When Google Voice was released in 2012, and then Amazon Alexa was released in 2014 voice search was expected to be highly influential.
Voice search didn’t quite take off in an industry-shaking way. But, as the technology has improved, it’s become integrated into so many devices and daily user journeys that it’s important to understand for SEO.
What Is Voice Search And Voice Commerce?
Voice search describes when people use their voice devices to access information available from search engines.
Voice commerce describes people using voice devices to make purchases. It’s part of voice search, and users often interact with search engines to complete purchases.
For SEO professionals, there are two core functions you should pay attention to:
Local intent searches: People often use voice searches when they’re traveling to search for things they need and places they need to go. In these cases, your local SEO is critical. You need to ensure your Google Business Profile is up to date and that you can be discovered in map applications.
Using voice assistants to access Search: There are all sorts of reasons someone might prefer or need to use their voice to access search engines. When this happens, the questions tend to be highly specific and in “natural language.” This means you should prioritize not only organic rankings but also SERP features, because SERP features tend to better represent natural language picked up in voice search and where you want visibility.
Alongside core functions, there are three different core voice search intents to consider for SEO:
Transactional Intent
Someone is looking to purchase a product or go to a location for a product or service.
Using an Amazon Alexa to order products. Voice assistants can connect to accounts with saved payment options and perform the process automatically. “Alexa, order cat food.”
Using a smart assistant, likely on a phone or a car’s own voice recognition feature, to direct them to a local business for a specific need. “Hey Google, take me to Home Depot.” “Hey Siri, find me a gas station.”
High-Intent Consideration
Someone doesn’t know exactly what they want, but they need something.
While driving, looking for something to eat or a coffee shop. “Hey Google, show me coffee shops nearby.”
Using an Amazon Echo device to create a shopping list. “Alexa, add eggs to my shopping list.”
Asking a voice assistant where to find a specific item. “Hey Siri, where can I get cast iron pans?”
How-To/Active Learning Query
Users interact with voice assistants to answer questions or find information.
Using a voice assistant to refer to a recipe while cooking.
Accessing search functions using a voice assistant. “Hey Google, how do I find a wall stud?”
Informational Query
Someone uses a voice assistant to come up with a quick answer.
“Hey Google, who is the current King of England?”
Accessibility
Voice devices and screen readers are used by people with vision issues and other disabilities to access the internet.
Voice Is Part Of Everyday Search & Purchase Journeys
Voice search and mobile SEO are highly interconnected.
Basically, every mobile device is also a voice device, so I find it helpful to think about the place in the journey a user is when they use their voice.
If you take a look at what people say they use their voice assistants for, there isn’t much room for traditional SEO discovery – in the sense of Googling things, in the real-world functions. But they are making shopping lists and making purchases.
What Devices Use Voice Search?
Voice recognition technology has a long history, but the first true voice assistant was Siri, released on the Apple app store in 2010 and integrated into the iPhone in 2011.
Many voice assistants have connectivity to either the internet at large or certain aspects of search functionality, such as Google Maps. The main voice assistants are:
Google Assistant.
Apple Siri.
Microsoft Cortana.
Amazon Alexa.
Voice search is embedded into many devices. Some have limited functionality, like a Roku remote that searches for TV shows and movies. Others can access almost anything online, like an Amazon Echo or the Google voice assistant.
There’s voice tech in your phone and your car if you’ve bought a vehicle made in the last 10 years. There’s voice tech in your TV or streaming device.
Devices that can connect to voice search functions include:
Phones.
Tablets and laptops.
PC computers and gaming consoles.
Cars.
TVs.
Appliances such as refrigerators.
Voice assistant devices (such as the Echo).
Not all of these devices have implications for SEO. It doesn’t make a whole lot of sense for you to do SEO for someone giving voice commands to appliances around their house.
Why Is Voice Search Good For SEO?
There are multiple reasons that voice search is critical for SEO strategy, and the specific reason depends on the intent and use case.
These intents also inform your approach and the tactics you use to target users engaging with voice search.
Accessibility
People with visual impairments likely use devices like screen readers and may use voice interactions to engage with content online.
Ensuring your content is easy for devices like screen readers to navigate improves the user experience for all users, not just those needing accessibility functions.
User Experience
Some people prefer voice interactions or activate search functions using their voice when they’re not able to use their hands. Common examples include driving and cooking.
Immediacy & Intent
Voice searches are often conducted for convenience when a user doesn’t need to spend time searching or when they need something quickly.
Examples of this intent include:
Using a voice-activated device to place an Amazon order.
Using the voice function in your car or on your phone to look for a local business while you’re out.
How Do You Optimize For Voice Search?
In many cases, if you’re properly targeting intent and keeping updated with the SEO fundamentals of your website and content, you’re already optimizing for voice search. This technology is advanced and mature and can read the web.
There really is no disadvantage to targeting voice search if you think about it in terms of intent and use case.
If you perform well in voice search, you likely also perform well in overall SEO because voice assistants can connect to external sources to provide you with information.
So, if you’re the top result in that source (Google Maps, Google Search, Amazon marketplace, Etsy, etc.), you’re more likely to be the result the user hears or sees.