If you are like me this is probably the first thing that comes to your mind when you hear “AI – Artificial Intelligence.” But as you will see at the end of this post, it is less spine-chilling than that. It is changing the face of SEO, but not how you might think.
We’re talking about algorithms that enable machines to make connections, “learn” to process the data and apply its learning in upcoming tasks.
When you search for something, the results displayed take into account a number of considerations like your search history, location, favorites and what other users click on for a similar search results. AI improvements mean ranking factors can change from query to query, as the algorithm learns how people are clicking on the search results and decides on the most related factors to take into account for each search.
So how can this influence the world of SEO, you may ask? Most of us consider SEO to be really important only for web browsing on computers. That is where the change happens.
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According to ComScore, by 2020, 50% of searches will be voice search. Voice is the future of web search. Both Google and Bing have stated that the majority of search queries they receive take place via voice on mobile. This is just a matter of time taking under consideration the development of hands-free devices. With the vast improvement in the quality of digital voice assistants like Google Now, Siri and Alexa, it was only a matter of time people discovered the vast convenience of voice search and rely on it for their queries.
Imagine one of such searches…
- Alexa, find me the best hotel in Berlin?
- Google, book a table for tonight at the best Italian restaurant near me?
What can we do to be ready for voice searches?
- Focus on phrases and longtail keywords
The search focus will shift from just random keyword combinations to more natural language, full sentences and phrases. The way we speak is very much different from the way we write and the words said will be different from those we would type in the search box.
- Optimize your website for local SEO
Mobile voice search is three times more likely to be local-based than text search. This is closely related to the fact that most smartphone searches are also local. With this in mind, businesses should keep their profiles and contact information up-to-date, since this is what Google will pull for queries such as, “Where can I get the best coffee in London?”
This means you need to step up your game, because voice search is rapidly becoming the way your customers will find your services. Keywords need to be relevant to your local customer, include places, sites, district names that would be associated with your location, etc.
Your Google Knowledge Graph should be up-to-date reflecting your contact details, opening hours, services, etc. “Where is the best Chinese food near me?” and “Where can I go swimming today?” These are clearly local searches and they trigger ads in the search engine results that allow the user to act without going to a web page. In the results, you can see reviews, a phone call button, directions button and a “book now” button. Users don’t have to come to your website to complete their intent.
This is only the tip of the iceberg and there is more to come…we will be communication more using voice commands and voice search will only continue to grow.Read More