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TECHNOLOGIES & PRODUCTS

tailored to the user, factors like previous search queries
and the location of the user are included in the search
algorithms of Google Voice Search by using artificial
intelligence. This means for website operators to focus
more than before on content design to meet the
individual needs of their visitors. A stronger
differentiation of the own target groups can help to
create and provide appropriate diversified content.
Besides that, the content should also strike the "natural
sound" of the users and provide specific answers to the
most diverse user questions. A good example is FAQ-
like prepared content, which can correctly answer a
wide range of user-specific questions.

In the context of the importance of individually oriented
website content, local SEO is also becoming more and optimized for matching keywords and phrases should
more important. If the user searches for a "shopping provide users with relevant information, and answers to
center close by", Google will compare the location of their questions and should not focus solely on the
the user with information from the web pages. Only placement of keywords.
when there is a match and relevant information such as
opening hours and address, Google will display the The knowledge about the search engine optimization
corresponding websites to the user as search results. on voice input is still very limited today. Currently, it is
best to use the language-based search on Google &
New keyword research Co. itself to understand how the voice queries work,
what results are displayed and how your own site is
Website operators who also want to optimize their ranked. However, voice search is a trend that will
pages for voice-based search queries need to re-search steadily grow on its own in the future, since the
the optimal keywords, or keyword phrases, for the optimization of voice-controlled systems using artificial
planning of new, more individual content. But how do intelligence will make the systems more and more
the users formulate their questions, the answers of responsive and functional. That’s why it is so important
which should be provided by the website to be to optimize your website for voice-based inquiries. It is
optimized? Even if the search queries have the same essential for the future and the success of the website
goal, they are formulated very differently, depending on overall. Operators of websites should put their focus on
the user. For this reason, the content and the content design to provide answers to search queries
orientation of the individual websites must be more fast and conveniently on the go.
complex than before to be an optimal search result for
the users and to be displayed as high as possible in the Adobe Digital Insights revelations
Google search results
Although, the latest Adobe Analytics data shows that
We might will be able to identify soon Google search- online sales of voice-enabled devices grew (39% YoY),
related requests separately in Google Search Console, with new generation of products driving innovation and
if we believe a recent Twitter message from Google. consumer appetite, Adobe’s research revealed as well
The data is already available. that voice assistants may not be too popular with
Nevertheless, to get to know already today what the everyone as might thought and that the market has still
own target group is looking for and how they verbalize plenty of room for improvement.
their search requests, an ideal approach is to consult
the target group itself. For the survey, you can use According to Adobe Digital Insights, 49% of the people
platforms from crowdsourcing companies such as surveyed don’t use voice assistants and half of the
clickworker to use the crowd as survey participants, potential market still needs convincing that voice
selected according to target group criteria. assistants are the trend of the future.

Operators of websites must focus on long-tail
keywords and content design Furthermore, 37% of people reported that their
experiences with voice assistants are not up to par with
Website operators should deal primarily with the their standards, describing their interactions with voice
question of how users are searching and be prepared assistants as either “not good” or simply “terrible”.
that optimization measures will be very different
compared to the previous written search. Voice search However, the excitement for the devices is there, and
query inputs differ significantly from written ones, since sales are growing, and improving customer delight
they generally consist of longer phrases and completely could lead to a healthy increase in sales, Adobe
dictated sentences and questions. Website operators concludes. ◊ By Daniela La Marca
should therefore focus their SEO efforts on long-tail
keywords and whole sentences. The pages that are

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