The Future of Voice Search in SEO

Voice search has been on the rise in recent years, and it's predicted to continue growing in popularity.

According to a study by Comscore, 50% of all searches will be voice searches by 2022.

As a result, businesses need to start accounting for a voice strategy and optimize their content for voice search.

Today, our team explores the future of voice search in SEO and provide tips for businesses and SEO specialists to optimize their content for voice search.

The Rise of Voice Search

Voice search is a trend that sits at the intersection of increased mobile use, sophisticated machine learning algorithms, and the symbiotic relationship between people and technology.

As such, its continued rise seems inexorable. People are increasingly searching for queries using words such as ‘me’, ‘my’ and ‘I’.

As an indicator of the modern consumer’s requirements from online content, this is very telling.

People would only ask these questions if they expect the answer to be personalized and unique to them. These searches are typically carried out by voice, rather than text.

The Implications Voice Search Brings for SEO

The advent of voice search is radically altering the landscape of SEO - daily.

As search habits evolve with the increasing use of voice assistants, it’s imperative that businesses understand the profound impact of this technology on their digital strategies.

Understanding User Intent: At the heart of voice search lies a deep emphasis on user intent. When users employ voice search, they're often seeking specific answers, and their queries are more conversational.

So, businesses must be keenly attuned to the underlying motives of these searches and craft their content to meet these specific needs.

Emphasis on Natural Language Processing (NLP): Voice searches are inherently more conversational and often longer than typed searches.

This demands a shift towards optimizing for natural language, which involves recognizing the context, sentiment, and entities in a sentence.

A focus on long-tail keywords that mimic the way people naturally speak can make content more voice search-friendly.

The Rising Importance of Featured Snippets: Google often pulls voice search results directly from featured snippets.

These are the concise answers to user queries displayed at the top of Google search results, positioned above the organic results. With voice search, securing these coveted spots becomes more crucial than ever.

Crafting detailed, informative, and concise answers to commonly asked questions can increase the likelihood of your content being chosen as a featured snippet.

Local Optimization: Many voice searches are local in nature, such as "Where's the nearest coffee shop?" or "Find a shoe store near me." As such, businesses should ensure that their local SEO is robust.

This involves maintaining consistent and accurate business information across all online platforms, gathering positive reviews, and optimizing for local keywords.

Adapting for Different Voice Search Platforms: Not all voice assistants are created equal. Siri, Alexa, Google Assistant, and Cortana might process and prioritize information differently.

Hence, it's beneficial for businesses to understand the nuances of each platform and optimize their content accordingly.

Interactive Content: As voice technology becomes more sophisticated, there's a growing opportunity for interactive voice content.

For instance, businesses can create voice-activated quizzes, tutorials, or walkthroughs, providing users with a more engaging and hands-free experience.

As the digital realm continually evolves, staying updated with the latest trends and adapting strategies accordingly is vital.

The proliferation of voice search presents both challenges and opportunities for businesses.

By understanding these changes and optimizing content and strategies, businesses can ensure they remain at the forefront of this digital transformation.

The Future of Voice Search

Voice search, which was once a technological novelty, is rapidly becoming a staple.

This hands-free, voice-driven interaction method allows users to search the internet, command applications, and access various functionalities without typing.

With voice assistants like Amazon’s Alexa, Google Assistant, and Siri leading the charge, the way consumers search for information has transformed.

The Growing Dominance of Voice Search

A Few Statistics

• As of a recent study by PwC, an astounding 65% of individuals between the ages of 25 and 49 interact with their voice-enabled devices daily.

• A significant 31% of global mobile users engage with voice search at least weekly.

• With an emphasis on the young demographic, over half of the voice search users are below 18 years of age.

• Around 27% of the global online community uses voice search on their mobile devices.

• Voice search accuracy has reached an impressive 95% as per Google.

• Global sales for smart speakers hit a record 150 million units in 2020.

The integration of voice assistants into a multitude of devices, from mobile phones to household appliances, has facilitated their rapid adoption.

The voice search market is anticipated to burgeon into a $40B USD industry by 2022, emphasizing its importance for businesses and marketers.

The Evolution of Google Voice Search

Google Voice Search was first introduced in 2010, and its evolution from a rudimentary service to its current sophisticated form has been nothing short of revolutionary.

Google's Hummingbird update played a significant role in enhancing voice search capabilities by prioritizing semantic understanding, paving the way for more intuitive and effective voice interactions.

Google Maps was one of the early platforms to integrate voice search, significantly benefiting drivers and commuters.

Voice search capabilities have been consistently integrated across various Google platforms and services, including the Google Mobile app, making the feature more accessible and user-friendly.

The Implications of Voice Search for Digital Marketing

Voice searches are more conversational, causing a shift towards longer, more natural phrasing.

This change demands businesses to focus on long-tail keywords and structure content to answer specific questions that users might pose.

The convenience of voice search is intertwined with mobile usage. Ensuring that websites and platforms are mobile-friendly is no longer an option but a necessity.

Brands need to adopt a mobile-first approach, optimizing content for faster loading times, vertical viewing, and easy navigation.

Local SEO Emphasis for Voice Search Use

Voice search users often look for local information.

Businesses, especially local retailers and service providers, need to ensure they are optimized for these local searches to drive traffic and sales.

Devices and Platforms Harnessing Voice Search

Siri (Apple)

Apple's voice assistant, available across all its devices, allows a wide range of functionalities, from sending messages to setting reminders, all activated through voice commands. ** This video turorial is for the iPhone 14!

Benefits of using Apple Siri with iPhone!

1. Hands-Free Operations: Users can send messages, make calls, or open apps without touching their device, making multitasking easier and safer, especially while driving.

2. Time-Saving: Siri can quickly answer questions, set reminders, or perform tasks that might take longer if done manually.

3. Accessibility: Siri is particularly helpful for individuals with visual impairments or other disabilities, providing a voice-operated interface to interact with their device.

4. Reminders and Scheduling: Siri integrates seamlessly with the iPhone's apps, allowing users to set reminders, create calendar events, or set alarms using just their voice.

5. Search Capabilities: Siri can conduct web searches, find photos, or even look up files or emails on the device.

6. Entertainment: Siri can play your favorite songs, recommend playlists, or even answer quirky questions for a touch of humor.

7. Home Automation: With HomeKit integration, Siri can control smart home devices, adjusting thermostats, controlling lights, or locking doors.

8. Navigation: Siri provides driving, walking, or transit directions via Apple Maps.

9. Language Translation: In some iOS versions, Siri offers real-time language translation.

10. Third-Party App Integration: Beyond Apple's apps, Siri integrates with many third-party apps, allowing voice commands for tasks like booking a ride or sending money.

11. Shortcuts: Users can create customized Siri shortcuts to streamline multi-step tasks into single voice commands.

12. Continual Learning: Siri adapts to users' preferences and routines over time, providing more personalized responses and suggestions.

13. Privacy: Apple emphasizes user privacy. Voice requests are anonymized and not associated with the user's Apple ID, ensuring user data isn't exploited for advertising.

Using Siri optimizes the functionality of Apple devices, providing a more seamless, efficient, and interactive experience.

While the benefits are manifold, it's also essential for users to be aware of best practices regarding security and privacy while using voice assistants.

Google Home

Google Home, powered by Google Assistant, is a smart speaker and home automation hub. Setting up and using Google Home brings a range of benefits that cater to convenience, entertainment, and smart home management.

Google's foray into the smart speaker market operates through familiar prompts like "Hey Google" or "OK Google."

Here are the primary advantages of using Google Home:

1. Voice-Activated Assistance: Simply say "Hey Google" or "Okay Google" to ask questions, get weather updates, set reminders, or hear the latest news.

2. Smart Home Control: Google Home can seamlessly integrate with numerous smart home devices, allowing users to control lights, thermostats, locks, and more with voice commands.

3. Entertainment: Stream music, podcasts, or radio from popular platforms like Google Play Music, Spotify, and more. You can also control and cast content to Chromecast-enabled devices.

4. Hands-Free Calls: Make calls or send texts using just your voice, which can be especially handy when you're busy with other tasks.

5. Routines: Set up custom routines, where a single command can trigger a series of actions. For instance, saying "Good morning" could turn on the lights, read out your daily schedule, and start brewing your coffee if you have compatible smart devices.

6. Search Capabilities: Leverage the power of Google Search using your voice. Ask any question, and Google Home will provide answers, often supplemented with concise explanations.

7. Calendar and Schedule Management: Google Home can integrate with your Google Calendar, offering reminders for upcoming events, and allowing you to set new appointments using voice commands.

8. Multi-Room Playback: If you have multiple Google Home or Chromecast audio devices, you can group them together to play music throughout your house.

9. Shopping List and Online Purchases: Add items to your shopping list or even make purchases using voice commands through services like Google Express.

10. Multiple User Recognition: Google Home can recognize different voices, allowing for personalized responses based on individual user preferences and accounts.

11. Language Translation: Need help with a quick translation? Google Home can assist with translating phrases or words in real-time.

12. Continual Updates: Google regularly updates the software to introduce new features, integrations, and security measures, ensuring the device stays current and versatile.

13. Educational and Fun Interactions: Google Home offers fun games, trivia, and educational content suitable for both kids and adults.

Incorporating Google Home into your daily routine can enhance productivity, provide entertainment, and make managing your smart home deves effortless.

As with any smart device, users should be mindful of privacy settings and ensure they're using the device securely.

Alexa (Amazon)

Amazon Alexa, the voice-controlled intelligent assistant behind the Amazon Echo and other Alexa-enabled devices, offers a myriad of benefits and advantages.

The device is powered by Alexa, allowing functionalities ranging from playing music to controlling connected devices.

Amazon Alexa is like a virtual helper inside Amazon's smart speakers and some other gadgets. You can talk to her, and she'll answer questions, play your favorite songs, tell you the weather, turn on or off lights in your house (if you have special light bulbs), and even help you order things from Amazon.

Think of her as a mix between a radio DJ and a helpful assistant who listens and responds when you call her name. She's there to make things a bit easier and more fun in your day-to-day life!

Here are some advantages of using Amazon Alexa:

1. Hands-Free Operation: Alexa allows users to perform various tasks without the need for physical interaction, making it especially useful for multitasking or when your hands are occupied.

2. Smart Home Integration: Alexa can seamlessly connect with a multitude of smart home devices, allowing users to control lights, thermostats, locks, and more using voice commands.

3. Routine Customization: Users can set up routines wherein a single command can trigger a series of actions, like turning off lights and locking doors at bedtime.

4. Expanding Skills: Alexa's "Skills" are like apps for the assistant, and they're constantly growing. This means Alexa’s capabilities expand as developers create new skills for various functions, from ordering a pizza to guided workouts.

5. Music and Entertainment: Alexa can play music from various streaming services, read audiobooks, provide news updates, and even play games with users.

6. Information and Productivity: Whether it's setting reminders, providing weather updates, answering questions, or managing shopping lists, Alexa helps keep users informed and organized.

7. Communication: Alexa devices can make calls, send messages, and even function as intercoms within a household.

8. Shopping: Integrated with Amazon's shopping platform, Alexa allows users to order items, track packages, and get shopping recommendations vocally.

9. Continual Updates: Amazon regularly updates Alexa's software, ensuring the assistant gets smarter and more versatile over time.

10. Compatibility: Alexa works with a wide range of third-party apps and services, broadening its utility across various platforms.

11. Educational and Kid-Friendly Content: Alexa has skills and features designed for kids, making it a tool for both entertainment and learning.

12. Privacy Features: Users can mute Alexa's microphone, review voice recordings, and choose to delete them to maintain privacy.

While Alexa provides many advantages, it's also crucial for users to be aware of and manage privacy settings appropriately, given the device's always-listening nature.

Cortana (Microsoft)

Microsoft's Cortana, introduced in 2014, has algorithms designed to learn and adapt to user preferences, providing both web searches and daily activity organization.

Cortana is Microsoft's answer to the rapidly evolving world of digital assistants. Born from the tech giant's vision of integrating artificial intelligence seamlessly into our daily digital interactions, Cortana serves as a voice-activated helper for users across the Microsoft ecosystem.

Whether you're navigating Windows 10, syncing tasks on your mobile, or looking for an intuitive way to manage your calendar, Cortana aims to simplify and enhance the user experience.

Since 2014, it has evolved and found its niche in productivity, especially within the Microsoft ecosystem.

Here are some advantages of using Cortana:

1. Integration with Windows: Being native to the Windows operating system, Cortana offers seamless integration, providing easy access to system functions, settings, and files.

2. Office 365 Productivity Boost: Cortana is deeply integrated with Office 365, assisting users with tasks like scheduling meetings, setting reminders, or finding documents.

3. Email and Calendar Insights: Cortana can read and analyze emails and calendar events (with permission) to provide proactive suggestions and reminders.

4. Cross-Device Compatibility: With Cortana apps for both Android and iOS (though with limited functions), users can synchronize their tasks and reminders across devices.

5. Voice Commands: Cortana supports a variety of voice commands, allowing users to operate their device hands-free, play music, open apps, or search for files.

6. Personalized Experience: Over time, Cortana learns user preferences and habits, offering a more tailored and efficient user experience.

7. Search Capability: Powered by Bing, Cortana provides detailed search results, both from the web and the local device, making information retrieval quick and easy.

8. Note-Taking with Sticky Notes: Cortana can integrate with Microsoft's Sticky Notes, recognizing and setting reminders from the notes you jot down.

9. Third-party Skills: Like other digital assistants, Cortana can integrate with third-party applications and services to expand its functionality.

10. Conversational Interaction: Microsoft has worked on making Cortana's interactions more conversational and human-like, enhancing user engagement.

11. Integration with Microsoft Launcher: On Android, Cortana is integrated into the Microsoft Launcher, enabling quick access to tasks and reminders.

12. Security and Privacy: Cortana offers users the option to review and manage their data, aligning with Microsoft's commitment to user privacy.

Although Cortana may not be as widespread in consumer use as Amazon Alexa or Google Assistant (Home), its deep integration with Microsoft's productivity tools makes it a valuable asset for those invested in the Microsoft ecosystem.

By blending advanced natural language processing with Microsoft's vast array of software services, Cortana not only responds to user queries but anticipates needs, setting the stage for a more interconnected and intelligent future.

Preparing for the Voice Search Revolution

The voice search revolution, driven by digital assistants like Alexa, Google Assistant, Siri, and Cortana, is reshaping the way people access information.

As voice assistants typically read out the featured snippet for a query, it's crucial for businesses to optimize content to occupy this prime (and relatively untapped) digital real estate. Flat out, marketers have to adapt to user behaviour to stay ahead of the curve.

Voice-Activated Device Use is Now a Daily Habit for Many Consumers.

Among those aged 25-49, 65% interact with their voice-enabled gadgets at least daily. This age group tops the list in frequent voice searches, closely trailed by the 18-24 age group and then those over 50. While the 25-49 bracket stands out for their regular voice command use, the 18-24 segment played a pivotal role in the initial uptake of this technology, as noted by PwC.

How can both consumers and marketers prepare for the voice search revolution?

Here's a quick list we put together for you!

1. Understand Voice Search Behavior: Recognize that voice searches are typically more conversational and longer than typed queries. They often start with "who," "what," "where," "when," "why," and "how."

2. Optimize for Local Searches: Many voice searches are local in nature (e.g., "nearest pizza place"). Ensure your business's online presence is optimized for local SEO, including having an updated Google My Business listing.

3. Focus on Natural Language: Since voice searches are more conversational, content should be created in a more natural, conversational tone. This makes it more likely to be picked up in voice search results.

4. Create FAQ Content: Consider developing a FAQs section that answers common questions in your industry or niche. This approach caters to the question-based nature of many voice searches.

5. Prioritize Mobile Optimization: Many voice searches happen on mobile devices. Ensure your website is mobile-friendly, with fast loading times and easy navigation.

6. Use Structured Data: Incorporate schema markup on your website. This helps search engines understand the context of your content, making it more likely to be chosen as a voice search result.

7. Prioritize Featured Snippets: Aim to get your content in Google's featured snippets (the boxes that appear at the top of some search results). Voice assistants often read out the content from these snippets.

8. Stay Updated with Voice Technology: Understand the capabilities and limitations of various voice search devices and platforms. This helps in tailoring content and SEO strategies accordingly.

9. Rethink Keyword Strategy: Traditional keyword research tools may not be as effective for voice search. Consider tools that capture more conversational, long-tail phrases.

10. Develop Voice Apps or Skills: Brands can create their own apps or skills for platforms like Alexa or Google Assistant, providing direct interaction with users through voice commands.

11. Prioritize Security: With the increasing adoption of voice-activated devices, security becomes paramount. Ensure user data is protected, especially if your brand develops voice apps.

12. Test and Refine: Regularly test voice search queries relevant to your business. Understand what content is being pulled, and refine your strategy accordingly.

13. Stay Informed: Voice search technology is rapidly evolving. Regularly educate yourself about new advancements, tools, and best practices in the space.

The rise of voice search presents both challenges and opportunities for marketers such as adapting to conversational queries, focusing on true mobile centric approach, and voice search optimization.

By staying proactive and adaptive, they can harness the potential of this burgeoning technology and ensure their brands remain prominent in a voice-driven digital landscape.

Adapting to Conversational Queries

With voice searches being more conversational, businesses need to re-evaluate their content strategies, focusing on user intent, phrasing, and tone to rank higher in search engines. It's not just about keywords anymore, and hasn't been for some time.

The ascent of voice search has necessitated a shift in approach, particularly towards understanding and adapting to conversational queries people use.

Unlike the concise text searches we traditionally type, voice queries are often phrased in a more natural, conversational manner, mirroring how we speak in day-to-day interactions.

This means that "cafe near me" might become "Where's the closest cafe?" or "What's the best cafe nearby?"

Embracing this shift requires content that answers these questions directly and authentically.

SEO strategies must now focus on mid to long-tail keywords and complete sentences, anticipating the user's needs and queries. Additionally, FAQ sections that address common questions can be goldmines for voice search optimization strategies.

By attuning to the nuances of spoken language and crafting content that resonates with voice search patterns, marketers can ensure they're not only heard but also sought out in this evolving digital soundscape.

Mobile-Centric Approach

The surge in voice search is inextricably linked to our increasing reliance on mobile devices.

Brands must ensure their content is optimized for mobile, given the strong correlation between voice search and mobile usage.

This includes making design adjustments to cater to mobile screens and improving page load times.

As smartphones become extensions of ourselves, users are leveraging voice commands for on-the-go convenience.

For marketers, this necessitates a mobile-centric approach to voice search optimization. Recognizing that many voice searches occur on mobile devices — often while multitasking or seeking immediate local information — it's vital that websites are mobile-responsive, with lightning-fast load times and intuitive user interfaces.

Local SEO becomes paramount as users frequently voice-query for nearby services or directions.

Integrating geo-specific content and ensuring accurate, updated business listings across platforms can position a brand favourably for these mobile voice searches.

Embracing a mobile-centric strategy aligns marketers with the natural behaviours of today's consumers, capturing their attention at the intersection of immediacy and relevance.

With a significant portion of voice searches being location-based, businesses should leverage local SEO strategies to capture this audience.

Voice Search Optimization

Voice search optimization is an absolute crucial aspect of SEO. Yep, we said it!

There are plenty of steps you can take to prepare your digital strategy for voice search, but we are only in the early stages of this revolution in search marketing.

Here are some tips to help businesses and SEO specialists optimize their content for voice search:

1. Understand your audience: Just as voice search algorithms use data, location, and several data points to understand search context, marketers have to dig deeper into understanding the consumer and their behaviour. Real-time data and research on consumer insights can help understand how different people use voice search and on what type of voice-enabled device.
   

2. Optimize for mid to long-tail keywords: Voice search queries are typically longer and more conversational than text-based queries (as the examples above illustrated). This means that businesses need to optimize their content for long-tail keywords and natural language queries.
   

3. Optimize for natural language processing: Voice search queries are more conversational and natural than text-based queries, which means that businesses need to optimize their content for natural language processing. This means that businesses need to focus on creating high-quality content that answers specific questions and is organized in a question-and-answer format.

It is only in the last few years that voice assistants have broken into the mainstream.

With companies such as:

• Apple

• Amazon

• Microsoft

• Google

By 2022, over 55% of U.S. households are expected to have a smart speaker.

According to a report by UpCity in 2022, currently, half of the US population uses voice search features daily uses them at least once a week. Here are some of the 2022 research they provided:

• 58% Of Consumers Ages 25-34 Use Voice Search Daily.

• Meanwhile, 43% Of 55+-Year-Old Consumers Leverage Voice Search Weekly

• 39% Of Respondents Have Been Using Voice Search Technology For 1-2 Years, Regardless Of Age

The rising significance of local search across various sectors necessitates a renewed focus on SEO strategies aimed at boosting rankings on search engine results pages.

Notably, the increasing trend of consumers using voice search to find local businesses or services demands attention.

Thus, businesses ought to integrate these extended voice search phrases into both their website's SEO and paid search efforts to more efficiently attract and engage users.

One of the standout findings from the Pollfish study relates to Apple's dominance in the mobile tech world. A 2022 Statista report highlighted that around 60% of U.S. mobile devices operate on Apple's iOS.

• Very interesting. 64% Of Respondents Leverage Android Phones Over IPhones To Conduct Voice Searches

The data suggests that many participants might be using voice search on company-provided devices rather than their personal ones.

This often means opting for more budget-friendly Android phones.

The skew towards Android use for voice search might also hinge on our respondent's age demographics, as past research has shown that individuals aged 35 and up tend to favour Android over Apple devices.

Further insights show that once individuals start using voice assistants, they typically grow loyal to the digital aides accompanying their gadgets. The battle for voice search market dominance is primarily between major tech giants. For instance, Amazon Echo users commonly prefer Alexa, whereas iPhone enthusiasts often champion Siri.

The predominant voice search technology typically hinges on the type of smartphones, mobile phones, or other devices that individuals use for voice queries.

Yet, as highlighted by one of our community members, many voice search enthusiasts often find themselves navigating multiple platforms, dictated by whether they are at their workplace or home.

Continually developing voice recognition technology capabilities, the growth of voice search is expected to rival the market penetration of the smartphone.

The Big Takeaway

Let's be clear, voice search is the future of SEO and will likely be even further impacted by AI's rapid evolution - but we'll save that for another article!

Businesses need to start accounting for a voice strategy and optimize their content for voice search. Voice search has implications for SEO, and businesses need to optimize their interfaces, platforms, and content for voice search.

The future of voice search will involve brands speaking to their audience, and businesses need to develop a consistent brand voice that aligns with their brand's values and messaging.

Voice search optimization is a crucial aspect of SEO, and businesses need to prepare their digital strategy for voice search.