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Optimizing for position zero: The future of voice search by Ashwin Ramesh #471
Optimizing for position zero builds strong SEO foundations that push rankings to position one, even though most voice search queries lack direct business conversion value for most companies.
Key takeaways
- Schema markup is critical for position zero and featured snippets, yet most clients arriving at EWR Digital have never had it implemented.
- Comscore expects voice search to account for up to 50% of global search within the next year, making awareness essential.
- Most voice searches like weather and directions lack purchasing intent, so position zero has limited direct business value for many companies.
- All best practices needed to target position zero also support higher organic rankings generally, making the effort worthwhile regardless.
- Businesses that stop adapting to changes like voice search risk falling behind as the gap between digital adopters and non-adopters widens.
all the things and best practices that you need to do to get in position zero makes good
About this episode
Optimizing for position zero: The future of voice searchHow developed is the voice search opportunity, what specific strategies do brands need to apply? A look at the current state of affairs and the way ahead.
Questions this episode answers
What is position zero and why does it matter for SEO?
Position zero is the featured snippet at the top of Google search results. The hosts say it raises trust levels and conversion rates significantly. All the best practices required to reach it, such as schema markup and strong on-page SEO, also support higher organic rankings even if the featured snippet itself is not always attained.
Is voice search worth optimizing for as a business?
The hosts argue that most voice searches, such as weather and directions, lack purchasing intent, so position zero rarely delivers direct business value. However, understanding voice search trends matters because Comscore expects voice to account for up to 50% of global search soon, and ignoring the shift risks falling behind.
How does schema markup help with position zero and voice search?
Schema markup tells Google exactly what a page is about without requiring interpretation. The hosts say it is a key step toward featured snippets and that voice search assistants pull from structured data. Despite its importance, most clients who come to EWR Digital have never had schema implemented by previous SEO providers.
What SEO tactics does EWR Digital recommend for getting into the featured snippet?
The hosts recommend implementing schema markup, ensuring proper H1 tags, title tags, meta descriptions, and alt tags, and geotagging images. They emphasize that web designers often skip these SEO fundamentals, leaving sites unable to rank well, and that structured data is the layer most commonly missing when new clients arrive.
In their words
Comscore expects it to account for up to 50% of global search by next year. That's a major shift in consumer behavior in only a few short years.
Matt Bertram
schema is like, hey, Google, let me make sure you're not having to interpret anything on this page. Let me tell you exactly what this page is about, exactly what this section is about.
Host
it's really, really important to understand at least what's happening in the marketplace and understand how it's going to impact you and assess like threat assess. Is this an opportunity?
Matt Bertram
Terms defined in this episode
- Position Zero
- The featured snippet that appears at the very top of Google search results, above all ranked pages, considered a coveted spot that raises trust and conversion rates.
- Schema Markup
- Structured data added to a page that explicitly tells Google what the page and its sections are about, removing the need for Google to interpret the content on its own.
- Featured Snippet
- A selected search result displayed at the top of Google results in a special box, equivalent to position zero, often used by voice assistants to answer queries.
- Search Intent
- The underlying purpose behind a search query, such as finding information versus making a purchase, which determines how much business value a ranking can deliver.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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