Voice search optimisation for conversions via speech

Voice-driven search is no longer a future prospect. From “OK Google, where is the nearest pharmacy?” to “Alexa, what are the opening hours of café De Roos?”, voice search is becoming an increasingly important part of our digital routine. Especially local businesses and service providers can benefit from this.

The numbers speak for themselves. According to Think with Google, 27% of the global online population actively uses voice search on mobile devices, and this percentage grows year after year. For marketers, this represents a new opportunity to be found, but also a different approach to SEO strategies.

Why voice search is different from traditional searching

Longer and more conversational queries

Where people normally type “marketing agency Antwerp”, they say to their phone: “What is the best online marketing agency in Antwerp?” This shift from short keywords to complete sentences requires a different content approach.

“More than 50% of adults use voice search daily, and 20% of all mobile queries happen via voice.”

— Google Search Team

Strong focus on local results

Voice searches often have a local character. ComScore research shows that 58% of voice queries target local business information such as opening hours, addresses and contact details. This makes local SEO more crucial than ever.

Answers instead of links

With voice search the assistant usually reads out one answer. Your goal is therefore not just to appear in the top 10, but to be the specific answer that gets read aloud. This makes featured snippets and position zero crucial.

Practical strategies for voice search optimisation

1. Answer direct questions in your content

Structure your content around frequently asked questions that your target audience has. Start paragraphs with question sentences and give a clear, complete answer immediately below. This approach perfectly aligns with AI-driven content strategies.

Example:

• H2: How much does a Shopify webshop cost?
• Answer: A Shopify webshop costs between €29 and €299 per month, depending on your chosen plan and required functionalities.

2. Optimise for “near me” queries

Make sure your Google Business Profile is fully completed with:

• Correct NAP data (Name, Address, Phone number)
• Current opening hours
• Customer reviews
• Relevant categories and services

Also use local search terms in your content. Instead of just “SEO specialist” write “SEO specialist Antwerp” or “local SEO expertise in Belgium”. More tips can be found in our guide about local SEO in Belgium.

3. Implement structured data markup

Search engines understand your content better with schema.org markup. Three important types for voice search. More details about technical implementation can be found in our guide about structured data for Google visibility.

LocalBusiness Schema:

FAQ Schema for frequently asked questions HowTo Schema for step-by-step guides and instructions

4. Improve your site speed and mobile experience

Voice searches happen primarily on mobile devices. Google’s Core Web Vitals are essential:

• Load time under 3 seconds
• Mobile-first responsive design
• Clear navigation and touch-friendly buttons
• Readable fonts without zooming

Specific tips for e-commerce can be found in our guide about mobile optimisation for e-commerce.

“Voice search is fundamentally different from text search — people ask complete questions instead of typing keywords.”

— Purna Virji, Senior Manager Global Engagement at Microsoft

5. Use natural, conversational language

Write the way people talk, not the way they type. This means:

• Using contractions (we’re, you’ll, can’t)
• Informal tone where appropriate
• Short, clear sentences
• Avoid jargon and technical terms

This approach aligns with modern AI copywriting techniques and writing better prompts.

6. Focus on featured snippets

Featured snippets are voice search gold. To claim position zero:

• Answer specific questions in 40-60 words
• Use bullet points and numbered lists
• Optimise for “what is”, “how does”, “why” questions
• Structure content with clear headings

This forms an important part of modern SEO strategies and conversion optimisation.

Tools for voice search research and optimisation

Free tools:

• AnswerThePublic: discover questions around your core topics
• Google Search Console: analyse long-tail queries and impressions
• Google Trends: see the popularity of question-driven search terms
• AlsoAsked: visualises related questions people ask

Premium tools:

• SEMrush Position Tracking: monitor featured snippet opportunities
• Ahrefs Keywords Explorer: filter by question words and voice search intent
• BrightEdge: voice search analytics and competitive insights

“58% of consumers use voice search to find local business information such as opening hours and locations.”

— Mary Meeker, Digital Trends Analyst

For local businesses these optimisations are extra important, as described in our performance marketing guide.

Voice search success tips per industry

Local service providers (restaurants, hairdressers, garages)

• Emphasise opening hours and location
• Use “nearby”, “in the area” and city names
• Add menus, price lists and services
• Ensure recent Google reviews

E-commerce and retail

• Product-specific FAQs (“What is the best smartphone under €500?”)
• Comparison content (“iPhone vs Samsung”)
• Instruction content (“How does contactless payment work?”)
• Local stock and collection options

For Shopify-specific optimisation, see our guide about Shopify SEO.

B2B and consulting

• Industry-specific expertise (“What is marketing automation for lawyers?”)
• Process and methodology explanations
• Case studies with concrete results
• Team and company information

More about B2B strategies can be found in our LinkedIn marketing guide.

Measurable results and KPIs

Track these metrics to measure your voice search performance:

Organic traffic growth

Focus on long-tail traffic (4+ words) and conversational queries

Featured snippet wins

Monitor how many featured snippets you hold for target keywords

Local ranking positions

Track “near me” rankings in Google My Business Insights

Branded voice searches

Measure how often people ask for your business by voice

“Voice interfaces are fundamentally changing how we interact with technology — from typing to talking is a paradigm shift.”

— Sundar Pichai, CEO of Google

Common mistakes in voice search optimisation

1. Keyword stuffing in natural content Voice search requires natural language use, not forced keyword repetition.

2. Ignoring local SEO Many businesses forget to keep their Google Business Profile up to date.

3. Too technical answers Complex explanations do not work for quick voice responses.

4. No mobile testing Content that works well on desktop can be unreadable on mobile.

5. Implementing schema markup without testing Use Google’s Structured Data Testing Tool to validate your markup.

The future of voice search and AI

Voice search is evolving rapidly through improvements in Natural Language Processing (NLP) and machine learning. Google’s BERT and MUM updates are making search engines increasingly better at understanding context and intent. This fits perfectly into the broader trend of SEO towards GEO.

Emerging trends to keep an eye on:

• Multimodal search: combination of voice, visual and text
• Conversational commerce: purchases via voice assistants
• Hyperlocal targeting: search results within 100 metre precision
• Voice SEO tools: specialised analytics for voice performance

More about future marketing trends can be found in our AI marketing strategies guide.

“Structured data for FAQs increases your chance of being selected as a voice search answer by an average of 40%.”

— Glenn Gabe, President of G-Squared Interactive

Getting started with voice search optimisation

Start small and build systematically:

• Week 1-2: Audit your current content for voice search opportunities
• Week 3-4: Implement basic FAQ sections on important pages
• Week 5-6: Fully optimise your Google Business Profile
• Week 7-8: Add structured data to key pages
• Month 2: Create new content specifically for voice queries
• Month 3: Measure results and optimise further

Voice search is not a hype that will pass. It is a fundamental shift in how people search for and consume information. By starting with voice search optimisation now, you are building a competitive advantage that will still be valuable in a few years.

Ready to get started? See our SEO services or schedule a strategy call to develop your voice search strategy.