How Voice Search Affects SEO Strategy 2026

How Voice Search Affects SEO Strategy 2026

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Bright SEO Tools in SEO Dec 26 / 5 hours ago

How Voice Search Affects SEO Strategy 2026: The Complete Guide to Voice-Optimized Rankings

Voice search has fundamentally transformed how users interact with search engines, and by 2026, it's not just a trend—it's the new standard. With over 8 billion voice assistants in use globally and projections showing that 50% of all searches will be voice-based, understanding how voice search affects SEO strategy is no longer optional. It's essential for survival in the digital landscape.

This comprehensive guide reveals everything you need to know about optimizing your website for voice search in 2026, including actionable strategies, technical implementation, and future-proof techniques that will keep you ahead of the competition.

Understanding the Voice Search Revolution

Voice search technology has evolved dramatically since its inception. What started as a novelty feature on smartphones has become the primary search method for millions of users worldwide. Smart speakers like Amazon Alexa, Google Home, and Apple's Siri have made voice queries as natural as having a conversation.

The shift from typing to speaking has created a seismic change in search behavior. When users type, they use shorthand phrases like "best pizza NYC." When they speak, they ask complete questions: "What's the best pizza place near me that's open now?" This fundamental difference requires a complete rethinking of traditional SEO strategies.

The Technology Behind Voice Search

Voice search relies on Natural Language Processing (NLP) and machine learning algorithms that have become increasingly sophisticated. Google's BERT and MUM updates, along with advances in conversational AI, enable search engines to understand context, intent, and nuance in ways that were impossible just a few years ago.

These technologies analyze:

  • Semantic meaning beyond individual keywords
  • User intent based on query structure and context
  • Conversational patterns that reflect natural speech
  • Local signals that indicate geographic relevance
  • Entity relationships that connect related concepts

According to research from Backlinko, voice search results are typically faster-loading pages with an average load time of 4.6 seconds, compared to the average website load time of 8.8 seconds.

How Voice Search Differs from Traditional Search

Understanding the fundamental differences between voice and text search is crucial for developing an effective strategy. These distinctions impact everything from keyword research to content creation and technical SEO implementation.

Query Length and Structure

Voice searches are significantly longer than text searches. While typed queries average 2-3 words, voice queries typically contain 7-10 words or more. This means your content must accommodate longer, more conversational phrases.

Text Query Example: "weather Miami" Voice Query Example: "What's the weather going to be like in Miami this weekend?"

This shift requires targeting long-tail keywords and question-based phrases rather than focusing solely on short, generic terms. Your keyword strategy must evolve to capture these longer, more specific queries.

Question-Based Queries

Voice searches are predominantly question-based. Users ask "who," "what," "when," "where," "why," and "how" questions expecting direct, conversational answers. This means your content must be structured to answer specific questions clearly and concisely.

Creating a comprehensive FAQ section isn't just beneficial—it's essential. Each question and answer pair becomes an opportunity to rank for voice search queries. Use your online text editor to craft clear, natural-sounding answers that directly address common questions in your niche.

Local Intent

A staggering 58% of consumers use voice search to find local business information. Queries like "near me," "close by," and "nearby" dominate voice search, making local SEO optimization critical for businesses with physical locations.

Your domain hosting information and local business listings must be accurate and consistent across all platforms. Ensure your Google Business Profile is fully optimized with current hours, location, services, and customer reviews.

Featured Snippet Dominance

Voice assistants predominantly read from featured snippets (Position Zero) when answering queries. In fact, approximately 40.7% of voice search answers come from featured snippets. This makes optimizing for featured snippets a top priority in your voice search strategy.

To win featured snippets, structure your content with:

  • Clear, concise answers in 40-60 words
  • Proper heading hierarchy (H2, H3 tags)
  • Bullet points and numbered lists
  • Tables for comparison data
  • High-quality, relevant images with descriptive alt text

Optimizing Content for Voice Search in 2026

Creating content that ranks for voice search requires a strategic approach that balances natural language with SEO best practices. Here's how to craft content that voice assistants love to quote.

Write in a Conversational Tone

Your content must mirror how people actually speak. This doesn't mean abandoning professionalism—it means making your writing more accessible and natural. Read your content aloud. If it sounds stilted or unnatural, rewrite it.

Use contractions, shorter sentences, and active voice. Replace jargon with plain language whenever possible. Think of your content as one side of a conversation with your audience.

Implement Schema Markup

Schema markup is the language search engines use to understand your content better. For voice search, implementing structured data is non-negotiable. It helps search engines identify the most relevant information to pull for voice results.

Key schema types for voice search include:

  • FAQ Schema - Marks up question and answer pairs
  • How-To Schema - Highlights step-by-step instructions
  • Local Business Schema - Provides location and contact information
  • Article Schema - Identifies key article elements
  • Product Schema - Details product specifications and pricing

Use Google's Structured Data Testing Tool to validate your schema implementation. You can also leverage your XML sitemap generator to ensure all your structured pages are properly indexed.

Target Question Keywords

Identify the questions your audience is asking. Use tools like Answer the Public, Google's "People Also Ask" boxes, and your own customer service data to compile a comprehensive list of questions.

Organize these questions by:

  • Search intent (informational, navigational, transactional)
  • Customer journey stage (awareness, consideration, decision)
  • Topic clusters (related concepts and subtopics)
  • Priority (search volume and business value)

Create dedicated content that answers each question thoroughly. Your keyword research tool can help identify high-value question-based keywords in your niche.

Create Comprehensive FAQ Pages

FAQ pages are voice search goldmines. Structure them with each question as an H2 or H3 heading, followed by a clear, concise answer. Keep answers between 40-60 words for optimal featured snippet length.

Don't just create a single FAQ page—integrate FAQs throughout your site. Product pages, service pages, and blog posts should all include relevant questions and answers. This distributed approach maximizes your chances of appearing in voice search results.

Optimize for Natural Language

Voice search queries use natural language patterns that differ from typed searches. People speak in complete sentences, use personal pronouns, and include context that they'd leave out when typing.

Instead of optimizing for: "best Italian restaurant Chicago" Optimize for: "What's the best Italian restaurant in Chicago for a romantic dinner?"

Use your paraphrasing tool to create variations of your target phrases that sound natural when spoken aloud.

Focus on Long-Tail Keywords

Long-tail keywords are the backbone of voice search optimization. These longer, more specific phrases have lower search volume but higher intent and less competition. They also mirror how people speak naturally.

A well-optimized voice search strategy targets hundreds or thousands of long-tail variations rather than a handful of broad keywords. Use your related keywords finder to discover long-tail opportunities in your niche.

Technical SEO for Voice Search

Technical optimization ensures that when search engines decide to feature your content in voice results, your site delivers a flawless user experience. Voice search puts even more emphasis on technical excellence because users expect instant, accurate responses.

Mobile Optimization is Mandatory

Since 27% of the global online population uses voice search on mobile, having a mobile-friendly website isn't optional. Your site must be responsive, fast, and easy to navigate on smaller screens.

Use the mobile friendly test tool to identify and fix mobile usability issues. Check your site across multiple devices and screen sizes to ensure consistent performance.

Page Speed is Critical

Voice search results load significantly faster than average web pages. If your site is slow, you won't rank for voice queries—period. According to Google's research, 53% of mobile users abandon sites that take longer than 3 seconds to load.

Implement these speed optimization techniques:

Test your page load speed regularly and address issues immediately. Every second of delay costs you potential rankings and conversions.

Secure Your Site with HTTPS

Security is a ranking factor, and voice search prioritizes secure websites. Ensure your site uses HTTPS encryption. Use an SSL checker to verify your certificate is properly installed and configured.

Implement Breadcrumb Navigation

Breadcrumbs help search engines understand your site structure and the relationships between pages. They also improve user experience by showing visitors where they are on your site and providing easy navigation back to previous pages.

Create an XML Sitemap

An XML sitemap helps search engines discover and index all your important pages. Generate one using the XML sitemap generator and submit it through Google Search Console.

Optimize Your Robots.txt File

Your robots.txt file tells search engines which pages to crawl and which to ignore. Use proper robots.txt optimization to ensure voice search bots can access your most important content while excluding duplicate or low-value pages.

Local SEO and Voice Search

Local businesses must prioritize voice search optimization because local queries dominate voice search usage. When someone asks their voice assistant for recommendations, they're typically looking for nearby solutions.

Optimize Google Business Profile

Your Google Business Profile (formerly Google My Business) is crucial for local voice search visibility. Complete every section:

  • Accurate business name, address, and phone number (NAP)
  • Detailed business description with relevant keywords
  • Correct business category and attributes
  • Current hours of operation
  • High-quality photos of your business, products, and services
  • Regular posts about promotions, events, and updates
  • Prompt responses to customer reviews

Maintain NAP Consistency

Your Name, Address, and Phone number must be identical across all online platforms. Inconsistent information confuses search engines and can harm your local rankings. Check your domain hosting checker and ensure your contact information matches everywhere.

Collect and Respond to Reviews

Reviews are critical for local voice search rankings. Encourage satisfied customers to leave reviews on Google, Yelp, and industry-specific platforms. Respond to all reviews—both positive and negative—professionally and promptly.

Create Location-Specific Content

If you serve multiple locations, create dedicated pages for each area. Include local landmarks, neighborhood names, and region-specific information that helps search engines understand your geographic relevance.

Build Local Citations

Citations are mentions of your business name, address, and phone number on other websites. Focus on quality directories, local business associations, and industry-specific platforms. Ensure all citations use consistent NAP information.

Voice Search and Content Strategy

Developing a content strategy specifically for voice search requires understanding user intent at a deeper level and creating content that serves multiple stages of the customer journey.

Create Pillar Pages and Topic Clusters

Organize your content using a pillar page and topic cluster model. A pillar page covers a broad topic comprehensively, while cluster content dives deep into specific subtopics and links back to the pillar.

This structure helps search engines understand your topical authority and the relationships between your content pieces. It also provides comprehensive coverage that can answer multiple related voice queries.

Develop How-To Content

How-to queries are extremely common in voice search. Create detailed, step-by-step guides that walk users through processes relevant to your business. Use numbered lists, clear instructions, and include troubleshooting tips.

Answer Comparison Questions

"X vs Y" queries are popular voice searches. Create comparison content that objectively analyzes options, highlighting pros and cons, pricing differences, and use case scenarios. Structure this content with clear headings and concise comparisons.

Build Resource Centers

Comprehensive resource centers that cover a topic exhaustively become voice search goldmines. These pages can rank for dozens or hundreds of related queries because they provide authoritative, in-depth information.

Update Content Regularly

Voice search favors fresh, current information. Regularly update your existing content with new data, examples, and insights. Add publication and update dates to show search engines that your content is current.

Measuring Voice Search Performance

Tracking voice search success requires looking beyond traditional SEO metrics. While exact voice search data isn't available in most analytics platforms, you can infer performance through several indicators.

Monitor Featured Snippet Rankings

Since voice assistants primarily pull from featured snippets, tracking your featured snippet rankings indicates voice search potential. Use the SERP checker to monitor which keywords trigger featured snippets and whether you're winning them.

Track Long-Tail Keyword Performance

Increased traffic from long-tail, question-based keywords suggests voice search success. Filter your analytics to identify queries with 5+ words and analyze which ones are driving traffic and conversions.

Analyze Search Query Data

Google Search Console provides insights into the queries driving traffic to your site. Look for patterns in question-based queries, natural language phrases, and local-intent searches.

Monitor Mobile Traffic

Since most voice searches happen on mobile devices, increasing mobile traffic can indicate improved voice search visibility. Compare mobile versus desktop traffic trends and conversion rates.

Track Local Search Performance

For businesses with physical locations, monitor local search metrics including "near me" queries, map pack appearances, and calls or direction requests from search results.

Common Voice Search Optimization Mistakes

Avoid these critical errors that can tank your voice search rankings and waste your optimization efforts.

Ignoring Mobile Experience

Optimizing for desktop only while neglecting mobile is a fatal mistake. Voice search is predominantly mobile, so mobile optimization must be your priority. Test everything on actual mobile devices, not just desktop browsers with simulated mobile views.

Keyword Stuffing

Natural language is crucial for voice search. Forcing awkward, keyword-stuffed phrases into your content will hurt rather than help. Write for humans first, search engines second. Your SEO score will improve when you prioritize readability.

Neglecting Local SEO

If you have any physical presence or serve specific geographic areas, ignoring local SEO is leaving money on the table. Voice search heavily favors local results for commercial queries.

Slow Page Speed

No amount of content optimization can overcome slow page speed. Voice search users expect instant results. If your site is slow, you won't rank. Use site speed optimization techniques to deliver lightning-fast experiences.

Missing Schema Markup

Skipping structured data means search engines have to guess at your content's meaning. Don't make them guess. Implement proper schema markup to explicitly tell search engines what your content is about.

Generic Content

Thin, generic content won't cut it for voice search. Users ask specific questions expecting specific answers. Your content must provide depth, expertise, and unique value.

Advanced Voice Search Strategies for 2026

Take your voice search optimization to the next level with these advanced tactics that separate market leaders from everyone else.

Optimize for Voice Shopping

Voice commerce is exploding, with projections showing it will reach $40 billion in the US by 2026. Optimize product pages with conversational descriptions, detailed specifications, and FAQ sections addressing common buying questions.

Implement product schema markup with accurate pricing, availability, and review data. Make the purchasing process as streamlined as possible for voice-initiated transactions.

Create Voice Search-Friendly Videos

Video content increasingly appears in voice search results, especially for how-to queries. Create videos that answer common questions and optimize them with:

  • Descriptive, keyword-rich titles
  • Detailed video descriptions
  • Accurate transcripts
  • Strategic chapter markers
  • Relevant tags and categories

Leverage Podcast Content

Podcasts are becoming searchable, and voice assistants increasingly recommend relevant podcast episodes. Create podcast content that addresses your audience's questions and optimize episode titles and descriptions for voice search discovery.

Implement Multilingual Voice Search Optimization

Voice search is global, and voice assistants support dozens of languages. If you serve international markets, create localized content optimized for voice search in each language. Don't rely on automatic translation—hire native speakers to create natural, culturally appropriate content.

Develop Voice Apps and Skills

Create branded voice applications (Alexa Skills, Google Actions) that provide value to your audience. These apps can establish your brand as a go-to resource within voice ecosystems and drive direct engagement.

The Future of Voice Search

Understanding where voice search is heading helps you prepare for the next wave of changes and maintain your competitive advantage.

Increased Personalization

Voice assistants will deliver increasingly personalized results based on user history, preferences, location, and context. Your content must serve diverse audience segments with specific, relevant information.

Multimodal Search

The future isn't voice-only—it's multimodal, combining voice, visual, and text inputs. Optimize for scenarios where users speak queries while viewing screens, enabling richer, more interactive search experiences.

Improved Natural Language Understanding

As NLP technology advances, voice assistants will better understand context, handle follow-up questions, and maintain coherent multi-turn conversations. Your content strategy must account for these more sophisticated interactions.

Integration with IoT Devices

Voice search is expanding beyond smartphones and smart speakers to cars, appliances, wearables, and more. Consider how users might discover your content through these diverse touchpoints.

Enhanced Local Discovery

Hyperlocal voice search will become even more prevalent, with assistants recommending businesses based on real-time factors like current location, time of day, and personal preferences.

Implementing Your Voice Search Strategy

Ready to optimize for voice search? Follow this step-by-step implementation roadmap:

Phase 1: Audit Your Current State (Weeks 1-2)

  1. Conduct a comprehensive SEO audit to identify strengths and weaknesses
  2. Analyze your current keyword rankings and traffic patterns
  3. Check your mobile friendliness and page speed scores
  4. Review your existing content for voice search readiness
  5. Assess your local SEO setup and consistency

Phase 2: Technical Foundation (Weeks 3-4)

  1. Improve page load speed to under 3 seconds
  2. Implement or enhance mobile responsiveness
  3. Add comprehensive schema markup to key pages
  4. Secure your site with HTTPS if not already done
  5. Optimize your robots.txt file and crawl budget

Phase 3: Content Optimization (Weeks 5-8)

  1. Identify high-priority voice search keywords and questions
  2. Create or optimize FAQ pages for key topics
  3. Rewrite existing content in a conversational tone
  4. Add question-and-answer sections throughout your site
  5. Develop comprehensive guides that answer related questions

Phase 4: Local SEO Enhancement (Weeks 9-10)

  1. Claim and optimize your Google Business Profile
  2. Build citations on quality local directories
  3. Implement location-specific content and landing pages
  4. Collect and respond to customer reviews
  5. Ensure NAP consistency across all platforms

Phase 5: Ongoing Optimization (Continuous)

  1. Monitor performance using the metrics outlined above
  2. Regularly update content with fresh information
  3. Expand FAQ sections based on new questions
  4. Test and refine your voice search strategy
  5. Stay current with SEO trends and algorithm updates

Tools and Resources for Voice Search Success

Leverage these tools to streamline your voice search optimization efforts:

Keyword Research Tools

Technical SEO Tools

Content Creation Tools

Analysis Tools

Case Studies: Voice Search Success Stories

Case Study 1: Local Restaurant Chain

A regional restaurant chain implemented voice search optimization focusing on "near me" queries and menu-related questions. They created location-specific pages, optimized their Google Business Profiles, and added comprehensive FAQs about menu items, allergens, and hours.

Results:

  • 156% increase in "near me" search visibility
  • 89% growth in phone calls from voice search
  • 43% increase in foot traffic attributed to voice searches

Case Study 2: E-commerce Store

An online retailer selling kitchen appliances optimized product pages for voice shopping queries, implemented detailed schema markup, and created extensive how-to content addressing common cooking questions.

Results:

  • 92% increase in organic traffic from question-based queries
  • 67% growth in featured snippet rankings
  • 34% increase in conversion rate from voice-initiated searches

Case Study 3: Healthcare Provider

A healthcare network created comprehensive resource centers answering health-related questions, implemented local SEO best practices across multiple locations, and optimized for appointment booking queries.

Results:

  • 214% increase in visibility for health question queries
  • 78% growth in appointment bookings from organic search
  • 45% reduction in call center volume as users found answers online

Frequently Asked Questions About Voice Search SEO

1. What is voice search optimization?

Voice search optimization is the process of optimizing your website and content to appear in voice search results when users ask questions using voice assistants like Siri, Alexa, Google Assistant, or Cortana. It involves using conversational language, targeting question-based keywords, improving technical performance, and implementing structured data to help search engines understand and feature your content.

2. How is voice search different from traditional SEO?

Voice search differs from traditional SEO in several key ways: queries are longer and more conversational, they're predominantly question-based, they often have local intent, and voice assistants typically provide just one answer (usually from featured snippets) rather than a list of results. This requires optimizing for natural language, long-tail keywords, and featured snippet positions.

3. Why is page speed so important for voice search?

Voice search results load significantly faster than average websites—typically under 5 seconds. Users expect instant answers when using voice search, and slow-loading pages won't rank. Search engines prioritize fast sites for voice results because they provide better user experiences and match user expectations for quick, spoken responses.

4. How do I optimize for "near me" voice searches?

Optimize for "near me" searches by claiming and fully optimizing your Google Business Profile, ensuring NAP (Name, Address, Phone) consistency across all online platforms, collecting positive reviews, creating location-specific content, implementing local business schema markup, and building quality local citations on relevant directories.

5. What is featured snippet optimization?

Featured snippet optimization involves structuring your content to appear in "Position Zero"—the highlighted answer box at the top of search results. Since voice assistants predominantly read from featured snippets, winning these positions dramatically increases your voice search visibility. Optimize by answering questions concisely in 40-60 words, using proper heading hierarchy, and implementing structured data.

6. Do I need separate content for voice search?

You don't necessarily need separate content, but you should optimize existing content for voice search by making it more conversational, adding FAQ sections, targeting question-based keywords, and ensuring it answers specific questions clearly. The key is adapting your content strategy rather than creating an entirely separate content library.

7. How do schema markups help voice search?

Schema markup (structured data) helps search engines understand your content's meaning and context, making it easier to match with relevant voice queries. FAQ schema, How-To schema, Local Business schema, and other structured data types help voice assistants quickly identify and extract the right information to answer user questions.

8. What are the best keywords for voice search?

The best voice search keywords are long-tail, question-based phrases that mirror natural speech patterns. Focus on who, what, when, where, why, and how questions related to your business. Examples include "What's the best way to..." "How do I..." "Where can I find..." and "Why does..." These conversational phrases match how people actually speak to voice assistants.

9. How can small businesses compete in voice search?

Small businesses can compete effectively by focusing on local SEO, creating highly specific content that answers niche questions, optimizing for long-tail keywords with less competition, building a strong Google Business Profile, collecting customer reviews, and ensuring their website is fast and mobile-friendly. Local dominance often matters more than competing nationally.

10. Is voice search more important for mobile SEO?

Yes, voice search is predominantly mobile, with 27% of global online users using voice search on mobile devices. Mobile optimization is essential for voice search success because most voice queries happen on smartphones. Your site must be responsive, fast-loading, and easy to navigate on mobile devices to capture voice search traffic.

11. How do I track voice search performance?

Track voice search performance by monitoring featured snippet rankings, analyzing long-tail and question-based keyword traffic, tracking mobile search traffic trends, observing increases in local search queries, and monitoring metrics like "near me" search appearances and voice-assisted calls or directions requests through analytics platforms.

12. What role does artificial intelligence play in voice search?

AI powers voice search through Natural Language Processing (NLP) and machine learning algorithms that understand context, intent, and conversational nuances. Google's BERT, MUM, and other AI systems help voice assistants interpret complex queries, recognize entity relationships, and deliver relevant answers even when questions are ambiguous or incomplete.

13. Should I optimize for multiple voice assistants?

Yes, optimize for all major voice assistants (Google Assistant, Siri, Alexa, Cortana) because each has significant market share and users. The good news is that optimization principles are largely universal—conversational content, structured data, mobile-friendliness, and page speed benefit all voice search platforms.

14. How long does it take to see voice search results?

Voice search optimization typically shows results within 3-6 months, though some improvements (like featured snippet wins) can happen faster. Technical optimizations like improving page speed may show immediate benefits, while content-based strategies require time for search engines to re-crawl and re-evaluate your pages.

15. What is conversational commerce in voice search?

Conversational commerce refers to voice-enabled shopping experiences where users search for products, compare options, and make purchases using voice commands. Optimizing for conversational commerce involves implementing product schema, creating detailed product descriptions in natural language, streamlining the checkout process, and integrating with voice shopping platforms.

16. How does voice search affect content length?

Voice search favors comprehensive content that thoroughly answers questions, but individual answer snippets should be concise (40-60 words). Create long-form content organized with clear sections that each answer specific questions. This allows search engines to extract relevant portions for voice responses while maintaining overall content depth.

17. Can voice search help my local business?

Absolutely. Voice search is particularly valuable for local businesses because 58% of consumers use voice search for local information. Optimizing for local voice search can dramatically increase foot traffic, phone calls, and customer inquiries from people searching for nearby solutions.

18. What are the most common voice search queries?

The most common voice search queries include local information requests ("near me" searches), quick facts and definitions, how-to instructions, weather and traffic updates, business hours and contact information, product availability and pricing, directions and navigation, and entertainment recommendations.

19. How do I create voice-friendly content?

Create voice-friendly content by writing in a conversational tone, using shorter sentences and natural language, structuring content as questions and answers, targeting long-tail keywords, implementing proper heading hierarchy, adding FAQ sections, including local references when relevant, and ensuring content is scannable with clear sections.

20. What's the future of voice search SEO?

The future of voice search includes increased personalization based on user history and preferences, multimodal search combining voice with visual elements, improved understanding of context and intent through advanced AI, integration with IoT devices beyond phones and speakers, and enhanced local discovery with real-time recommendations based on current circumstances.

Voice Search is the Present and Future

Voice search isn't a future trend to watch—it's a current reality that's reshaping SEO fundamentals. By 2026, businesses that haven't optimized for voice search will find themselves increasingly invisible to a massive segment of searchers who prefer speaking over typing.

The strategies outlined in this guide provide a comprehensive roadmap for voice search success. Start with the technical foundation, create conversational content that answers real questions, optimize for local discovery, and continuously refine your approach based on performance data.

Remember that voice search optimization isn't separate from your overall SEO strategy—it's an essential component that makes your SEO more effective across all search types. Many voice search best practices (mobile optimization, page speed, user experience, quality content) benefit your traditional search rankings as well.

The businesses that thrive in 2026 and beyond will be those that embrace voice search as a primary channel, continuously adapt to evolving technology, and prioritize delivering genuine value through every voice interaction. Start implementing these strategies today, and you'll position yourself at the forefront of the voice search revolution.

For more insights on staying ahead in SEO, explore our comprehensive guide on SEO trends dominating this year and learn how to measure your SEO success effectively.

Want to check how voice-search-ready your website is? Use our Website SEO Score Checker to get a comprehensive analysis and actionable recommendations for improving your voice search performance.

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