Have you started considering voice search in your SEO strategy? Columnist John Lincoln explains why this should be top of mind for forward-thinking search marketers.
Personal assistants (PAs) aren’t just digital assistants that can be used to perform routine tasks. They’re also the future of SEO.
Consider two of the most popular PAs: Siri and Google Assistant. People often use those assistants to retrieve information.
And where do you think those PAs get that information from? Somewhere on the web.
Here’s what you need to know about how PAs will shape the future of SEO, and why I’m calling this a new category, personal assistant search optimization (PASO).
They’re on smartphones
Personal digital assistants are great because they’re portable. The reason they’re portable is that they’re on smartphones (though they can also be in home devices, computers and any device connected to the “Internet of Things”).
Siri, of course, has been part of the iOS smartphone platform for several years now. Likewise, Google Assistant is available on the Allo app, Google Pixel and other Android phones and Android Wear.
Portable PAs give people the ability to use their assistants, hands-free, to get the information they need. That’s going to offer an irresistible level of convenience as we head into the third decade of the 21st century.
Results are tailored to users
Another reason that digital personal assistants represent the future of SEO is that search results are tailored to the needs of their users. That’s for two reasons.
First, as we’ve seen, people often use PAs on a smartphone. That means results can be (and often will be) location-specific.
Second, PAs are equipped with a bit of artificial intelligence (AI) to ensure that responses are in line with the expectations of their users. You can expect to see the quality of AI in digital personal assistants improve in the coming years.
Fewer results on a PA search
How many times have you Googled a phrase only to find out that there are something like 38 million results? Even people who have a lot of free time on their hands will find it difficult to sort through all of that information.
By contrast, PAs typically return one to four results. That makes it easier for users to find the answers they’re looking for without scrolling through page after page after page in the search results.