Where Does SEO Fit Into the World of Voice Search?
Alongside the changing algorithms of search engines such as Google, comes the introduction of innovations such as voice search. Statistics show that by 2020, at least 50%, if not more, of all searches will be made using a voice search feature or through the use of images.
The initial programs containing voice search have been around since 2002. However, it wasn’t until 2010 that this hit more of a mainstream market when our good friend Siri was first introduced. Since then, voice search has continued to grow as it becomes more accessible than ever – particularly with the ability to use it on your phone and on other devices such as the Google Home or the Amazon Echo, as well Cortana. This leaves many asking the question, “how do we optimise for voice searches?”
The biggest factor that changes things with the introduction of voice search is the way in which we search. Primarily, people in the past used keywords to find the information they are looking for, for example, if you were looking for information on “How many miles is it to the Moon?” then you would probably narrow this term down to the keywords for your search which would be “miles to Moon”. With voice search, however, you’re far more likely to just ask the full question in a conversational way. The Hummingbird update that Google introduced also meant that you could type a full question and receive a high-quality answer, rather than having to narrow your terms down to a few keywords. This helped to link the world of voice search with a manual search even more than before.
Here at Ducard, we are always working to update our strategies to get the best results for our clients, which means keeping up with the latest algorithms and constantly seeking out new ways in which we can utilise our content and skill set. We recently invested in our very own office Google Home to test out a few theories and to see how well it would work with a few of our clients. We found that the voice searches only picked up the rich snippets, otherwise known as the SERPS ranking at position ‘0’. Searches where there was no snippet, Google Home simply replied that she was unable to assist us with our request. This completely rules out the top 10 searches that you would see when browsing through text.
This means that companies need to start answering direct questions to best optimise their websites – and the best way to do this is through quality content creation of relevant topics, answering those questions in detail. The pieces need to be written in a structured way – then shared to a relevant audience who want to read the answers to give the piece authority so that Google will pick them up as a rich snippet. Below is an example of a rich snippet:
Although many have deliberated whether voice search will be the end of SEO, it certainly will not be. In fact, SEO is probably more important now than ever before, with the need for quality content creation coming to a new level of importance to help websites to rank in that all-important rich snippet.
This is particularly important for local businesses, as studies have shown that as much as 30% of all voice searches are for local businesses, and of that 30%, 50% who used voice search to find information on a business visited that very same business within 24 hours!
To find out more about our content creation and SEO services, feel free to get in touch today to see how we could help you to optimise your website.
Do you regularly update your website with quality content? Or would you like to know more about the benefits of content on your website? Here at Ducard, we can assist you with these vital website decisions which will ultimately improve your organic search engine listing.