The Rise of Voice Search: How It’s Changing Digital Marketing

Google Voice Search (also known as Search by Voice) is a Google product that allows users to search for queries by speaking instead of typing into Google Search. It uses natural language processing (NLP) and Speech recognition technology to interpret what you say and deliver the most relevant results in the same way as typing your query into Google Search.

 

The Voice Search feature is available for users to use through the Google website, Google app and Google Assistant on Android smartphones and Google Smart Speakers. Voice Search can make searching online easier for users. In some cases, Google Voice Search can read the results back to you, for a truly hands-free experience when searching online for products, services or information. 

The growing popularity of Voice Search and its impact on local business

Voice Search is on the rise & expected to grow exponentially

In recent years, voice search has revolutionised the way consumers interact with technology. The rise of voice assistants like Siri, Alexa, and Google Assistant is transforming how people search for information online, presenting both opportunities and challenges for local businesses. Studies show that over 40% of adults use voice search daily, and this trend is expected to grow exponentially.

Impact of Voice Search on Local Business

Voice Search can have a big impact for local businesses. It improves search rankings, drives traffic to websites and increases customer engagement. Voice search has a unique impact on local businesses because of its tendency to prioritise nearby, relevant results. These types of searches often include local intent, such as “near me” queries. By optimising for voice, local businesses can attract customers actively searching for nearby services.

Proximity

Voice searches are often location-based, which means businesses that optimise their online presence for local searches have a greater chance of being discovered by potential customers.

Increased Focus on Conversational Queries 

Voice searches tend to be more conversational, with a natural tone of voice compared to typical search behaviour. For example, a person might type “best pizza Perth” but say, “What’s the best pizza place in Perth?”.

Preference for Featured Snippets 

Voice search often pulls answers from featured snippets or the top search result. Securing these spots increases visibility and boosts credibility. Adapting to voice search is essential for businesses to stay relevant and competitive in today’s digital landscape.

Why businesses need to adapt to user behaviour (long term impact)

Reach more customers, stay relevant & competitive

Businesses should adapt to Google Voice search to improve search engine rankings, reach more customers online, and grow revenue. Adapting to voice search is essential for businesses to stay relevant and competitive in today’s digital landscape. Many people use voice search for quick queries, particularly when on the go. Being optimized ensures your business is discoverable in these moments.

The impact on SEO & Google Ads

Voice search can significantly impact SEO and Google Ads. Unlike traditional text-based searches, voice queries are conversational and often longer, reflecting a more natural communication style. This change requires a reassessment of SEO methods and keyword strategies for more conversational, questions-based phrases. Stay ahead in the evolving digital landscape by adapting your SEO & Google Ads strategy.

Voice Search is Not Just a Trend  

Voice search is not a trend. It’s a fundamental shift in how consumers find and engage with local businesses online. By embracing this technology and adjusting your marketing strategies, your business can thrive in this voice-first world. 

Voice searches now make up a significant portion of online queries, especially for mobile and smart home users, with devices like Amazon Alexa, Google Assistant, and Siri integrating into daily life.

Key features of Voice Search and user behaviour vs Google Search

The way Voice Search differs from traditional Google search is primarily how queries are inputted and processed by Google. Voice search behaviour leans toward convenience, conversational language, and quick, direct answers, while traditional Google search provides more detailed and exploratory search capabilities.

Input method and query structure 

With Voice Search, users speak their queries, often using natural language and conversational phrases. Whereas Google Search tends to be shorter, and more keyword focused. Voice Search queries are usually longer and more conversational. For example, “What’s the best Italian restaurant near me?

Search Intent and Search Results

Voice Search is often used for immediate, action-oriented tasks or quick answers, like asking for directions, weather, or definitions. The results for Voice are often immediate, action-oriented tasks or quick answers, like asking for directions, weather, or definitions. Google Search is used for more in-depth research or specific information retrieval, allowing users to refine their queries over time.

Device use 

The type of device comes into play with Voice Search behaviour. Voice Search is primarily used on mobile devices, smart speakers (e.g. Google Nest), and voice assistants (e.g. Google Assistant). Whereas Google Search is commonly accessed via desktops, laptops, and mobile devices with a keyboard.

Strategies for effective Voice Search Optimisation 

Voice search optimization (VSO) focuses on tailoring content and website elements to perform well in voice-based search queries.

Understand Voice Search Behaviour

Conversational Queries: Voice searches often mimic natural, conversational language. Focus on long-tail keywords and question phrases. Local Intent: Many voice searches involve local queries like “near me.” Optimize for local SEO.

Use Conversational Keywords

Target phrases that people are likely to say out loud. Incorporate question-based phrases like:

“How to” / ” What is” / “Best way to”. AnswerThePublic or Google’s People Also Ask are tools that can be used to identify common questions from online users.

Optimize for Featured Snippets

Focus on content that directly answers common questions in a clear, conversational tone, using long-tail keywords, structured data (like schema markup), and structuring your content with question-and-answer formats, like FAQs, to increase the likelihood of your page being selected as the featured snippet for voice search queries. Use clear, concise answers to questions in formats like:

• Bullet points
• Numbered lists
• Short paragraphs
• Focus on headings (H2, H3) that directly align with likely voice search queries.

Enhance Local SEO

Google Business Profile: Keep it up to date with accurate business information. Include local keywords in your website content, such as city names and phrases like “near me.” Gather positive customer reviews, as these influence local search rankings.

Prioritize Mobile Optimization

Ensure your website is mobile-friendly since most voice searches occur on mobile devices. Use responsive design and improve site speed, and test usability with tools like Google’s Mobile-Friendly Test.

Create FAQ Pages

Optimise FAQ content to increase the likelihood of your content appearing in voice search results. Build FAQ sections that answer common questions directly. Use conversational language, mimicking how people ask questions verbally, use location-specific longtail keywords, and structure your content to be easily digestible for users.  

Leverage Voice-Friendly Content Formats

Focus on scannable content with subheadings, lists, and concise paragraphs. Include actionable answers early in the content (preferably within the first 100 words).

Long-term impact of Voice Search on user behaviour

Impact on User Behaviour

Voice search will continue to encourage conversational, question-based queries from users (e.g. “What’s the best Italian restaurant nearby?”) as opposed to traditional keyword phrases. Voice Search users expect immediate, relevant answers.

Increased Multitasking and Voice Assistants

Voice search enables hands-free interactions, meaning users now rely on voice search while driving, cooking, or performing other tasks, increasing its integration into daily routines. This will continue to increase in popularity based on new devices technology. 

Conclusion: The future of Voice Search 

The rise of voice search behaviour is reshaping the digital marketing landscape and user expectations for searching online. To remain competitive, businesses must pivot their strategies toward conversational content, local optimization, and voice-friendly technologies.

 

As AI and voice assistants evolve, the emphasis on providing seamless, quick, and personalized user experiences will become central to long-term success. Get in touch with The Marketing Mix to discuss how we can help your business adapt to Voice Search and engage with more customers online.