The future of SEO: Navigating the age of voice search and AI

It’s no surprise that as technology rapidly evolves, how we search for information online is changing. The rise of voice search and artificial intelligence (AI) is transforming how we interact with search engines and dramatically impacts SEO strategies and practices.

According to Google, 20% of all searches are now voice searches, and this number is expected to soar in the coming years as more and more people use virtual assistants like Siri, Alexa, and Google Assistant. Customers aren’t going to speak to their devices and state your desired keywords; they will use a more conversational style, so businesses need to adapt their SEO strategies accordingly.

Furthermore, AI is transforming the way search engines function. For example, Google’s RankBrain algorithm uses machine learning to understand the intent behind search queries. This means that search engines can now understand the context of a search query and provide more relevant results based on the user’s intent. As a result, businesses must shift their SEO focus from just optimising for specific keywords to creating high-quality, valuable content that provides solutions to the problems or questions users are searching for.

So how do you do it?

Our top tips for optimising for voice search & AI:

  1. Use conversational language

To optimise for voice search, it’s important to use natural, conversational language that people are more likely to use in their queries. Instead of focusing on short-tail keywords, use long-tail keywords and phrases that sound like natural language. For example, instead of “Italian restaurant Brighton,” use “What’s the best Italian restaurant near me in Brighton?”

  1. Create high-quality, relevant content

Creating high-quality, relevant content is key to succeeding with voice search. Focus on providing value to users by answering their questions and addressing their pain points (tools such as Semrush are great for finding out this information). Also, remove any jargon – use natural language that is easy for users to understand, and keep your content updated to stay relevant.

  1. Optimise for featured snippets

Featured snippets are becoming increasingly important in voice search. These are the short snippets of information that appear at the top of search results and are read aloud by virtual assistants like Siri and Alexa. Create content that is optimised to answer common questions that people are searching for. Use headings, bullet points and lists to make your content easier to scan and understand.

  1. Focus on local SEO

Many voice searches are used for local queries, so it’s important to optimise for local SEO. Start by claiming your Google Business Profile and optimising it for local searches by including accurate and up-to-date information about your business, such as your address, phone number, and business hours. Use local keywords throughout your website, including in your page titles, meta descriptions, and content. Get listed in local directories like Yelp, Yellow Pages, and Bizify to improve your visibility in local search results.

  1. Embrace AI technology

For businesses where users will need quick answers to questions such as those with helplines or call centres, AI-powered tools like chatbots and virtual assistants can help improve the user experience on your website and provide instant answers to common questions. This can help improve engagement and reduce bounce rates.

Succeeding in today’s competitive online environment can be challenging, so if you’re still feeling a bit daunted and would like some help, then please do give us a call. Our team of experts is more than happy to help you navigate the intricacies of the online marketing world.

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Isabelle Lewis
SEO Executive

Article by:

Isabelle Lewis -
SEO Executive

Meet Izzy, our SEO specialist! She completed her Digital Marketing Apprenticeship back in 2019 and has been enchanting us with her SEO know-how ever since.

Prior to joining our team, Izzy worked in marketing and communications roles. When she’s not crafting killer SEO strategies, you can find her hanging out with her two white fluffy cats, relaxing in her newly renovated home with her partner, or indulging in some retail therapy.

In her free time, Izzy enjoys staying active by running, swimming, and jumping her way through a trampoline class called Bounce. She also loves exploring new places abroad and taking leisurely Sunday walks that always end with a satisfying pub lunch.

With brands like Artemis Aerospace, Absolutely Leisure, and Goal Group under her belt, Izzy knows how to make websites sing and dance in the search rankings. So, if you need some SEO magic, Izzy’s your girl!


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