Will the rise of digital assistants change current SEO techniques?

You are here

A digital assistant is a program that can understand voice commands and complete tasks, such as taking dictation, looking up phone numbers, anticipating requests, etc.
Today's digital assistants are programmed with artificial intelligence and voice recognition technology. As the end user interacts with his digital assistant, the AI programming uses sophisticated algorithms to learn from data input and become better at predicting the end user's needs. The next generation of digital assistants will be built with more advanced cognitive computing technologies that will allow a digital assistant to understand and carry out multi-step requests and perform more complex tasks such as making a travel booking or buying new shoes online.


Search engine optimization taken to a new level

Digital consumers are moving towards mobile search. Local SEO is particularly affected by voice search, as people will search on their phones for the nearest suitable businesses. In fact, Google has reported that 20% of searches on the mobile app on Android phones are done via voice searches.
The challenge with the growing popularity of digital assistants like Google Now, Siri and Cortana is that it becomes increasingly important for businesses or advertisers to not just appear on the first page, or the top three results, but to be the first result. Voice searches return only the first result. It doesn't matter if you're the second result or on the second page, the consumer won't hear you.

Search engines are the most fundamental building block of artificial intelligence – machines automatically learning and improving through experience. The web crawler and algorithm work together to index and define which websites contain what information and which to show for what sort of search terms. It’s about developing better heuristic models and expanding the search engine’s Knowledge Graph. Digital assistants find results in a process similar to the search engines but there are a few important differences:

Conversational search is the ultimate priority

The main convenience of digital assistants is the fact that they can be used with simple voice commands. Queries are more conversational, and results must speak to the intention behind those queries.

Immediate answers are the goal

Digital assistant users aren’t looking for an extended explanation. They’re looking for fast, immediate answers to their queries. As a result, digital assistants prioritize immediate, Knowledge Graph-like responses.


Use conversational language in your posts

Conversational queries naturally seek out conversational results. Including long-tail keywords, colloquial phrases, and long form questions in your content will help you appear in more voice-based query results. If you were looking on a desktop to buy a pair of red shoes, you might search for “red shoes” and then navigate to a specific website, browse through their shoes and use the site interface to narrow down by style, size and designer. Whereas now, with voice search making natural language queries more common, you might start off by searching “Show me wide-fit ladies’ red shoes for under €50.”

Digital assistants aren’t the most used form of search today, but they’re growing more popular and could one day transcend the typical browser-based search engine. When that happens, users will become reliant on immediate answers and local solutions for everything, and overall visits to websites will diminish. Already, giants like Wikipedia are feeling the effects of the Knowledge Graph and similar quick-answer programs like quora. If this trend develops further, SEO could experience a radical change. replaced by a new means of achieving digital visibility with users.

SEO Visibility indicates the visibility of the chosen domain in organic search results. Searchmetrics determines visibility ratings by sorting through millions of keywords from Google’s index.



As of 2015, their crawlers collect unique SEO and SEA data from the belgian market. If you want to know more about Searchmetrics and their possibilities, or want to know the SEO visibility of your company in comparison with your competition, do not hesitate to contact us.

Posted by Fairetail