“The destiny of Google’s search engine is to become that Star Trek computer, and that’s what we are building.” Amit Singhal, the leader of Google’s search rankings team, made this statement about the future of Google’s search technology during a conversation with Guy Kawasaki at SXSW Interactive in 2013. Over the past ten years, Google has made several significant strides toward this ambitious goal, and one of the most remarkable advancements has been in the area of voice search and natural language processing technology. While Google’s voice search doesn’t yet possess the same vocal abilities as Majel Roddenberry, who voiced the Star Trek computer in the show’s many iterations (though there’s still time, Google – there’s still time to beat Apple to it), it has become as close to its fictional counterpart as current technology allows.

However, Google voice search offers much more than just convenience; it’s transforming how Google processes search requests, how users look for information, and even our overall perceptions of search engines. This article will delve into what makes Google voice search so distinctive. We’ll begin with a brief history of Google’s development of this groundbreaking technology, followed by an examination of its impact on Google’s broader approach to search. We’ll then explore how businesses and marketers can create content, advertising campaigns, and strategies that take voice search into account. Finally, we’ll venture into uncharted territory and consider what Google voice search might look like in the years to come – and the possibilities might be less far-fetched than they once seemed. Let’s grab a coffee and get started, as there’s a lot to cover.

What Is Google Voice Search?

Google Voice Search is a feature that enables users to search the internet using spoken voice commands instead of typing. Available on both desktop and mobile devices, Google Voice Search may require users to initiate a search with a “wake” phrase like “OK, Google.” This can be activated through a hands-free voice command on specific mobile devices and operating systems or by interacting with the microphone icon located to the right of the Google search bar:

Beyond the methods of activation and usage, there are minimal distinctions between spoken and typed search queries. Even “near me” searches (more on this later) performed on a desktop will yield very similar outcomes to those conducted through voice search on a mobile device. Users are directed to a standard search engine results page whether they spoke or typed their query, with a few possible exceptions. For instance, users on mobile devices searching for directions to a location may encounter a different search results page than those on a desktop looking for the same information. Overall, though, voice search queries typically generate comparable, if not nearly identical, results to typed queries. It’s simply faster and more user-friendly to speak your query rather than typing it.

A Brief History of Google Voice Search

Like many of Google’s most successful services, Google Voice Search (also referred to as Search by Voice) originated in Google Labs, a space where Google engineers can experiment with new technologies and concepts. Notably, Google Labs has given birth to popular products such as Gmail.

Initially launched in 2010, Google Voice Search required users to call a designated phone number from their mobile device. A recorded message would then prompt them to “Say Your Search Keywords." After speaking their desired keywords, users would either be redirected to a webpage displaying relevant search results or be presented with a clickable link leading to a search results page tailored to their query. (Regrettably, for amateur internet historians like myself, neither the original phone number nor the types of results pages it generated are accessible anymore.) This initial solution, while not the most refined, did lay the groundwork for the revolutionary advancements in speech recognition technology that Google would soon leverage. In the years following the introduction of Google Voice Search, Google started integrating its voice recognition capabilities into numerous popular products. These include Google Maps, the virtual assistant Google Now, and even the core of its underlying search engine technology. Currently, Google Voice Search seamlessly integrates with a wide array of products and applications. More significantly, voice search has evolved into an indispensable aspect of the Google experience, even shaping how Google’s algorithms handle particular types of queries.

Google Voice Search and the Hummingbird Update

A few years ago, Google implemented one of the most substantial modifications to its core algorithm in recent times. This update, dubbed Hummingbird, brought about significant changes to… well, almost everything.

A key element transformed with Hummingbird’s arrival was the emphasis on semantic search, which focuses on deciphering the implied meaning of search queries. User intent is a cornerstone of search; however, it can be surprisingly challenging for machines to accurately interpret what users seek when they input specific searches. This challenge highlights the significance of the Hummingbird update – it marked a turning point in Google’s ability to discern user intent behind somewhat vague searches, enabling a more tailored and satisfying search experience. This focus on user intent continued with the development of RankBrain, Google’s machine learning system.

Image via Read/Write/Web Let’s illustrate semantic search in action using Google Voice Search. Suppose we initiate a voice search for “Zoe Saldana,” the celebrated actress recognized for her notable roles in the Avatar and Guardians of the Galaxy films. (Note: These searches were conducted using Google Voice Search on an HTC One running Android v. 6.0 Marshmallow.)

Having established an initial search, we can test Google’s semantic understanding by posing a series of related questions that, on their own, would be ambiguous and nearly impossible to answer accurately. Let’s assume we want to learn the name of Saldana’s character in Guardians of the Galaxy. Following our initial search, we can ask Google a progression of questions:

As demonstrated, Google encounters minor difficulties with this particular query. My initial search phrase was “What was the name of her character in Guardians of the Galaxy?” Instead of providing details about Saldana’s character, Gamora, Google presents a selection of character information from the film, with Saldana’s character visible on the right side. We can persist with our inquiries, even branching into other lines of questioning related to our original search. This outcome stemmed from the search query “What planet is Gamora from?” The results correspond to the original Gamora character from the Guardians of the Galaxy comic book series published by Marvel:

Although Google manages to keep pace with this type of sequential semantic search, it demonstrates more robust performance when handling basic biographical details about real individuals compared to fictional characters. Returning to our initial search for Zoe Saldana, we can pose a series of related questions to Google without explicitly mentioning who we’re referring to. Google “understands” that our interest likely remains with Zoe Saldana and fills in the gaps in our subsequent voice searches:

The result above was generated by the query “How old is she?” I didn’t specify an interest in Zoe Saldana – Google “inferred” my intention within this context and modified “she” in my query to “Zoe Saldana.” This pattern repeats in another sequential semantic voice search. The illustration below showcases the result for the query “Where was she born?” Again, Google correctly interpreted my query as “Where was Zoe Saldana born?” and adjusted the search accordingly after processing my voice input:

This example effectively demonstrates semantic search in action, particularly well-suited for the practical applications of Google Voice Search. We could, of course, articulate each subsequent question in a more comprehensive manner, but Google doesn’t require that level of clarification. It intuitively grasps that each question builds upon the previous one and delivers accurate, intelligent results with minimal user input. Moreover, this approach provides users with a more natural and intuitive experience. Semantic searches like the ones illustrated above enable a conversational flow, freeing users from the constraints of rigid conventions dictated by Google.

Google Voice Search, Google Now, and the Future of Search

Google Voice Search has been an integral component of Google Now, Google’s virtual assistant, for several years. The fusion of Google’s potent search algorithms with its advanced natural language processing (NLP) technology is why Google Now is widely considered more accurate than its counterparts like Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa, despite their functional similarities.

It’s easy to perceive Google Voice Search as a standalone product operating in isolation. However, when we examine the trajectory of Google’s product development in recent years, we can begin to envision what the future of search might hold. Consider, for instance, cross-platform conversion tracking in Google Analytics. Google has invested significant effort in making it simpler for advertisers and webmasters to monitor offline conversions and those that transpire across multiple devices. Google is even contemplating adding voice query data to the Google Search Console.

This emphasis stems from Google’s understanding that in today’s multi-device media landscape, the days of single-session, single-device conversion pathways are long gone. Likewise, the way we search for information has undergone a transformation. A one-size-fits-all optimization strategy is both shortsighted and impractical in the contemporary online environment.

Voice Search Queries on the Rise

As with numerous Google products, the adoption of Google Voice Search has steadily risen since its inception. Data from Mary Meeker’s annual Internet Trends report illuminates the growing popularity of Google Voice Search in recent years:

Data via KPCB/Mary Meeker The graph reveals that, according to Google Trends data, the utilization of Voice Search and its associated commands has surged sevenfold since 2010. At present, navigational queries and call functions constitute the most prevalent applications of Voice Search. However, we anticipate not only a surge in the volume of spoken search queries but also an increase in the complexity of searches conducted using Voice Search. Furthermore, Meeker’s report highlights that, as of May 2016, voice search accounts for one in every five searches on Android devices. Additionally, Andrew Ng of the Chinese search engine Baidu predicts that voice recognition technology will power approximately 50% of all searches by 2020:

What Are People Using Voice Search For?

We’ve established that voice searches are gaining traction, but what are people actually using them for? The answer hinges on a person’s age. The following figure illustrates that adults primarily use voice search to obtain directions. This finding is logical, as utilizing hands-free voice search while driving to navigate is not only more convenient but also safer and often aligns with local regulations. The figure also reveals several other common uses for voice search, including dictating text messages, making calls, checking the time, and playing media.

Image via Google At first glance, these use cases might appear somewhat unexceptional. Voice search usage patterns seem consistent across different age groups, and the aforementioned applications lack a strong commercial intent. However, when we adopt a broader perspective on voice search, things become more intriguing. Firstly, we’ve only just scratched the surface when it comes to voice search adoption. Data from VoiceLabs suggests that around 24.5 million mobile devices will be shipped globally in 2017. VoiceLabs projects that this will result in a “total device footprint” of 33 million voice-first devices this year alone, indicating a continuous upward trajectory for voice search usage:

Image/data via VoiceLabs This trend is echoed by other data points. According to San Francisco-based startup MindMeld (formerly known as Expect Labs), a substantial number of users have only recently begun to use voice search on a routine basis, with nearly 42% of users having engaged with voice search for the first time within the preceding six months:

Data via MindMeld

Why Is Google Voice Search Becoming More Popular?

Several factors contribute to the rising popularity of voice recognition technology in consumer devices, including Android mobile devices and smart home technologies like Amazon’s Alexa. A primary driver is the sheer ease of use compared to typing. While the average person can type approximately 40 words per minute, they can speak around 150 words per minute. This difference allows for more specific search queries with less effort. Additionally, as depicted in the figure below, nearly one in four voice search users opt for spoken searches due to challenges associated with typing on certain devices:

Another reason behind the increasing adoption of voice search is its ongoing integration with emerging products and technologies. Sales figures for Amazon’s Alexa units have demonstrated a consumer appetite for the “smart home revolution,” and the increasing dependence on and advancements in voice recognition technology are poised to further fuel interest in these devices and services.

Voice Tech, Local Search, and ‘Near Me’ Searches

We’ve previously observed that navigational queries and call functions remain the dominant applications of Google’s voice recognition technology. While these use cases might appear mundane at first glance, they represent a significant opportunity for advertisers seeking to drive foot traffic to physical stores. If you’ve used Voice Search to obtain directions, imagine the potential for even deeper integration with local search listings. We can already verbally “ask” Google to assist us in finding stores carrying desired products, as well as access essential information like opening hours, parking availability, and even coupons.

“Near me” searches are already critical for local businesses. Google reported that “near me” searches doubled in 2015 alone, and the volume of such queries has surged by a factor of 34 since 2011. Notably, the majority of these searches originate from mobile devices.

Voice Search, Natural Language Processing, and People-Based Marketing

One of the most significant shifts in the search landscape in recent years is the advent of highly personalized web browsing. Google spearheaded this trend by consolidating its diverse services and products into a unified, cohesive user profile system. This system enables Google to deliver a more tailored, granular, and personalized browsing experience (or at least, that was the intention). This development has given rise to another marketing approach: people-based marketing. Despite its somewhat clunky name, this technique holds considerable power. As the name implies, people-based marketing empowers advertisers to target users based on their identities rather than solely on their online behavior. As Google accumulates more data about us, we might witness a significant shift towards increasingly personalized marketing. This personalization would extend beyond browsing history and shopping preferences to encompass even our voices.

How Google Will ‘Learn’ to Recognize Your Voice AND Your Habits

Google Voice Search and similar technologies “learn” to recognize voice commands and keywords through a process known as natural language processing. Over time, Google not only discerns the distinct characteristics of your voice and speech patterns but also gathers insights into your behavior, browsing interests, and other personal information.

Example flow of a natural language processing system within a Python environment. Image via Natural Language Toolkit. Google and Siri possess the capability to “learn” the unique patterns of your speech over time. Just as no two voices are identical, variations in colloquialisms, accents, and pronunciations of common words mean that even simple voice search queries can differ significantly from one user to the next. Concurrently, Google continuously gathers information about you as a consumer, analyzing your browsing habits, shopping preferences, and other online activities. This data enables Google to provide highly relevant search results. This is beneficial for AdWords advertisers, as it allows Google to display increasingly relevant search results based on a constantly expanding pool of data unique to each user. Amazon’s Alexa currently operates at a slight disadvantage in this domain. It lacks the ability to “learn” the cadence and speech patterns of individual voices, as implementing such a feature would hinder usability for individuals in larger households. (Currently, anyone can activate Alexa using the wake phrase “Alexa,” followed by their query.)

I’m confident that Amazon will incorporate this feature eventually. However, for now, Google, Apple’s Siri, and Microsoft’s Cortana hold a competitive edge.

How To Optimize Your Site for Voice Search

You might be wondering how to make your website more accommodating to voice searches. The good news is that if you’re already adhering to current SEO best practices, there’s minimal need for drastic changes. Conversely, if you haven’t embraced these practices, you have a considerable amount of work ahead of you.

User Intent and Voice Search

If you’ve used voice search on your mobile device, chances are you were seeking a very specific piece of information: a store’s address or operating hours, the cost of a particular product, whether a company offers a certain service, etc. Therefore, it’s vital to prioritize user intent when structuring your website and content. One effective strategy is to proactively address potential questions.

This might sound incredibly basic, but ensuring that essential information, such as your physical address and business hours (if applicable), is readily accessible on your website should be your initial step. While Google is an incredibly advanced search engine, simplifying the process for Google’s spiders to crawl and interpret your content will enhance your visibility. Importantly, avoid “hiding” crucial details within images. Instead, present this information as standard HTML text. Although Google can and does analyze image content to generate search results, compelling it to do so can negatively impact your site’s visibility.

Next, shift your focus to your core products or services. Even if you possess an in-depth understanding of your business, your potential customers might not. They might not even realize they require your services. Ask yourself: What questions do my prospective customers typically have about my offerings? What essential information do they need to make well-informed decisions? What is my unique selling proposition, and is it clearly conveyed through my website’s content? These are all questions you should anticipate and preemptively address. Approaching your content creation with user intent in mind from the outset will make this process smoother, particularly for those managing larger websites.

Optimizing for Specific Search Engines

You might be contemplating whether it’s worthwhile to optimize for – gasp – search engines other than Google.

Image via Owlturd Comix This question has merit. Apple’s Siri, for instance, relies on Bing as its primary search engine (let’s refrain from any jokes or snide remarks about Siri’s accuracy). This might tempt you to prioritize optimization for Bing over Google. However, several issues arise with this line of thinking, the first being market share and the second being the current state of SEO.

Yes, Apple’s iPhone enjoys remarkable popularity. Apple claims the title of the most popular smartphone manufacturer in the United States. Moreover, in the fourth quarter of 2016, Apple surpassed Samsung to become the world’s largest smartphone vendor globally, according to data from Gartner. Despite this, iOS only accounts for 31.3% of the U.S. smartphone market share, as per data from Kantar. Sales figures for mobile devices are often volatile, suggesting that intentionally optimizing for specific search engines other than Google is likely a poor use of resources. What about the state of SEO? We’re constantly reminded that content relevance and quality are the most crucial optimization factors (I refuse to say it). Ultimately, the intricacies of how different search engines like Google, Bing, Baidu, DuckDuckGo, etc., operate shouldn’t significantly influence your website’s structure and optimization unless you have a compelling reason to deviate. So, what other steps can you take to enhance your website’s voice search friendliness?

Use Schema Metadata

We’ve previously discussed the importance of schema for SEO, and while a detailed exploration is beyond this article’s scope, it warrants reiteration.

An example of a schema item type Schema is a markup language that enables webmasters and website owners to provide search engines with supplementary information about their website’s content. Consider it metadata – data that provides context about other data. Schema allows you to enrich the “description” of the data on your website, making it significantly easier for Google to comprehend its meaning, potentially leading to increased visibility. Despite being a powerful SEO practice, it remains underutilized. By simply implementing schema markup on your website, you’re already positioning yourself ahead of the curve.

Target and Bid On Long-Tail Keywords

When optimizing for voice search, targeting long-tail keywords is a highly effective strategy.

Image via Hit Tail As the name suggests, long-tail keywords are search terms and phrases that extend beyond the length of a typical search query. These queries often exhibit a high degree of specificity, and many websites overlook them in favor of shorter, more competitive keywords, making them a valuable opportunity. Moreover, long-tail keywords represent roughly 70% of all search queries, indicating less competition but equal importance. Another factor to consider when targeting long-tail keywords is how people use voice search in practice. Unlike typed search queries, spoken searches tend to be more conversational and reflect natural speech patterns. By focusing on long-tail, conversational keywords and phrases and addressing questions your potential customers are likely to have, you significantly improve your chances of ranking for these queries and achieving prominent placement in search results. Bidding on long-tail keywords offers several advantages for savvy advertisers beyond potentially boosting visibility or impression share. Long-tail keywords often come at a lower cost and boast superior click-through rates compared to shorter queries:

Update your Google My Business Listing

We touched on this earlier, but it bears repeating: update your Google My Business listing now.

Maintaining current information in your Google My Business listing enhances your website’s usefulness and relevance to potential customers, particularly those valuable mobile “near me” searchers. Even seemingly minor details like parking availability can influence a customer’s decision. Ensure that your Google My Business listing is as comprehensive and up-to-date as possible.

Incorporating imagery is another impactful technique for improving your Google My Business listing, as these images have the potential to appear in Google Maps searches. For service-based businesses like restaurants, high-quality images of your establishment might persuade a hesitant customer to choose you over a competitor.

Optimizing Ad Campaigns for ‘Near Me’ Searches

If you’re promoting your locally focused business using AdWords, consider these additional measures to maximize your visibility in valuable “near me” searches, whether users choose voice search or a traditional search method.

Utilize AdWords’ Location Extensions

AdWords’ location extension is a powerful tool for ensuring that your ads reach highly motivated on-the-go shoppers. By enabling location extensions, you can display your business address, phone number, and directions alongside your ads, which is crucial if you want to capture those highly commercial “near me” searches. Refer to this page about AdWords location extensions to explore the effectiveness of location extensions and how to implement them effectively.

Use Google Maps Local Search Ads

Another effective way to connect with the right audience at the right time and place is to leverage Local Search Ads within Google Maps.

An example of a Local Search Ad in Google Maps on a mobile device. Note the single purple “Ad” flag next to the paid result above the organic listings. These subtle ads appear above organic results in Google Maps (on both web/desktop platforms and within the Google Maps app) and can contribute to increased foot traffic to your store or physical location. Consult our comprehensive guide to Local Search Ads in Google Maps to learn about their application and strategic use.

Speak, and Ye Shall Find

While this has been an extensive article, I hope it has prompted you to think more critically about voice search’s potential and its future impact on your advertising campaigns and marketing endeavors. While the future of voice search holds uncertainties, one near certainty is that it will continue to evolve, becoming even more intelligent, responsive, accurate, and prominent in sectors like the consumer electronics market. For marketers, this uncertainty presents both a risk and an exciting opportunity in the ever-evolving world of digital marketing. Perhaps Google’s aspiration of becoming the Star Trek computer isn’t so far-fetched after all.