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Voice search has transformed how users interact with technology and access information online. Today, asking Google Assistant, Siri or Alexa for movie streaming locations, news updates or cooking tips has become routine.
With the rise of AI-enhanced neuro-linguistic programming (NLP), the demand for automatic speech recognition capabilities has skyrocketed. Website owners must embrace this evolving trend to enhance their online presence and provide the seamless experiences users now expect. Here’s how to go about it in six steps.
Like traditional SEO practices, voice search optimization hinges on strategic keyword usage to attract valuable leads, though certain nuances exist.
Unlike conventional text-based searches, voice search queries are conversational and often longer, reflecting a more natural communication style. This dynamic requires incorporating long-tail keywords, typically comprising three to five words and crafted around a more specific search intent.
For example, a traditional keyword could be “Italian restaurant,” whereas a long-tail keyword might say “best Italian restaurant with outdoor seating in downtown Chicago.” The second one is more specific and closely aligns with how a user might conduct a voice search.
People speak differently than they type, so it’s important to account for word usage and phrasing differences. For instance, a user might type “French omelet recipe” into Google. For a voice search, they might say, “Hey Google, what’s the top French omelet recipe?”
A crucial aspect of this approach is crafting keywords around questions. Research shows that nearly 20% of voice searches are prompted by the same 25 keywords, including “how,” “what,” “is” and “do.” These words are the most common precursors to a question, and integrating them into keyword selection is crucial for effectively capturing voice search traffic.
FAQ content is perfect for voice search because it answers common questions directly. The key is to anticipate the types of questions the audience will ask based on the business’s offerings. For instance, a clothing store may include FAQs such as:
Answering these questions provides an excellent opportunity to include relevant keywords for enhanced voice search visibility.
An FAQ page also acts as a centralized information hub, streamlining user access to relevant details and improving the website’s chances of appearing in search results. This strategy enhances user engagement and boosts online visibility by offering valuable insights about the business.
About 46% of people who conduct voice searches seek information on local businesses. Queries like “Where can I buy?” and “Where is the nearest [business] to me?” are common, underscoring the need for websites to optimize local listings.
One crucial element is optimizing for the Local SEO 3-pack, a prominent feature showcasing three local businesses at the top of online search results. Google pulls relevant company details to fill this box based on “near me” search queries. Appearing in this highly visible position attracts more potential customers and increases the chances of voice SEO success.
Voice search accounts for 27% of Google queries on handheld devices like smartphones and tablets. This rate will likely increase in the coming years as the number of global mobile users increases.
Users will land on the mobile version of a site when they click on a voice-based search engine results page (SERP). The most essential considerations involve ensuring mobile-first indexing and optimizing site loading speed. This approach fosters positive user interaction, driving improved search rankings.
The schema markup represents a structured data format that feeds search engines supplementary details about website content. Utilizing this function improves the site’s chances of appearing higher in SERPs and critical features such as rich snippets and Local SEO 3-packs.
Various companies offer their own smart speakers in the market, each contributing a distinct experience to voice search and functioning. For example, Alexa features about 3,000 skill commands for controlling Amazon Echo devices, plus over 100,000 available entries from third-party developers.
Understanding how to optimize for specific devices is crucial, and it begins with knowing where the speaker gets its results. For instance, Alexa and Microsoft Cortana pull voice-search data from Bing, whereas Google Assistant and Siri get theirs from Google. That means website content must be optimized for both search engines to earn valuable conversions.
Given voice search optimization’s increasing complexity and competitiveness, getting expert help can be invaluable. Professional SEO services can take 4-6 months to deliver ROI, but the time and cost are worthwhile if the company is reputable.
These services provide access to cutting-edge tools and technologies that may not be readily available to in-house teams. Additionally, SEO specialists can conduct in-depth keyword research, competitor analysis and continuous monitoring of voice search trends to ensure the strategy remains relevant.
Advancements in AI and machine learning (ML) technologies actively shape the future of voice search.
These systems are smarter, expanding the scope of automated speech recognition to understanding word meanings in different situations. AI-driven tools with NLP functionality can decipher voice query context, intent and significance. As a result, marketers can publish more targeted content mirroring the conversational tone and natural language prevalent in voice searches.
AI can also analyze vast amounts of voice search data and derive insightful information by understanding patterns, trends and user behavior in previous queries. Over time, this can result in a more intuitive and personalized experience.
Recent research indicates over 162 million Americans will use voice assistants by 2027, an increase of 17.6 million from 2023. Gen Zers are at the forefront of this massive adoption, with 64% predicted to use a voice assistant monthly in 2027.
The adoption rate will likely increase further as Gen Alpha comes of age, eventually setting voice search as a critical standard in digital marketing. Advancements in speech recognition and analysis technologies will be key drivers in this transition.
Instead of typing in keywords, users can now simply speak their queries into voice-activated assistants. This shift in behavior will continue to significantly impact SEO practices as websites adapt to cater to this new way of searching. Businesses must rise to the challenge of adapting their online presence and communications.

News and Opinion for Techies, Builders, IT, and Innovators. socPub covers a number of topics including content management, software development and design, marketing strategy, information technology, social media, and technology.
Copyright © 2023, Dakota Imagery and contributors.

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Google Insights: Can Incorrect Hreflang Tags Hurt SEO? – Search Engine Journal

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What Do Google’s Antitrust Lawsuits Mean for Your SEO Strategy? – Built In

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Google has been at the center of two major lawsuits that could have repercussions on SEO. Our expert examines what those lawsuits could mean for search and how to adapt.
Google has been at the center of lawsuits and challenges from all fronts. Not only is the company facing the recent loss of U.S. v. Google LLC (2020) and the impending decision on U.S. v. Google LLC (2023), but numerous competitors have also seized the opportunity to bring their own suits as well.
For marketers, this torrent of search news is driving uncertainty as the future of Google Search, its AI overviews, and its advertising technology is brought into question.
So, what’s next for the search space? And what should marketers do in light of the recent ruling?

Judge Amit Mehta’s ruling on the federal antitrust lawsuit against Google went south for the search engine in August 2024.
“Google is a monopolist, and it has acted as one to maintain its monopoly,” Mehta declared in the ruling.
Google was found to be in violation of Section 2 of the Sherman Act for an illegal monopoly in the search engine and search advertising markets. Google’s president of global affairs announced Google’s intention to appeal the ruling in August.
As of today, no specific enforcement plan has been announced, so we don’t know what the remedies will look like yet. But the Department of Justice announced that it will issue an outline by December 2024, specifying steps to restore competition. A final judgment is expected next spring.
In the wake of the landmark decision that implicated Google’s search business practices, Google’s artificial intelligence strategy is also coming under scrutiny. As the case moves toward the remedy stage, the Department of Justice has requested more detail on AI’s role in Google Search. While still unclear, this could mean future remedies against the AI piece of the search product.
So far, Yelp has also filed an antitrust lawsuit against Google, as the recent cases have revealed the search giant’s vulnerabilities. Despite potential implications for smaller competitors, Microsoft, DuckDuckGo and other search rivals are vying to fill any future gaps antitrust enforcement will create.
More on SEOIs SEO Dead? A Look at How SEO Is Effective Today.

While it’s too soon to be totally certain how things will shake out for Google Search as the most important hub for consumers and brands, I have a few predictions about how the impact may be felt.
Google’s reign as the far-and-away category king is likely to end, though, within limits. The quality of the Google Search product is undeniable, as are its results, algorithm sophistication and the innovation as a company. This may help mitigate some losses.
Google currently holds a 90 percent search market share, and Bing is the second highest at 3.95 percent, as of September 2024.
However, numerous issues over the past year, including inaccuracies of AI Overviews, an increase in paid ads and a partnership with Reddit, have caused some users to lose trust in Google.
These issues, coupled with the penalties handed to Google will create opportunities for competitors to gain market share and reach users who have historically been attached to Google. A 90 percent market share will be a thing of the past once monopoly remedies are enforced, and the overall search share will likely become a little more diverse.
This is a challenge for Google, but users will be given more options when interacting with search across different platforms and devices. Without preset search apps, consumers will have more freedom.
Bing (and Microsoft Copilot), ChatGPT and Apple will start seeing more prominence among users who had historically never considered them. DuckDuckGo may also jump in popularity given its stance on data privacy, a hot-button issue among consumers.
Google is vaunted for its top-tier consistency across offerings, devices, platforms and social media, as well as its ease of use, solid UX/UI and reliability.
Depending on the remedies the DOJ enforces, this ease and consistent user experience may be negatively affected. If Google has to break up or sunset any features deemed monopolistic the obvious result will be gaps in delivery and user experience.
The 2020 U.S. vs. Google LLC case centers around Google’s payments to Apple to ensure Google Search is the default search engine on Safari. We now know this specific practice violates monopoly law. Not being the default search provider on hundreds of millions of devices will fuel market share loss, damage experience consistency and impact Google’s seamlessness.
We know Google’s AI strategy is under scrutiny but it’s not clear yet as to how the DOJ may enforce against it specifically. If it’s found to be anti-competitive, the way AI Overviews appears and functions may drastically change.
Google could be forced to more clearly label “sources” for its AI answers, for instance. Or it could be moved out of search as a standalone experience if the integration is deemed unfair.
Time will tell. But smart money says Google’s AI implementation and how consumers engage with it will be impacted through increased adoption of Microsoft’s Copilot, SearchGPT, and ChatGPT as the space gets more diverse.
Marketers should remember that because the internet and technology evolve so quickly and government bureaucracy moves so slowly, Google Search may be completely different by the time any antitrust action is taken. The legal impact may be far less relevant by the time government action goes through.
More on SEO10 Ways to Build Topic Authority for SEO

First, everyone needs to take a deep breath. I’m not panicking, and you shouldn’t either. There will be various changes, some that could hinder brand-to-consumer connections. But each change will bring new opportunities as well. So, how should brands and marketers respond?
Brands with substantial investment in Google Search shouldn’t do anything drastic. They should continue and even expand their efforts, delivering as much value as they can to their audience. Ultimately, Google will remain a central hub for consumer connections due to substantial brand loyalty and the positive UX Google provides.
Overreacting is best avoided, as are any reactionary shifts in your efforts.

Search data is a powerful source of insight to truly understand your consumer. It’s the wellspring of consumer insight.
You generate consumer insights by taking millions of searches and leveraging tech to parse through the noise to uncover the hidden opportunities brands are missing out on. Right now, this data comes from Google, but the antitrust action will likely open up new sources, competitor search engines, for one, of consumer data to leverage. Be ready to adapt to future-proof your strategy.
Search data-derived insights tell you what consumers want because people are honest while searching online. Search data is always current as well. Pure, trustworthy data equals pure, trustworthy consumer insights.
Insights let you deliver the right value across all consumer touch points and brand engagements. Reviewing insights early, often and throughout the consumer journey is the key to creating trust and high customer lifetime value (CLV) relationships.
As far as search strategy is concerned, providing the most value to consumers is the key. Google’s algorithms lean toward content that actually helps users. And so do the algorithms of other search engines like Bing. Invest in delivering consistently valuable content to connect across Google, Bing and others.
To mitigate potential losses, brands should keep their Google Search programs but also branch out into alternative search engines like DuckDuckGo and Bing and less explored channels with search features like TikTok, YouTube, and Pinterest. Search isn’t the only space where you can meet consumers early and often in their journey. In investing, your portfolio must be diverse to maximize return and defend from loss. It’s the same in marketing, now more than ever.
Finally, as search continues to change in numerous ways and AI causes new uncertainty, brands need to take on an evolutionary-minded approach. Devote resources to monitoring the entire search environment, the spaces that matter to your brand and regulatory developments. This will ensure your strategy stays innovative, and you’re ready to shift as new trends emerge.
Constantly consider what’s coming next and be ready to respond with fluidity, adapting your digital strategy to keep connecting with consumers. Search is ever-changing and the antitrust lawsuits are driving volatility. But the more things change, the greater the rewards for smart marketers who put consumer value first.

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Professional Growth: The Value of Smaller SEO Events & Masterminds [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
Networking is one of the best parts of any conference. But, the bigger events might not give you the best opportunity to improve your skills and expand your network as much as you would like.
Smaller-scale events and masterminds can provide unique benefits with more intimate networking opportunities, personalized learning experiences, and the chance to interact with industry experts on a one-to-one basis.
Join us to learn how smaller events can help you exchange ideas and collaborate with like-minded individuals who can motivate and inspire you.
Jim Christian, a seasoned digital marketer with over 26 years of experience and founder of The Digital Marketers Organization, and Stephanie Solheim, a dynamic leader in the SEO industry and co-founder of Mastermind Mansion, joined me on the SEJShow to share their insights on the value of smaller SEO events and masterminds and how they can help professionals reach their full potential.
You’re building those relationships that you wouldn’t necessarily have the opportunity to build when you’re at a larger event. You have access to the people that you want to talk to. So in Austin, that might mean that I’m going to get burgers at midnight with a bunch of my buddies to talk about my buddy’s new software. It’s awesome, you know. We cap our events at probably 40 people. –Stephanie Solheim, 6:45
People are going to remember the event that they’re here for, but they’re not going to remember all of it. They might feel like they got a speaker and some tips and tricks. Still, the real thing that they’re going to remember is they’re going to remember being on this balcony up on the 60th floor of the Cosmo hotel. They’re going to remember all the people that were in this room, and they’re going to remember those conversations, and those are the things that they’re going to take back with them. The thing that holds value is the social networking aspect. And so, for us, the mentorship never stops at the event. The event is just the beginning. After that, it’s all about keeping those connections and bringing everyone into the community, and just sharing with the larger audience. –Jim Christian, 34:54
Not everyone is a natural conversationalist. It can be overwhelming to walk into a room at an after-hours event in New York or a larger event in Vegas with hundreds of people. It’s challenging to make conversation with people you don’t know, especially when you can’t tell if someone is a salesperson or not. At trade shows, expos, or educational events, there might be a speaker presenting great material, but as one of the hundreds of people in the room, it can be hard to engage with them. With multiple tracks happening simultaneously, conversing with the speaker afterward can be nearly impossible. –Loren Baker, 7:23
[00:00] – About Jim and Stephanie.
[07:53]- How are the barriers in large events taken down in smaller events?
[12:08] – Do smaller events give your company more ROI?
[18:17] – How you build community after the event.
[21:35] – Struggles that larger events face now.
[30:33] – The benefit of including non-search people in SEO events.
[33:51] – How did Mastermind Mansion start?
[34:50] – How mentorship plays in the events that they do.
[37:08] – Tips they’ve learned while promoting events.
[40:42] – How do you ensure topics remain relevant when planning ahead?
[44:02] – Ticket sales vs waitlist: Which works better?
Resources Mentioned:
Digital Marketers Organization (DMO) Advanced – https://digitalmarketers.org/pages/dmo-advanced
Mastermind Mansion – https://mastermindmansion.com/
We try to pull people from all different walks of life regarding digital marketing and then put them together into a group designed to accelerate growth and learning. –Jim Christian, 16:33
Every time I go to my event, I come away with at least two alternative ways to do my processes more efficiently. And I walk away with either somebody that can use my services or somebody that I can call on when I need help with something. I know that happens across the board. I mean, you’re making those really deep personal connections and understanding at a greater level. –Stephanie Solheim, 12:19
What we’re offering is truly a nice branded experience. There are no drink tickets, so we go out and have a great time. And there isn’t a limit. Or again, we can take you on a really cool excursion that you wouldn’t be able to do if you had, you know, 2,000 people –Jim Christian, 25:22
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Jim Christian:
With over 26 years of experience, Jim Christian is a skilled digital marketer passionate about driving client success through bespoke, performance-driven strategies. He has worked across various industries, including B2B, B2C, travel, luxury, ecommerce, and retail.
Jim began his career in 1997, eventually becoming GoDaddy’s Director of SEO and managing a $40-million sales channel. Later, he founded Blush Digital, a digital marketing agency assisting large enterprises and global brands. He established The Digital Marketers Organization (DMO), a community of thought leaders hosting conferences and masterminds across North America.
Connect with Jim on LinkedIn: https://www.linkedin.com/in/mrjimchristian/
Follow him on Twitter: https://twitter.com/jim_christian
Connect With Stephanie Solheim:
Stephanie Solheim, a dynamic leader in digital marketing and SEO, owns Grow With Meerkat, a full-service agency known for its innovative approach. As the founder of Women in Marketing and co-parent of Sisters in SEO, she empowers women in the industry. Stephanie’s friendly personality shines at her Mastermind Mansion Brand events, where top SEO experts share insights.
An active mentor, she participates in the “Attagirl” sorority and enjoys sharing humorous content. Passionate about AI and prompt engineering, Stephanie was recognized as one of the “12 Powerful Women You Should Know” by The Content Factory.
Connect with Stephanie on LinkedIn: https://www.linkedin.com/in/stephaniesolheim/
Follow her on Twitter: https://twitter.com/solheimsteph
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
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