In 2025, search is no longer exclusive to text queries. In addition to users’ ability to conduct reverse-image searches, voice search is a highly popular format for finding information.
Why Voice Search is Growing
Whether they’re asking Siri, Alexa, Google, or Watson, users are engaging in conversation with their smart devices:
- 98 million people in the US own a smart home speaker
- 33.6% of US internet users between the ages of 16 and 64 rely on voice assistants every week
- 45% of Americans use voice search on their phones
There’s no denying the convenience: fielding queries through smart devices is akin to phoning a friend. The difference here is that the responses we receive from our devices reflects the websites that are best optimized for conversational queries.
So, how can businesses increase their chances of ranking in voice searches? It starts with understanding the nature of the question.
Voice Search: Anything but Traditional
When smart speakers first hit the market, users kept their requests relatively short and formal. Popular queries included “weather today” and “best pizza near me”
But that was almost 10 years ago. Today, smart devices are ubiquitous, and users have eschewed the formal in favor of the conversational. Users are asking increasingly complex questions, such as “What is the 10-day weather forecast for Japan?” and “Where can I find the best thin crust pizza near me?”
To capitalize on this popular search format, businesses must adapt their website content to conversational queries coming through voice search.
Tip #1: Focus on Long-Tail, Conversational Keywords
Compared with traditional search, voice search is conducted in a conversational format. Queries are often directed as a question and start with a “who,” “what,” “where,” “why,” “how,” or “when.”
Developing content that answers users’ queries starts with conducting keyword research around a specific topic. What are the associated long-tail keywords? Although these keywords have less search volume compared with shorter keywords, they have a higher, more specific intent.
Use tools like SEMRush and the “People Also Ask” feature on Google to identify the long-tail keywords to incorporate into your content.
Tip #2: Answer Questions Directly and Clearly
Voice search users are seeking quick, actionable answers. Content that directly answers key questions is more likely to be considered by the AI algorithms powering voice assistants.
One of the easiest ways to incorporate these answers into your content is by formatting your headlines as questions. For example, “How can I leverage SEO in my content strategy?” The section content should be a direct answer to the question; use concise and simple phrasing or break your answer down into bullet points or steps.
FAQ sections are another way to incorporate common questions into your content. This structure makes it easy for AI tools to find your answer when users ask a specific question.
Tip #3: Use Natural Language
Voice search users speak to their devices like they are speaking to another person. As a result, they expect an answer that sounds like a human response. Writing content that mimics the way people speak in everyday conversation can increase your chances of ranking in voice search results.
In addition to focusing on question-based content, you can further humanize your content by using second-person pronouns (“you” and “your”) and answering in a natural flow. Understanding user intent can also help when optimizing content.
Be as specific as possible when addressing common concerns. For example, rather than simply listing product features, frame them as a response to a user asking, “What makes this product the best choice for me?”
Tip #4: Optimize for Local Voice Searches
A large portion of voice searches involve local queries. Users are often seeking nearby solutions, whether they are locations, products, or services.
Tailor your content to these searches by:
- Including accurate business details, such as your company name, address, phone number, and hours of operation. These should be consistent across your website, Google Business Profile (GBP), and social media accounts.
- Incorporating location-specific keywords, such as your business’s city or area (or “near me”). This information should be added to headlines and meta descriptions to help AI bots and search engines understand the best audience for your offerings.
- Answering local questions in your content through localized FAQs. For instance, if you own a Cuban restaurant in Miami, one of your FAQs may be “Where can I find the best Cuban food in Miami?”
Tip #5: Improve Page Load Speed
Voice search users expect instant answers. AI-powered voice assistants are designed to deliver responses quickly; they prioritize websites that load fast and provide a seamless user experience.
By improving your site’s page load speed, you don’t just increase the chances of having your content featured in a voice search answer – it also improves your website’s overall SEO performance and conversion rates.
Use tools like Google PageSpeed Insights to analyze your website’s performance and address any issues impacting load times. You may find that your site is not properly optimized for mobile devices, or that image files are too large or improperly formatted.
By improving load times, you can ensure that your content is served to users quickly and efficiently, enhancing both your visibility and user satisfaction.
Tip #6: Use Structured Data and Schema Markup
Think of structured data as a set of instructions that enable search engines to understand what the information on your website means. For example, a restaurant website is likely to include information like the name, location, operating hours, and menu.
Schema markup refers to the way you implement structured data on your website. It relies on using standard formats that search engines understand, enhancing your visibility in search results. Implementing schema markup requires adding specific code to your HTML to label the key information within your structured data. By labeling, tagging, and marking up the data, you’re helping search engines make sense of your business. As a result, they are more likely to display your content across rich results such as maps, contact information, or customer reviews.
