The proportion of traditional search queries via Google – still the leading search engine – on a desktop represents nowadays an absolute minority of the number of product searches. Above the top spot in Google, you find the (increasingly relevant) paid search results, Wikipedia-results, News-results, local results, recommended snippets, alternative questions, etcetera.

In 2018, the number of visitors of your web shop coming from the traditional search engine results will decline drastically. Therefore, it will be of utmost importance that you keep your rank within the new functions of Google.


Since 2015, mobile search has surpassed desktop search on most markets. SEO is about making a website that fits the needs of the customer. If your public searches you on a mobile device, then your mobile website must offer the best-in-class user experience for mobile use. If your website does not offer the best possible mobile experience to your visitors, then it could be time to carry out a full redesign.

The mobile user experience of a website also has to do with speed. Mobile use is generally carried out through mobile networks or through shared Wi-Fi connections that don’t offer the same speed as fixed optical fibres. Users punish a slow site within seconds, by clicking on the ‘return button’.


In 2018, you also shouldn’t ignore voice-based searches (voice search) anymore. According to Google, most of the teenagers are using voice search daily. In this type of search queries, the phrasing of the question (“Where do I find an e-commerce office in Courtrai”) is very different from the typed search queries (“e-commerce office Courtrai”). In short: which questions should prospects us to be able to find you? Search engines are therefore learning to interpret natural phrases. Thanks to the developments of voice search, they can now carry out spell checks, bring results back to what was searched earlier and give results based on the context of the user, such as his or her location .

Although there’s no univocal SEO strategy, your strategy can, in case of SEO for voice and conversational search, focus on:

  • long keywords, that are usually closer to natural language and conversational search;
  • pages that answer FAQ (frequently asked questions), because those questions usually begin with “Who,” “What,” “Where,” “When,” “Why,” and “How,”.

Voice search is widely regarded as the fastest growing way of searching. It is seen as faster, it’s hands-free and it allows you to multitask. Furthermore, voice recognition technology has been greatly improved and grown in the past years. All the important players are now commercially active in this domain: Google now, Apple’s Siri, the Amazon Echo and Microsoft’s Cortana. Voice search, or maybe the more advanced version ‘conversational search’ is therefore the future.


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