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Tag: Voice Search Optimisation

Voice & AI Search Optimisation: Preparing Your Marketing for Next‑Gen Search

Posted on by Imarticus Learning

Voice-controlled assistants and AI-powered search engines are being recognised for their transformative impact on how information is found.  Millions of people are now asking questions of Siri, Google Assistant, or Alexa, seeking answers, sending messages, playing music, or making reservations, rather than typing keywords into a browser.  

Large language models (LLMs), such as ChatGPT and Gemini, are utilised to summarise entire web pages, compare products, and offer recommendations. For businesses, it is being understood that simply ranking well in traditional search is no longer sufficient.  

While brands must be made visible across both search engines and AI tools, they must be crafted to be easily spoken by humans and clearly understood by machines. This in-depth guide is designed to explain how voice search works, why it is considered important, how it differs from text-based search, and how AI is changing the discovery of content. 

The latest statistics on adoption are included, actionable strategies for optimising sites are provided, and the most common questions about voice and AI search are answered. Whether one is a marketer, business owner, or content creator, insights on preparing marketing efforts for the next generation of search are to be gained.

Voice Search Optimisation

Voice search has evolved from a novelty to a mainstream behaviour. According to DataReportal, approximately 20.5% of internet users worldwide engaged with voice search in mid-2024, translating to one in five people. This figure has been observed to slowly rise again, following a decline from a 2022 high of 22.5%. The number of voice assistant devices has surged to 8.4 billion, exceeding the global population, as stated by Demandsage. In the U.S., it is expected that over 153 million Americans will be using voice assistants by 2025.

Analysis conducted by Backlinko, utilising data from DataReportal and Edison Research, indicates that 30% of internet users aged 16 to 64 utilise voice assistants weekly. In 2024, it is estimated that approximately 98 million people in the U.S. owned a smart speaker. Usage rates are noted to vary by demographic: 61.9% of millennials, 55.2% of Gen Z, and 51.9% of Gen X report monthly usage of voice assistants, while only about 31.5% of baby boomers do so. Most voice queries are made on smartphones (56%), followed by smart speakers (35%) and televisions (34%), according to Backlinko.

The statistics also highlight how voice search is utilised:

  1. Local Intent Dominates: Research conducted by Synup and cited in G2’s voice search report shows that about 76% of voice searches are conducted for nearby or local information. Mobile voice searches are reported to be three times more likely to seek local information than text searches, and more than half of consumers are found to discover local businesses through voice search.
  2. Brief but Conversational Queries: It has been observed that the average voice search result is around 29 words. Complete questions are typically asked by users rather than simply typing keywords, with nearly 10% of voice searches containing a question.
  3. Speed Matters: A study conducted by Backlinko of 10,000 Google Home responses found that voice search pages are loaded in approximately 4.6 seconds. Websites with high domain authority, natural language, and substantial social sharing are often found to provide the top answers.
  4. Active Smart Speaker Owners: It is noted that users of smart speakers typically inquire about 11 different tasks each day. Half of smart speaker owners appreciate the ability to use voice commands to keep their hands free.
  5. Emerging Commerce: Currently, it is reported that only about 8% of U.S. adults utilise voice shopping regularly, and purchase-related terms are not considered among the most common voice queries. However, 38.8 million Americans—representing 13.6% of the population—are found to use smart speakers for shopping-related activities, such as adding items to their carts.

The evidence suggests that voice search technology is widely utilised for everyday tasks, quick information retrieval, and local searches. While voice commerce is still observed to be on the rise, the high volume of voice interactions indicates that optimisation is essential for any business aiming to remain discoverable.

How Voice Search Works and How It Differs from Text Search

Voice search uses automatic speech recognition to convert spoken words into text and natural language processing to interpret the user’s intent. Digital assistants such as Siri, Google Assistant, Alexa, and Cortana pull answers from search engines and read them aloud. Users invoke these assistants on smartphones, smart speakers, in cars & even on wearables.

Voice queries differ from typed queries in several important ways:

Conversational phrasing. People speak in full sentences, such as “Who won the cricket match last night?” rather than “cricket match results.” Because of this, voice queries tend to be longer and more natural. They often start with question words like who, what, where, when, why, or how.

Context and intent. Voice assistants consider context such as the user’s location, previous interactions, and time of day. For example, asking “Where’s the nearest petrol pump?” triggers a local search, whereas typing “petrol pump” may display general information. More than half of voice searches have local intent.

Single answer output. On most smart speakers, the assistant reads only one result. Because there is “no prize for second place,” siteimprove”, ranking at the top of text search results and appearing in featured snippets, becomes crucial. According to Backlinko’s analysis, about 40.7 % of voice search answers come from featured snippets.

Short, direct answers. Voice results are brief, typically around 29 words. Assistants prefer content that answers a question directly and clearly.

Platform diversity. Not all voice assistants use Google. Google Assistant relies on Google Search, while Amazon’s Alexa and Microsoft’s Cortana primarily use Bing siteimprove. Optimising for voice, therefore, means aligning with both search engines.

These differences mean that voice search optimisation requires a strategy. Rather than targeting single keywords, marketers need to think in terms of questions and natural language. Mastering conversational search means anticipating how people speak and ensuring your answers fit their intent.

Why Voice Search Matters for Your Business

Voice search is not just viewed as a convenience; it is becoming a primary method through which products and services are found. Here are the reasons why attention should be paid to this trend:

  • High adoption across devices is being observed. With billions of devices supporting voice commands and 20% of global internet users engaging in voice search, a large segment of potential customers may be missed if this channel is ignored.
  • Local discovery is being emphasised, as over half of voice searches relate to local businesses. After performing a local voice search, it is reported that 88% of individuals visit or call a store within a day. If foot traffic is relied upon for business, optimisation for local voice queries can drive real-world conversions.
  • Hands-free convenience is preferred by users who turn to voice search while multitasking—such as during driving, cooking, or exercising—making it a viable solution when typing is impractical. Information provided through voice offers a competitive edge in these scenarios.
  • Limited competition is present in the voice search space. Since assistants deliver a single result, capturing that spot can attract the entire voice search audience for a given query. Yet, many businesses have not been optimised for voice, leaving opportunities available for those who take action now.

In summary, voice search is no longer regarded as optional. It is considered a critical component of modern SEO and local marketing, and its significance is expected to increase with rising adoption.

Voice search optimisation (sometimes referred to as voice search SEO) is involved in the tailoring of content and websites so that digital assistants can be easily found and read aloud. Throughout this section, tips on how voice search optimisation can be implemented naturally will be provided—without the use of keyword stuffing or technical jargon. The following steps will be presented to capture voice traffic and improve overall voice search optimisation efforts.

1. Research Conversational Keywords and Questions

Traditional keyword research tools can still be found to be useful, but a focus should be placed on natural phrases that reflect how people speak. Common questions can be revealed by tools like Google’s “People Also Ask” and forums such as Reddit and Quora. Question words (“what,” “how,” “where”) and long-tail keywords – extended phrases of three or more words that mirror the way people talk – should be looked for. Synup’s data suggests that voice search queries are predicted to be conversational 80 % of the time in 2024 (learn.g2.com), so aim for complete sentences rather than short fragments.

2. Provide Direct Answers Near the Top of Your Content

Voice assistants pull answers from concise paragraphs, lists & tables. Structure your content so that each section addresses a specific question. For example:- if the heading is “What is voice search SEO?”, the next sentence should explain it clearly. Backlinko’s research indicates that highly ranked voice results are written in natural language and at a ninth‑grade reading level.

Use bullet points and numbered lists to summarise complex information. Keep paragraphs short (2–3 sentences) and avoid industry jargon. This makes it easier for assistants to extract the answer and increases your chances of appearing in featured snippets, which supply 40.7 % of voice answers, according to backlinko.com.

To earn featured snippets:

  • Include the target question in a heading (H2 or H3).
  • Answer the question immediately in 30–40 words.
  • Use tables to compare data and lists to present steps.
  • Add relevant images or diagrams when useful.

Featured snippets not only secure the voice answer but also appear above regular search results, driving more clicks on desktop and mobile. Additionally, answering related questions helps you show up in “People Also Ask” sections, which often feed voice assistants.

4. Use Structured Data (Schema)

Schema markup tells search engines what your content means. For voice search, implement the following types:

  • FAQPage: Mark up frequently asked questions and answers.
  • HowTo: Structure step‑by‑step guides.
  • Recipe, Event, Product, etc.: Tag specific content types relevant to your business.
  • LocalBusiness: Include your business name, address, phone, and operating hours.

Schema can also include the speakable property, which highlights text that should be read aloud by voice assistants. Always validate your markup through Google’s Rich Results Test or Schema.org’s validator.

5. Strengthen Your Local Presence

Local SEO

Since 76 % of voice searches are local, local SEO is essential:

  • Claim and optimise your Google Business Profile (also known as Google My Business). Provide accurate details—address, phone number, hours—and select relevant categories. Add photos and encourage customer reviews to increase.
  • Use consistent Name, Address, Phone (NAP) information across all directories (Yelp, Bing Places, Apple Maps, etc.).
  • Create content tailored to local queries, mentioning neighbourhoods, landmarks, or service areas.
  • Encourage satisfied customers to leave voice‑friendly reviews. Positive reviews can improve your ranking in local results.

6. Improve Page Speed and Mobile Experience

Voice results favour pages that load quickly and render well on mobile devices. In Backlinko’s analysis, voice pages load in around 4.6 seconds (backlinko.com), much faster than the average webpage. To meet this standard:

  • Use responsive design and test across multiple screen sizes.
  • Compress images and use next‑generation formats like WebP.
  • Reduce unnecessary scripts and enable browser caching.
  • Use HTTPS to ensure a secure connection.

7. Test Voice Queries and Monitor Analytics

Voice optimisation isn’t a one‑time task. Ask your smart speaker common questions related to your business. Note which pages appear and adjust your content accordingly. To see which queries drive the traffic, many SEO tools now track voice search performance to determine this. Whether the answers satisfy user metrics like click-through rate, bounce rate and time on page is considered.

Introducing AI Search and Generative Engine Optimisation (GEO)

GEO SEO

In addition to voice search, marketers must now account for AI‑powered search experiences. ChatGPT, Perplexity, Gemini & Bing Copilot — tools like these generate responses by pulling information from across the web and summarising it into conversational answers. How people find and interact with content, this approach is called AI Overviews, generative AI search, or AI‑powered search. Preparing your site for generative AI search is part of a broader set of AI SEO strategies that go beyond traditional optimisation.

Why AI Search Matters

Generative engines are growing rapidly. Walker Sands notes that ChatGPT surpassed Bing in visitor volume in 2024, receiving more than 10 million queries per day. Other AI platforms like Perplexity and Gemini are also expanding. This shift means that audiences are increasingly turning to AI tools for information instead of traditional search engines.

Marketers must adapt because generative AI responses may not direct users to your website. Rather than clicking links, users get an answer directly from the AI. To remain visible, you need to ensure that AI systems reference your brand and content accurately.

What Is Generative Engine Optimisation?

Generative Engine Optimisation (GEO) is the practice of optimising content and website structure so that AI‑driven models like ChatGPT correctly include, summarise, and cite your material. It extends traditional SEO by focusing on the context and relationships within your content and the broader knowledge graph. Key differences between GEO and SEO include:

  • Focus: SEO aims to get pages indexed and ranked by search engines, while GEO aims to ensure that AI systems understand and reference your brand in their generated answers.
  • Optimisation techniques: SEO emphasises keywords, site structure, and backlinks; GEO involves adding context through schema markup, concise introductions, author assignments, and inline citations.
  • Outcome: SEO seeks to drive visits to your website, whereas GEO strives to have AI engines cite your brand even if the user never clicks through.

GEO doesn’t replace SEO; it complements it. According to Walker Sands, many best practices overlap. By integrating GEO into your strategy, you broaden your visibility across both search engines and AI platforms.

How Generative Engines Work

Generative engines are large language models trained on vast datasets. They learn language patterns and context by analysing public information and then generate responses to prompts. To stay current, these models incorporate new data from user interactions, recent web content & feedback. Optimising for these engines involves ensuring that your content is accessible, well-structured & cited by other authoritative sources.

Strategies for Generative Engine Optimisation

Walker Sands outlines six key ingredients for a successful GEO strategy. Below, we adapt these principles for marketers:

GEO Strategies
  • Research and analysis: Identify the prompts and questions your audience might ask an AI. Analyse generative engine outputs to understand what terms and phrases they use. Monitor how your brand appears in AI responses and compare with competitors.
  • Content strategy: Create concise, keyword‑rich articles that answer questions. Add unique insights, data, and visuals. Update your content regularly and assign authors to build credibility. Use schema markup and strong headings to help AI systems parse your text.
  • Content distribution: Share your content in communities such as LinkedIn, Reddit & Quora. Encourage user‑generated content like reviews and testimonials. Build a social presence to increase citations.
  • Brand authority: Develop a consistent brand voice and acquire backlinks from reputable sources. Use public relations and influencer partnerships to gain mentions and establish authority.
  • Technical foundations: Ensure that your website is technically sound—fast, mobile‑friendly, and free of crawl errors. Optimise metadata, sitemaps & structured data so AI and search bots can access and interpret your pages.
  • Measurement: Configure analytics tools to track traffic & conversions from AI platforms. As generative search evolves, adjust your strategy based on performance data.

Below are concise answers to the most popular queries appearing on search results pages. Incorporate these into your website, adjusting the wording to fit your brand and location.

1. What is voice search SEO?

Voice search SEO (or voice search optimisation) refers to tailoring web pages so that voice assistants like Siri, Google Assistant, and Alexa can easily find and read them aloud. It emphasises conversational keywords, succinct answers, and proper structures.

2. How does voice search work?

Voice assistants convert speech to text, interpret the user’s intent using natural language processing, and retrieve the most relevant answer from search results. The assistant then reads the answer aloud. Because the output is usually a single result, ranking highly & providing clear answers is essential.

3. Why is voice search important for local businesses?

Most voice searches have local intent, and after a local voice search, 88% of users visit or call a store within a day. Optimising your Google Business Profile and ensuring consistent local information across the web helps you capture this traffic.

4. Do all voice assistants use the same search engine?

No! Google Assistant uses Google Search, while Amazon’s Alexa and Microsoft’s Cortana rely on Siteimprove. To reach all voice users, submit your site to both Google Search Console & Bing Webmaster Tools and follow best practices for both search engines.

5. What is AI‑powered search (AI Overviews)?

AI‑powered search refers to generative engines like ChatGPT, Perplexity, and Google’s Search Generative Experience that compile information from various sources and deliver conversational summaries. These tools answer users’ questions directly, without requiring them to click through multiple links.

6. What is the difference between SEO and GEO?

  • SEO (Search Engine Optimisation): Improves your site’s ranking on search engines by optimising keywords, structure, & backlinks.
  • GEO (Generative Engine Optimisation): Ensures AI systems understand, cite, and accurately represent your brand in generated answers.

SEO drives visitors to your website; GEO ensures brand visibility even when users stay within AI tools.

7. How can I optimise for AI search?

  • Conduct research to identify likely AI prompts.
  • Create concise and authoritative content with clear structure.
  • Implement schema markup.
  • Build brand authority through citations & PR.
  • Ensure technical health of your website.
  • Monitor analytics to track AI‑generated traffic.

These AI SEO strategies help your content surface in generative AI search results and complement your broader SEO efforts.

8. Will AI search replace traditional search engines?

Not entirely. AI search and traditional search serve different purposes and often complement each other.

  • Generative engines excel at summarising information and providing quick answers.
  • Search engines still drive traffic and enable deep research.

Both will likely coexist, and businesses should optimise for both.

Conclusion

The way information is discovered is being transformed by voice and AI search. With billions of voice assistants in use and a growing number of users turning to ChatGPT and other AI tools, these channels cannot be ignored by businesses. Voice queries are conversational and often local, with immediate answers being demanded.

AI search goes further; summaries are generated that may or may not link back to your site. Success will require the optimisation of voice search as well as broader omnichannel optimisation—an approach that ensures discoverability across traditional search engines, generative AI search tools, social media, and other channels. Attention should be focused on natural language, direct answers, structured data, strong local signals, and a technically sound website.

Generative Engine Optimisation extends these principles to AI platforms. The workings of LLMs should be understood, authoritative content should be crafted, brand authority should be built, and performance should be monitored to ensure inclusion in AI-generated responses for the brand.

Action should be taken now to ensure a strong position for thriving as search evolves.

References

  1. https://www.siteimprove.com/glossary/voice-search-seo/
  2. https://learn.g2.com/voice-search-statistics
  3. https://backlinko.com/voice-search-stats
  4. https://www.walkersands.com/about/blog/generative-engine-optimization-geo-what-to-know-in-2025
  5. https://datareportal.com/
  6. https://www.edisonresearch.com/
  7. https://www.synup.com/en/voice-search-statistics/