"Voice search doesn't change people's need to search, but what does change is our need to pay attention to our audience's requirements and adapt our strategies to account for more than just 'money keywords'. The challenge that voice search throws at us is the advent of the single default answer. It's 'I'm Feeling Lucky' but on a wide, landscape-changing scale."
"We also know people's behavior changes as soon as they expect something to fulfill their needs. Searches including 'near me' didn't grow as much in 2017 as those local searches without this qualifier and, in the United States, searches including zip codes actually declined by 30% (ThinkwithGoogle). We expect local to work now, so we've stopped qualifying searches. And this is happening to head term searches, too."
Voice search shifts user behavior toward natural language and increases the likelihood of a single default answer being selected. Users now expect local results without qualifiers, reducing explicit 'near me' and zip-code searches. Approximately 70% of Google Assistant requests used natural language in 2017, illustrating the change in query phrasing. Websites must remain fast, crawlable, and built for people and crawlers, with content that directly answers user needs and backed by authoritative links to be considered the correct answer. Brands must understand the specific problems users need solved and confirm that they are the best choice for those needs.
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