Generative Search and Voice Search: Same But Different
The digital search landscape is evolving rapidly, with technologies like generative AI and voice search significantly reshaping how we interpret and seek out information. Over 20% of global searches were voice-based in Q2 of 2024, and 75% of marketers believe that AI-powered search will positively impact blog visibility.
Brands simply can’t afford to ignore generative or voice search any longer. As businesses navigate this shifting search landscape, understanding the distinctions and synergies between these two search options is essential. But what exactly sets generative search apart from voice search, and how can marketers strategically leverage both to their advantage?
Types of Engines in Search Optimization
Before diving into the specifics, let’s take a bird’s-eye view of the search landscape.
Traditional Search
Traditional search relies on keyword-driven methods to match user queries with existing web content. Users type keywords or key phrases into search engines such as Google, Bing and Yahoo, which then scour the existing knowledge on the Internet for relevant content. Traditional search used to make up the entire market share of search, but it’s dropped pretty significantly recently; now, only 68% of online experiences start with traditional search.
Voice Search
Voice search enables users to verbally communicate their queries, typically via virtual assistants like Amazon’s Alexa, Apple’s Siri or Google Assistant. The tech has been in the mainstream since Google launched its Voice Search in 2010. According to PwC, 71% of users prefer voice search over its traditional alternative due to its speed and convenience, particularly for hands-free and mobile queries.
Generative Search
The new kid on the block, generative search employs artificial intelligence (AI), specifically large language models (LLMs), to parse through given and publicly available databases, such as the internet, to answer users' queries. Unlike the traditional method, generative AI (or “gen AI”) search requires none of the research process of old, meaning users no longer bounce from website to website to find the answer; rather, they have it delivered to them.
Generative Search vs. Voice Search
Now, to focus on what we’re here for: the relationship between generative and voice search. They’re rather different in some key areas, but they also work together really well from a marketer’s perspective.
How They’re Different
While both leverage advanced AI, their functions and user interactions significantly differ. Their main differences are in (a) where they get information for results and (b) how users interact with the engines.
Both generative search and search voice get their results from traditional search engines, but unlike voice, generative search can be taught to seek information from pre-fabricated databases. This opens up the possibilities for brands to build their own knowledge databases with generative engines. We already see this with AI-based customer service tools like website chatbots.
User interaction differs from one to the other as well. Generative search synthesizes numerous results in conversational formats—usually in text but sometimes in visual representations as well—whereas voice search regurgitatates available information in brief audio format. Voice search results, while spoken back to the user who spoke their search query aloud, may seem like the more conversational option, how human the results are depends on the source of the info. It’s also important to note that the delivery of gen search results can be modified by the user in creative ways. You can ask ChatGPT to answer your search query as if it’s a pirate, for example. (Try it!)
How They’re Similar
As you can see from the table, while they may appear different, the information both generative and voice search rely upon is actually from… traditional search engines! To have your brand show in generative and/or voice search, following the principles of traditional search engine optimization (SEO) is still a winning strategy.
The core tenets center around content that is useful, relevant, accessible and of high quality. Content that addresses user intent clearly and efficiently is typically rewarded with higher engagement and better performance metrics.
While built on the principles of SEO, both generative and voice search are distinct from traditional search in that users have a more conversational approach. In essence, users are treating Alexa and ChatGPT as people, entities to talk with, whereas traditional search has historically been seen as a manual tool you talk at.
While both search types reward content that is accurate and conversational, there are still steps brands can take to better optimize for both generative and voice search beyond the principles of SEO:
To rank higher in generative search and voice search, ensure answers are conversational yet to the point.
How to Rank With the Newest Search Types
Searching for the answer to search? Ready to harness the combined power of generative and voice searches (and also whatever other type of search that may be on the horizon)?
Elevate My Brand can create content strategies that excel in connecting you with the audiences that matter and move the needle. Learn more about our Discovery Phase to see the process we’ve perfected over 16 years and across 400+ brands.
Ateeq Rehman,
Account Manager