The way we search for information is changing. With the rise of voice assistants like Siri, Alexa, and Google Assistant, voice search is quickly becoming a dominant force in how people interact with the internet. By 2025, it’s predicted that over 50% of all searches will be voice-based. That’s an insane statistics – but if you spend time with anyone in the Gen Alpha cohort you won’t be surprised this is true.
Our 11 year old doesn’t necessarily use voice as often as our 8 year old, but our younger almost exclusively uses voice to search, to check homework, to ask questions, to explore curiosities whenever it strikes him. This isn’t only exclusive to one device – it’s any and all that he uses this for.
For marketers, we need to see this shift as the way that things are going, just period. We won’t go backwards here – plus we are in the age of Aquarius so now we must meet the demands of consumers who are shifting the way that marketers think and act based on how they operate. And honestly it’s a welcome to us….. there needs to be a final shedding of this resistance to AI and technology that isn’t going away (this feels like another blog post in the future……)
If your marketing strategy isn’t optimized for voice search and conversational content, you’re missing out on connecting with your audience where they’re already engaged and how they’re expecting to find information. Let’s dive into why voice search matters and how you can incorporate it into your campaigns.
So what is voice search and why is it important for marketers to understand voice search?
Voice search enables users to speak their queries into devices like smartphones, smart speakers, or virtual assistants such as Alexa, Siri, and Google Assistant. This approach to searching feels natural and aligns with how people interact in daily life. People are quick to pick up their device and say, “hey Siri” instead of unlocking, opening a browser, typing in their question and sifting through relevant and non-relevant sites.
Why It’s Important for Marketers:
- Conversational Queries: Voice search queries tend to be more natural and question-based, such as “What’s the best dry needling clinic nearby?” compared to typed searches like “dry needling clinic Raleigh.”
- Length and Specificity: Users typically use longer phrases, creating opportunities to rank for long-tail keywords that have less competition. This is a great strategy for
- Local Intent: According to Google, nearly 58% of consumers use voice search to find local business information, such as “dry needling near me” or “closest chiropractic clinic” Insight: To stay competitive, optimize your content for conversational, long-form queries and ensure your business is visible for local searches.
Conversational Content Drives Engagement
Conversational content mirrors the way people naturally speak, making it feel approachable, authentic, and tailored to real-world communication. Unlike traditional, overly formal or technical writing, conversational content establishes a connection that resonates with readers or listeners. This approach is particularly effective for audiences engaging via voice search, where queries are often phrased in a natural, casual tone, like, “How can I reduce back pain with dry needling?” rather than a more robotic, keyword-based query like, “dry needling back pain.” People just don’t talk like that, and they won’t search like that, so we need to not have content like that.
This relatability is SO important in building trust and engagement. When your content feels like a conversation—rather than a one-sided presentation—it invites users to interact further, stay longer, and see your brand as approachable and knowledgeable.
Also conversational content is uniquely positioned to capture voice search traffic because it aligns with the more human-like phrasing that voice assistants like Siri or Alexa interpret and respond to. By adopting this tone and style, you create a seamless experience that bridges the gap between search intent and the solutions your brand provides.
Key Elements of Conversational Content:
- Simplified Language: Write the way you speak, using clear, jargon-free language that’s easy to understand.
- Question-Answer Format: Structure your content to anticipate and answer common queries.
- Interactive Tone: Create a sense of dialogue. For example, instead of stating facts, phrase them as answers to questions, such as “Why is a temporary role good for a resume?”
Example in Action:
Instead of titling a blog post “Best Fire Hose,” opt for “How is the right attack package better for reducing firefighter fatigue?” This phrasing mimics the types of questions users ask aloud.
Optimizing for Voice Search: Best Practices
Voice search is reshaping the way people find information online. Your content must align with the unique, conversational nature of voice queries. Here’s how to effectively optimize your strategy:
Focus on Long-Tail Keywords
Voice search queries are typically longer and more conversational than traditional text-based searches. Optimizing for these natural, question-based phrases ensures your content aligns with user intent.
- Natural Phrasing: Leverage tools like SEMrush, Ahrefs, or Google’s “People Also Ask” to identify keywords that mimic how people speak.
- Examples: Instead of targeting broad terms like “dry needling benefits,” go for detailed phrases such as “What’s the most effective way to use dry needling for migraines?” or “How can dry needling help with chronic back pain?”
- Why It Works: These keywords capture high-intent traffic, as they directly address specific user questions and needs.
Create a Comprehensive FAQ Page
FAQ pages are a goldmine for voice search optimization. They allow you to answer common user questions in a format that aligns perfectly with how people use voice assistants.
- Why It Works: Many voice searches are question-based, and FAQs provide straightforward answers that voice assistants can easily read aloud.
- Implementation: Structure your FAQs to include detailed, conversational answers. For instance:
- Question: “How do you decide which attack hose is best for your application?”
- Answer: “Selecting the right attack hose depends on factors like water pressure, diameter requirements, and the specific demands of your firefighting operation. For urban settings, lightweight, flexible hoses are ideal, while rural operations might require longer, more durable options.”
- Pro Tip: Regularly update your FAQ page with new questions to keep it fresh and relevant.
Target Featured Snippets
Featured snippets are the concise text blocks at the top of Google search results, often used by voice assistants to answer queries directly.
- What They Are: These snippets typically include short paragraphs, bulleted lists, or tables, designed to provide quick and clear answers.
- How to Rank: Structure your content to match the snippet format:
- Use concise, well-structured paragraphs for definitions.
- Include bulleted or numbered lists to break down complex information.
- Use subheadings to make your content scannable and user-friendly.
- Example: For a topic like “best dry needling techniques for knee pain,” include a short, actionable list of techniques and their benefits.
Emphasize Local Search
Voice search is often used for location-specific queries, making local SEO a critical component of your strategy.
- Update Listings: Ensure your Google My Business profile is up-to-date with accurate information, including hours, contact details, and services offered. Encourage happy customers to leave reviews, as they build credibility and improve rankings.
- Use Local Keywords: Incorporate location-specific terms into your content, such as “physical therapy clinics in Raleigh, NC,” or “top-rated dry needling practitioners near me.”
- Leverage Location Pages: If applicable, create dedicated pages for each location you serve, optimized with local keywords and unique content tailored to the area.
How Can a Business Leverage Voice Search in Marketing Campaigns?
- Incorporate Conversational Content in Ads:
- Write ad copy that mimics natural language. Voice search ads should sound like something someone would say aloud.
- Example: Instead of “Best dry needling in NC,” go with “Looking for expert dry needling near you? We’ve got you covered!”
- Create Voice-Friendly Video Scripts:
- Optimize video content for voice search by including conversational phrases and common queries in your scripts.
- Use Structured Data Markup:
- Schema markup helps search engines understand your content and improves your chances of appearing in voice search results.
So What Are The Benefits of Prioritizing Voice Search and Conversational Content?
By incorporating voice search optimization and conversational content into your marketing strategy, you position your brand to be discovered by the very people you want it to! Here’s how these elements deliver tangible benefits:
1. Reach a Wider Audience
Voice search is growing SO FAST as more people rely on voice-activated devices like smartphones, smart speakers, and in-car assistants to find information. Hands-free search is especially popular among users multitasking or on the go. By optimizing for voice search, you work to make sure your brand is discoverable to this an ever-expanding audience. This is particularly crucial for reaching tech-savvy consumers and younger demographics, who are more likely to adopt voice-first technologies. Ignoring voice search risks alienating a significant portion of your potential customers – they won’t find you and if they do, they may not care.
2. Boost Local Visibility
One of the most common use cases for voice search is finding nearby businesses. Phrases like “near me” or “closest” dominate voice queries, such as, “Where’s the best dry Thai restaurant near me?” Optimizing for local SEO, including updating your Google My Business profile and incorporating location-based keywords, helps you capture this high-intent traffic. Improved local visibility can drive foot traffic to your business, generate more leads, and strengthen your presence in your community. This is a game-changer for local businesses, especially those in industries like healthcare, dining, and retail.
3. Enhance User Experience
Conversational content aligns with how people naturally speak and seek information, making it feel intuitive and relatable. Unlike rigid, keyword-stuffed content that doesn’t seem like the way people talk and therefore may not be higher ranking content in the future, conversational content creates a seamless interaction between the user and your brand.
This natural flow improves your user engagement, keeps users on your site longer, and increases their likelihood of converting. It also builds trust, as users feel your content directly addresses their needs and questions in a way that’s easy to understand and approachable. By prioritizing conversational content, you make your brand more human and relatable, which strengthens long-term customer relationships.
Voice search and conversational content aren’t just trends—they’re fundamental shifts in how consumers interact with brands. By understanding and embracing these changes, you can position your business as a leader in your industry and increase and expand your audience. More of an audience, more chances to connect and convert.
Start by optimizing your content, refining your tone, and answering the questions your audience is asking—out loud. You can do it!
Ready to make your brand voice heard? Let’s start the conversation. Want to learn more about building voice-friendly content and marketing strategies? Contact us today or explore our resources for actionable tips!