How to Optimise Your Website for Voice Search in 2025

Think about the last time you searched for something online. Did you type it out, or did you just ask your phone? More people than ever are skipping the keyboard and using their voice instead. Whether it’s asking Siri for weather updates, Alexa to play music, or Google Assistant to find the nearest coffee shop, voice search has become part of everyday life.

And it’s not slowing down. In 2025, voice search is expected to be even bigger, with millions relying on it to get instant answers, find businesses, and even shop online. If your website isn’t optimised for this shift, you could be missing out on huge opportunities.

Here’s why voice search matters more than ever…

More than 1 in 4 people use voice search!

Smart speakers and voice assistants are in homes, cars, and even wearable devices.

The global smart speaker sector was valued at $6.4 billion in 2023 and is projected to reach $110 billion within the next decade, indicating rapid adoption in households and other environments.

People don’t search the same way they type. Instead of “best pizza London”, they ask, “Where can I get the best pizza near me?”. That change in behaviour means your website needs to be ready for the way people actually speak.

What is Voice Search?

Voice search is exactly what it sounds like; searching the internet using your voice instead of typing. Instead of manually entering a query, users simply speak into their devices, and a voice assistant provides results.

It’s quick, hands-free, and increasingly accurate. With the rise of AI-powered assistants, voice search has become a preferred way to find information, shop, and interact with technology, so you cannot overlook the importance of voice search optimisation.

Popular Voice Search Platforms

Several major platforms power voice search today, each with its own ecosystem. Some of the main platforms include…

• Google Assistant – Integrated into Android devices, Google Home, and other smart products, Google Assistant is a major player in voice search, directly pulling from Google’s search engine.
• Apple Siri – Built into iPhones, iPads, MacBooks, and HomePods, Siri helps Apple users perform searches, send texts, and control smart home devices.
• Amazon Alexa – Primarily used in Echo devices, Alexa handles searches, shopping requests, and home automation.
• Microsoft Cortana – Although its consumer use has declined, Cortana still plays a role in enterprise-level voice search and integrations.

How Do People Use Voice Search?

Voice search is used in everyday situations, making it essential for businesses to understand how customers interact with it.

Common use cases include:

• Local searches – “Where’s the best sushi restaurant near me?”
• Quick facts & information – “How many grams are in a pound?”
• Weather & traffic updates – “What’s the weather like tomorrow?”
• Shopping & product research – “What’s the best laptop for students?”
• Smart home commands – “Turn off the lights in the living room.”

Because voice search mimics natural conversation, people phrase queries differently than they would when typing. Instead of short keywords, they ask complete questions, often expecting immediate, concise answers.

This shift in search behaviour is why voice search SEO is more important than ever.

How Voice Search Works

Voice search might feel effortless to users, but behind the scenes, it relies on complex technology to interpret and deliver accurate results.

It combines speech recognition, natural language processing (NLP), and AI-driven search algorithms to understand spoken queries and find the most relevant answers.

The Process Behind Voice Search

1. Speech Recognition – The voice assistant records the user’s spoken query and converts it into text using automatic speech recognition (ASR) technology.
2. Natural Language Processing (NLP) – AI analyses the text, identifies intent, and breaks down keywords to understand the meaning behind the question.
3. Search Engine Processing – The assistant queries search engines or databases to find the best possible answer.
4. Response Delivery – The assistant either reads aloud a featured result (often a featured snippet) or provides options on-screen (for mobile and smart displays).

Since voice search is designed to be fast and hands-free, users usually receive a single, direct answer rather than scrolling through multiple search results like they would with a text search.

How Voice Search Differs from Text-Based Search

The biggest difference between voice and traditional text searches is how users phrase their queries.

Voice searches tend to be…

Conversational

People speak in full sentences rather than typing a few keywords. (“What are the best coffee shops near me?” vs. “best coffee shops London”). Conversational keywords are a must.

Question-Based

Users frequently start with words like who, what, where, when, why, and how.

Longer and More Detailed

Instead of short phrases, people naturally ask for specific information.

Additionally, voice searches often have a higher intent. Someone typing “train times” might just be browsing, but someone saying “When is the next train to Manchester?” likely wants an immediate, accurate answer.

For businesses, this shift means optimising content for natural language, answering direct questions, and prioritising concise, clear answers.

Benefits of Voice Search Optimisation

Optimising for voice search is about gaining a real advantage. Here’s why it matters:

• Higher search visibility – Voice assistants only read out one top result; optimising your site increases your chances of being the chosen answer.
• More website traffic – Voice search queries often have higher intent, meaning users are more likely to visit your site and take action.
• Stronger local presence – Many voice searches are location-based, helping businesses attract more foot traffic and local customers.
• Better user experience – Faster, mobile-friendly sites with clear answers and structured content improve engagement and reduce bounce rates.
• Increased sales & conversions – Voice commerce is growing, and businesses that optimise for voice search can capture more purchase-ready customers.
• Competitive advantage – Many businesses still ignore voice search. Getting ahead now means securing long-term visibility before competitors catch up.

Key Factors Affecting Voice Search SEO

Voice search is different from traditional search, and Google’s ranking rules aren’t the same when it comes to spoken queries. Since voice assistants usually read out a single answer, your goal isn’t just to rank; it’s to be the answer people hear.

Here’s what determines whether your site makes the cut…

1. People Use Conversational Language, Not Keywords

When people type, they keep things short:
“best running shoes UK”

When they speak, they phrase things naturally:
“What are the best running shoes for long-distance runners?”

Voice search is built around natural conversation, which means stuffing pages with short, generic keywords won’t work. Instead, you need to answer real questions the way people actually ask them.

A simple way to do this? Write as you talk. Think of the common questions customers ask and create content that responds in a clear, direct way.

2. Google Prefers Quick, Direct Answers

Most voice search results come from featured snippets – those short answer boxes at the top of search results. Google pulls from these because voice assistants need quick, precise responses.

To improve your chances of landing there:

• Keep answers short (Google favours responses under 30 words).
• Use structured Q&A sections where possible.
• Make it scannable – formatting matters as much as content.

Instead of long paragraphs, break things down into clear, bite-sized answers that match how voice assistants deliver results.

3. Local Searches Dominate Voice Queries

One of the biggest voice search triggers? Local intent. People ask their phones for recommendations on the go:

“Where’s the best sushi restaurant near me?”

“Is there a pharmacy open right now?”

To rank for these searches, your Google Business Profile needs to be flawless.

Make sure your address, opening hours, and phone number are accurate. It’s also important to have as many reviews as possible – the more positive ones, the better!

Your site should also mention local keywords naturally—don’t force them.

If you run a business that depends on local customers, voice search optimisation isn’t optional. It’s how people find you.

4. Slow Websites Lose in Voice Search

Most voice searches happen on mobile devices, and slow-loading pages won’t make the cut. If your site takes ages to load, Google isn’t going to choose it as the answer.

To keep things fast, optimise images so they don’t slow down load times.

Use a mobile-friendly design. Google prioritises sites that work well on all devices, so prioritise mobile optimisation!

Finally, reduce unnecessary scripts that can clog up speed.

A slow site sends visitors away before they even see your content.

5. Structured Data Helps Google Understand Your Content

Google doesn’t just read web pages; it scans for structured data (Schema markup) to understand what’s on a site. This is even more important for voice search, where clear categorisation helps assistants pull the right answer.

For voice-friendly results, adding Schema markup is a smart move. That includes:

• FAQ schema to help Google recognise and display question-and-answer content in search results.
• Local business schema to highlight key business details like address, contact info, and operating hours.
• How-to schema so that step-by-step guides and instructional content are more accessible for voice assistants.
• Speakable schema, which is specifically designed for voice search. It marks up content that can be read aloud by voice assistants.
• Event schema, which is useful for businesses hosting events, helping search engines display key details like dates, times, and locations in voice search results.

The clearer your site structure, the easier it is for Google to feature your content in voice results.

Future Trends in Voice Search Optimisation

Voice search is changing. AI is getting smarter, users are becoming more reliant on hands-free search, and businesses that don’t adapt will fall behind. So what’s next? Here’s where voice search is headed and how it’s going to impact websites, e-commerce, and local businesses.

AI Assistants Are Getting Smarter And More Human

A few years ago, voice assistants struggled to understand anything beyond simple commands. Now? They’re getting better at understanding context, intent, and follow-up questions.

Ask Google Assistant, “What’s the weather like today?” and it will give you the forecast. But follow up with, “What about tomorrow?” and it knows you’re still talking about the weather without needing a full sentence.

This is all thanks to machine learning and AI-driven improvements, which means businesses need to write content in a way that mirrors real conversations. Short, robotic keywords won’t cut it anymore. Instead, content needs to be structured in a way that naturally flows, answering questions the way a human would.

Voice Search Is Merging With Visual Search

Ever used Google Lens to search for something by taking a photo? Or scanned a barcode and asked your phone for details?

Voice search isn’t operating in isolation anymore; it’s blending with visual and text-based search.

Imagine this:

Someone points their phone at a pair of trainers and asks, “What brand is this?”

A shopper scans a product’s QR code and asks, “Is there a cheaper version of this online?”

A tourist takes a picture of a landmark and asks, “What’s the history behind this?”

For businesses, this means content needs to be optimised for multiple types of search, not just voice but also images, video, and text-based queries. It’s all connected.

People Are Shopping With Their Voice And Expecting It to Work

Voice commerce (or v-commerce) is on the rise. More people are asking Alexa or Google to add things to their shopping cart, compare prices, or track orders, and they expect it to be seamless.

What does this mean for businesses?

• Product descriptions need to be voice-friendly, using natural language rather than just stuffing in keywords.
• Checkout processes must be simple – if users can’t complete a purchase with voice commands, they might give up.
• Schema markup for products is essential, so search engines can pull the right details when someone asks about them.

If voice search can help people find and buy products faster, e-commerce sites that ignore this shift are going to lose out.

Hyperlocal Search Is Becoming More Specific

People aren’t just asking, “Where’s the best pizza near me?” anymore. They’re asking:

“Where can I get gluten-free pizza in Bristol?”

“Which London coffee shops serve oat milk?”

“Where’s the closest petrol station that’s open 24/7?”

Search engines prioritise highly relevant, detailed responses, which means businesses need to think beyond just city-based keywords and include specific offerings, menu items, services, and customer reviews in their content.

Voice Search Is Expanding Beyond Phones and Smart Speakers

Voice assistants aren’t just in phones and smart speakers any more; they’re in cars, TVs, fridges, and even bathroom mirrors.

A driver might ask their car’s voice assistant to find a nearby petrol station. Someone cooking might ask their smart fridge for a recipe. A person watching TV could order food through a voice command without touching a remote.

This means businesses need to think beyond traditional website SEO and optimise for smart devices, voice-driven apps, and in-car search results.

Voice Search Isn’t the Future; It’s the Present

The way people search online has changed. More users are speaking to their devices instead of typing, and businesses that fail to optimise for voice search risk losing visibility. Unlike traditional searches, voice search only delivers one primary result, meaning the competition is tougher than ever.

To stay ahead, businesses need to:

✔️ Use natural, conversational language that mirrors how people actually speak.
✔️ Optimise for featured snippets so search engines can pull quick, direct answers.
✔️ Strengthen local SEO to capture “near me” searches that drive real traffic.
✔️ Improve website speed and mobile usability to ensure users get fast, frictionless results.
✔️ Leverage Schema markup to help search engines understand and prioritise content.

Voice search is how people expect to find information. If your business doesn’t use voice search optimisation tactics, you’re handing opportunities to competitors who are.

At Appnova, we’re a leading digital agency that has already helped many businesses future-proof their SEO strategy for voice search, ensuring their websites stay visible, competitive, and accessible. From conversational keyword strategies to technical SEO enhancements, we’ll make sure your brand is optimised for how people search today and tomorrow!

Want to dominate voice search in 2025? Get in touch with Appnova, and let’s make it happen.