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SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
VSO is a new technique that is being used for improving the visibility of a website for contents in voice search results. This means fitting the text of a web page to the language model of any voice search (Siri, Alexa, Google Home, etc.). As such, VSO must be skilful at producing natural-sounding spoken outputs that converse in less formal speech.
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Due to the expansion of AI capabilities and hyper-automation of society, it has been observed that voice searches are witnessing an uptick which in turn heightens VSO.
We now live in a “voice first” world where the user is able to connect with AI and get information without having to touch or look at their phone.
Every month, more than one billion voice searches are done. And while we may think it only happens with the newest generation, more than 50% of adults do that on a daily basis! It is therefore an intergenerational phenomenon.
Because the use of voice queries has increased sharply, it is believed that VSO (voice search optimization) will continue to grow. This is why VSO is going to become a significant part of digital marketing, if not already.
The average length of a voice search result is 29 words. In addition,68% of people often utilize digital assistants to search for information. According to these statistics, most users are using a voice search to get some quick and simple information, but it is often found that a spoken query is much longer than a written search in a more traditional search engine. VSO faces this challenge because we need to adapt to the user requirements and try to give the clearest and most concise answer possible, even if the query is very complex.
Because VSO relies on voice search and hence on spoken language, a page must be adapted to the informal nature of orality. So now, this factor will have an impact on the keywords you’ll find on a web page but also on the type of page. Indeed, it turns out that voice queries concern very often local searches. Indeed, it has been noted that about 58% of customers conduct a voice search to locate a local business. Factors related to spoken language will inhibit influence both content and type of content of web pages according to VSO framework.
Most of the time, voice search users require a clear and concise answer very quickly, so, in a very short time, the voice search system must receive information, analyze the different results present on the internet and display an answer. This need for speed also implies optimizing the accessibility of the web page, because voice search is widely used by people with disabilities. Clarity and ease of access are therefore essential elements of the VSO.
These different specificities of VSO therefore imply implementing precise tips to improve the positioning of a page during a voice query.
According to VSO and also more generally in SEO, the goal of web pages is to reach “ location zero “. There is an effective technique in SEO which adapts quite well to VSO: ask an FAQ that answers the most important questions on a specific domain. This suggestion will help improve the ranking of web page on different voice searches.
Voice search users usually perform the search to get information quickly. That’s why your web page loading times should be as short as possible. This means optimizing the images size and weight on your web page along with other factors. As a result, your page will load faster and your positioning in the VSO sector will be improved.
Add a little bit of structural data in simple terms to the HTML code of a page. The benefit of incorporating structured data in VSO is that search engines interpret this information more effectively and efficiently. This will enhance your page’s positioning during a voice search. Speed is of essence in voice search results. To get a clear idea on what the structured data is, schema.org website can help you out.
Almost half of users conduct voice search every day for local businesses. In SEO, and more particularly in VSO, it is therefore essential to make your local SEO stronger by :
For instance, let’s ask Siri (Apple’s voice search system) for Pizzerias in Barcelona, it shows only three, and we can safely say that those three are going to be the ones getting the maximum clicks.
One thing is for sure, voice search has definitely changed SEO like nothing else. It is now essential to take into account the specificities of VSO and to implement measures adapted to the changes that voice search has brought to the digital marketing sector. Because of the characteristics of VSO (conversational searches, voice searches, the need for long-tail keywords, etc.), companies need to structure their content in a way that answers the specific questions that users ask on voice assistants such as Google Assistant, Siri, and Alexa to optimize their SEO. If this does not happen, certain businesses will get completely wiped out, in the field of digital marketing, by those who has understood and made changes induced by voice search. Through this phenomenon, we can conclude that in the environment of digital marketing and SEO, one of the keys to success is to stay ahead in technology.
Since it’s still a nascent field, VSO has tremendously impacted digital marketing and more specifically, SEO, given the peculiarities of voice search. In fact, web pages used for voice search must be shorter, and more conversational, as well as better optimize their local presence.
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