“Hey Google, where’s the closest spot for amazing tacos?” “Alexa, what time does the hardware store open on 3rd Street?”
Sound familiar? That’s because voice search is no longer a “nice-to-have” in your marketing toolbox—it’s a critical shift that’s changing how local customers connect with businesses like yours. Here’s the catch: this isn’t just a shiny new tech trend. Voice search is a whole new behaviour that prioritizes convenience, speed, and hyper-specific answers. If your business isn’t speaking the language of voice search, you’re missing out on customers who are ready to buy. Let’s change that.
What Makes Voice Search Different?
Here’s the key difference: people don’t “search” when using voice—they ask. Think about how you use voice assistants like Siri or Alexa. Instead of typing “best Italian food Dallas,” you’re saying, “Where can I get great Italian food near me tonight?” See the difference? It’s conversational, specific, and immediate. And here’s where it gets wild: more than 70% of voice searches are local in intent. These aren’t hypothetical questions—they’re moments of decision-making. If your business can’t provide the answer fast, you’re out of the running.
The Opportunity for Local Businesses
Here’s why this matters for you: Voice assistants are picky. They don’t give users a list of 10 options—they pick one. If your business is optimized for voice search, you could be that one. But this means you need to meet the search engine’s criteria for relevance, authority, and speed. Let’s break down what this means practically.
How to Own Voice Search Results
The Conversational Shift
Most local businesses are still optimizing their content for keywords like “plumber NYC” or “coffee shop Denver.” That’s old-school. Voice search queries sound more like:
- “Who’s the best-rated plumber near me?”
- “What coffee shops are open late in Denver?”
Your content should reflect this shift. Start building content that answers real-world questions. Think FAQs, blog posts, and GBP updates written in plain, conversational language. Stop writing for search engines and start talking like a human.
Pro Tip: Use free tools like AnswerThePublic to find out exactly what questions people are asking in your industry. Then, answer them.
Your “Digital Front Door” (a.k.a. Google Business Profile)
If your GBP isn’t optimized, voice search won’t even know you exist. Here’s the litmus test:
- Are your business hours updated for the holidays?
- Have you added new photos recently?
- Are you posting weekly updates or promotions?
These tiny tweaks make a massive difference. GBP is often the first source voice assistants pull from when answering local queries. Keep it fresh, or you’re leaving money on the table.
Pro Insight: Don’t stop at the basics. Use GBP’s Q&A feature to add customer-focused questions like, “Do you offer gluten-free options?” or “What’s the best time to visit?” These answers are pure gold for voice search.
It’s Not Just About Speed—It’s About Fast Answers
Your website’s load speed matters (big time). But even more important? How quickly you answer your visitors’ questions. Think of voice search as a race to the finish line. If someone lands on your site and has to dig for your phone number or location, you’ve already lost.
To fix this:
- Use headings to call out key info like “Our Hours,” “Services We Offer,” or “Where to Find Us.”
- Add a “Near Me” section to your site with clear location details.
Voice assistants reward clarity. If your site provides a direct answer to a user’s question, you’re more likely to rank.
The Secret Weapon: Featured Snippets
You’ve seen them—the little box at the top of Google with a concise answer to your question. In voice search, this snippet is often the only answer users hear. How do you get featured?
- Write in short, easy-to-read paragraphs (40-60 words max).
- Use structured data (schema markup) to help Google identify your content as snippet-worthy.
- Answer specific questions directly and clearly.
Think of this like the digital billboard for your business—it’s worth the effort.
Why You Need to Think Mobile First
The vast majority of voice searches happen on mobile devices. If your website doesn’t load in under three seconds or isn’t easy to navigate on a phone, you’re invisible. Period.
Here’s how to fix it:
- Compress large images to speed up load times.
- Use responsive design so your site adapts perfectly to any screen size.
- Make your call-to-action buttons big, bold, and thumb-friendly.
Remember: mobile users aren’t casually browsing—they’re ready to act. Make it easy for them to take that next step.
The Bigger Picture
Voice search isn’t just about answering questions—it’s about positioning your business as the go-to authority in your local market. By adapting to this shift, you’re not just future-proofing your marketing—you’re building deeper trust with your customers.
It’s not rocket science. It’s about doing the simple things right: clear answers, optimized profiles, and websites that work for real people (not just algorithms).
Final Takeaway: Be the Business People Talk About
Voice search isn’t some far-off trend—it’s happening right now, and it’s growing fast. The businesses that adapt today will dominate tomorrow’s local markets. If you want to be the name people hear when they ask, “What’s the best option near me?” it’s time to step up.
So, what’s your move? Optimise for voice, make it easy to find you and start owning those answers. Your customers are asking—and now you know how to answer.
