Voice search: How do search results evolve with technological change?

Just as record players represent a historical piece of equipment for young people, search engines as we know them are likely to look equally outdated for future generations.

Undoubtedly, you have already crossed paths with people “speaking” to their smart phones: “Ok Google …”

Every indication points to 2017 being increasingly focused on voice search.

Gone are the days when you had to open a web page, go to a search engine and type in keywords to find an answer. New technology consists of asking Google what we are searching for. This new method of exploring online is done as much on computer as on smart phone. Simply have a built-in microphone in your device and you’re ready to search the internet without even touching your keyboard.

With the rapid evolution of technologies, we cannot only expect significant changes in our daily lives, but also in the referencing of websites.

The advent of voice search

As of now, typing a few keywords in Google is no longer a requirement. Users adopting voice search ask their questions aloud.

One of the particularities observed is the precision of the requests. With this type of search, Internet users refine their questions. Thus, a search written as follows: "Italian restaurant Montreal", vocally becomes: "Where to find a good Italian restaurant in Montreal". In other words, queries begin with: how to do, where to find, where to go.

Speaking creates the advantage of not having to spell out the search term ("Darling, how do you write antidisestablishmentarianism?"), and saves time, since it is no longer necessary to type words, but to simply say them.

Finally, since it is no longer necessary to enter the words in a search engine, it becomes possible to do it with your hands tied. Is your baby sick and as you rock them, you find yourself wanting to know some nursing tips? All you have to do is talk to Google and you’ll find the results you need.

As online searches evolve, so too must search engine algorithms, in particular by more precisely linking user queries to relevant pages.

Google, for example, continually updates its SEO criteria to avoid losing its spot at the top!

Voice search and referencing

Of course, with the evolution of technology, we all have to adjust, including SEO experts.

Let's take a closer look at the new ways of doing things that must be adopted by today's SEOs to position their clients' sites at the top of the search results.

Keywords

SEO strategies need to evolve. Nowadays, SEOs have no choice but to take into account not only keywords, but also more precise and lengthier queries.

One tip is to focus on long-tail keywords, which represent search terms that are typed by fewer visitors, but which collectively attract the majority of web traffic. Long-tail fits well with vocal search since it reflects more of an informal discussion with a computer than a sequence of specific keywords.

Website adaptability

Another important aspect of speech recognition is the fact that users use their smart phones more often to perform voice searches.

Therefore, online companies must crucially ensure that their site is optimized for all platforms, both in terms of usability and speed. In other words, user experience needs to be improved based on new trends.

Local referencing

Local referencing must also be taken into account, since a large part of queries consist of finding a company’s location.

With this in mind, companies should try to update all local directories, such as Google My Business, so that robots quickly and easily connect their page to search terms associated with it.

Site content

Adjusting your content to a conversational tone is just as important.

Since voice queries are usually in the form of a question, companies must ensure that they integrate useful information on their site: where, when and how. A good way to do this effectively is to put yourself in the shoes of users and ask questions likely to interest customers and prospects.

Voice search: The SEO of tomorrow

Leaders of the web are increasingly interested in innovation in voice search and are fighting tooth and nail to stand out in the industry, which now flirts with artificial intelligence.

With these technological developments come new SEO strategies and experts in the field will have no choice but to adapt, or they may run the risk of missing the train.

So, are you a fan of vocal search?

Eugénie Delhaye

Cofondatrice et Spécialiste Marketing Internet et Référencement Naturel (SEO) Ma maîtrise des techniques de référencement, combinée à une analyse minutieuse des tendances du marché, me permet de créer des stratégies SEO sur mesure, efficaces et durables.