SEO and voice search: A key SEO tool worth considering

April 8, 2024

Voice search and SEO are increasingly interdependent. This trend has become a pillar of SEO, transforming optimization techniques. Discover how the impact of voice search on SEO can be used to your advantage. Learn how to optimize your content for voice queries, using long-tail keywords and adopting a local SEO strategy. Properly mastered, these tools can significantly improve your ranking in Google results.

Understanding voice search: Hello Siri!

Definition and how voice search works

Voice search is the use of the voice to make queries via a voice assistant on a search engine. Users formulate their requests aloud instead of typing them, which is convenient and fast. Voice assistants such as Google Assistant, Siri and Alexa are equipped with this technology.

Its operation relies primarily on artificial intelligence (AI). AI picks up the user's voice via the device's microphone, analyzes and translates the query to suggest suitable search results.

Google Voice :  state-of-the-art technology

Google Voice stands out for its efficiency and accuracy. Google's voice recognition technology is 95% accurate, a testament to its technological advance. What's more, it is constantly evolving to better understand natural language and respond accurately and appropriately to user queries.

This technology is based on artificial intelligence (AI), which analyzes and interprets voice requests. It takes into account the user's location, giving greater importance to the commercial integration of Google Maps.

As a result, voice commands are increasingly used to find nearby businesses, underlining the importance of local SEO.

  • Google Voice technology continues to improve
  • AI-based to analyze and interpret user queries
  • Considers the user's location
  • The growing importance of local SEO

The evolution of voice search since 2019

Since 2019, voice search has seen significant growth. This evolution is due to several factors. First, the massive adoption of voice assistants such as Google Assistant, Siri and Alexa, which have made it easier to access this technology. Secondly, the rise of smartphones, which have become increasingly powerful and ubiquitous in our daily lives, has also contributed to the widespread use of voice search. As a result, the use of voice search has risen from 26% to 29% in just one year in France.

This development has led to a change in Internet user behavior. More and more users are opting for voice search to obtain information quickly and efficiently. This has also changed SEO strategies, which must now take this new search mode into account. Optimization techniques for voice search are different from those used for traditional searches. In particular, they require work on conversational language and long-tail keywords.

Finally, this evolution also has an impact on search technologies. Google's algorithms are constantly evolving to adapt to these new practices. They must be able to understand natural language and provide precise, relevant answers to voice queries.

Voice SEO: a new SEO challenge

The rise of voice search has turned traditional SEO methods on their head. This innovation has required SEO professionals to rethink their strategies in response to new user habits.

Voice technology is becoming increasingly integrated into everyday devices. According to a Gartner study, 75% of American homes will have at least one smart speaker by 2020. These figures demonstrate the growing importance of voice SEO.

This new search format favors a natural, more conversational language, thus modifying SEO criteria. Adapting content to these new requirements is crucial to staying competitive.

Beyond the conversational aspect, voice search favors local queries. Good positioning in the results of these queries can significantly increase a company's visibility.

Voice SEO therefore represents a major challenge for SEO. Appropriate strategies need to be put in place to take advantage of this fast-growing technology.

The impact of voice search on SEO

The rise of voice search is having a definite impact on SEO. Notable changes can be observed in the search habits of Internet users, who are turning to more natural, conversational queries. This phenomenon has a direct influence on the choice of keywords, which are oriented towards longer, more specific expressions, often referred to as long-tail keywords. What's more, voice search greatly favors local results. Indeed, many voice queries are formulated with the aim of finding nearby services or establishments. Companies therefore need to adapt their SEO and content strategy to optimize their content for voice search, and thus improve their positioning in the SERPs, particularly on local queries.

The benefits of voice SEO for businesses

Voice SEO offers a number of advantages for companies looking to improve their online visibility.

  • First and foremost, it broadens the audience. Indeed, voice search answers a variety of queries, from general information requests to specific local queries. It's an opportunity for companies to reach a wider audience.
  • Secondly, voice SEO helps improve the user experience. Users appreciate the ease and speed of voice search, which can increase customer satisfaction and strengthen brand loyalty.
  • Finally, voice SEO can improve local SEO. As many voice queries are geolocated, companies that optimize their SEO for voice search can benefit from increased visibility with local customers.

These benefits demonstrate why voice SEO has become a crucial part of a company's SEO strategy.

Optimizing your website for voice search

To optimize your site for voice search, there are several elements to consider. First of all, you need to think about the structure of your website. Make sure your site is easily navigable by voice assistants, to ensure optimal indexing of your pages.

Particular attention should be paid to adapting your content to a conversational format. So, prefer a natural, direct writing style, using complete sentences rather than isolated keywords.

It's also a good idea to include long-tail keywords in your content. These expressions are more specific and less competitive, and are often used in voice searches.

Finally, don't forget to create "FAQ" sections on your site. These pages, which answer specific questions directly, are much appreciated by voice assistants.

It's also important to optimize your site's loading speed, a crucial ranking factor for SEO, and even more so for voice search.

Long tail keywords and their key importance

Long tail keywords are specific phrases of three words or more that mimic natural language. Less competitive, they offer greater visibility in search results, especially in voice search.

  • Specificity: They are generally very specific and correspond to detailed user queries.
  • Less competition: Search volume for these keywords is often lower, which reduces competition and increases the chances of being positioned at the top of search results.
  • Higher conversion rate: Because of their precision, long-tail queries tend to have a higher conversion rate.
  • Adapted to voice search: Users formulate more detailed queries when using voice search, which favors the use of long-tail keywords.

It's therefore essential to integrate these expressions into your keyword strategy to maximize your visibility and take advantage of voice search.

Example of voice-optimized content  

To illustrate the practical application of optimization for voice search and assistance, let's take the example of an online shoe sales site. The aim is to make the site's content easily accessible and comprehensible to voice assistants.

  • Headings and sub-headings should be formulated as potential user questions. For example: "What new shoe collections are available?".
  • Content should be written in a conversational manner, incorporating long-tail keywords corresponding to potential voice queries, such as "waterproof hiking shoes for women".
  • An FAQ section is created to directly answer common user questions such as "How do I choose the right size?".
  • The website is optimized for local search, with detailed information on sales outlets and opening hours.
  • Finally, the website's loading time is kept to a minimum for an optimal user experience.

Every page of the website is optimized for users' voice queries, enabling better ranking in search engine results.

Conclusions and perspectives

With the growing popularity of voice search, adapting SEO strategies has become a necessity for companies wishing to improve their online visibility. Voice SEO has opened up new perspectives in SEO, making site optimization for voice search a must.

However, the complexity inherent in this new form of search requires SEO players to constantly reinvent themselves. There are many challenges to be met, particularly when it comes to integrating long-tail keywords and formulating content in conversational language.

In addition, voice search is highlighting the importance of geolocation in queries, requiring increased attention to local SEO.

In this context, measuring the effectiveness of voice SEO is taking on a key role. To this end, various analysis tools and key performance indicators (KPIs) have been developed, enabling us to evaluate and adjust the strategies implemented.

The future of voice SEO is promising, but it's essential to keep abreast of the latest developments to take full advantage of this constantly evolving technology.

How to keep up to date with the latest developments in voice SEO?

To keep on top of the latest developments in voice SEO, regular monitoring of reliable, specialized sources is essential. These may include recognized SEO blogs, newsletters, podcasts or even conferences and webinars dedicated to this topic.

  • Blogs and specialized websites: Many SEO experts regularly publish articles on the latest trends and techniques. Sites such as Semji, HubSpot and Benjamin Hermitte are valuable resources.
  • Newsletters and RSS feeds: Subscribe to SEO expert newsletters or RSS feeds to get the latest news and trends delivered straight to your inbox.
  • Podcasts and webinars: These often offer more in-depth content and enable you to hear directly from recognized experts in the field.
  • Social media: Platforms like Twitter or LinkedIn are also good ways to stay up to date, by following accounts of experts or influential brands in the SEO field.
  • Conferences and events: Taking part in conferences or events dedicated to SEO can help you discover the latest innovations and exchange ideas with professionals in the field.

It's important to bear in mind, however, that developments in vocal SEO are ongoing, and best practices can evolve rapidly. So it's crucial to remain flexible and regularly adapt your strategy in line with new trends.

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