driving and cooking or watching movies, they can easily do their search. A typical person can type about 40 words per minute, but can speak about 150 words per minute, which allows you to have more features with less effort. This is especially true for local businesses whose sales rely on online sales. Such businesses must take advantage of this opportunity to maintain their natural traffic, otherwise they will be out of competition with competitors.
Who uses this technology the most?
Statistics show that by 2020, almost half of all searches will be done by voice. Voice search increased 35 times in 2016 compared to 2008. 55% of teenagers and 40% of adults use this type of search on a daily basis. During the day, 19% of users use iOS and siri. This search is mostly used by teenagers; Of course, it is also widely used among adults. According to statistics, most people between the ages of 13 and 18 around the world use voice search. Also, blind people can easily search with this technology and it has many applications for this group of people.
Does voice search affect SEO?
It is true that we can not yet say that the search for writing is gone; But voice search can no longer be ignored. Given that typed searches and voice queries are significantly different, the advent of voice search technology requires SEO professionals to re-configure and redefine their strategies. It also calls on experts to make them more responsive and efficient for voice searches.
Creating useful and effective content that will get users to respond faster to their queries can affect voice search. Given that screenless devices with voice search capabilities are becoming more pervasive, if sites are optimized with Google voice search, they will benefit greatly; But with all the positive effects that voice search has on your SEO, it is not necessarily something you have to build your entire SEO strategy on.
How is Google Voice Search changing in digital marketing and SEO?
One of the biggest changes we’ve seen in recent years is that web browsing is highly personalized. By combining its various services and products, Google has accurately realized the unique search experience and taste of each user. This creates a marketing strategy (person-based marketing), which is an incredibly powerful technique. As the name implies, it is a marketing method that allows advertisers to target users based on their personality, rather than their behavior. In person-based marketing, we see a profound shift towards personalized marketing for users, which in addition to search history and shopping preferences, also pays attention to people’s voices.
How to prepare your site for Google voice search?
The good news is that if you are currently using the best SEO techniques, you do not need to do different things, but if you are not currently optimizing your site properly; You will not have a place in the voice search of users. It is important to keep in mind that content production must be useful and effective so that users can interact with it and the content can rank in Google voice search. In addition, we need to anticipate the relationship between voice search and the user, and always remember to get them to the search results sooner. So the phrase that is searched in audio should have a clear, short and concise answer and result.
Steps to optimize and improve voice search
1) Use of colloquial language
The use of colloquial language is essential because of the optimization of content for voice search, because the searches that people type are different from what they say. While a person may use their keyboard to search for “Toronto mobile repair shop”, in voice search one may say, “Why has the camera resolution of the Samsung phone decreased?” Your content should be clear and concise enough for Google to understand the meaning of the searched content and show it on the results page. Try to use verbal patterns in long queries and key phrases. Users do not talk about their writing style, especially when it comes to searching for something online.
In voice search, SEO is tied to people’s slang patterns, and it is necessary to consider colloquial phrases and longer phrases in the keyword phrase.
2) Use long keywords
One of the most effective strategies you can use when optimizing your voice search is to target long-term keywords (keyword phrases). Long-tail keywords are phrases; Which, as the name implies, are longer than regular search keywords. In addition, long tail keywords make up almost 70% of all search queries, meaning they are less competitive but less important. Another thing to consider when targeting long tail keywords is how people actually use voice search. Unlike typed search terms, voice searches are usually conversational and reflect how people speak in everyday life. By targeting long, conversational keywords and phrases and answering questions that your potential customers are likely to have, you will have a much better chance of ranking those questions and appearing prominently in search results.
Long keywords often have much better click-through rates than shorter queries.
3) Use question keywords
As mentioned before, in this type of search, long question sentences are used due to their convenience. So question words like “where”, “why” and “when” can be used in these keywords. For example: instead of writing “Book City”, use “Where is the book city closest to me”. A good way to insert this type of keyword is to create FAQ pages and consider this type of keyword on that page. You should also be careful that the length of time the response is displayed is not too long, so that users can read it and extract the information they need from it; Also, the information should be comprehensive and complete (ie not so long that it is not read, nor so short that it does not receive an answer to your question).
4) Optimize your site for local search
“Repair shops near me” or “Where is the best place to make homemade food in Toronto” or “Where is the best place to have fun in Ontario?” Etc. While these searches are very different, they have one thing in common, they all Are local searches and are looking for local options. To do this, be sure to implement local keywords to match the phrases your customers might use in their queries. Or if there is a specific colloquial term such as “near downtown Toronto” that is used to describe your neighborhood, make sure you consider it as well and help users with voice search.
5) Optimize ad campaigns for Near Me ’Searches
If you are promoting your local focused business using AdWords, there are a few more steps you can take to maximize your visibility in valuable “near me” searches, which will get more users to search for you. Choose your own audio and text. AdWords Location Plugin is a powerful way to ensure that your ads are displayed to buyers on the go. Enabling Location Extensions lets you display your business address, phone number, and directions alongside your ads. These ads appear on top of organic results in Google Maps across the web and can also help increase your store or location traffic in voice search.
6) Register the site in valid directories
One of the most important factors in optimizing a site search is registering and updating its profile in directories such as Google My Business. Sites that are registered in these directories rank better in the Google results list. For example, if you have (SEO training site), your site and address will be displayed by entering the address in Google Maps for voice searches, such as “Where is the nearest SEO training school for me?” Registering this type of information increases the click-through rate and as a result increases the high score in the search engine.
The more up-to-date the information in Google My Business, the more useful and potentially relevant your site will be to potential customers, especially those searching for highly valuable mobile search engines. Even information such as whether parking is available can be convincing, so make sure your Google My Business listing is as complete as possible. Placing images can also be a powerful technique for improving Google My Business listings, as these images can be displayed as part of Google Maps searches. If you have a service-based business such as a restaurant, quality images of your location may convince the hesitant customer to choose your business over a competing one.
7) Explain the content of your site to Google search engine
You are probably familiar with meta descriptions, meta descriptions are descriptions that you give of your content to the search engine to better understand the content of your site. Meta descriptions indirectly affect your site rankings and can increase site traffic. When searching, Google shows the user the page title and meta description, and the user decides whether to open the page or go to another page. In Google voice search, it is recommended to use rich snippet description in addition to meta description. This description is an additional text along with keywords that makes Google search engine more information about your content to search. Usually a summary of the content is used as a rich snippet description.
8) Optimize the mobile version of your site
Since voice queries are often searched by smartphones, the design and form of the site on smartphones is even more important than before.
So use Responsive design. Responsiveness of the site, in addition to improving the user experience of users who enter the site through voice search, due to the attention and assignment of higher rankings to responsive websites by Google, site ranking Improves.