Search Experience Optimization: Why will SXO become even more relevant in times of Siri, Alexa and Co.?

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Speaking search queries into your smartphone or giving voice commands to the home assistant – voice search is becoming increasingly popular. No wonder, as it is so much easier and faster than typing terms or questions on a desktop PC. Inputting information in voice search is efficient, fast and we can still use our eyes and hands freely.

An average user can type about 40 words per minute, but speak about 150 words, although success here depends on the accuracy of speech recognition.

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You always have your smartphone with you anyway, and home assistants understand voice commands even when there are several meters between the user and the device. Acceptance of speaking search questions into something will continue to increase. At the latest when the answers become much more precise and better. But what does this mean for online marketing - especially for search experience optimization?

Provide concrete answers to concrete questions
The biggest difference is the length of the search query. While on the touchscreen of the smartphone or the keyboard of the PC you just type in "Weather Berlin", when using voice search users are more likely saudi arabia mobile numbers list to enter whole sentences such as "What will the weather be like in Berlin tomorrow?" It is particularly noticeable that voice searches often ask W-questions and the search queries are much more often informational.

In the future, website operators should focus more on processing complex information and answering more general questions briefly and succinctly. Voice assistants are currently unable to answer individual topics that require particularly detailed explanation with a brief text answer. For example, if a user uses voice search to search for "Which building society contract is right for me?", he or she will probably not be satisfied with the spoken answer.

Longtail instead of short keywords
As already mentioned, voice assistants are often served with whole sentences. So instead of "Best pizzeria Berlin" it's more likely to be "Which pizzeria is the best in Berlin?" or instead of "Stomach ache symptoms" it's more likely to be "What could be the cause of stomach ache and what can I do about it?". Voice search users use their natural language and usually have a specific need for action, are looking for a quick solution to a problem or want to satisfy another need. As a result, individual keywords or short keyword combinations are no longer used, but rather groups of words and complete questions. In the future, online marketers should therefore increasingly focus on addressing long-tail keywords, natural language and W-questions.