Voice Search: Content Optimization

By Roman Berezhnoi May 2, 2019 609 views

Voice Search: Content Optimization

Nowadays SEO services are not limited to text optimization or linkbuilding.  Brian Dean recently published a voice search article on his blog on Backlinko. This guide contains a lot of statistics, which states that 41% of adults and 55% of adolescents use voice search every day.

The Search Engine Land also published a report, which indicates that by 2020 about 50% of the total mass of search queries will be voice searches. With all these statistics, we understand that voice search optimization is a relevant topic and need to be discussed in greater details.

Where is voice search used?

A voice search Is a function that allows users to search the internet through a spoken voice command. Today, almost everyone knows what happens when you say “OK Google” or “Hi, Siri”.

Siri is a voice search veteran. Susan Bennett worked hard on the voice acting, her voice was recorded back in 2005 for Scansoft. October 4 2011, is the birthday of Siri, the oldest search assistant. Now Siri is part of Apple Inc.’s iOS, iPadOS, watchOS, macOS, and tvOS operating systems.

The Google assistant is a voice search intellectual. Siri was released in 2005.  The voice assistant for the Android 4.1platform appeared in 2012, but its development began in 2004. So, it roughly took 8 years to develop the Google Voice Search.

The Bing search engine uses Cortana. It is a virtual assistant developed by Microsoft.

Amazon Echo is a brand of smart speakers developed by Amazon. Echo devices connect to the voice-controlled intelligent personal assistant service Alexa.

The speed with which the voice assistant learns as of 2018 will amaze anyone. And that is not surprising because Google took the time to improve on their voice search after studying the flaws of Siri.  However, at the moment, Google Assistant does not always recognize speeches and diminutive words correctly.

Difference between voice and text queries

The main difference is in the kind of queries used. Voice queries are faster to make than written queries.  Studies show that a person can say 110-150 words per minute, while only  38-40 words can be managed to be written in the same time span. For example, if you are trying to find some information on the Internet using the standard search method, you enter short and accurate queries, such as: “web application development“, “buy phone online store“. They may even be grammatically incorrect or have a wrong structure: “development apps web“. While voice search has a completely natural structure of speech, such as: “Ok, Google! How to … ” When you use voice search, you essentially talk to Google as a person.

Geographic Search

Your phone always knows where you are. So In the voice search, you do not need to clarify that you are looking for a restaurant in New York or wherever you are.

When assessing the quality of the product service page, focus on UI/UX design and a relevancy of content (text, images, video). On-page SEO works great here. Also, you should to consider your location. So, to pay attention to local SEO.

If you have an online store and you do not have a special binding to the region, it is still worth listing the cities in which delivery is available.

Location-based technologies allow you to climb to the top easily since the competition is less tough than in the global search.

Google My Business will allow you to optimize Google listing and correctly specify the location of your business.

If the user does not search for a specific location but uses a voice search by type of business, then the output changes depending on where the business is located. First of all, the voice assistant will offer options alongside, indicate the distance to the object and show a map that helps get to the place quickly.

Add hours of operation, contact details and required photos for Google Maps with geolocation that corresponds to the actual address of your office.

The difference in search results

The main difference between a voice search and a written query lays in the position on the search result page. When a written query is made, fallen into the top 5 or even top 10 of the SERP is considered to be a good result. However, For voice queries, it is imperative that you take the first position since there are taken into account by the voice assistant in your mobile devices.

The fastest way to get to the top is to write an article on trending topics, to fully answers the user’s questions. Spending too much time researching your competitors does not work anymore, rather apply new strategies and site will appear on top of the SERP.

The main rule is: Do not be afraid to experiment!

Do not be afraid to spend time on experiments. Almost all SEO strategies that bring results were discovered by chance.

Google snippets

More than 40% of the answers to the voice request are satisfied by the extended snippet in the search. The rest of the search results will also be presented on the page, but the user might probably not visit them.

How to solve this issue? Use schema.org and open graph micromarketing for different types of content: videos, recipes, products, photos, contacts, reviews, events, books.

Featured Snippet in Google search results

A larger article with good content has a greater chance to be displayed on the Search Engine Result Page.


In their work, SEO specialists mainly draw attention to the issue on request in Incognito mode, that is, with the absence of any personalized settings on the part of the user, browser or session.

In the era of voice search, this approach becomes irrelevant, as search assistants are designed to customize and speed up the search as much as possible.

To optimize Your site for voice queries you need to use:

  • voice search itself (the technology)
  • analyze the search result page
  • pay due attention to search prompts
  • test the finished result.

Search results for a specific voice query may differ when using a personal computer or telephone. Therefore, when trying to optimize a page for voice search, you should.

What to do if you can’t get on top of Google Search Engine Result Page?

If your website does not appear on the first page of Google Search  Engine, then something is done wrong and must be corrected. In order to understand the strategy that competitors use, you must analyze not only the top voice query but also the competitor’s entire website.

It might take a long time and a lot of experience to work out your own strategy. However, you can Pay attention to the metrics of Moz. It is still necessary to work on increasing your Domain Authority, work on links, publish new articles and update old content on a regular basis. 

Social signals are also very important for increasing the trustworthiness of a resource. You do not need to display quick links to social media on the site. It is enough just to have an account on social networks and not to overload the site server with unnecessary requests.

Tools for optimizing content for Google search queries

The main optimization tool for voice search is always free and provided to you with unlimited access. However, it is brainstorming. With time, you will have more experience an will discover the best idea; for now,  just work with the tools.

This is a minimal set of tools that will make your work a lot easier:

  • Answer the Public will help to work out all possible questions on a given topic.
  • Buzzsumo will direct you to search for relevant topics for your business.
  • MergeWords will help generate both questions and answers based on the given keywords.
  • Ahrefs has its own updated database, many long tail keywords and ready-made trend questions.
  • Google Trends will help you find out if the theme you have chosen is relevant.
  • GetRandomThings – random questions generator.

Checklist to promote voice requests

  • Check content for uniqueness and re-spam.
  • Use as keywords: questions and answers, long tail keywords.
  • Regularly update and expand content, publish new.
  • Track pages with high bounce rate, and improve them.
  • Use only SSL protocol.
  • Regularly audits the site and correct all critical errors.
  • Mobile first in everything from font to page loading speed.
  • Optimize the size of images and videos.
  • Optimize page loading speed, minimize JS.
  • Customize caching.
  • Close the service pages of the site from indexing.
  • Regularly update your sitemap.
  • Use video content on the site, create a channel on Youtube.
  • Regularly publish content on social networks Facebook, Pinterest, Twitter, Google+ and link to your site.
  • Create content not for the search engines, but for the user.


Optimizing Websites for Google search queries is a great field for experimenting and developing new promotion strategies. It is promising to invest money and time in optimizing websites for voice queries since it is, and will always be in trend in the era of mobile technologies. The prospect for voice search development makes it necessary to act now.

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