![]() In Adobe’s study, 85% of those respondents used voice controls on their smartphones, and the top use case for voice commands was to get directions, with 52% of navigational searches performed via voice. The study did not differentiate between digital assistants on smartphones or smart speakers, but the takeaways are similar. In July 2019, Adobe released a study suggesting that around 48% of consumers are using voice search for general web searches. Voice search is arriving quickly but has not yet hit critical mass, creating some low-hanging fruit for early adopters with specific content goals. Smart devices and voice search see usage grow, but not yet dominate However, if you want to boost foot traffic for a retail sandwich shop, then you can absolutely optimize the business listing to be easier to find when users ask for “lunch spots near me” via voice command while driving, and tailor your approach with that goal in mind. If you want a page to rank because you want to serve ads to users interested in sports commentary, then trying to optimize all of your content to accommodate voice may not be the most effective way to drive engagement. That’s because voice isn’t exactly replacing text search - it’s supplementing it.įor example, Siri will update a user on the score of a game, but won’t narrate the action blow-by-blow. That said, voice searchability isn't necessarily what you should build your entire SEO strategy around, even for those users likely to benefit the most from high voice search rankings. There are more users to capture every day who are likely to ask Siri or Alexa to “find a pizza shop nearby,” compared to those who might navigate to Yelp or Google Maps and perform a text search for “pizza delivery.” For example, location-based businesses have huge opportunities to increase their foot traffic by optimizing their online presence to be discoverable via voice search. As screen-free devices and voice-enabled search become more ubiquitous, some sites and pages would likely benefit from becoming more Alexa-friendly. Source Not all content needs to be voice friendlyĬreating content specifically geared to be findable and consumable via voice search is going to be more important for some users than others. Rather, if you want to reach audiences while they interact with voice-enabled devices, you can think of voice-optimized content as another arrow in your quiver. Most content isn’t going to be able to accommodate optimizations for both the Google search bar and an Alexa voice command at the same time, and some content can’t be engaged by voice-enabled devices at all, like a screen-free home smart speaker that can’t display an article or play a video. You have to make a distinction early on between voice searches that simply transcribe a voice prompt into a search bar and return a list of results, or a search action that triggers a specific command from a digital assistant-style platform. Voice search is different than browser search Because users ask for content differently when they use Siri or Alexa - compared to when they type a search query into a browser - optimizing content to capture more of that traffic is going to work a bit differently. ![]() A decade ago, you could define SEO to a layperson by establishing the relationship between “search” and “text." Fast-forward to present day, and a sizable chunk of web traffic and online purchases now come from searches initiated by voice prompt.
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