A layperson’s exploration of all things voice

August 13, 2019

SEO Is More Important for Voice Than for Online Searches

Recently, I blogged about this free 48-page playbook by “360i” about what you should know about voice from a marketing perspective. The chapter that begins on page 48 explains how to apply SEO principles to voice. It includes a diagram that maps out how user intent pathways – and the natural language used – reveal preferred content sources for Google Assistant.

Natural language inputs and the order of words in a request give us clues to the true intent behind a user’s discovery outcome. While keyword searches do this too, longer voice-driven queries add linguistic details that can be used by assistants leveraging machine learning to determine what content type or delivery is most appropriate to the moment and situation.

And this excerpt drives home the point about how important SEO is for voice:

With more clues towards consumer intent in Voice, the same search algorithms will have more data to source from. When searching or querying, consumers use more words when speaking than they do with typing. Typing keywords into a search bar is a sort of truncated version of natural language. As competition to be the top (and now sole) answer, mapping consumer intent to content experience will play a much bigger role in SEO.