Plenty of people search by talking. To their phone while they’re driving, to a smart speaker in the kitchen, to their car when the warning light comes on. “Find a takeaway open now.” “Call a locksmith near me.” “Where’s the nearest MOT centre?” Voice searches tend to be local and urgent, which makes them some of the most valuable searches a small business can win.
The good news is that you don’t need a special voice strategy. You need the basics of local SEO done well, plus a bit of thought about how people actually speak. Here’s how I approach it.
How are voice searches different from typed ones?
They’re longer and they sound like normal speech. Someone typing might put “emergency plumber Walton”. Someone speaking says “who’s an emergency plumber near me that’s open now?” They often include words like who, what, where and how, and they usually want an answer straight away rather than a list to browse.
They also tend to be more urgent. People rarely ask a smart speaker to research something for next year. They ask for help now. That’s why voice traffic, when you get it, turns into calls and visits so readily.
Where do voice assistants get their answers?
It depends on the device. Google Assistant and Android phones lean on Google’s map listings and search results. Siri on iPhones uses Apple Maps along with other sources, and some answers draw on Bing. Alexa uses a mix of its own partners and Bing too.
That’s one reason I tell clients not to ignore the smaller platforms. Claiming your Apple Business Connect listing and your Bing Places profile takes an hour and covers a lot of devices. I’ve explained the Bing side in does Bing still matter for SEO?
Why does your Google Business Profile matter so much?
Because for local voice searches on Android and Google devices, the answer usually comes straight from the map. If the assistant reads out one business, it’s normally the top result in the map pack. Your categories, your reviews, your opening hours and how close you are all feed into that.
A complete, active profile is the single most useful thing you can have for voice. If yours needs work, my Google Business Profile setup covers it, and how to get into the Google Maps top 3 explains what moves you up.
How do you answer the questions people speak?
Put real questions on your website and answer them in a sentence or two. “Do you do same day boiler repairs in Crosby?” “How much is an MOT?” “Are you open on Sundays?” Start each answer with a direct yes, no or figure, then add the detail. Voice assistants like short, clear answers they can read out without editing.
An FAQ section on each service page is the easiest way to do this. Every page on this site has one for exactly that reason. If your pages need rewriting to sound more like how customers talk, a content overhaul sorts it. Why content matters for SEO covers the thinking behind it.
Do opening hours and phone numbers really matter?
More than almost anything for voice. A huge share of spoken searches are about whether somewhere is open, or a request to call it. If your hours are wrong on Google, the assistant might tell someone you’re closed when you’re not. If your number is out of date, the call goes nowhere.
Check your hours on Google, Apple Maps and Bing every time they change, including bank holidays and Christmas. It’s dull, but I see businesses losing calls over this every single year.
Does website speed matter for voice search?
Yes. Voice searches happen on phones, often on mobile data, often on the move. If the assistant sends someone to your website and it takes ages to load, they’ll go back and pick someone else. Google also prefers fast pages when choosing what to show.
I’ve written about this in why a slow mobile site costs you customers and why your website must work on a phone. Fixing speed problems is part of my SEO fixes.
How do you win “near me” searches?
You don’t need to write “near me” anywhere on your site. Google works out where the person is and looks for businesses close by that match the service. What you need is to be clear about what you do and where you do it, with a strong map listing and plenty of good reviews. The rest is distance, and you can’t change that.
Where you can make a difference is the area around you. Pages for the towns you cover, such as Crosby or Maghull, help Google connect you with searches from those places. The benefits of local SEO goes into the wider picture.
Which businesses benefit most from voice search?
Anything urgent or on the go. Locksmiths, plumbers, electricians, garages and breakdown services get plenty of spoken searches from people with a problem right now. Takeaways, cafés, pubs and taxis get lots from people deciding where to go. Pharmacies, vets and opticians see a lot of “is it open” questions.
If you’re in one of those trades, have a look at my pages for locksmiths, MOT garages and restaurants. The full list is on the industries page.
Would a voice assistant pick you?
Fill in the form and I’ll check your Google profile, your hours and listings on the other platforms, and how your site performs on a phone. You’ll get a short list of what to fix first.
If you want me to crack on, it’s £125 a week, about £18 a day, on a 30 day rolling basis.
Free website check
Checked by me, not a tool.
Rather message? WhatsApp 07463 631121 or call 0151 402 0925.
Questions people ask me
Do I need a separate voice search strategy?
No. Good local SEO covers most of it. A few extra FAQ answers help.
Which voice assistant matters most?
Google’s, because it reaches the most phones. Siri and Alexa are worth covering too.
Should I list my business on Apple Maps?
Yes. Claim it through Apple Business Connect. It’s free.
Can I track voice searches?
Not separately. They show up as normal searches and calls.
Does my website need special code?
Schema markup helps, and it’s part of every site I look after.
How long should FAQ answers be?
One or two sentences, starting with the direct answer.
Does voice search work for B2B businesses?
Less so. It’s mainly people looking for local services on the go.
Can you set this up for me?
Yes. It’s part of my SEO campaigns.
Keep reading
Voice and AI search are close cousins, so AI SEO: what you need to know is a good next read. How to set up a Google Business Profile walks you through the listing that matters most, and on-page SEO basics covers the rest of your website.
Hi, I’m PeteBe the business they ask for
Email, call or WhatsApp me your business name. I’ll check how you show up on Google, Apple Maps and Bing, and what’s missing.
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