14 Feb 2024
- 11 Oct 2016
- 3 Min read
Google Assistant proves voice search matters for SEO
New hardware and software from Google show the company is seriously upping the stakes when it comes to voice search. And that could mean big things for your SEO strategy.
What you need to know
Unveiled at the latest Google I/O conference and showcased at an event earlier this month, Google Assistant is AI software that enables users to issue a wide variety of voice commands to their device. It rivals virtual assistants like Siri and Cortana.
Assistant allows users to do everything from set reminders to switch off their kitchen lights — all without lifting a finger. Users simply need to state “OK Google” to activate the system, then engage in a two-way conversation with their device.
Google Assistant will come built into Google’s Pixel and Pixel XL smartphones, as well the Google Home ‘smart speaker’, which are due to be released in the next few weeks. It’s a big step for the ‘internet of things’, encouraging connectivity between different devices and apps.
You can currently interact with the “preview edition” of Assistant via the Google Allo instant messaging app. Via a one-on-one chat with @google, you can record and send voice messages that Assistant transcribes and responds to (see below).
Why you should care
Most notably for digital marketers, Google Assistant relies on search for a wide variety of functions. Whether the user wants to know the Prime Minister of England or find the nearest supermarket, those voiced queries are being put to the search engine.
So why does it matter? Because voice searches are phrased much more naturally than their typed counterparts. We’ve become accustomed to typing stilted keywords into search engines, but are unlikely to speak this way. Think ‘Prime minister england’ versus ‘Who is the Prime Minister of England?’
This difference is something you have to consider if you want to rank for these queries.
Here’s our advice
The Google Hummingbird algorithm update in 2013 showed the company was invested in quality voice search results, so we’ve long devised client SEO strategies with this in mind. We help optimise for natural-language queries by:
- Researching keywords starting with who, what, where, when, why, and how, and creating content that answers these questions.
- Incorporating more long-tail keywords into content.
- Using schema mark-up to increase the chance of being featured on Knowledge Graph (often read aloud by Google as a response to a voiced search query).
- Ensuring that websites offer a mobile-friendly experience (the majority of voice search is done via smartphones).
- Optimising for local search (voice queries are often performed on the go).
Google CEO Sundar Pichai has revealed that 20% of mobile searches are spoken, and with tools like Assistant likely to boost that statistic further, online marketers really need to sit up and take notice of voice search.
Need help improving your voice search rankings? Get in touch with the Glass Digital team today.
