The Impact of Voice Assistants on Search Engine Marketing

Search engine marketing (SEM) has been a game-changer in the world of marketing, enabling businesses to reach their target audience more effectively. But with the rise of voice assistants, such as Amazon’s Alexa, Apple’s Siri, and Google Assistant, the landscape of search engine marketing is undergoing yet another shift. In this article, we’ll explore the influence of voice assistants on search engine marketing and how businesses can adapt to this emerging trend.

What are Voice Assistants?

Voice assistants are virtual personal assistants powered by artificial intelligence that respond to voice commands and perform tasks for users. These popular devices are accessible through smartphones, smart speakers, and other smart devices, allowing users to perform searches, set reminders, play music, and even control their home automation.

The Rise of Voice Search

Voice search has gained significant popularity in recent years due to the convenience it offers. Instead of typing queries into a search engine, users can now ask their voice assistants to find information or perform tasks, making search faster and hands-free.

Research indicates that voice search is on the rise, with nearly 50% of all searches projected to be voice-based by 2022. As voice assistants become more integrated into people’s lives, businesses need to adapt their search engine marketing strategies to leverage this trend.

The Impact on SEM

Voice assistants have had a significant impact on search engine marketing, primarily in two ways: changing search behavior and presenting new opportunities for advertising.

Changing Search Behavior:

Voice searches differ from text-based searches in several ways. First, voice queries tend to be longer and more conversational, with users asking questions rather than using concise keywords. This means that businesses need to optimize their website content for these long-tail queries to increase their chances of appearing in voice search results.

Second, voice searches often provide a single answer instead of a list of results. Voice assistants choose the most relevant response based on their algorithms, also known as “position zero” or the featured snippet. Therefore, businesses should aim to optimize their content to be concise, accurate, and informative to maximize their chances of being featured.

New Advertising Opportunities:

Voice assistants also present new advertising opportunities for businesses. For example, voice assistants can recommend products or services when users make specific inquiries. This presents an opportunity for businesses to create sponsored placements or partnerships with voice assistant platforms to promote their products or services.

Additionally, as voice assistants become more integrated into smart devices, businesses can leverage voice search data to tailor their advertising strategies better. This data can help companies understand consumer preferences and behaviors, allowing for more targeted and personalized marketing campaigns.

Adapting to the Voice Assistant Trend

As voice assistants continue to shape search engine marketing, businesses can take several steps to adapt to this trend:

1. Optimize for Conversational Queries:

Identify long-tail keywords and develop content that answers common questions related to your business or industry. This will increase your chances of appearing in voice search results and reaching potential customers using voice assistants.

2. Utilize Structured Data Markup:

Structured data markup allows search engines to understand and index content more effectively. By implementing schema markup, businesses can provide additional context to search engines, increasing their chances of being featured in voice search results.

3. Create Conversational Content:

When crafting website content, aim for a conversational tone that mirrors how people speak. This will align with the natural language used in voice searches and increase the likelihood of your content being pulled as a featured snippet.

4. Explore Voice Assistant Advertising:

Consider partnering with voice assistant platforms or exploring sponsored placements to capitalize on the advertising opportunities presented by voice assistants. This can help increase brand visibility and drive targeted traffic to your business.

5. Analyze Voice Search Data:

Take advantage of the data generated by voice searches to gain insights into user preferences and behaviors. This information can inform marketing decisions and help you create more personalized and effective campaigns.


Voice assistants are reshaping the landscape of search engine marketing by changing search behavior and providing new advertising opportunities. To stay ahead in this evolving market, businesses must adapt their strategies to optimize for voice search, create conversational content, and explore advertising partnerships with voice assistant platforms. By embracing this trend, businesses can enhance their online visibility and connect with their target audience in a whole new way.