Siri, Cortana, Ok Google. These robots integrated into our smartphones and computers aim to facilitate research on the internet. How? By allowing users to perform a voice search, easier and faster. Except that this new browsing habit has repercussions on SEO.
Indeed, we do not speak in the same way as we write. 75% of mobile users use voice search in their daily activities. They use voice recognition to call a contact from their phonebook more quickly, ask their GPS for directions, find help for their work or look for an application to download.
Voice search: optimize your SEO
Faced with this new trend, it is obvious that your natural referencing strategy must adapt! Here’s everything you need to know about voice search in a few steps:
State of voice search
The influence of voice search on featured snippets
How to optimize your pages for voice search (according to Google)?
State of voice search
In January 2018, there were already a billion monthly searches made with voice. Voice search is taking more and more place in user habits. Thus 70% of people who use it would not see themselves going back.
This practice is particularly common among millennials who use it, for 37.8% of them, at least once a month. Voice is already very present in commercial transactions and plays an important role in the purchase journey.
This landscape, therefore, confirms the need to take this change into account and to adapt its SEO so as not to sink into Google’s limbo.
Content that provides an answer
Generally, a voice request is posed in the form of a question: “how to do.”, “what are.”, “why the.”, etc. Therefore, your content must absolutely contain the question and a quality answer.
It is therefore time to rework the titles of your articles, as well as the subtitles, to take up the problems of your prospects so that they appear in the search results.
Put yourself in their shoes to choose the formulation that seems most relevant to you and does not hesitate to formulate the question aloud, to check that it is easy to pronounce.
The local search goes to the voice
Adults and teenagers mainly use voice search to find their way around. The voice assistant then uses the GPS built into the iOS or Android smartphone to show nearby results.
You will have to rework your SEO to appear in the queries of Internet users who are in your environment. This is all the more important if you have a business, a restaurant, or any other establishment with a storefront.
Be sure to work on the name of your city and to be correctly located on Google Maps. A Google My Business account becomes essential!
The influence of voice search on featured snippets
Featured snippets or position zero in Google are the pages highlighted when the results are displayed. They correspond to the page that the engine considers being the most relevant for a search.
Featured snippets provide quality, easy-to-read answers, and voice assistants like to use them when a user asks a question. What does that mean? That featured snippets have a big impact on voice search! When an assistant gives an answer, it relies on featured snippets. It is therefore essential to optimize your SEO for “voice search” and to take care of position 0.
There is no code or tag to force the creation of a featured snippet. Only Google decides on this choice. And in the context of voice control, this zero position will be the place of choice to appear in the results.
From keyboard to voice
In the distant days when the internet arrived and queries were entered into search engines via keyboards, internet users were adapting to search engines. They were adjusting the way they made their requests. Of course, as search engines have evolved, so has their ability to understand natural language patterns and the intent behind queries. The algorithms developed by Google have made it possible to adapt to the needs of users.
From now on, the search engine no longer takes the keyword into account: it performs a semantic search to f...