The proliferation of AI assistants like Siri, Alexa, and Google Assistant has significantly changed how individuals search and consume information, leading to the rise of voice search. It is estimated that around 55% of households will own a speaker by 2022. This development has compelled businesses to prioritize adjusting their Search Engine Optimization (SEO) strategies to cater to voice search.
Traditionally, SEO focused on short keywords. However, voice search queries often incorporate more comprehensive phrases, leading businesses to adapt their SEO to prioritize long-tail keywords and natural language. Additionally, many voice search results are drawn from snippets on websites. As such, businesses now also aim to tailor their content to fit these snippets, therefore improving the chances of their website being featured in voice search results.
Voice search originated with the introduction of Siri in 2011. Initially, it was restricted to simple queries and could not comprehend natural dialogue. Nevertheless, continuous strides in Natural Language Processing (NLP) and Machine Learning have improved AI assistants’ conversational ability, sparking a shift from keyword-based searches to more conversational interactions.
The shift to conversation-based queries necessitates businesses to fit their strategies to maintain visibility in voice search results. They must create content that incorporates long-tail keywords and presents information in a conversational manner, resonating with the way people generally communicate with AI assistants.
AI assistants influence search behaviors as voice search queries are usually longer and include more phrases compared to text-based searches. Customers also frequently use AI assistants for routine tasks, thus opening opportunities for businesses to connect with them via voice searches.
One of the critical aspects of optimizing SEO for voice search is to grasp Natural Language Understanding (NLU), which enables computers to interpret and understand human language. Using NLU, businesses can optimize their content to fit the typical conversational language users employ when interacting with AI assistants.
It’s also essential for businesses to create content that is specifically designed for voice search. Such content should be straightforward, easy-to-understand, and answer queries directly. To optimize for queries like “restaurants near me” or “coffee shops in Chicago”, businesses should harness local SEO tactics. This involves incorporating keywords such as the city’s name or a neighborhood in its content, listing accurate contact information on their website, and enlisting on directories such as Yelp and Google My Business.
To successfully navigate the voice search revolution, businesses need to tailor their content for conversational language queries, understand the principles of NLU, create compatible content, and use relevant SEO strategies. By doing so, businesses can effectively boost their website for AI assistants and further improve their search engine rankings.
