How To Work SEO On Voice Devices
How Is The Market?
We find ourselves with one of the fastest-growing technologies, and it is partly due to mobile devices since 100% of them incorporate “voice search.” The ranking is led by Google with 1 billion users, followed by Siri with 500, Alexa with 400, and Cortana with 100. We have not included Chinese Smart speakers as we do not have verified data.
The devices most used by voice are Smartphones-75%, speakers-36%, tablets-29%, desktop computers-29%, laptops-29%, televisions-21%, browsers 20% and wearables 14%. If we talk about ages, the young segment (16-24) leads it, with 35% penetration, 25 to 34 years with 31%, 35-45 years with 25%, 45 to 54 with 18%, and 55 to 64 years with 11%.
Other Data Of Interest
e voice is a driving aid for searching, calling a contact, or changing a song, which is why 53% of drivers use it. This gives us an SEO clue to focus on local searches. Amazon and Google account for 94% of the smart speaker market in the United States and Europe.
Google read 2,865 romance novels to improve your speech and communication. What a fantastic effort, right? 75% of users who searched for a product using voice have bought it. In this data, SEOs have an excellent opportunity to improve the conversion rate of eCommerce.
Don’t Be Evil
This was the slogan that Larry Page and Sergey Brin wanted to put to all of Google. Users fear smart speakers and increasingly telephones and televisions, and the leading causes are that they listen to us constantly, that they save our data, that they activate themselves, and there is even fear or shame of not knowing how to interact with them (speak louder and as if to a baby)
What is true and worrying is that voice devices are listening to us, and they are keeping our private conversations. We experimented with demonstrating it, and for this, we bought a Smartphone, connected it to the Internet, and opened an Instagram account. Faced with topics such as hair loss, financial problems, or pizzas, there were no advertisements of what we had talked about.
In SEO, we cannot get into people’s conversations. Still, as we already know, everything counts, and perhaps television or radio itself can give us some increases in our search results.
The interaction is almost always started with questions: how? That? When Why? Combined with adjectives like new, free, listed, among others. It begins with local questions: Where to buy hamburgers, tell me a hamburger near me, what is the best hamburger in. Hamburgers at home. And combined like: What is the best burger joint near me?
On average, we ask with 25 words, and they answer us with an average of 41 words on Google, 15 on Siri, and 11 on Alexa. This difference is due in part to the fact that Google translates its SERP result, Siri reads on the screen but thinks in voice, and Alexa is designed to start a conversation and maintain it.
To better understand each assistant, it is essential to know that each has different sources to obtain the results. Sometimes they are their technologies and in other alliances between them. In voice SEO, a new field opens up as new players enter, and the results between the big three only coincide with 1%. We have to focus on local searches and work with directories that are not well known, like Yelp.
As seen in the graph, Amazon has its trade war with Google and does not use its technologies to provide search results. To add more difficulty, many of the results that we get in SEO will not be measurable in a graph, but we will have to attribute them by the number of calls received, comments, ratings, or the business’s progress. Also, in many devices, only the first three search results will be displayed, so the TOP 10 is reduced to TOP 3.
As general recommendations of our responsive pages, we must review the Schema, data structure created by Microsoft, Yahoo, Google, and Yandex, the snippets, for better compression of the page and check that we always have https.
How To Improve According To Each Technology
- Improving the Google My Business page
- Leveraging structured data (Schema)
- Posting easy-to-understand content
- Creating actions for Google Assistants
For SERP, Google Technologies
- Getting quality reviews Yelp + TripAdvisor + Foursquare + TheFork
- Enriching the business listing on Yelp (photos, category)
- Responding to reviews
- Using keywords
- Bing Webmaster Tools
- Alexas Keyword complex Tool (paid)
- Creating Skills
(If it is eCommerce)
- Make it amazon prime.
- Make it Amazon Choice.
- Have positive ratings and comments
- Improving quality/price
- Counting on fast shipping
- Stock availability
In conclusion, we have to work differently from traditional SEO to show affinity with voice results. We are with new rules of the game in the most significant search market, and we must create specific teams that understand Natural Language Processing and how each device applies it.