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RESEARCH, ANALYSIS & TRENDS

Digital voice assistants set a trend in

the SEO market of the future

In the age of digitization, the consumption of content The behavioral change of users in terms of search
across different channels often changes quickly. queries has certainly an impact on companies' SEO
Anyway, the search for content itself has remained strategies, since people speak differently than they
relatively constant, since search engines are dominant write. Therefore, the SEO laws will most likely change.
for many years - with Google taking the lead and being
far ahead of all competitors. At least, we see as well Although Google, as the current leader in the field of
more and more digital assistants with speech recognition search engines, already alters its algorithm regularly,
entering the market, like Apple Siri, Samsung Viv, fundamental changes (such as Panda, Penguin and
Amazon Echo, Microsoft Cortana, Facebook M, Hummingbird) do not occur that often. The growing
SoundHound Hound and Google's own product Google importance of voice search, however, could change
Home. that, SEO experts say, forecasting two fundamental
factors that will become increasingly important in the
‘Voice Assistants’ are available as separate devices with
and without display, as well as integrated into future:
smartphones, home appliances or televisions. Hence,  Long tail keywords: The algorithm behind a
digital assistants are no longer negligible in search search engine will increasingly capture and answer
engine optimization (SEO), since voice search is questions in the future. Therefore, it is assumed
becoming standard operating procedure for many that keywords are losing significance, whereas
customers. complete sentence structures that provide relevant
answers to questions will gain in importance.
No wonder then that many tech giants want to get Contents should be oriented close to the spoken
involved to secure decisive competitive advantages at word of the respective target group.
an early stage. The fact is that, in case digital language
assistants prevail, Google is unlikely to be the only  Micro-moments: Google defined so-called micro-
strong player in the future SEO market. Instead, the moments ("want-to-know", "want-to-go", "want-to-
industry leader will have to fight for the first time with do" and "want to buy"), which are essential
increased competition in its own core competency and regarding purchasing decisions. In so-called micro-
search queries are expected to gradually shift from moments there is an extremely high lead potential
multiple providers to different channels. and companies should strive to target potential
customers in these situations. If people have a
8 July 2018 - Voice Search & Search Engine Optimization (SEO)