As the Internet and how people find and harvest information, so too must the way they obtain that information. SEO serves as a way to get relevant information that can be in the spotlight by optimizing your content to rank higher on search engines. However, the nature of SEO may soon change.
At its core, SEO serves the purpose of optimizing websites to make them more visible on search engines. In the case of Google, where the algorithm is always changing, SEO experts need to be on their toes. Voice search is becoming a common way to look up information. How Google's algorithm will adapt like this is something SEO experts will have to figure out.
However, beyond voice search, the artificial intelligence (AI) behind voice search software and even those that belong to Google are getting smarter. They are able to handle more complex queries, and are more capable of handling complex conversations. This is often called conversational AI, and it can have a dramatic impact on the future of SEO. Let's take a look at the real differences between voice search and conversational AI, and what they can mean for SEO.
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Voice Search-
With virtual assistants like the iPhone's Siri and Amazon's Alexa, voice search is becoming increasingly common in average American homes. Everyone from kids to seniors is finding them useful (not even fun!).
Some people believe that voice search is the future of SEO. This belief, and the practices that stemmed from it, have led to VSEO in short - sound search engine optimization. Specifically due to the popularity of smart home devices, the idea is to optimize results of voice searches.
Voice Search is a winner that takes all games. When you ask your digital assistant a question, does it give you a list of 10 websites to choose from, some commercials, and a local 3 pack? Nope, we get one precise result, i.e. 1 answer to our query from 1 data source. Unlike traditional SEO, being in position 2 or 3 will not generate a lot of traffic, if any. Voice search is going to make SEO more competitive as businesses try to make sure they appear first. This is especially important for local business.
This is why you have to take voice search seriously, especially given the popularity of virtual assistants in general. Simple questions will change over time because people speak much faster than they write. We're still figuring out how to optimize for voice searches, but we've found that optimizing for Bing as well as Google is essential because many popular voice assistants pull from both.
Conversational AI-
Expanding on the above fact that people talk and type differently, we find ourselves falling into the field of conversational AI. The idea behind this concept is that as machine learning progresses, technology will be able to talk to us and create personalized experiences. In simple words, you may soon be able to have a real chat with Siri – just like you would with a co-worker or friend.
But how does this impact SEO? Well, let's start with Google. We already know that Google uses machine learning to come up with its closest-to-perfect search results. Well, machine learning is what is behind conversational AI.
With regard to voice search technology, think about how machine learning could develop its closest-to-perfect search results, based on actual conversational speech made with humans using it. Conversational AI means that search engines and virtual assistants can pick up language and slang, translate through speech barriers, adapt to future search results based on past conversations, and perhaps even vocalize tone and emotion may be factors. Voice Search is already something, but Conversational AI is a whole new beast.
Why the Difference Matters?
SEOs need to care about the difference between voice search and conversational AI because it can literally determine the future of their jobs. This is not to say that SEO jobs will become obsolete. Rather, the most effective methods with which SEO is accomplished will depend on what you want to focus on.
Some believe that a choice needs to be made between voice search and conversational AI. Search Engine Land writer Christy Olsen argues that conversational AI is going to significantly change the SEO game, not voice search.
When you think of voice search, it really isn't that revolutionary. The AI-based technology of natural language processing that enables voice search is awesome and wonderful; However, Voice Search is just one mode in which people are engaging with search engines.
On the contrary, Voice Search is quite the rave now. Conversational AI is here, but voice search needs to catch on before the general public later becomes the new standard. We can't be there yet. Nevertheless, forward thinking may be necessary in this matter, and staying abreast of advances in SEO is essential.
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