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Voice search and SEO

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Voice search and SEO

Voice search and SEO


Intelligent, talkative computers are an integral part of science fiction movies. Their advice is used by the heroes of “A Space Odyssey,” “Star Trek,” and “Passengers.” While interplanetary flights are still far beyond our capabilities, voice assistants already exist, causing quite a stir in the SEO industry.

What do we mean by voice search?

While using the Google search engine on your phone, you must have come across a listening screen with the words “Speak now.” With this tool, you can dictate a query to the search engine. In recent years, however, Google, Apple, and Amazon have significantly improved this technology. Voice assistants such as Alexa, Siri, and Google Now record your voice and understand what you say to them. 

Google Now is an intelligent voice assistant, available for free to all Android users. The application can set the alarm clock, check the weather forecast and the route on Google maps. It is also not a problem to search for various information on the web. However, each question must be preceded by the command “OK Google.”

The IOS system also has its own virtual assistant. Siri, like Google Now, can check the weather, search for cinema screenings, and set the alarm clock using voice. Despite numerous appeals of Singaporean users of Apple devices, the application is still not available in our native language.  

Alexa voice assistant users have to reckon with a similar problem. She also speaks only English, but she has several other functions, although she is not yet a polyglot. You can order here, among others shopping on Amazon, controlling lights at home, and searching for various information on Wikipedia. Relatively recently, Alexa has also become a personal stylist. All you need to do is take a few photos of clothes from your wardrobe, and Alexa will suggest what to wear today, adjusting the outfit to the occasion and the weather outside. 

Is voice search really that popular?

In 2016, voice searches accounted for 20% of all Google mobile searches.  People who use this technology daily, among its greatest advantages, mention convenience and multitasking (e.g., the ability to use a search engine while driving a car).  

Improving technology also contributes to the increase in the popularity of voice search. Behshad Behzadi, the head of Google’s voice search department, released data showing that the number of errors made by Google’s voice search engine decreased from 25% to 8%. This is huge progress, the consequences of which we will certainly feel soon. 

What does SEO say?

Google has long expected the popularization of voice commands. This is one of the reasons why the Koliber algorithm was introduced. Instead of focusing on individual phrases (e.g., Mokotów restaurant), answers more complex questions (What is the best restaurant in Mokotów?). The appearance of the Hummingbird in 2013 led to the dissemination of self-help content on the Internet. Everyone suddenly decided to educate their clients: they record videos and podcasts, write articles and e-books. The titles of all these materials are the most common questions answered by the content of the guide. This makes it easier to find them in the search engine.  

In response to the new algorithm, tools have appeared on the market that allows you to predict the questions asked by the search engine. One of the most popular programs of this type is Answerthepublic.com. After entering a short phrase, the tool will propose a series of related questions grouped depending on the question pronoun. Starting with the term “SEO,” we received the following questions:    

  • When to  start SEO activities?
  • Are  SEO campaigns worth the money invested in them?
  • Where  to learn SEO?
  • Which  CMS is SEO-friendly?
  • Who  needs SEO?
  • What  does an SEO expert do?
  • Why  is SEO important?
  • How  SEO can help me in business?

This is only 8 out of 150 proposals. The questions are translated from English because although the tool is already available in Singaporean, its results are much poorer.

Understanding the needs of a potential customer is not enough. It would help if you also made sure that the content on the website is written in a language similar to what customers use in conversations. The message must be simple and accessible. Otherwise, users may have trouble understanding it. Remember that voice search is primarily used on mobile devices. Users of smartphones and tablets do not load the content on the website very accurately. They primarily care about details. 

The impatience and rush of browsing pages on mobile devices also prompted Google engineers to personalize voice search results. During last year’s SMX West conference, the aforementioned Behshad Behzadi revealed how the currently used mechanism works. An example was the question of the height of Mount Rigi. When the search engine heard them for the first time, the rise of the American athlete Rick Erwin was shown in the search results instead of the mountain range. This was due to a misunderstanding of the last word of the question ( How high is Ricky ? Instead of How high is Rigi? ).   However, if we look at a few pages about the Swiss Alps beforehand, after saying the same question, Google will immediately find the right answer – the Rigi peak rises 1.798 m above sea level. It follows that Google records user behavior and filters search results based on it.

What will be shown in the search engine window is also influenced by the user’s current location. The question about vegan restaurants in Krakowskie Przedmieście will differ depending on where we are currently located. If it is Singapore, the search engine will show us only the capital’s pubs. In Lublin, however, we will see only local restaurants. 

Where is all this leading?

Advanced voice search mechanisms are the first step to creating artificial intelligence. Before we can talk to the computer freely, as the heroes of “Space Odyssey” do, we must overcome several problems. At the moment, machines are not very good at dealing with various linguistic nuances. If you use a Google translator, you certainly know what we are talking about. In addition, many people feel uncomfortable giving voice commands to a search engine. Statistics show that voice assistants are used primarily at home or in a circle of close friends. None of the respondents admitted using the voice search engine in public places. This blockage will most likely disappear with the spread of this technology. Do you remember “Her”? There, everyone talked freely to their computers on the way to work. We may also get used to this sight.

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