The Impact of Voice Assistants on Search Engine Marketing


Voice assistants like Siri, Alexa, and Google Assistant have become an integral part of our daily lives. With the rise of these voice-activated technologies, there has been a significant impact on search engine marketing. In this post, we will explore how voice assistants are changing the way we search and how marketers can adapt their strategies to leverage this trend.

The Rise of Voice Search

Voice search has experienced exponential growth in recent years. According to a study by Comscore, it is estimated that by 2022, more than 50% of all searches will be voice-based. The convenience and ease of using voice commands to search for information have made voice assistants increasingly popular among consumers.

The Influence on Search Behavior

Voice search has changed the way people search for information. When using voice assistants, people tend to use natural language and ask questions rather than enter short keyword phrases. This means that search queries are becoming longer and more conversational in nature.

For example, a traditional text-based search query might be “best coffee shop in New York.” However, a voice search query would more likely be “What is the best coffee shop near me in New York?”

The Impact on SEO

The shift in search behavior has implications for search engine optimization (SEO). Marketers need to optimize their content to align with natural language queries and provide relevant answers. Long-tail keywords and conversational phrases should be incorporated into website content to increase visibility in voice search results.

Moreover, voice search results often provide only one or a few answers, read aloud by the voice assistant. This means that ranking at the top of search engine results pages (SERPs) is more critical than ever. Marketers need to optimize their websites to appear in featured snippets, also known as “Position Zero,” which are read aloud by voice assistants when answering a voice query.

Emerging Opportunities

Voice assistants offer marketers new opportunities to connect with their target audience. For example, brands can develop voice apps or “skills” that provide information or engage users in a unique way. By creating voice-based experiences, brands can increase brand awareness and customer engagement.

Another opportunity lies in local search marketing. With the popularity of voice search, people often use voice assistants to find nearby businesses or services. Optimizing local search listings and leveraging location-based keywords can help businesses attract more customers who use voice search for local queries.


The rise of voice assistants has undoubtedly transformed the search landscape. As voice search continues to grow, marketers need to adapt their search engine marketing strategies to cater to this evolving trend. Optimizing content for natural language queries, aiming for featured snippets, and exploring voice-based experiences can help businesses stay ahead in the era of voice assistants. Embracing these changes will not only enhance visibility and reach but also open up new opportunities to engage with customers in innovative ways.