In 2024, Google’s algorithms are evolving faster than ever with the seamless integration of artificial intelligence(Google has already been using AI since 2014) and voice search. These changes are radically transforming the way content is evaluated and indexed. Content creators and WordPress site owners must therefore adapt their SEO strategies to stay competitive and maintain a good ranking in search results.
Despite the emergence of new platforms such as SearchGPT, Perplexity and TikTok, Google remains the undisputed world leader in online search. Backed by decades of innovation and an integrated ecosystem that goes far beyond a simple search engine, Google is still the undisputed benchmark in this field.
In this article, we’ll highlight the influence of generative artificial intelligence on SEO rankings, and the fundamental role of structured data in improving the presentation and relevance of your content. We’ll also share tips for optimizing your site in the face of these developments.
What is Vocal SEO?
Voice SEO refers to the optimization of natural SEO for searches performed by voice, via voice assistants such as Google Assistant, Alexa, Siri or Cortana. Unlike conventional typed searches, voice queries are formulated as natural phrases or complete questions. The aim of voice SEO is to adapt your site’s content so that it is easily understandable and relevant to voice assistants, which select a text snippet to respond to the user.
5 statistics on voice search
- 62% of Americans aged 18 and over use a voice assistant on any device
- 71% of consumers prefer voice queries to typing
- Google recognizes 119 languages for voice search
- 58% of consumers have used voice search to find information about local businesses in the last 12 months
- More than half of smart speaker owners use them daily
What you need to know to stay competitive
Advances in artificial intelligence and the rise of voice search are redefining the rules of the game. To stay competitive, here’s an overview of these new trends and the concrete actions you need to implement in your SEO strategy in 2024.
From SearchGPT to Bard: Conversational AI and SEO
AI tools like Bard, ChatGPT and similar models are transforming the way web users search for information. These technologies provide comprehensive answers directly in search engines, often limiting clicks to websites.
According to recent statistics, around 27% of mobile searches will be voice searches by 2024, i.e. almost 1/3 of all searches, and 50% of all searches will be voice searches in the coming years.
This doesn’t mean your content is useless, but it does mean it has to adapt. Users ask questions on a daily basis and expect precise, short and relevant answers, while retaining the option to explore further if the subject interests them. To stay visible, your articles need to target conversational queries and respond directly to readers’ needs.
Voice assistants make extensive use of structured data
But how are these assistants able to provide such fast, accurate answers? One of the main explanations is the massive use of structured data.
Voice assistants analyze and interpret web content to quickly answer users’ questions. Unlike traditional searches, voice assistants don’t just list results, they provide direct answers. To do this, they rely on organized, automatically-interpretable data – in other words, structured data.
For example: If you ask “How long does it take to cook a pizza?”, the wizard looks for a “recipe” tag with an attribute for cooking time.
Created on the initiative of Google, Microsoft, Yahoo and Yandex, this collaboration has established a common language called schema.org to make content accessible to all search engines and voice assistants, so optimization efforts benefit all platforms.
How to set up structured data?
WordPress offers a multitude of plugins for adding structured data easily, without the need for coding. These plugins can be used to structure information such as FAQs, products, local listings, recipes and much more. Here’s a roundup of the best tools for your needs.
Structure your FAQs to capture enriched results
FAQs are an excellent way of responding to the specific needs of your users while optimizing your presence in search results. With Rank Math SEO or Yoast SEO, you can integrate FAQ blocks directly into your site. This plugin automatically generates schema.org-compliant structured data, increasing your chances of appearing in Google’s rich snippets.
For example: A site selling sports equipment can use a FAQ to answer questions such as :
- What size bike should I choose?
- How do I maintain a treadmill?
These questions directly target frequent product-related searches, helping not only to attract qualified traffic, but also to convert these visitors into customers by guiding them through the purchasing process.
Local SEO: synchronize your site with Google My Business
Local Research is a plugin designed for local businesses looking to boost their visibility in geolocation searches. By automatically synchronizing your WordPress site with Google My Business, this plugin ensures that your information (address, opening hours, customer reviews, geospatial coordinates, etc.) is always up-to-date and easily accessible, while integrating structured data that complies with the best SEO standards.
For a computer troubleshooter, typical searches include:
- Laptop repair in Nantes
- Hard drive data recovery near me
With Local Research, you can showcase your services, synchronize your schedules, customer information and location, and increase the visibility of your business.
This local SEO plugin for WordPress uses Google Cloud data to maximize impact in Google search.
E-commerce products: meeting specific needs
Case in point:
An online store selling hiking boots can structure its product sheets to respond to searches such as :
- “Waterproof hiking boots for women”
- “Best shoes for walking in the snow” Thanks to structured data for WooCommerce, Google can display detailed information such as availability, price or reviews directly in the results.
SEO advantage:
Optimized product sheets increase the chances of appearing in Google Shopping or product carousels.
