Imagine you are on your way and looking for a restaurant, supermarket, the nearest ATM. What are you doing then? With Voice Search, you can record a search query. This saves a lot of clicking and typing. You speak your question via a smart speaker, your telephone or Voice Search in Google. It is a new way of searching that is already widely used in the US. 41% of adults already use Voice Search daily ( Google ). But what exactly is it? And how does this technology work? We are happy to explain this and more to you. And we give you tips on how to optimize your website for Voice.
What exactly is Voice Search?
Voice Search is literally translated: voice search. Based on what you say, you start a (search) assignment. The advantage of a voice search is that it also produces a spoken answer immediately. You can ask a question without touching your device. Typing takes more time, and we are all busy, busy, busy and doing multiple activities simultaneously. Still useful if you can ask Siri or Alexa to turn on a timer while cooking.
In the meantime, you have probably already met Google's virtual assistant via Google Home or with Siri from Apple. The big acquaintances from Silicon Valley have been working hard for several years with their own voice-controlled virtual assistants. These assistants can be reached on smart speakers that you can use in all kinds of ways. Or just on your iPhone, of course: "Hey, Siri!". They are increasingly able to recognize your question and get the right answer. For example, ask her for the latest weather forecast, for your favourite playlist on Spotify, or where you can eat Indian tonight. There is always an answer. But most importantly, do they understand you on Voice Search?
This is how it works: the technology.
Voice Search only works really well if the question is answered with an answer that is as natural and user-friendly as possible. This is where Natural Language Processing comes in, also known as NLP. The role of NLP in Voice Search is to check, analyze and evaluate the question to give the appropriate answer. This is all happening behind the scenes:
- Phonology: an analysis of pronunciation, such as the use of stress or intonation.
- Morphology: an analysis of the way words come together and how words are formed.
Syntax: an analysis of the grammar and sentence structure compared with the applicant's natural language use.
- Semantics: an analysis of the context and certain characteristics.
- Reasoning: an analysis of the user's intention. What is the question behind the question?
The importance behind this technology is that Voice Search is not and is not a simple question-and-answer machine. No, we want a real answer, just like how your colleague or partner could answer your question. We humans use natural language.
With Voice Search, we no longer type in the Google search bar, but we talk in complete sentences to our smart devices. This changes the way we search quite a bit. Are you looking for a vegetarian restaurant in Amsterdam? In Google, you type: 'vega restaurant Amsterdam'. You say to your virtual assistant: 'Hey Google, where can I find a vegetarian restaurant in Amsterdam? You can ask this question in different ways. The technology must be optimized for this. Especially with more difficult questions, it quickly happens that it is not immediately clear what the user needs with Voice Search.
The fact that searches are getting longer and a question can be asked in at least 10 different ways is an important change for your SEO.
Voice Search and SEO: tips for your website
The question is no longer whether the number of Voice Search users will increase, but especially when. Make sure your website is prepared for the new way of searching. Voice searches are really different from typed searches.
Tip 1: Don't be blind to short keywords
Most Google searches are based on few words. No one miserably types long words or many words to get an answer to your question. But, with Voice Search, that suddenly becomes a lot more common. The questions are getting longer, so more words will appear in one search. Keep this in mind in your keyword analysis.
Tip 2: Think in terms of questions
Did you previously think in short and concise language when searching for the right keywords? Then it is now time to adjust that to interrogative sentences in Voice Search. You then search for the right keywords—just an example. If you search for something via your browser, you type: 'SEO the better. When you search with your voice, you say: 'How do I ensure a higher ranking in Google?'.
Tip 3: Optimize for Featured Snippets
More than 40% of the answers that Voice Assistants give come from Featured Snippets. Briefly explained: a Featured Snippet is always at the top of the search results and gives a short and clear answer to the question. As long as your content answers the question, you use the right keywords, and your website is neatly organized, it can show up in an FS. This cannot be manipulated. Optimizing your content and your website is, therefore, a priority.
Can ad your service help you with Voice Search optimization?
Voice Search will not replace the 'normal' search, but it will play a 100% role in our daily life. So it is good to prepare for this and to rethink your SEO strategy.
