Voice search is changing the SEO game

Web positioning is a very competitive field in which, to achieve success, it is necessary to be up to date with trends and changes in search engine algorithms. The emergence of voice search, with increasing weight, has changed the rules of the game, causing many businesses to have already begun to adapt their strategy.

Voice search technology allows the user to make online inquiries on a smartphone or other type of device (landline or mobile) with a verbal request, offering speed, comfort, and ease.

While some had reservations about the importance of voice search, the statistics do not lie: according to Strategy Analytics, the purchase of smart speaker devices (which are governed solely by this type of search) grew 200% in 2018. It is undeniable that virtual assistants such as Siri, Cortana, Alexa, or the Google assistant have a fundamental role in this transformation: more users are using voice search and companies must adapt so that those who use this system find them.

When it comes to web positioning, the theory is simple: by following certain steps and a correct keyword strategy, it is possible to appear in search engine results such as Google. However, with the advent of voice searches, the language with which potential customers search for products or services has changed.

As indicated by Google in its blog since 2017, voice searches are carried out with a more natural language than searches through a keyboard. Your keyword strategy, therefore, must adapt to these changes.

5 keys to adapt your SEO to voice search

1. Use long tail keywords. Voice search users tend to use more natural and conversational language, so full sentences are used instead of single words and “how do I make a pasta?” (Instead of writing “lasagna recipe”).

Also adapt the language of your content to resemble what users are looking for and focus your strategy on long-tail keywords (longer), more similar to the natural way of speaking and asking.

2. Work to get featured snippets. Featured snippets (blocks of content that appear in search results next to the URL, in a privileged position) are another of the positioning trends that are emerging with voice search. By promoting this type of content, Google is trying to prioritize articles with clear and concise answers for the user.

To achieve this, make your content answer specific questions and write a headline that goes to the point and, if possible, in the form of a list (since Google is giving priority to this type of outlined content).


Of course, this strategy will not only help you to appear as a result in voice search but also in mobile users and computers.

3. Bet on completeness. Google must detect that your content tries to answer all the doubts that the user may have about a specific topic. For this reason, it bets on educational and exhaustive articles that answer the questions that the user is asking through voice search. Do not forget to structure the information well (with H2, H3, and lists) so that search engines decipher it faster.

4. Take care of the loading speed of your website. In its quest to make the search process easier for users, Google is penalizing slower websites, particularly mobile searches.

Since the majority of voice searches are done through smartphone devices, you should not neglect the loading speed of your website.

A fast loading speed will also help you improve your website’s bounce rates and overall user experience.

5. Don’t forget about local SEO

You should know that optimizing your local SEO is essential to succeed in voice search since a large number of queries in this way are associated with a commercial and local search. For example, when a user asks a virtual assistant like Siri something similar to ‘where can we have dinner today?’, The system will search for restaurants according to the user’s location history, thus offering results in a certain location.

If we work on local SEO, offering reliable and updated information to search engines, we will have more chances that the business appears among those recommended, since the assistant will be clear that it is where the user needs it.