Voice search has been steadily transforming how people interact with search engines, and in 2025, it’s become more prominent than ever. Businesses therefore need to consider adapting their SEO strategy to ensure they’re not missing out on a growing share of search traffic.
In this blog, we’ll explore what voice search is, how voice search and SEO are connected, and what you need to do to optimise for voice search so your business stays visible in the moments that matter.
What is voice search?
Voice search refers to using spoken commands to search the internet rather than typing into a search engine. It’s commonly used via smartphones, smart speakers (like Amazon Echo or Google Nest), wearable devices, and in-car systems.
When someone says “What’s the nearest coffee shop open now?” or “How do I set up Google Analytics?”, they’re using voice search. It’s fast, hands-free, and more natural for users on the go.
Some key characteristics of voice search include:
- Conversational queries – people using full sentences or questions
- Intent-rich language – voice queries tend to be more specific
- Often local – many voice searches are location-based (e.g. “near me”)
- Long-tail keywords – phrases are typically longer and more natural than typed ones
Why does voice search and SEO matter?
More than ever, users expect quick, accurate, and helpful answers to their queries and voice search delivers that. According to a report conducted by GlobalWebIndex, 27% of the global online population use voice search on mobile.
Here’s why that matters for SEO:
- Search engines are prioritising voice-friendly content – pages that answer specific questions clearly and succinctly are more likely to be pulled into voice search results.
- Users are shifting behaviour – voice search is being used for everything from checking store opening times to making product comparisons or asking how-to questions.
- Zero-click searches are rising – as more answers are delivered via featured snippets, AI overviews, or voice assistants, businesses need to compete for visibility, even when users don’t visit a website.
Ignoring SEO and voice search could mean falling behind competitors who are already adapting their content and structure.
How does voice search differ from traditional search?
While many of the fundamentals of SEO still apply, there are a few key differences when it comes to voice search optimisation, including:
- Conversational tone – people are more likely to ask “How can I clean white trainers?” than type “clean white trainers tips”. That means your content needs to match this natural, question-based format.
- Local queries dominate – voice is commonly used for quick, on the go searches – “best pizza near me” or “pharmacy open now”. Google uses location data to prioritise businesses nearby, so local SEO becomes essential.
- Device and context awareness – search intent varies by device. Someone using voice search on a smart speaker at home may be looking for general knowledge or a recipe, while someone on mobile might want directions or quick product information, and your SEO strategy needs to reflect that.
7 voice search optimisation tips
Below are some of our top tips to begin optimising your website for voice search.
1. Create conversation content
As we’ve highlighted previously, voice search takes on a conversational tone, meaning you should use natural language in your blog posts, FAQs, and product pages. Be sure to answer common customer questions directly, as if you’re having a conversation. You could use tools like AnswerThePublic or Google’s People Also Ask section to find the right questions to target.
2. Optimise for AI overviews
A large portion of voice search answers now come from AI overviews, which is the box you normally see at the top of Google search results. You should structure your content with:
- Clear questions as headers (e.g. H2s/H3s)
- Concise, direct answers in paragraph, list, or table format
- Schema markup (e.g. FAQ or HowTo) to help Google understand the structure
3. Focus on local SEO
Because Google uses location data for related voice search results, you should ensure you claim and optimise your Google Business Profile and include accurate contact details, business hours, and local keywords on your site. Make sure your business shows up for “near me” queries too.
4. Improve page speed and mobile performance
Since most voice searches are mobile-driven, your site needs to be fast and responsive. You can use tools like Google PageSpeed Insights or GTmetrix to optimise your website’s page load times and improve user experience.
5. Use structured data markup
Schema.org markup helps search engines interpret the context of your content. Key types of schema markups to consider include:
- FAQ
- LocalBusiness
- Article
- Product
- HowTo
Adding structured data like the above boosts your chances of being featured in rich results, which are often used for voice replies.
6. Add an FAQ section
FAQs are a perfect format for voice search. They naturally use question-and-answer style content and give you the opportunity to target multiple long-tail voice search queries on a single page.
7. Think mobile-first
Responsive web design, fast-loading pages, and simplified navigation aren’t just best practice, they’re essential for voice-driven interactions that begin on mobile devices. If you’re thinking about refreshing your current web design, or starting from scratch, you must design your site mobile-first.
Key considerations to keep in mind
While voice search is the perfect opportunity to capture first-position answers and drive top-of-funnel visibility, it’s worth noting that it does have some challenges that are worth keeping in mind. For example:
- Lack of screen interaction – users may not click through to your site, even if your answer is served.
- Tracking performance – while there isn’t a clear attribute for voice-driven traffic, some analytical tools offer alternative metrics to track performance (e.g. AI overview mentions).
- Tone and clarity matter more – your content must be easy to understand when read aloud.
- High competition – only one answer is served by voice assistants in many cases, so the competition may be high for your niche.
Need help with voice search and SEO?
Voice search optimisation is becoming an essential part of future-ready SEO. It won’t completely replace traditional SEO, but it’s redefining how users interact with content. Whether someone is searching on a smartphone, smart speaker, or wearable device, your content needs to meet them with clear, relevant answers.
At Fifteen, we help businesses optimise their websites for every kind of user – typed or spoken. From voice-ready content to technical SEO and structured data, we can make sure your website is discoverable across all channels.
Don’t hesitate to get in touch with us and learn how we can future-proof your SEO strategy and help you show up in all the right places.
