Search Behavior in Voice- and Text-Based Searches with Respect to SEO-Measures

Jan-Paul Lüdtke (), Malte Matheus () and Konstantin Münster ()
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Jan-Paul Lüdtke: Fachhochschule Wedel
Malte Matheus: OTTO GmbH & Co. KGaA

Chapter 17 in Vermarktungsstrategien für Digitale Medien, 2025, pp 231-243 from Springer

Abstract: Summary This study examines the differences in user behavior between voice and text-based search queries, focusing on implications for search engine optimization (SEO). Through an experimental field study involving 60 participants, the research investigates how search queries are structured differently when inputted via voice versus text. Key findings reveal that voice-based searches are significantly more likely to be formulated as complete sentences and include question words compared to text-based searches. These differences suggest that SEO strategies must adapt to the increasing prevalence of voice search by optimizing for natural language queries and incorporating more conversational content. The study concludes with recommendations for publishers on optimizing website content to better align with the unique characteristics of voice searches, emphasizing the need for a shift from traditional keyword optimization to a more holistic approach that considers the syntactic and semantic nuances of spoken language.

Keywords: Search Engine Optimization; Voice Search; SEO (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-658-48796-6_17

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