How Optimizing for Voice Search Will Impact Your SEO Plan in 2021


A decade ago, it was feasible to establish SEO to laypeople through the understanding of the connection which existed between “search” as well as “text.” In the current and the majority of the traffic to websites and online purchases originate from searches made using Siri or Alexa. Since people search for details differently making use of Siri or Alexa when compared to typing in the search query, the browser, content optimized to increase traffic may work slightly differently.

voice search can be different from browser searches

It is essential to establish the distinction early between results from voice searches which translate a voice request into a search bar and then provide you with an array of results or an action which triggers a specific instruction from a digital assistant. The majority of content won’t be able to be able to use both the Google search bar and the Alexa voice command at the same time, as certain types of content are not accessible through devices with voice capabilities due to reasons beyond their control, for instance, those with smart speakers which has no screen and can’t display an article, or play video. If you’d prefer to connect with your customers using devices that support voice, you can think about the use of voice-optimized content as an alternative option to add to add to your arsenal.

Some content does not have to be compatible with voice.

The creation of content made to be accessible and consumed using voice search is expected to become more important for certain users than to other users. When devices that don’t screen or support voice-enabled searches become more prevalent, certain sites and websites are likely to become more compatible Alexa. For example, companies who are situated can significantly boost foot visitors by optimizing their site’s presence to ensure that it can be easy to find via voice search. There are more potential customers to attract each day, who may ask Siri or Alexa to “find the nearest pizza place,” in contrast to those who use Yelp and Google Maps and perform a text search to locate “pizza deliver.”

But, the capability to use voice search isn’t the only factor you should consider to construct the whole of your SEO strategy particularly for those who will get the greatest benefit from top outcomes for voice search. This is because voice search doesn’t replace the text search. It’s just adding it to the mix.

For example, Siri will update a user on the outcome of a game, but does not provide a narrative of the match blow-by-blow. If you’re looking to get your site to rank, and you want to provide advertisements to people who are attracted to sports commentary, you must consider optimizing the web page’s content to make it able to use voice. However, it may not be the most effective method to generate the most engagement.

If you’re looking to improve the number of people who visit your restaurant that offers sandwiches for sale, it’s possible to upgrade your website to be easier to find when people search for “lunch places near me” using their voice while driving. After that, you can alter your plan to fit the goal you have in your mind.

The use of voice search and smartphones is becoming more popular, but they’re still not yet the most popular device.

Voice search is growing in popularity however it’s not at a critical mass, which results in low-hanging fruit to early users who have specific goals for content.

In July of this year, Adobe released a study which revealed an average of 48% people utilize voice search for broad web searches. The study did not distinguish between digital assistants that are compatible with smartphones or smart speakers however the results are the same.

According to Adobe’s research it was found that 88 percent were using the voice control function on their phones. The most popular use of voice commands was to find directions, and the majority of navigational queries were executed via voice. As per Adobe’s findings Microsoft has also released research in 2019 , which found 72% of phone owners used digital assistants, with 65 percent of all road-related queries that were conducted by using a voice command.

A study on phone search conducted by BrightLocal identified the most common scenarios for using smartphones:

  • The majority of U.S. consumers had done an online voice search to locate local businesses on their smartphone.
  • 74% of people who use voice look for local businesses least every week
  • 75 percent of people who use voice search utilize smart speakers to find local businesses on a daily every week, for majority of the time. it daily.

The use of smart speakers in US homes increased by 22% from 2018 to 2019 and an approximate 45% households that have at minimum one smart device. The research conducted by OC&C Strategists projected the smart speaker to boost the marketplace for shopping using voice to the 40 billion dollar mark by 2022. And that’s just in those in the US and UK in its own.

However, widespread use of technology that can be used to talk is still lagging despite the progress made since the outbreak of COVID-19. In the 2020 Smart Audio Report from NPR and Edison Research found that consumption of entertainment and news via smart speakers increased by about one third of those who owned smart speakers. In the first portion of 2020. Three-quarters of the owners were “not in any way likely” to buy a device that had voice capabilities 6 months. Nearly half users who use voice commands also experienced this. Smart speakers are still using traditional text search according to the Microsoft study from 2019, but not every person with access to technology that supports voice commands would prefer to use it for any of the basic functions.

The reason behind the slow use of smartphones on a mass scale may be due in part to questions about privacy and trust which arise when we have in order to create our home more sound-like. A majority of smart speaker users (52 percentage) and the majority of smartphone owners (57 percentage) are concerned about the fact that their phone or smart speaker is “always in the loop.” The good news is that the same percentage of owners of every device trusts the makers who create and build these smart devices to make sure that their information is safe.

Market is one of the digital assistants that aid in the area of search

There are four major intelligent assistants who handle the majority of the voice-based queries at the time of their publication. Each of them has their own algorithm for searching, however they do have a similarity in data and sources.

Understanding the market share of each assistant can assist in determining the optimal method of optimization that meets your primary goals to grow. Every digital assistant are connected to various models of hardware that have some variation in their popularity and user bases.. Therefore it’s possible to restrict your monitoring of data on a handful of platforms, based on the target audience you’re hoping to connect with.

The Microsoft 2019 Voice Report asked users to list the digital assistants that they have previously used, and provide general details about the volume of voice-related traffic that search engines is expected to get from the platforms. Siri and Google Assistant tied for first spot, with 36 percent from the overall market. Amazon Alexa accounts for 25 percent of all digital assistants used along with Microsoft Cortana ranked third place and powered 19 percent of devices.

An interesting aspect to take into consideration in this respect is that the engine behind Cortana is built on a partnership with Amazon Alexa. Cortana is able to speak commands to laptops and personal computers such as “Cortana Read my latest mails” and Alexa can respond to smart-speaker commands like “Turn off the light” as well as “Play NPR.”

Enhancing your voice to be able to lookup in comparison to. the actions of your voice

Voice commands can be classified into two types which are voice searches and actions. Both use different factors to determine what answer will be first given in any given voice command. It is crucial to identify the kind of search you’re referring to in evaluating the efficacy in an SEO strategy for voice searches since they deal with information different.

A voice search basically substituting keyboard inputs using the spoken word to display the results on browsers, such as through using”OK Google” or the “OK Google” command within Google’s mobile version of the browser. This will affect how you structure your keywords based on the nature of users to ask queries more easily when communicating using an AI that is based on voice.

Voice commands On the other hand, they are questions or commands made by the user. These could trigger certain applications or automated functions like ordering takeaway through the smart speaker, or locating the weather conditions in your car. Smart speakers for homes and certain automobile assistants make use of voice commands. They do not provide an organized list of outcomes and generally they only provide one spoken response, as well as a prompt for taking further actions. If you’re looking the use of the Echo Dot device for the weather, it will describe the weather in a loud voice with data collected from a particular source. The Echo Dot isn’t able provide an index of the top sites to forecast weather, as there’s no display to display what’s called the Search Engine Results Page (SERP). This is a significant difference.

Smart assistants usually pull data from other websites and present these results in a spoken excerpt like the Pinging of WolframAlpha to transform mathematical formulas, or Yelp to list local businesses. An excellent example is a voice-based search that allows you to “order pizza.” The AI will direct the search to Yelp or Google Maps, and verbally provide a result for example “I discovered a nearby pizzeria that is rated 5 stars by Yelp. Would you like to contact Joe’s Pizza to place an order or to find directions to arrive?” This is often referred to as ” the zero position,” where the search engine will provide an abstract or fragment of text to answer a specific query but not direct the user to the site.

The capability to get to zero is dependent on the device.

The position zero on the list for voice-activated prompts is determined by the source from which those results come from. The increase in the voice search rank directions to get to a specific physical retail store, for instance, usually relates to increasing the visibility of your business on search engine listings such as Google Maps and Yelp, which you might already be using in an SEO plan regardless.

The source of the data can be identified by the system that runs Siri’s search engine. Google and Android devices use Google Local Pack, while Siri can search Yelp to deliver results when it’s requested to display “the most relevant” in a specific location and then prioritizes the results that are most relevant to you. Since Alexa is able to draw local results from Bing, Yelp, and Yext with complete profiles, having a well-constructed listings on these platforms, it can help businesses achieve high rankings on Alexa results.

Each assistant also creates a NAP identities (name address, address as along with the phone number for the company’s website profile). NAP creates profiles to show results based upon location from slightly differentsources and, sometimes, from the exact same source:

  • Siri offers local recommendations based on these NAP Profils from Yelp, Bing, Apple Maps and Trip Advisor
  • Android phones and Google Assistant pulls NAP profiles from Google My Business
  • Alexa draws NAP profiling by using Yelp, Bing, and Yext
  • Cortana runs on Alexa is able to access Yelp along with Bing.

Someone hoping to optimize their business page for voice search will want to max out their NAP profiles across all platforms by making sure that their listings at,, and are completely filled out. This is where a reputation management tool like Moz Local can assist companies who want to increase their rank.

Do you want to take on the ability to record the sound of your voice?

Many of the strategies employed to get the first page in a text-based search could be utilized to enhance the efficiency for voice searches. To increase the effectiveness of voice search in particular and to be listed on SERPs for the form of snippets that are voice-related and features, web pages must be created to be simple to find, by reverse engineering the piece of content you want to create. What is the question is, will it actually help you achieve an excellent rank for this kind of search? It all depends on the objective you’re aiming to achieve.

The webpage you’re working to optimize is designed to provide more pizzas to people in the area. If this is true you can create an ad with your company’s NAP details straight to Google My Business and provides the address of your pizzeria to someone who’s parking near by is an excellent alternative. But, if the site you’re trying to optimize is intended to feature sponsored content regarding diabetes management to direct users to an affiliate link to devices for monitoring sugar levels it isn’t necessary to design pages that can help Siri determine Type II diabetes aloud to the 8th grader doing their homework.

The format of the headings for content asking a question, and then an explanation that’s short in the following paragraph, will increase the likelihood to occur that Siri will repeatedly display the content of a particular page when asked the same question by the individual asking. The first replies an assistant on the internet provides when responding to a query that is voice-driven will usually be the same fragments of text that are displayed in SERP results like “People Also Are” as well as Knowledge Graph results from Google.

This is right, Siri is unlikely to respond to your website by asking “What does the chemical makeup of sugar? ” But you may be able to be highly ranked by providing an excerpt of text to answer a query queries like “Is sugar really harmful to children suffering from ADHD?”

The most valuable information for those looking to draw attention to their website is information that addresses issues which aren’t easy to answer by a single spoken word.

Rand Fishkin made his predictions regarding the impact of the voice snippet in the results of searches, when voice search is taking off in 2016. He also offered ideas for structuring your content to take advantage of this trend during the upcoming Whiteboard Friday. In the words of Fishkin the answer will depend of whether you’re in that “safe” or “dangerous” category in the subject matter you’re trying to rank for, based on the ease at the voice prompt will respond to the user’s query without redirecting the user to your website.

“I believe that Google as well as Apple along with Amazon as well as Alexa and all the other engines that are part of this will continue to deconstruct simplistic data and help publishers,” Fishkin wrote.

He suggests that users think about the type of information they’re publishing in the event that query that lead to traffic could be handled with fewer than Y terms or with “a short image or quick graphicor quantity,” then the engine will handle it.

“They do not require you, and frankly they’re more efficient than you are,” Fishkin stated. “They will be able respond faster, with more clarity and efficiency than you would. Therefore, it is important to consider whether you’re in a secure or risky area of this structure when you publish content and the content plans you’re planning to publish soon?”

The takeaway

Voice-enabled devices are gradually becoming more integrated into the everyday lives. However this doesn’t mean we need to prioritize our content, as voice is altering the traditional results page that could soon take over text entirely as an SEO tool. While devices and smart assistants which can be controlled by voice are becoming more popular each year, they’re being a minor part of the majority of people’s technological ecosystems at present. The situation could change as AIs for voice are more advanced and the capability to communicate with gadgets becomes more familiar, but it’s still struggling with significant issues related to expansion.

Voice technology that allows for voice searches and voice-based actions is an exciting technology with numerous applications on the horizon, and marketers are currently coming up with new methods to integrate their brands into the voice-free environment. Optimizing the content so that it can be optimized to be searched with voice is just one part to the piece.

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