In the last issue of the weekly rubric of Whiteboard Friday, Rand Fishkin (Moz’s co-founder) wrote about the influence of the increase of voice and dialog search on the SEO strategies and tactics. Our expert, Andrey Ivashchenko (SEO tech lead at Promodo), provided some great comments on this article.
How Does Voice Search Works
Voice search is a very interesting tendency. Many professionals are thinking about how to use a search traffic channel under the new conditions, but there is no certainty yet.
As Rand Fishkin mentions, quick responses will take away informational traffic from the sites. However, such a trend is also typical for text search, so the problem lies not in the voice search per se. Whether Google will be able to answer the questions without intermediaries or not depends on the development of the machine learning sphere, semantic analysis, and Google knowledge bases.
Traffic volumes that the sites will lose and the tendency’s growth rate are limited by current artificial intelligence developments, self-learning neuron networks, and the like. The ability of the search engines to answer any questions posed depends on how quickly the aforementioned area will progress. The perspectives of development here are long and, probably, medium-term, but it is unlikely to see any breakthrough in the nearest couple of years.
How to analyze the demand
In text search, people tend to use as short requests as possible. This is because they try to save their time and efforts. Using the voice individuals can ask longer, more detailed questions, so at least the search requests’ length will increase. The following question arises: how to develop a semantic core under the new conditions? Will Google Keyword Planner show statistics of voice requests or a new service would emerge? If nothing new is introduced, how would webmasters learn the search demand of their audience?
Tools
It is unlikely that Google will throw the users of Google AdWords service in the lurch; rather, a tool for voice request research will be introduced. On the other hand, a global question about how advertising from Google will work when there is no results’ delivery where advertisements could be shown.
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The future of Voice Search
Voice search is mainly demanded by mobile device users. Usually, they are logged in their accounts and keep GPS turned on, e.g. geo-targeting and personification should work well if a person employs voice search on his or her mobile phone. If you have a business sensitive to geolocation, like a café, hairdressing salon, car service, etc., you should take this into account and use the appropriate ranking factors in full. These factors may include contacts on the site, Google Local Business, mentioning in the content, and, maybe, a link ranging.
So, today specialists have more questions, than they have the answers. A lot depends on how and what changes the search engines will make to their algorithms, interfaces, and organization of information presentation.
Generally speaking, voice search is converted into text one anyway, so the search engines are presenting an ordinary delivery at the end. That is why the rate of the voice search is rising, but there are few changes for search optimization area, especially regarding geo-independent niches.
To know more about Voice Search, please contact our expert:
www.promodo.com/contact
About the Authors
Yevhen Hashenko
Ex-Destination Marketing Expert
Yevhen is a destination marketing expert at Promodo. He has been working in extreme travel blogging for several years. His specialization is researching a particular region deeply, identifying digital marketing-related issues, and developing effective solutions. When having a free time, Yevhen likes traveling in Asia Pacific.
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