Search engines are constantly improving the search experience and, as a result, search engine optimization (SEO) is in a nonstop transformation. For SEO marketers, the challenge isn’t to simply understand the complex science behind the strategy — it’s to be able to adapt to the ever-changing rules of the game.
The past few years have been exciting for SEO, marked by a series of algorithm updates, evolving techniques and fast-advancing tools that make SEO what it is today. To stay on top of the trends and equip their SEO arsenal with relevant strategies, most marketers scramble to learn or predict the emerging developments poised to shape the new face of SEO.
From the domination of voice search to the increasing role of RankBrain in providing search results, we’re expecting bigger changes on the horizon.
Marketers may start optimizing for voice search.
This past December, Google’s webmaster trends analyst John Mueller tweeted about webmasters asking for voice search data in Google Search Console. It reflects the current behavior among Search Console users — more and more are seeing voice search queries separately.
This raises the question: Why do site owners suddenly care about voice search data? The simple answer is people are using voice search now more than ever before, and gaining insights into these queries gives marketers ideas for how to provide better experiences for those searching by voice.
In 2015, voice search jumped from zero to 10% of overall search volume globally. That means 50 billion voice searches were performed every month. And a Google study found that 41% of adults and more than half of teens use voice search multiple times per day.
When there’s demand, there’s supply. Many tech giants (not just Google) have invested in virtual assistants and, by extension, voice search. Google launched Google Assistant and Google Home, Apple has Siri, Microsoft has Cortana, Amazon has Alexa, and so on.