It’s not a search engine, the people at Siri were quick to tell Search Engine Land’s Greg Sterling, it’s a virtual personal assistant. With an iPhone app on the way and a number of intriguing possibilities in the works, Siri Assistant could nonetheless have an impact on search engine optimization (SEO).
Siri is a voice-controlled application that aims to remove much of the in-between aspect of search for the consumer, providing what Sterling calls more "actionable" options as a result of queries, rather than a simple set of links.
The examples given in a YouTube video linked by Search Engine Land indicate that Siri’s voice recognition capabilities are quite advanced. Sterling points out that Siri seems to have the ability to understand conversationally phrased questions, rather than a more abrupt, robotic manner of speaking.
Experts say that search engine optimization (SEO) as an industry cannot help but be affected by the increasing diversification and specialization in search engines, which have multiplied the potential target surfaces for SEO campaigns and created a demand for more detailed strategy.