Will Voice Search Bring an End to SEO?


Short answer: It probably won’t. SEO like any other phenomenon is evolving. Yet evolution often isn’t necessarily disruptive but rather constructive. The new web that is sprouting up with voice search got built upon the traditional web, which backbone is represented by backlinks and keywords. Those things still matter. Other factors are coming into play. In this scenario, SEO is evolving into PASO

Long answer: Back in the 1990s Larry Page and Sergey Brin stumbled upon Google. Indeed, they noticed that references, which were used a lot in academic papers were a simple yet powerful way to rank those studies. In fact, references worked as peer reviews among academics. The most quoted papers were also the most relevant ones.

The quality and quantity of references determined the ranking of each paper. They figured if we manage to index the whole web and apply the same logic we can rank web pages rather than academic papers.

That is how PageRank was born. Yet instead of references, they used backlinks as a sort of “peer review.”

Backlinks were and still are the backbone of the web. On the other hand, the information ranked by search engines was supposed to get retrieved in some way. How? A set of words, called keywords were typed into Google’s search box to retrieve the relevant information. The web page with enough quality and quality of backlinks and with the right match of keywords could show to the users.

With voice search, things are quickly changing. How?

SEO is evolving. Into what? That is evolving into PASO. What’s that? I’ll let the Vocal Assistant reply,

Handpicked related articles and resources:

The PageRank Citation Ranking: Bringing Order to the Web

How AI Is Disrupting Content Marketing

5 Handy Tips on Google Assistant to Future Proof your SEO Strategy

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Gennaro Cuofano

Creator of FourWeekMBA.com | Head of Business Development at WordLift.io | International MBA

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