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Google Voice Search - website positioning

27 May 2019

Updated: 22nd September 2022

Reading time: 5 min

Webdesign Thinking

Instead of typing the question in internet search - you simply ask a device for information.  

Not that long ago it would sound like a science fiction movie. 

Nowadays it doesn't surprise anyone. 

Voice search is undoubtedly an SEO revolution. 

Experts say that till the year 2020 over half of all Google internet searches will be voice searches. 


What is Voice Search?

It is a tool allowing users to surf the net or search through a device verbally. This technology is used both on mobile phones and PCs. 

In the year 2016, over 20% of internet searches were made through the voice search. 

But the internet search is not the only functionality of verbal communication with your device. 

You can also communicate with others, make appointments in the calendar, set alarms, plan trips and many more. All of this is possible thanks to voice commands, which are said to become in the future a part of the language thanks to the number of its functionalities.  

The biggest asset of voice search is that a device answers verbally - you don't need to read the search results - it does it for you.

Differences between voice search and a regular one?

First of all - you talk, not type. 

Questions we ask verbally are longer than what we would write. It is usually a difference of 2-4 words. 

It has a direct influence on the way we construct sentences. They are formed as questions and their structure is basic but natural. 

By asking questions out loud, we don't see what keywords Google suggests we choose, which changes the whole game. 

The number of questions asked in search results has risen since it is a natural way we form queries. It means that the positioning of questions and content containing them will increase in the next few years. 

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How is it relevant for users using Google?

Most importantly, there will be changes in the keywords and key phrases search. 

Google has foreseen this revolution years ago. 

Implemented in the year 2013 the Hummingbird Algorithm places greater emphasis on natural language queries, considering context and meaning over individual keywords. It also looks deeper at content on individual pages of a website, with improved ability to lead users directly to the most appropriate page rather than just a website's homepage.

Now, if you write "Where can I eat sushi in Brighton" rather than "Brighton sushi" you will get more developed content, not only a list of restaurants. 

It has a direct connection to voice searches because understanding naturally asked questions is the main functionality of the algorithm. 

That's the reason why webmasters stopped writing generalized content on websites. 

The algorithm can personalize and adjust the right answer to the query. The top search results are the ones with substantive text answering concretely and meaty.

Google reads out lout only features snippets

Featured snippets are selected search results that are featured on top of Google's organic results below the ads in a box.

It is the most desired place in search results because only these results are read out loud by Google. 


Google knows, what do you want to know

Google knows which content will fit your query best. 

It considers your location and the "long tail". 

When you ask for "the best sushi restaurant", search results will apply to the area where you are at the moment. 

How is it relevant for your business? 

You need to remember about adding company localization to all business cards online, so it will be indexed by it. 

The second important issue is the "long tail" - the steps leading to the question.

Google saves behaviors preceding the question. What graphics have been seen, which websites red. Basing on this information, Google can more precisely answer the query since it is usually connected to the previous searches.  

If you type "who is Madonna" and the type "how old is she?" the algorithm will detect that you want to know Madonna age. 

This leads to one simple conclusion: it is worth to add correctly and position all multimedia since they can lead to your website and make it more relevant for certain queries. 

However, voice search has largely bigger relevance than just a few simple tips. 

Experts say that till the year 2020 over half of all Google internet searches will be voice searches. 


How to use it in your favor? 

Create sales drill downs. 

Now you know that questions took over search results and you can take advantage of this knowledge. 

Customers can be easily divided into the ones who have never heard of you and who are ready to purchase. Depending on intentions, customers behavior will differ...

Each of them will ask different questions, starting from "who, what and how" finishing on "when, where and how much". 


SEO optimization - Voice Search

Most importantly, remember about creating content which answers questions. A good idea is to create a FAQ and Q&A, where are both questions and answers. For each query create a separate webpage or paragraph for better indexing.

An interesting solution is AnswerThePublic, which after selecting keywords generates a list of questions searched including them and the traffic they generate. 

For the website to accept you, make sure you have an active SSL certificate. It is unofficially said that the Voice Search ignores websites without SSL certificate. 

You should also keep in mind that your website should be mobile friendly. Mobile Indexing First is a serious matter nowadays.

Use mobile websites test to check if Google approves your website mobile friendliness. The last thing is the website loading time. Make sure it is as small as possible. Also check out how seo for small business can help you succeed!


Will there be a revolution in positioning?

I'd say that there will be.

But it won't be that major. You won't have to change all the content on your website, no websites will suddenly disappear from top3 to appear on the 10th page of search results. 

Voice Search is a great step towards improving internet searches and providing better answers for more concrete questions. 

Instead of being threatened by the oncoming changes, seize the opportunity to gain new customers. Create a website in WebWave to ensure that it fits your project and all of the new requirements. 

Authors: Julia Madraszewska & Weronika Wawrzyniak

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