{"id":3460,"date":"2022-03-11T22:22:53","date_gmt":"2022-03-11T22:22:53","guid":{"rendered":"https:\/\/omaha-seo.com\/blog\/?p=3460"},"modified":"2022-05-24T16:02:29","modified_gmt":"2022-05-24T16:02:29","slug":"how-voice-search-is-changing-digital-marketing-seo","status":"publish","type":"post","link":"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/","title":{"rendered":"How Voice Search is Changing Digital Marketing &#038; SEO"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f458ead49cf\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f458ead49cf\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/#How_Voice_Search_is_Changing_Digital_Marketing_SEO\" >How Voice Search is Changing Digital Marketing &amp; SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/#How_Smart_Speakers_Search\" >How Smart Speakers Search<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/#Google_Home_Siri\" >Google Home &amp; Siri<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/#Amazon_Echo_Devices_Alexa\" >Amazon Echo Devices &amp; Alexa<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/#The_Featured_Snippet_and_Voice_Search\" >The Featured Snippet and Voice Search<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/#Top_Three_Voice_Search_SEO_Tips\" >Top Three Voice Search SEO Tips<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_Voice_Search_is_Changing_Digital_Marketing_SEO\"><\/span><strong>How Voice Search is Changing Digital Marketing &amp; SEO<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u201cHey Alexa, how late is Target open?\u201d<\/p>\n<p>\u201cOk, Google, set a timer for 30 minutes.\u201d<\/p>\n<p>\u201cSiri, how old is Queen Elizabeth?\u201d<\/p>\n<p>With over 100 million iPhone users in the United States, and over 100 million smart speakers in the country, you&#8217;ve probably heard those instructions before.<\/p>\n<p>The use of smart speakers and virtual assistants is altering our daily lives and how we obtain information on the Web. For example, it is expected that over half of all searches will be conducted using voice this year.<\/p>\n<p>For the general public, searching has never been easier. However, for digital marketers, Siri, Alexa, and Google Home are revolutionizing our approach to SEO and<a href=\"https:\/\/omaha-seo.com\/blog\/is-your-business-ready-for-voice-search-2\/\"> voice search ready for business.<\/a><\/p>\n<p>(Note: Microsoft Cortana is another virtual assistant, but we chose not to mention it because of its low usage.)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Smart_Speakers_Search\"><\/span><strong>How Smart Speakers Search<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We&#8217;ve already established that smart speakers rank material, but we need to understand how they locate whatever you ask for first. Google Home makes use of Google to search the internet. So does Siri. Amazon Echo devices employ Bing&#8230; kind of. (This will be addressed again in a minute.)<\/p>\n<p>With that in mind, how do Siri, Alexa, and Google choose which answer gets read?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Google_Home_Siri\"><\/span><strong>Google Home &amp; Siri<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In the example of Google and Siri, they generally read the highlighted snippet, also known as &#8220;position zero.&#8221; This natural search result appears in a box at the top of the SERP.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Amazon_Echo_Devices_Alexa\"><\/span><strong>Amazon Echo Devices &amp; Alexa<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The answer to whether Alexa or Siri is better depends on the context. In certain situations, they&#8217;re comparable. The primary difference between Amazon&#8217;s Echo and Apple&#8217;s HomePod is how much support each has for third-party intelligent speaker devices. Both Amazon and Google have released developer guidelines for their assistants, but developers still face many hurdles to integrating them into<\/p>\n<p>He stated that Amazon licenses information from various sources in the same interview but didn\u2019t elaborate. And in the fall of 2019, Amazon debuted Alexa Answers. This allows Amazon users to answer questions to which Alexa doesn\u2019t already have answers. (We already know what you\u2019re thinking, and Amazon says they have precautions in place to prevent misuse.)<img decoding=\"async\" class=\" wp-image-1301 alignright\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2016\/12\/step2-264x300.png\" alt=\"\" width=\"197\" height=\"224\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2016\/12\/step2-264x300.png 264w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2016\/12\/step2-301x342.png 301w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2016\/12\/step2-281x320.png 281w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2016\/12\/step2.png 341w\" sizes=\"(max-width: 197px) 100vw, 197px\" \/><\/p>\n<p>So does SEO factor into the Alexa experience at all?<\/p>\n<p>We don&#8217;t know. It doesn&#8217;t appear to be the case, but we don&#8217;t know where Amazon gets its data from, so rankings could influence it.<\/p>\n<p>Even though Amazon, the leading smart speaker manufacturer, appears to be without reliance on SERPs for Alexa, Google and Siri influence how marketers think about SEO.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"The_Featured_Snippet_and_Voice_Search\"><\/span><strong>The Featured Snippet and Voice Search<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Since Google and Siri read the featured snippet, it has become even more coveted. Although in early 2020, Google dropped a bombshell that had people rethinking their featured snippet strategy: if you have the featured snippet, you will no longer appear in the organic results. Previously, it was possible to have the featured snippet appear in organic search results, allowing you to appear on page one of SERPs twice. But that&#8217;s something for another day!<\/p>\n<p>In general, you shouldn\u2019t worry about not having the featured snippet or being in \u201cposition zero\u201d if you\u2019re getting the traffic and conversions you need.<\/p>\n<p>For those who want to be in position zero and are hoping your material will be read aloud by their smart speaker, here are three-pointers for optimizing voice search.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Top_Three_Voice_Search_SEO_Tips\"><\/span><strong>Top Three Voice Search SEO Tips<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>According to our knowledge of Google&#8217;s content ranking and featured snippet selection, these tactics also apply to Siri and Google Home. These are excellent SEO standards in general, but they&#8217;re especially essential for voice search.<\/p>\n<p><strong>Use Natural Language &amp; Long-Tail+ Keywords<\/strong>This is significant for SEO in general, but it&#8217;s particularly crucial for anyone hoping to take advantage of voice search.<\/p>\n<p>People use more natural speech patterns when they speak their searches rather than typing them. Voice queries are more conversational since you&#8217;re talking to Alexa, Siri, or Google.<\/p>\n<p>Voice searches are also more likely to be questioned. For example, while you might type \u201cbarbecue ribs recipe\u201d into Google, you\u2019d probably ask Alexa or Siri, \u201cHow do I make barbecue ribs?\u201d<\/p>\n<p>This is where long-tail+ keywords come into play. Long-tail keywords are conversational phrases or questions that people search for on Google. You should use these terms in your content to better serve your readers and improve your chances of earning the featured snippet, therefore the voice search result.<\/p>\n<ol>\n<li><strong>Keep it Local<\/strong><\/li>\n<\/ol>\n<p>Voice searches on smartphones are 3X more likely to be local. You&#8217;ve undoubtedly asked Siri where you can have lunch or where the closest parking deck is after going out and about. Even voice queries that aren&#8217;t made on a mobile device (via a smart speaker rather than a smartphone) are more likely to be local.<\/p>\n<p>And while we don\u2019t have the data to drill down exact numbers, that\u2019s a lot of local voice searches.<\/p>\n<p>If you\u2019re a local business, you can optimize your content for local voice searches by answering as many of the 5 Ws as possible: who, what, when, where, why. Put this information front and center.<\/p>\n<p>Examples:<\/p>\n<ul>\n<li>You\u2019re a plumber in Boston who provides 24\/7 emergency service.<\/li>\n<li>You\u2019re a residential electrician in Durham who services all of Orange county.<\/li>\n<li>You\u2019re a Cuban restaurant in Tampa open from noon-2 AM.<\/li>\n<li>You\u2019re a 24-hour diner in Jersey City.<\/li>\n<\/ul>\n<p>You get the picture.<\/p>\n<p>Make it as simple as possible for customers to learn basic information about your business. You should also make sure your Google My Business Listing is up-to-date since Google Home may check it.<\/p>\n<ol start=\"2\">\n<li><strong>Give a Concise Answer<\/strong><\/li>\n<\/ol>\n<p>People seek a particular solution when they ask Google or Siri a question.<\/p>\n<p>If a user says, \u201cHey Google, what is the birthstone for April?\u201d They expect to hear something like, \u201cApril\u2019s birthstone is diamond.\u201d Including a concise answer like this at the beginning of your content makes it easy for Google to find and read.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m28!1m12!1m3!1d24001.815437590096!2d-95.98854010020202!3d41.238614523779766!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!4m13!3e6!4m5!1s0x87938fac6bb026f1%3A0x6b495625085dbd29!2sGreyhound%3A%20Bus%20Station%2C%20Jackson%20Street%2C%20Omaha%2C%20Nebraska!3m2!1d41.2542572!2d-95.9374509!4m5!1s0x87938c3d0c92fcb1%3A0x98cf112f2e9fe028!2s5223%20Grover%20St%2C%20Omaha%2C%20NE%2068106!3m2!1d41.2266913!2d-95.99608579999999!5e0!3m2!1sfil!2sus!4v1652894575188!5m2!1sfil!2sus\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Voice Search is Changing Digital Marketing &amp; SEO \u201cHey Alexa, how late is Target open?\u201d \u201cOk, Google, set a timer for 30 minutes.\u201d \u201cSiri, how old is Queen Elizabeth?\u201d With over 100 million iPhone users in the United States, and over 100 million smart speakers in the country, you&#8217;ve probably heard those instructions before.Read More &raquo;<\/p>\n","protected":false},"author":1,"featured_media":2466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[742,730,21,1,14],"tags":[],"class_list":["post-3460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-seo","category-marketing-agency","category-online-marketing","category-search-engine-optimization","category-social-media-marketing","cat-742-id","cat-730-id","cat-21-id","cat-1-id","cat-14-id"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Voice Search is Changing Digital Marketing &amp; SEO - Omaha SEO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Voice Search is Changing Digital Marketing &amp; SEO - Omaha SEO\" \/>\n<meta property=\"og:description\" content=\"How Voice Search is Changing Digital Marketing &amp; SEO \u201cHey Alexa, how late is Target open?\u201d \u201cOk, Google, set a timer for 30 minutes.\u201d \u201cSiri, how old is Queen Elizabeth?\u201d With over 100 million iPhone users in the United States, and over 100 million smart speakers in the country, you&#8217;ve probably heard those instructions before.Read More &raquo;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"Omaha SEO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/4socialmedia\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-11T22:22:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T16:02:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1999\" \/>\n\t<meta property=\"og:image:height\" content=\"1300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Phil Belleville\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MySocialMediaCo\" \/>\n<meta name=\"twitter:site\" content=\"@MySocialMediaCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Phil Belleville\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How Voice Search is Changing Digital Marketing & SEO - Omaha SEO","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/omaha-seo.com\/blog\/how-voice-search-is-changing-digital-marketing-seo\/","og_locale":"en_US","og_type":"article","og_title":"How Voice Search is Changing Digital Marketing & SEO - Omaha SEO","og_description":"How Voice Search is Changing Digital Marketing &amp; 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After leaving a CFO role at a seven\u2011figure nonprofit, I built my first online business and hit #1 in AOL search within weeks\u2014then clients started asking me to replicate those results for them. Since then, I\u2019ve helped businesses turn WordPress sites into high\u2011performing assets through technical SEO, site architecture, speed, and content strategy, and I\u2019ve built and sold a WordPress site after growing it to 1,000+ organic keyword rankings. Today I own or co\u2011own multiple city\u2011based SEO properties that compete at the top in tough U.S. markets, and I now offer AI SEO so brands can show up in Google results and AI\u2011generated answers. 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