How will voice search shape SEO in 2020?
We are currently living in a digital era, where everything has moved to the digital platform. It doesn’t matter whether a business is selling something online or not, it needs to be present on the online platform. Building a strong presence on the digital platform means covering many aspects but the main motive is to rank higher in the related search results and that can be done through proper Search Engine Optimization.
Search Engine Optimization or SEO is the backbone of online marketing and without it, no online marketing plan can become successful. SEO is not only limited to using keywords or adding alt text to images as it is a very broad topic. This is why digital marketers spend so much time and effort on SEO strategy. But SEO trends keep on changing because of the change in user behavior and changes made by search engines. One such change has led to a new kid on the block; voice search.
With the growing use of mobile phones, people have started shifting towards voice instead of typing everything. But the use of voice search is not only limited to mobile phones as home assistant devices are also being used to make voice searches. You will be dumbfounded to know that by the end of 2020, 50% of all the searches will be made through voice searches.
Voice searches are more convenient and easy to way to find what you need online and this is why people are flocking towards it. But do you know that the increase in voice searches will also affect SEO and shape the future of digital marketing? Let’s explore how.
Why voice search will dominate SEO?
Voice search will dominate SEO because the number of voice searches is increasing and that will change how people search for information, product or services. More than 20% of mobile queries were made through voice and more than 65% of smart assistant owners don’t want to go back to the era of typing. With the increasing use of voice searches, the importance of long-tail keyword will increase because people type differently to what they say. Voice searches are not only increasing because of the use of mobile devices on a large scale but it is also increasing due to the increasing number of home assistants like Alexa.
What is the current status of SEO?
SEO is basically the practice of optimizing a website for keywords that are used by the people while searching for services, information or product offered by the website. For example, if there is a Chinese restaurant in NYC then it will try to use the keyword ‘Chinese restaurant NYC’ across its website to rank higher in the search results.
In addition to using keywords, a website needs to make sure that it adds content regularly on its website and build a strong presence on social media sites as well. This is the current basic practice of SEO and it is built around the keywords typed by the people.
How will Voice search change it?
Natural speech pattern
Most of the people don’t type the way they speak, especially when it comes to searching for a product, service or information on the digital platform. In most of the cases, people use shorthand while typing. For example, if someone is looking for Chinese food in NYC then he will type ‘Chinese Food NYC’. But when people speak, then they use full sentences. This is why websites will have to shift their focus from just typing patterns of people to natural speech pattern.
You should know that event the programming behind the search is getting better as the word error rate in voice search decreased from 20% in 2012 to 8% in 2018. So, people will be feeling more comfortable at finding the things they need through voice searches. Now, digital marketers will have to take natural speech patterns into consideration while building an SEO strategy.
When people will start using natural phrases for searching for information or product online then short tail keywords will become less relevant. With voice searches taking over the search pattern in the upcoming year, it will become important for digital marketers and SEO experts to use long tail-keywords in order to stay relevant to the long phrases used in voice searches made by online users. For example, instead of just using a short tail keyword like ‘Chinese restaurant NYC’, SEO experts will have to use long-tail keywords like ‘Best Chinese restaurant in NYC’ or ‘Cheapest Chinese restaurant in NYC’.
SEO experts will also have to include keywords that will describe the benefits and features of the product or service offered by the website. By using long tail keywords, websites will be able to appear in the search results made through voice searches by online users and that’s how voice search will bring changes to the SEO strategy.
In the era of voice searches, businesses will have to write website content according to their customers, not according to the search engine. This will wipe out the era of keyword-stuffed and irrelevant content away. In the era of voice searches, you will have to listen to how customers are talking about your business when they write reviews about you or when they comment on your social media posts. Content creators can also ask their sales representatives and other people who interact with your customers about which type of questions do the customers mostly ask and leverage the same language while writing content for your website.
Writing FAQs through detailed blogs and addressing them on the product page will prove to be quite helpful. Content writers will have to stop using any type of industry jargon unless they are sure that the searches are not being made by industry counterparts.
Google has already made it clear that if your website will not be optimized for mobile phones then it will be pushed down in the rankings. With the growing number of mobile usage for accessing the internet, Google has come up mobile-first world, where all the websites optimized for mobile phones will be gifted better ranking in the search results. If your website is not optimized for mobile phones, then your bounce rate will also increase.
But having a mobile friendly website is very important for voice searches as well. Voice search started from mobile and that’s why making changes to your website according to the mobile first world will prove to be very helpful. If your website will not be optimized for mobile then you will surely be booted from the first page of search result.
Voice search is surely going to shape the future of SEO and that’s why you can’t ignore it. From making changes to the way of using keywords to writing content, there are many things that will be changed by voice searches in the world of SEO.
Kashyapi Prajapati is currently working with Cloudwalks as a technical writer. Cloudwalks is a QuickBooks hosted company. She loves making the digital platform a more informative place and that’s why she keeps on contributing towards the world technological, managed IT service and accounting content through her writing.