Voice search is quickly growing in popularity and Google has taken notice as Google’s algorithms are becoming more audio-friendly with each update to accommodate this. With Siri, Alexa, and Google now getting as much as 55 percent of all queries within certain audiences and nearly 30 percent of overall queries, it makes sense that search engine optimizing enhances voice search options.
Considering the importance of this trend, search engine marketing must now be structured so that it works well for both voice search and standard web queries.
Differences Between Voice and Web Queries
Generating the best results with voice search requires an understanding of the significant differences between voice and web queries. The most notable differences are as follows:
- Query Length - Voice queries tend to be longer and asked in the form of full sentences and questions, while web queries frequently contain only short phrases. These longer questions are more useful for search engines to understand what the user actually wants so they can display the most appropriate results.
- Use of Natural Language - Besides being longer and including more complete ideas, voice queries typically contain naturally-spoken conversational language. This is a critical detail, since voice queries more thoroughly explain the user’s intent.
- More Detailed Keyword Use - Voice queries tend to contain more relevant keywords and phrases, including important locational and long-tailed keywords, than web queries. As a result, general queries are more specific. Local search is more effective and valuable for many companies when proper local search engine optimizing is used.
Incorporating Differences Between Voice and Web Search
Based on the differences noted above between voice and web queries, search engine marketing is evolving so that when these changes are applied, the results are a better, more accurate search. The use of more contextual keywords is essential since queries are becoming even more detailed. Everything from content to meta description and headlines should also be made in complete, natural-sounding sentences to make recognition of topics and ideas easier.
The more detailed the query, the easier it will be for search engines to understand which content will best fit the query. In addition, content and headers consisting of complete, correct, and natural-sounding sentences have a greater chance of being featured in Google’s knowledge box at the top of the SERPs.
Beyond contextual keywords, it is important for local websites to be well optimized with a standardized NAP and the location included in content and headlines as appropriate. Content must be created so that it answers the potential questions asked by users. Content that easily fills a need is more searchable using both voice and web queries and will gain higher value among users, which Google will reward.
As voice queries become widely used, search engine marketing experts must understand how to incorporate effective search engine optimization techniques into their efforts. The most important thing to understand is how a voice query differs from a traditional query and how to make content more contextual as a result. Content marketing that considers spoken word questions will be more effective overall for both voice and web search!