OK Google: What are the impacts on voice search and SEO

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voice search

While operating systems today have almost all their own assistant staff which allows owners of an electronic device to interact directly with their machine through vocal search, what are the impacts of voice search on the results provided by Google?
What impacts does voice search also have on other spheres of the web, especially on SEO work?

The increasing use of voice search

According to a 2014 survey published on the Google blog, 55% of teenagers and 41% of US adults already used voice search at least once a day.

Because the use of voice search is constantly changing in the United States and now in Europe since this study, especially among teenagers, more and more successful personal assistants have arrived on the market. The Google web giant and its Google Home smart speaker sold around the world is a great example of this.

This growing use of voice search becomes an important criterion to consider for website owners. Indeed, there is a real impact on the results provided by Google.

The results of voice searches very often differ from those generated by a manual search.

What changes the voice search has on the results?

The evolution of artificial intelligence, but also the uses of vocal search lead to changes in the results provided by Google. Voice search changes the results because vocally spoken queries are longer and more accurate. One of the consequences of formulating grammatically well-built sentences is the shift with a short manual search. Manual searches are characterized by the addition of keywords.

In addition, the voice search, thanks to the artificial intelligence, allows the requests to be realized without any misspelling, and with accents. But it can also generate some misunderstandings. Indeed, voice requests are not always totally absorbed by the machine.

What are the impacts of voice search on SEO?

Because speech search encourages users to communicate with their personal assistant almost as if in a real conversation, search engine queries become unique and push the trend towards decreasing keywords.

The end of the reign of the keyword, without its complete abandonment thus leaves a place for a content that is more and more in tune with the natural formulation of a question.

Questions and answers sites, often presented as FAQs (FAQs), where natural language is privileged can logically appear in the first results of the Google search engine after a voice search.

The zero positions or featured snippets are also preferred and placed in a very good position after a speech search, because of their response to a specific question.

The SEO optimization work must then aim for a zero position. It must also rely on the shaping of the request by rich and qualitative content. This content must indeed cover a whole semantic universe to be able to answer the precise questions of the users.