Everything is changing and what was up to date yesterday may be replaced tomorrow by a newer technology. Okay, maybe it’s not that dramatic, but the complexity of the developments makes us all stumble sometimes, especially if we want to be there early enough and test enough before a new trend prevails. Currently, the topic of voice search is very interesting and is also discussed accordingly quite often. Who manages websites and receives traffic through SEO, has to deal with the question of how best to respond to the increasing number of spoken queries.
Speech assistants are finding their way into more and more homes and thanks to falling prices, it’s not just the nerds and gadget fans surrounding Alexa, the Google Assistant or similar products. Then, of course, also search queries will be done by voice on Google. The market research institute Comscore even predicts that as early as 2020, half of all search queries will be voice-based. So the change is upon us and it’s time to do the first tests and create a strategy. Because the voice search is not to be compared with the conventional search, which should be clear to most of us.
Voice-based search offers many benefits to users. It is comfortable, can be run out of any situation and the answer to questions is often even read out. But there are also disadvantages. So there will probably never be the sole voice search, because in public or in noisy environments, it is of course not so good to use. Also, in some areas it just does not make sense to look for language alone. So it’s going to be a mix of everything. The SEO strategy must be adapted or extended accordingly.
In the beginning, the first consideration is: Where does it make sense for my target group at all to carry out search queries in a voice-based manner and how can I react to them? Today, in most cases, they are Featured Snippets, which are then addressed and outputted – but also Chatbots can be a possible target for the spoken search. For example, Chatbots can be integrated into the Google Assistant via “Actions on Google” – although this may not work without problems, especially in the area of adult entertainment. But Featured Snippets are also used in our industry and face the challenge that the visitors have to get the answer to their search directly from Google and do not even need to go to our website.
So a good strategy that includes solutions to these problems will be important for the coming year, and anyone who tests here early can certainly reach more visitors quickly. How to turn these into leads? Find out!