What will be the impact on SEO?
While voice search will probably never entirely replace the existing screen-based searches, voice queries will soon be enough of a factor that companies need to understand strategies for being found by voice searches. Search queries will turn into more transactional searches over time, since virtual assistants and voice searches permit bookings and conversions. According to Location World, 40% of adults who search use voice search now once per day. And among all these searches, nearly half of them are now using voice search when researching products, Social Media Today stated.
Taking into account this fact and also the three characteristics by Google described earlier, you can get an idea of how voice search will shape the queries users will use to reach your key webpages (or your clients’ pages).
According to Link-Assistant, voice searches are more likely to display rich answers to users (43,3%), compared to text queries (40,6%). This also means many users won’t even leave the SERPs to access your website, if your content doesn’t add a value on top of the information displayed by Google on the search engine results pages.
With all this information at hand, there are a few things you can do to ensure your SEO strategy is aligned with the new scenario that voice search is shaping:
Adapt your key contents to answer conversational searches where users ask direct questions to the search engines
Watch your brand searches and make sure people are not mispronouncing them due to accent variations
Adapt also your landing pages as well as ad copy to account for high-value conversational searches
Add value to your contents so that you also attract users formulating questions that will be answered by Google’s rich snippets from their knowledge graph – go beyond Google in helping these users to engage with them
Target more high-value long-tail searches, these will keep growing as voice search grows
Can you think of any other way in which voice search will affect SEO and the conversion funnel?
Iñigo Etxebeste, July 26, 2017