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Imagine this: your customer simply asks a question on their smartphone and your company appears at the top of Google or Siri's answer. That's no longer future music. Voice search - alias voice search - has become part and parcel of the online landscape. More and more people are using their voice to quickly look up information, products or services. So for you as an SME, self-employed person or marketer, it is essential to make your SEO strategy adapt. In this article, we explain what voice search means, how it affects SEO and most importantly, how to prepare yourself today so that your business can be found smoothly even in the voice search era.
Voice search simply means that people use voice commands to search for information online. Think of asking questions to Google Assistant, Siri or Alexa. Especially on smartphones and smart speakers, this way of searching is rapidly gaining popularity. As SEO-expert (or as a business owner who wants to rank better online) you certainly shouldn't ignore this trend - the way people search is changing, and so is the way search engines display results.
In fact, research predicts that more than half of all searches will soon be voice-activated will be. This means: those who do not adapt to this trend now risk being less visible in the future.
Understanding how voice search works is basic. People search completely differently via voice than via typed searches. Here are the main differences:
Search engines try to understand as much as possible what a user means, especially with voice commands. Therefore, use a natural, smooth style - almost as you would explain it to a customer in your business. Work with complete sentences and short paragraphs. Answer questions your customers have, preferably in a simple and direct way.
Because voice search often consists of questions, so-called long-tail keywords (long, specific search terms) especially important. Work with synonyms and related terms that match what people would say in everyday life. Think about what concrete questions users ask that are relevant to your offer.
Search engines often get their voice-activated answers from so-called "featured snippets" or "position 0" in Google. These are the short answers at the top of search results. By using structured data (structured data, such as schema.org), you help search engines better understand your content and display it as a suitable (voice) answer.
Most voice searches are mobile and local. So make sure your website is mobile-friendly and that your Google Business Profile remains complete and up-to-date. Add local keywords, such as your city, region or district. Also use your address, opening hours and contact info on your site. This will increase your chances of appearing in local voice search results.
Write targeted content around your target audience's most frequently asked questions. For example, work with an FAQ block on product pages or service pages, but build it in as a regular text block and not just a drop-down menu. Phrases such as "How does...", "What is..." or "Where can I find..." are ideal. Give clear, concise answers - This is how you stand a chance of winning a featured snippet.
Voice searches are often performed on smartphones. A slow website means user abandonment and lower Google scores. Invest in fast hosting, optimised images and a mobile-friendly design. Also check your technical SEO: correct meta tags, clear url structures, and up-to-date SSL certificate.
Even in the age of voice search, linkbuilding important. A domain with reliable, relevant inbound links is more likely to be seen as credible by search engines. This increases your chances of appearing at the top as a response. Therefore, thoughtfully choose qualitative rather than quantitative links, especially within your industry or local context.
Test your website and content on smartphones, tablets, smart speakers and even smartwatches. Make sure important information is easy to read and find. If necessary, adapt call-to-actions for mobile use (such as clickable phone numbers or directions).
Whether you run an SME, are self-employed or work on your SEO every day as a marketer: Voice search and voice SEO are no longer a nice-to-have, but an absolute must. By tailoring your website and content more intelligently to how people search - and therefore speak - today, you put your business ahead. Focus on natural language, local findability, answers to real questions and technical excellence. This way, you will be fully prepared for the speech-driven search landscape and maximise your online visibility - now and for the future.
