Voice search is transforming the SEO landscape, driven by a large surge in usage. In the UK, 29.2% of internet users now use voice assistants weekly, and that number is rising. With nearly one in three people regularly engaging with voice technology, optimising for voice search is no longer optional- it’s essential. Depending on your type of business, this shift presents a valuable opportunity. By leveraging voice search insights along with some practical SEO strategies, you can boost your visibility, gain a competitive edge and attract more clients. If you’re looking to drive more traffic to your website (and grow your business in the process), this blog breaks down how to turn this evolving search behaviour to your advantage.
Critical Searches
Your prospective clients are typically looking for one of four things when they voice search:
- ‘I want to know” (informational queries)
- ‘I want to go’ (navigational queries)
- ‘I want to do’ (action-based queries)
- ‘I want to buy’ (transactional queries)
If your business offers products or services that align with any of these intents, now is the time to optimise for voice search.
Voice search is largely driven by convenience, especially in hands-free situations such as driving or multitasking. During these moments, users tend to ask quick, low-stakes questions. These might include checking the weather, playing music, or finding nearby restaurants or open shops. This illustrates that voice search is more commonly used for simple, on-the-go decisions rather than major purchases, where users are more likely to take time researching and comparing options.
Who Benefits From Voice Search Optimisation?
Businesses in industries like hospitality, retail, general healthcare and emergency services (e.g. plumbers or mechanics) are most likely to benefit from voice search optimisation.
These types of businesses meet immediate, convenience-driven, or time-sensitive needs- making them ideal for voice search. Customers are more likely to search for these services and act on the top recommendation right away. For instance, imagine a parent driving with their children, looking for a place to eat. Using a hands-free voice assistant, they search for nearby restaurants that offer kids’ meals. Eager to find a quick solution, they’re likely to choose the top result and head there without much further research.
In contrast, companies that provide high-value or complex services, such as home insurance or home renovations, may see less immediate impact. This is because users are less inclined to make large or costly decisions solely through research. However, this reflects the current search landscape. It is important to keep in mind that as user behaviour evolves, these trends may shift also. Therefore, it is crucial to stay informed. We recommend keeping a close eye on changes in search habits, emerging technologies and search engine algorithm updates.
Watch Your Language!
When we type something into Google, we often use a condensed form of language characterised by high information density, while being as short and efficient as possible. For example, we frequently omit function words such as the, is, are, and to, and use only the keywords.
Instead of typing in ‘what is the capital of Canada’, we might simply search ‘capital Canada’. Similarly, our search queries are typically built around content words (nouns, adjectives and verbs) rather than full grammatical sentences. For instance, we might search ‘pub garden near me’ instead of the more complete ‘where can I find a pub garden near me?’.
Natural Language In Search
This style of searching is efficient, but it’s not how we naturally speak. In contrast, when we interact with voice assistants, our language tends to become more conversational. Without realising, voice searches often look as if we’re speaking to another person.
We’re more likely to say something like ‘what’s the weather like today?’ or ‘what are some good restaurants in Exeter?’. Unlike typed searches, voice queries follow the natural rhythms and structures of spoken language. As a result, optimising for voice search requires a different approach. Content must reflect how people speak, not just how they type.
How To Optimise For Natural Language
Our natural speech patterns follow complete, grammatically correct sentences. Spoken queries typically express full thoughts with a clear sentence structure. We instinctively use question words (who, what, where, when, why and how) to frame our requests, making them more specific and context rich.
Utilising question phrases in your content increases the likelihood that your content will match the natural language of voice searches and align with semantic SEO. A well-organised FAQ section can be especially effective here. It can serve as a structured, accessible resource that search engines can easily identify and highlight in response to voice-based questions.
Additionally, using long-tail, conversational keywords could improve the chances of aligning with the kinds of questions users actually ask. Ultimately, content that is valuable, informative, and covers a topic in-depth is more likely to satisfy users’ need. Therefore, it should rank higher and be more likely to appear in voice search results.
Easy Reading
Current data shows that pages appearing in voice search results tend to be longer, with an average word count of 2,312 words. This indicates that Google has a preference for in-depth, long-form content. However, readability is just as important. Google favours content that is clear and easy to understand. To appease this, use simple language that voice assistants can pronounce accurately and users can comprehend effortlessly.
Since the typical voice search answer is only about 29 words and should take no longer than 30 seconds to read aloud, it’s crucial to keep your sentences concise and straightforward. Short, clear phrasing increases the likelihood that voice assistants can deliver the content effectively. Therefore, to optimise for voice search, it’s essential to balance detailed, informative content with high readability. You should ensure it is both comprehensive and deliverable within a brief spoken format.
Speaking Google’s Language
Approximately 40.7% of voice search results are sourced from featured snippets, highlighting their importance in voice search optimisation.
Many of Google’s rich snippets are drawn from pages that have schema markup. This illustrates how beneficial it is to include schema within your web pages. Schema helps Google better understand the structure and meaning of your content, increasing the likelihood that it will be selected for a featured snippet.
To further boost your chances, focus on providing clear, concise answers to commonly asked questions. Structuring your content with bullet points, numbered lists, or short, well-organised paragraphs can make it easier for Google to extract and display key information in featured snippets. This information is often the very content read aloud by voice assistants.
Speakable Schema
Furthermore, Google is currently developing Speakable Structured Data. This is a type of schema markup designed to identify sections of a webpage that are suited for audio playback via text-to-speech. While this feature is not yet supported in the UK, it has the potential to enhance visibility in voice search results in future. It signals to search engines which parts of the content are most appropriate to be read aloud. We recommend keeping a keen eye on Google updates and being ready to implement Speakable markup as soon as it becomes available in the UK.
Website Security
Google places strong emphasis on websites that use HTTPS encryption. This preference is even more pronounced in voice search results compared to traditional desktop searches. HTTPS-secured sites are seen as more trustworthy and provide a safer browsing experience. This aligns with Google’s attitude to user security.
Voice assistants aim to deliver the most reliable and secure information quickly, therefore websites with SSL certificates (HTTPS) are prioritised. As a result, having an HTTPS connection can positively influence your search rankings, particularly for voice search.
Website Speed
In addition to security, page speed is a critical factor. Fast-loading pages are more likely to rank in voice search results. This is thought to be because Google favours content that delivers content with minimal delays. Voice assistants need to gather, understand and deliver answers quickly – often within just a few seconds. This means the content must load and be readable almost instantly.
Optimising images, reducing unnecessary code, leveraging browser caching, and minimising server response times all contribute to faster load speeds. The average voice search result page loads in under five seconds – nearly twice as fast as the average web page. This highlights the need for performance-focused optimisation to improve visibility in voice-driven queries.
Building Trust
Google tends to favour websites with high domain ratings when ranking voice search results. According to Ahrefs, the average domain rating of pages that rank for voice search is 76.8. You’ll need a strong backlink profile if you want the best chance of appearing in voice search results.
Authoritative domains are more likely to appear in top results, while sites with lower domain authority may struggle to compete. Building high-quality backlinks is therefore essential for improving visibility in voice search.
NAP Data
Additionally, maintaining consistent NAP data (Name, Address and Phone Number) across your website, backlinks, and Google Business Profile is crucial. Consistent NAP information signals to Google that your business is legitimate and trustworthy. This further enhances your chances of ranking higher in local and voice search results.
Looking Ahead To The Future Of Voice Search
This blog has explored many important aspects of optimising for voice search – it might feel like a lot to absorb! To help summarise, here are the key takeaways to focus on when enhancing your content for voice search:
- Use natural, conversational language in your content, reflecting how people actually speak when using voice assistants. Incorporating long tail keywords and answering common questions can greatly improve your chances of being selected for voice search results.
- Prioritise readability. Keep sentences concise and easy to understand so they’re suitable for text-to-speech delivery. Content that’s simple, clear, and direct is more likely to be read aloud by voice assistants.
- Implement schema and aim to achieve rich results such as featured snippets. This helps search engines better understand your content and increases your visibility in both text and voice searches.
- Optimise for speed and security. Ensure your pages load quickly (ideally under 4 seconds) and are HTTPS-secured.
By implementing these strategies, you’ll be well-positioned to improve your voice search performance and remain competitive as voice technology continues to advance rapidly. Additionally, it’s essential to stay informed about Google’s ongoing updates, especially in this fast-moving era of AI and search innovation. New advancements and feature releases can significantly shift best practices, so staying up-to-date and adaptable is crucial. By doing so, you can ensure your content remains visible, relevant, and ready to meet the evolving demands of voice search users.
Written by Mollie Eldergill
