Voice Technology Advancement

Voice assistants are developing quickly, changing lives, and making things easier. There has been widespread adoption of voice search technology over the past few years, and its effects on internet usage has had a huge impact on Search Engine Optimization (SEO). It’s important for businesses to stay informed of internet voice search changes and plan accordingly.

Voice technology has spread to devices that fall under the Internet of Things (IoT), such as a smart TV, a smart thermostat or a home kit. Find out how Small and Medium-Sized Businesses Can Leverage IoT. Internet voice search currently doesn’t have direct applications for most of these devices yet, and most searches are currently made on either a smartphone or a smart speaker.

According to Statistica, 20% of queries on Google’s mobile app and Android devices are made with voice, while 31% of smartphone users use voice at least once a week.

The Effects Of Voice Assistants on SEO

There is no doubt that voice is transforming the internet, so how exactly does it impact SEO?

Natural language

Users are able to give commands to a voice assistant as if they were speaking to a human. It has been shown that 70% of English language voice searches were made in natural language.

Length of Keywords

According to Backlinko, on average, voice searches currently average 29 words in length. Therefore, internet queries will be longer than 3-4 keyword searches which means SEO strategists will need to adjust their strategies by using more long-tail keywords.

Question Words

Voice searches will more frequently include the 5 question words: Who, Which, When, Where, and How. Marketers need to make sure their content delivers accurate answers to voice search queries, and make sure to distinguish between simple questions and those that require more comprehensive answers. Internet queries that can be answered with short responses typically don’t generate as much traffic to a website because Google oftentimes provides the required information through featured search snippets.

Voice searches can be triggered by just 25 keywords according to SEOClarity. These searches include question words and other commonly used verbs like “do” and “can,” as well as nouns and adjectives like “recipe,” “new,” “easy,” “types” and “home.” These can all be worked into SEO strategies and question-form queries can show the correct user intent. Marketers should optimize content according to questions of a higher value.

Semantic search

Semantic searches try to find the user’s intended meaning in the content of the terms used, whereas lexical searches look for literal matches of keywords. This can be determined by global and user search history, keyword spelling variation and the location of the user.

Local search

Voice technology has increased the importance of the use of local search. Consumers are more prone to search locally when searching by voice. Over the past year, 58% of consumers find local businesses by using voice search, and 46% use voice technology to find out more information on local businesses. SEO strategies should keep this in mind, and incorporate more “near me” queries.


Most searches made via voice are answered by Rich Answer Boxes shown at the top of the results pages. Approximately 75% of voice search results will rank in the top 3 positions in the SERPs (Search Engine Results Pages). 


Ecommerce websites are highly impacted by voice since consumers are more likely to use voice to make purchases. 62% percent of voice speaker users have made purchases through their virtual assistant, with 40% of millennials using voice assistants before making an online purchase. Digital assistants should be a priority for online retailers.

Adapting To Voice Search

Voice technology impacts SEO in many ways. Below are some ways that a business can adapt to it.

  1. Google Voice favors quick-loading websites, so businesses should make sure their websites are appropriately optimized (such as ensuring images are optimized, making sure files are compressed, response time is reduced, and the website overall is fully responsive).
  2. Verbiage should be optimized and incorporate long-tail keywords that have popular queries used in voice search. Focusing on natural language is key.
  3. Make content easier for Google to read by using header tags and bullet points within content.
  4. Schema markup and structured data provide information about a brand and helps drive traffic, and increase the chances of being the first result delivered in voice searches.
  5. Incorporating local information for your brand is a must in order to meet the increased search volume for local businesses. 
  6. Including high-quality links on your website increases the domain authority which helps with search rankings..

Given the rise in the adoption and use of voice, the impact of voice on SEO is a real thing that businesses need to optimize their brand. Brands should anticipate and stay ahead of the many changes to come before they happen.

Find out more about how to optimize for voice search.