With sales of Amazon’s Echo and Google Home increasing day by day, and Cortana and Siri already well established – we are seeing a huge increase in the number of searches conducted through ‘voice search’. With projections that all Voice Search will take over 50% of all search by 2020 and with 55% of teens and 41% of adults using voice search already on a daily basis, it is important to be prepared for for how this may affect your site’s rankings.
It is thought that a large factor in this uptake in Voice Search is how accurate the software is becoming. At Baidu, Chief Scientist Andrew NG suggests that the tipping point will be 99% accuracy, when people who are barely using it will begin to use it regularly.
KPCB Internet Trends
Will it affect how much traffic your site receives? If we look at how people talk versus how people use search engines when typing, the most glaring difference is that voice searches are more long tailed. ‘’Siri, how can I cook a Spaghetti Bolognese’ (with the search term being ‘how can I cook a spaghetti bolognese’) whilst if you were to search through Google online you may just type ‘spaghetti bolognese recipe’ – There is a clear difference in the search terms here and will likely return different web pages.
So if your site ranks well for the those short tail high volume terms but not so well for longer tail keywords you may begin to see search volumes (and therefore traffic volume to your site) decrease.
So how do you combat that?
- Create content that targets those longer tail, more natural search terms.
- You can do this by writing content that answers those questions and including the queries in the text.
- Writing in a conversational tone not a factual tone, this will help to lengthen out those search phrases that your page will rank for.
According to Moz, ‘Who’ is the most common adverb being used in voice search (something to think about when creating your content plan), the post by Purna Vurji also contains some other great demographic and search query data.
So, it is definitely time to start thinking about making room for Voice Search in your SEO Campaign, or, if you want to chat to us about how we can influence your Organic Rankings get in touch.