It’s Friday afternoon, and as I wrap up the week, I find myself chatting with a colleague. We share a laugh about my 4-year-old son’s messy schoolwork and his general disorganization. I mention my plan to get him a homework desk to help keep things in order, and she suggests a few local vendors. To our surprise, her computer screen instantly displays options for homework desks in various shapes and colors.

We’re both amazed by the magic, though with my tech background, I really shouldn’t be. However, you can’t blame me. You see, I come from a time when search engines were all about text-based queries and not instant voice queries. But as times have changed, so has the way we search.

It promted to weigh in on the long standing debate on wether Voice Search Optimization (VSO) will make traditional Search Engine Optimization (SEO) obsolete or not. My take? VSO won’t replace SEO. Instead, they’ll work together to enhance search experiences.

Let me explain why.

SEO vs. Voice Search Optimization (VSO)

SEO involves optimizing websites and content to improve visibility on search engine results pages (SERPs). The goal is to attract more organic traffic from search engines like Google or Bing by making content more relevant, useful, and accessible. VSO works on a similar principle, but instead of text, it optimizes websites for voice-based searches, which are increasingly popular due to voice assistants like Alexa and Siri.

In practice, SEO relies on keyword optimization, where websites fine-tune certain terms to ensure they appear when users enter related search queries. With advances in AI, websites are now enhancing their content for voice search by focusing on conversational keywords and phrases, making them more “speech-friendly.”

Will VSO Kill SEO?

This question comes up often, but my answer remains the same: VSO will not kill SEO, it will enhance it. Just as artificial intelligence augments human ability, VSO is here to complement traditional SEO, not replace it. That said, websites without VSO capabilities may soon fall out of favor as voice search becomes more widespread.

The idea isn’t that VSO is taking over SEO; rather, SEO is evolving to incorporate VSO features, providing a more contemporary search experience for users. As voice search technology continues to grow, websites that optimize for both text and voice will have a competitive advantage.

The Rise of Voice Search

According to Synup.com, there will be an estimated 8.4 billion digital voice assistants in use by the end of 2024, a sharp increase from 4.2 billion in 2020—an astounding 200% growth. In an article published by Ally Bootsma at Meticulosity in May 2018, she noted that 20% of all search queries on Google and Android devices were voice-based. She also pointed out that most voice searches are location-specific, and mobile voice-related searches are three times more likely to be local than text-based searches.

This clearly shows that while voice search is rapidly gaining ground, it’s not here to eliminate text-based search. Instead, it’s the same conversation we’ve seen before: think of the debates between print media and online news, or even radio vs. TV. One doesn’t replace the other—they simply evolve to meet new needs.

Why SEO Will Continue to Matter

Here’s why I believe SEO will remain relevant alongside VSO:

1. Generational Preferences: Many older users are slower to adopt new technologies like voice search. These “tech laggards” still rely on traditional search methods, and they hold positions in industries where text-based searches will continue to be useful, especially in government offices and more formal sectors.
2. Bias in AI Algorithms: Just like other AI technologies, voice search algorithms can be biased. For instance, different accents and dialects can cause the same voice command to return different results. A word like “liquor” might yield varied outcomes based on whether it’s pronounced by an American or a Brit. This language nuance reinforces the need for text-based searches, which are less prone to such variations.
3. Complementary Technologies: Rohan D’Souza, in his February 2024 article, argues that VSO and SEO are better seen as complementary rather than competing technologies. While both may seem to be vying for dominance, neither will replace the other. Instead, websites should integrate VSO with SEO to future-proof their digital presence.

Conclusion

Voice search is undoubtedly growing at a fast pace, but it’s not here to overthrow SEO. As digital landscapes continue to evolve, both SEO and VSO will play essential roles in delivering a more versatile and seamless search experience for users. Websites that embrace both will thrive, while those that neglect voice optimization may start to lag behind.

Ultimately, just like the battle between online media and print, this is not a case of one replacing the other – it’s about evolving together.