Voice Search SEO in 2020

Does 2020 sound like the beginning of voice search? This is what the great digital powers, GAFA, seem to think, who are fighting a “merciless struggle” to conquer this market.

Voice search has now entered the daily lives of internet users for several years without upsetting it. But does 2020 sound the beginning of this revolution? Are we at the dawn of the next great transition from internet research as was the shift from computers (desktop) to smartphones? This is what the big digital powers, GAFA, seem to think, who are fighting a “merciless struggle” to conquer this market. It is a matter of concern for all SEO experts.

It All Starts With the Voice SEO  

This still effervescent market is first of all a story of technological mastery that has not always been there. It is enough to remember the performance of voice recognition tools, ten years ago, to be seized by the effectiveness of current technologies of voice transcription available to the general public. This major technological breakthrough has opened the way (or voice) to voice search, which has gradually established itself as the most convenient alternative input method in predictive search tools like Google Now, Siri or Cortana. from Microsoft. In this market, the advantage goes to Google.

Search history, emails within Gmailand the GPS position collected by the phone at regular intervals are all elements which allow it to provide a large amount of information to the knowledge of the user, without the user even having to make a request. Today, the paths of GAFA have crossed: Google first started with predictive research to go to the assistant while Apple took the opposite path with Siri. They now find themselves on a playground that they will have to share with a player who is a priori unexpected on this market: Amazon.   

Voice Search SEO and Amazon

Amazon was the first to draw with its “Amazon Echo” smart speaker. The principle is simple: it is a speaker that will constantly listen to what is going on. As soon as the user uses a trigger keyword, “Alexa” for Amazon products, the speaker goes into active listening mode to deliver responses to the user. Basic functionalities include orders for Amazon products, functionalities that we could qualify as encyclopedic (information on personalities, geography, etc.), productivity functionalities (task list, timer, etc.) and control of third party service ( home automation, music streaming services, etc.). If Amazon came first on this market, Google quickly followed with a very similar concept, embodied by its Google Home speaker. The main differences relate to the way in which his assistant, “OK Google”, is called out, as well as in the nature and spectrum of the responses formulated, which are quite broad due to his status as a historical research player. 

Finally, Apple has chosen a parallel path for its HomePod by borrowing a marketing axis centered on music and sound at a price 3 times higher than its competitors. Although its enclosure is functionally similar in all respects to the other models, this positioning is perceived by some analysts as an assumed will to move away from the conceptsmart speaker for which Siri would not be muscular enough against the competition. Indeed, where Google and Amazon make a fairly assumed and massive exploitation of their users' data, Apple has chosen to favor the respect of the privacy of its users. Siri therefore does not play on a level playing field with its competitors.

What About The SEO Opportunities Linked to These New Uses?

The increase in the supply of voice assistants associated with the upcoming trivialization of uses should lead digital professionals to ask themselves the right questions. If certain functionalities are to be considered as “native” and do not take any particular opportunity, others can prove to be interesting, even strategic. Digital marketing companies, providing SEO services are paying special attention to it.

First of all, the native functionalities (reminders, timer, alarm clock, etc.) are all elements completely under the control of the assistants and without any particular interest, at first sight, for the marketing professional. These features allow GAFA to observe the habits and customs of their users.

Then interaction with a product or service. Voice assistants offer development tools (API, SDK , etc.) that allow digital professionals to implement voice control functionalities. Apple, Google and Amazon each have their labeling program and the pictograms “Works with Google Assistant” or “Works with Homekit” are more and more frequent on the packaging of high-tech products. Perhaps the most telling examples are those related to home automation. 

Systems like Philips bulbsHue or the Thermosat Netatmo, both Google Home & Siri compatible, allow you to orally control the temperature and brightness of the room. These uses, which seem very innovative today, are intended to become commonplace: it is therefore necessary to think about the use of your product (or service) by voice now. Services like Uber , Deezer have already started to enter this niche. All this is about 2020 SEO.

Finally, research. Eh yes ! Voice assistants also allow searches. This is especially true for Google Home which searches directly on its engine. If the opportunities are limited for the moment due to the absence of a screen, we must not overlook what voice search represents. Indeed, nothing says that the Google Home of tomorrow will not be equipped (in holographic version?). In addition, let's not forget that voice search has already been available for a long time on smartphones. 

These implementations represent in their current form a breeding ground for millions of monthly searches which will increase over time. Although Google doesn't officially communicate on the subject, Gartner estimates that 30% of searches will be by voice as of 2020. It should therefore be seen as a real SEO opportunity. In addition, it has been found that voice requests are longer than those typed on a keyboard. A “house insulation” request will most likely turn into “how to insulate my house” once dictated to a voice assistant. It is therefore possible to work now on content that is more “problematic” than “keyword” for better performance on voice requests.

A Backdrop and Some Bets On The Future

It should be considered that the voice is a mode of seizure which improved well with time. Unlike smart speakers that will have to find their place and demonstrate their usefulness to the general public, the functions of intelligent assistants (Siri, Google Assistant, etc.) are already embedded natively on billions of terminals in circulation and are becoming commonplace in the daily life of each. In many situations, the voice is faster and more practical. It is therefore important to seize the opportunities offered by these new uses. First, you will need to identify the potential applications for the use of your product or service with voice search in mind when optimizing your SEO content. An exciting program for companies ready to revolutionize their model!