Nowadays, Voice Assistants are very important for SEO.
This sentence, which you have undoubtedly heard, or even pronounced several times, however, a few years ago belonged to pure science fiction. Yet voice search assistants are more and more common in our daily lives.
Alexa, Google Assistant, Siri: voice search is a real gold mine. Coupled with the rapid expansion of the smartphone sector, it represents an essential opportunity for marketing departments that know how to integrate it into their strategy.
VOICE ASSISTANTS: A BOOMING MARKET
Voice search is one of the fastest-growing areas of technology. Yet there was no initial indication that voice assistants would become a part of our daily routines.
It was Apple who started the ball rolling by offering its voice assistant, Siri, on its brand new iPhone 4S. The offer was revolutionary: artificial intelligence that can help you with your tasks and your questions. And the competition immediately understood this aspect.
Quickly, the online sales giant Amazon launched Alexa, its own voice assistant. It was another small revolution. Indeed, rather than being linked to a smartphone, Alexa has its own device, coupled with a speaker. It was therefore one of the first forays of voice search into the homes of its users.
Google, in turn, launched its Google Assistant in 2016, as well as its Google Home (it’s equivalent to Alexa) in 2017. Amazon and Google have already surpassed Apple and are now the two big leaders of this growing market.
The booming market for voice search assistants is not about to go bankrupt. As the digital world is more and more integrated with the physical world, it is predicted that there will be 3 times more voice assistants sold in 2025 than in 2020. Indeed, within 5 years, nearly 75 % of American households will own at least one.
POSITION 0, GUARANTEEING SUCCESS IN VOICE SEARCH
The key to being successful in being quoted on voice assistants relies above all on organic SEO optimization in order to get the 0 positions. This is also known as the featured snippet.
You’ve probably already seen a result in position 0. This is usually a box that ranks at the top of the search results, even before the paid results. In the case of voice assistants, position 0 is that which is spoken aloud by the assistant, in response to the user’s search.
The advantage of position 0 is that it offers incomparable visibility by positioning itself in first place on search engines, above organic results and paid ads. It is the goal that good SEO optimization achieves.
Position 0, therefore, has the double advantage of being the one that will be prioritized by the voice assistant as well as being the first result of a Google search. And obviously, since there is only one 0 position, the struggle to occupy it rages on. You, therefore, need to know how to position your content on voice assistants to take advantage of it.
HOW TO POSITION YOURSELF ON VOICE ASSISTANTS?
Positioning on voice assistants resembles that on search engines. To obtain interesting results for your brand, it is above all necessary to optimize your organic referencing. This can be accomplished by working on 3 complementary aspects of your site’s SEO.
OPTIMIZE TECHNICAL SEO
Technical SEO optimization concerns, as the name suggests, the technical side of a website. This is the most important component in the eyes of Google’s search engine crawlers. It consists in optimizing the structure of the website. These robots or “crawlers” mainly focus on the following criteria:
- The speed of the website
- The absence of errors on the website
- The tree and structure of URLs
- Optimization of robots.txt and sitemap.xml files
- Optimization of beacons
A site whose technical aspect is poorly optimized will therefore not rank very well in the results of a search, whether voice or via search engines.
OPTIMIZE CONTENT SEO
Optimizing a website’s content is what is most often associated with SEO. Since it is the crawlers that do the search work for the users, it is essential to optimize the content of a site so that they detect it. This optimization involves a few key principles.
- Content structure
It is necessary to ensure that each page meets only one objective (deals with only one topic) and that the content of the site is correctly structured to be easily interpreted by the crawlers. It is therefore necessary to prioritize the content of the pages according to their titles (H1), subtitles (H2), and subtitles (H3 and more) in a logical order.
- Keyword integration
Keywords are one of the most important parts of indexing. When a user does a search, the search engine will display the results that best match their query. To do this, you have to integrate keywords that correspond to users’ searches, but also to the objective of the page.
- The relevance of the content
For a page to be well indexed by search engines, both traditional and vocal, it must meet a need. It is, therefore, necessary to ensure that the content that has been produced answers a question from a user, that it will be genuinely sought after.
OPTIMIZE VOICE SEO
While the previous two points are not exclusive to SEO optimization for voice search, it imposes a new constraint. This is because voice assistants first offer websites optimized for voice search.
This optimization concerns firstly the nature of the content. This should adopt a more interrogative form, given that vocal searches are very often done in the form of questions. In addition, the answer he gives must be clear and succinct. It must be able to respond quickly to the questions “who”, “what”, “when”, etc.
The FAQ section of a website is a great place to write content of this nature. It is easy to add interrogative queries and set up well-structured responses.
SEO EXPERTISE TO TAKE ADVANTAGE OF VOICE SEARCH
As voice assistants are booming, now is the best time to take an interest in them by starting with optimizing your organic SEO.
If you need help with your SEO strategy, contact our organic SEO experts. The IT Advice team offers you the expertise you need to help you succeed.
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