Voice search has raised many questions about the future of SEO. The search mode has been disrupted by the arrival of new tools such as Google Home, Siri or Cortana. What will be the impacts on natural referencing in the coming years and how to adapt your SEO strategy to this new behavior?

Optimizing SEO based on voice search requires a different approach than traditional SEO. Are you unconvinced by voice search and its impact on SEO? Here is what you need to know about voice search in order to understand this trend and better master it.

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What is voice search?

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Voice search is a different search mode from traditional computer or tablet search. Where traditional search is expressed in the form of generic keywords, voice search is used to express a request orally. Once the message is received, the response of the technological tool is formulated orally or text.

There are several advanced technological tools. The best known is probably Google home. This technology allows you to communicate only orally, and the results are impressive!

These technological tools receive an audible signal to analyze, decode, compare it and propose the most relevant solution for a given request.

When an individual uses Google home, they want a response in the snapshot. He doesn’t want to compare and search for information like he would on the internet. He doesn’t surf the internet, he talks and the tool answers him.

What is the impact of voice search on SEO?

A recent study by ComScore has highlighted the share of voice searches on Google. The article tells us that we will see 50% of voice searches in 2020.

What are the consequences for SEO? We see requests for action such as “where are we?” »« Find me a cheap flight to Barcelona »« How to position yourself at the top of the Google ranking »« What is the weather in Vancouver in a week ». On the form, the requests will be longer and spontaneous. Today’s search is no longer the same as tomorrow’s.

Today: a query = a keyword or key phrase

Tomorrow: a request = a question made up of 5-7 words on average

Thus, the SEO strategy will have to be rethought by the marketer. This will allow it to take a considerable advantage over its competitors and to position itself ideally in serp.

According to a study by Google, we find that voice requests correspond to a situational context. Finding the nearest store, inquiries about where they are, help with work, or call a friend. The context and the search mode therefore modify the search behavior.

When comparing queries on mobile and desktop, we observe different trends. Mobile queries like “business hours” peak when customers head to stores. We can guess certain types of queries related to the snapshot. Some voice searches will only work on Google Home, “Tell me about my day,” or “Remember, I put the keys on the table.”

Another example: that of “near” queries which have increased considerably with mobile search and which occur mainly on mobile phones.

Source: Google trend – query: restaurant nearby – geographic target: England

These studies show us the importance of local referencing in voice search. We can already pretend that local merchants or websites will have to make do by exploiting voice searches.

Another example, there is a steep curve in the United States for the “ok google” query from 2017. Google home release date probably…

Source: Google trend – query: ok Google – geographic target: United States

When we know that the United States is the precursor of market trends, it is highly likely that we will follow this pattern of consumption very soon. The SEO specialist will have an interest in understanding this new behavior in order to adopt an SEO strategy specific to voice search.

What will change in SEO

All of this suggests that voice search will continue to grow. This results in different forms of request:

  • Long tail requests : we’re already seeing differences with search. The average number of words is changing. We are witnessing key phrases and expressions;
  • A succession of words : the keywords are replaced by sentences. A keyword emerges from the query, but is succeeded by prepositions or conjunctions of coordination;
  • Questions : in view of the search mode, the individual uses the search tool for all of his daily questions. This allows it to respond to needs in real time. He wonders about the situation he faces or the action he wants to take.

We find that most requests are started with “how”, “or”, “why”, “what is it”.

Therefore, the marketer will have to propose an SEO strategy based on the user experience. Thus, SEO will give way to SXO. The user experience will be privileged with the addition of keywords subtly added in the titles and the body of the text. The SEO specialist will take care to understand the intentions rather than positioning themselves on keywords.

Which voice SEO strategy should you adopt?

Now you know the importance of voice search to prepare for SEO in 2019. Indeed, you will need to prepare a flexible and conscientious SEO strategy for a new type of emerging behavior.

Answer page

Here is the logic to adopt: one question = one answer page.

To respond to this logic, you will need to create lexicons or FAQs. These main pages will answer all questions regarding customer needs. These answer pages will be integrated into a main page comprising all of the questions the user is asking.

Do not hesitate to consult the comments, forums and google webmaster tool which will allow you to establish a lexical field specific to the questions asked by your customers. Answer the public will be able to answer this problem concerning the questions addressed for a given keyword. You can list the questions and include them in your “glossary” page.

The inverted pyramid method is a solution for creating answer pages. According to Yellow Dolphins, the inverted pyramid is a principle of writing which consists in getting straight to the point: the writer decides to directly reveal the main part of the information. He consciously chooses to deal with the details later in the text.

Zero position

The zero position refers to the position above the Google search results. This position takes the form of a box containing a response of a few lines proposed for the internet user. This allows you to get an answer directly without having to browse the web or click on links.

Google home and voice search technologies use Google’s zero position to provide an answer. The technological tool will start by citing the website and then the answer. The marketer will have to take advantage of this element to position themselves and adopt an effective SEO strategy to conquer the zero position.

To appear in the zero position, you will have to trick:

  • Choose pages answering questions starting with: “what is”, “when” and “how much”. This is explained by the fact that it involves a short answer. We note that questions starting with “how” are generally little taken into account in the zero position;
  • As we know, Google likes content. The more a page is complete about a specific topic, the more it goes up in serp. So why not answer the question precisely and following the article supplement the information with relevant content. Your editorial SEO strategy is unchanged, but the ergonomics of your pages can be redesigned;
  • To appear in the zero position, your link appears in the top of the search results. Yes, being a serp is not enough!
  • Preferably, place your answer at the top of the article after the title h1;
  • Give priority to long queries with between 5 and 7 words because they are displayed more than shorter queries.

Mobile-friendly

Mobile friendly has become a benchmark for voice search. Indeed, some voice searches will be used from the smartphone. So when a panel of links comes out, they want to get a response quickly without unnecessary waiting time. A slow page speed and a site poorly optimized for mobile will not promote accessibility to its needs.

The limits of voice search

The user likes to surf the internet, compare and search for information. The result of the voice search is objective, it is based solely on mathematical calculations and does not call upon any human logic. Man is guided by choices that result from his experience, his tastes and his experience.

The user will find happiness by browsing the web and comparing websites. The first result will not necessarily be the answer to his need. The SEO strategies of tomorrow will not be overturned. Rest assured, traditional SEO still has a bright future ahead of it!