Voice searches and how they affect SEO

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Voice + mobile + messaging + connected devices (the famous IoT)

When we put these trends together, we are entering what they call the era of assistants , in which we will no longer enter text into a search box but will ask more open questions that imply a specific context, such as "Do I need an umbrella?" which implies that the person answering you knows where you are and understands your language.

Many of the content optimizations that were carried out up to now were based on the repetition of keywords, but with this change, these types of optimizations lose value and we must optimize thinking about the value that we provide to users. Ok, that's a cliché, can you give an example?

How does Google classify the main search types?

If we take into account Google's classification of the main types of search , chief vp sales marketing officers email list we will see that there is a clear paradigm shift at the SEO level:

Knowledge graph answers

Answers in the form of entities instead of answers in the form of web pages, that is, we go from text strings to things. We can continue exploring once we obtain the entity, since the entities are related to each other. If we take for example one of the suggested searches when searching for how much is…

We can clearly see that, starting with Shakira, we can explore the measurements of related entities such as Piqué, Messi or Jennifer Lopez.

What can we do to optimize for queries that return knowledge graph results as the first result?

Knowledge of the data no longer provides value, or rather, that value in the form of visits will be kept by Google.

Nowadays, what adds value is how you use data and how you relate that data to other data, for example by writing about “The average height of successful women” or “The 10 shortest artists of the 21st century”, two topics that, at first glance, may seem uninteresting but which lead us to think about the importance of big data (having a lot of data to be able to use it) and data visualization (how to make databases beautiful).

If you want to rank for queries that offer knowledge graph results, you should think about what related data may be of interest to your users.

Traffic and directions

When searching for a specific address on Google, we are crying out for a map that shows us how to get there, and this is what Google offers us, even if it is for addresses that do not exist.

What can we do to optimize for queries on addresses?

We are in a case quite similar to the previous one and we can certainly make a ranking of the best bars where to drink craft beer on the IT avenue, but to do so we first need research that gives us data and allows us to relate this data to each other.

Direct answers

We want an answer that is based on data, such as the time of a movie:

If we look at the results after the direct answers, we see that these are prominent news, and what is it about these news that stands out?

The relationship between data!!!

In the first one we find the fact that this is the superhero movie that has grossed the most in Brazil, ahead of Iron Man 3. In the second one, the headline already tells us “800 million” and details how this income has been distributed among the different countries in which the film has been shown. The last one compares two data points, the box office earnings of Wonder Woman compared to the box office earnings of Deadpool.

Again, we see that, to be optimized for these searches, either we have a partnership agreement with Google, as is the case with cinemas, to be able to offer this data, or it is within our creativity how we can relate it to other data that again manage to provide value to the user.

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