The Rise of Voice Search: How to Optimise Content for Voice Assistants in 2025
Voice search is transforming how users discover content online. Learn how to optimise your website and content strategy for voice assistants like Siri, Alexa and Google Assistant.
The rise of voice search: Optimising your content for voice assistants
In the not-so-distant past, internet searches started with a keyboard. Fast forward to today and millions of users are now starting their online journeys by simply saying, “Hey Siri” or “OK Google.” Whether they’re finding the nearest yoga studio, searching for healthy recipes or asking who won the match last night, voice search is not just a trend—it’s a seismic shift in how content is discovered online.
For digital marketers, understanding voice search isn't just nice to have—it’s business-critical. And if you want your brand to be found above the noise, optimising for voice search is your next move.
Why voice search is no longer optional
Let’s start with the basics: why does voice search matter so much right now?
According to Statista, over 50% of households globally are expected to own a smart speaker in 2025. What’s more, Google reports that 27% of the global online population is already using voice searches on mobile.
This marks a huge change in user intent and behaviour. The keywords and formats used in typed searches differ significantly from voice queries. And for our sports and wellness founders scaling their brands, it's another channel to master, one that’s being driven by user experience and convenience.
Voice search isn’t just changing how users interact with search engines. It’s changing what shows up in results. That means your content needs a refresh to stay discoverable and competitive.
Key insight
Voice queries are becoming the new SEO frontier
A big difference between regular searches and voice searches? The language.
Typed search: “yoga mat best price”
Voice search: “What’s the best yoga mat at a good price near me?”
This shift towards conversational, longer-form questions is critical for your SEO strategy. According to PwC, 71% of voice search users would rather use their voice to search than type. Largely because it's faster, hands-free and more natural.
Takeaway for marketers
If your website content doesn’t match the natural language and intent of your voice queries, you could be losing visibility and traffic.
Another important stat
Google’s voice search results tend to provide answers that are approximately 29 words long, according to Backlinko. These answers are often pulled from featured snippets or position zero results. So, becoming the definitive, succinct voice of authority in your niche is more valuable than ever.
Let’s dive into how you can become that voice and how to optimise content for voice assistants
1. Optimise for conversational keywords and long-tail phrases
Voice search is inherently more conversational—so your keywords should be too.
Tactics: Conduct keyword research that includes question-based and long-tail phrases.
Use tools like AnswerThePublic, AlsoAsked and SEMrush to see what people are asking related to your niche.
Include variations such as “how,” “what,” “where,” “best,” and “near me" for local SEO.
Example: Instead of targeting “meal plans,” your new keyword targets could include:
“What’s the best meal plan for busy professionals?”
“Healthy 5-day meal plan to lose weight fast”
2. Write in a natural, human tone
Otter Labs always encourages keeping your tone human, not robotic. That’s even more important with voice SEO. Search engines are modelling answers in a way that mirrors human conversation. Use simple sentence structures. Keep readability high—aim for a reading level understood by a 13-year-old.
Tactics: Imagine the questions your ideal customer might ask and answer them clearly. Use contractions (you’re, we’re, it’s) to make your writing sound more natural. Avoid overly technical jargon unless it’s industry-specific and explained.
3. Lean into Frequently Asked Questions (FAQs)
An FAQ section is your secret weapon when it comes to voice optimisation. It allows you to pre-empt voice queries and answer them in a format that Google loves—short, punchy snippets delivered in under 30 words.
Tactics: Add FAQ sections on every key landing page. Phrase each question as a natural question someone might ask a voice assistant. Keep answers concise (Google prefers answers under 42 words for voice search).
Example: Q: What’s the best time to work out for weight loss?
A: The best time to work out for weight loss is in the morning when energy levels are high and metabolism is active.
4. Write in a natural, human tone
Claim and optimise your Google Business profile (Yes, again). Voice search is often local. Over 58% of people use voice search to find local businesses, according to BrightLocal.
Tactics: Ensure your Google Business Profile (formerly Google My Business) is completely filled in.
Use local keywords—“personal training in Shoreditch” or “Pilates studio near Manchester Piccadilly.”
Keep your NAP (name, address, phone) consistent across directories like Bing Places and Apple Maps.
5. Improve page speed and mobile-friendliness
Voice searches are predominantly carried out on mobile. If your site lags, you’ll struggle to show up in voice results.
Tactics: Use Google PageSpeed Insights to audit your site.
Optimise visuals for faster load times without compromising quality.
Use responsive design to ensure your site looks (and functions) brilliantly on phones and tablets.
6. Optimise for featured snippets (position zero)
About 40.7% of voice search answers come from featured snippets. This means you don’t just want to rank - you want to own the box!
Tactics: Use a clear H2 question and answer it in the following paragraph.
Use bullet points or numbered lists to make it easier for Google’s algorithm to identify.
Don’t forget schema markup or structured data, it helps Google understand your content contextually.
7. Embrace voice SEO for video content (YouTube, TikTok, Instagram Reels)
Voice search isn't just about articles, it’s also shaping how users discover video content via search.
Tactics: Include voice-optimised keywords in your video titles and descriptions.
Add spoken questions in your script (“What’s the best whey protein?”)—YouTube’s auto captions may pull these as highlights.
Use platforms like YouTube Shorts and TikTok where voice-activated queries are increasingly integrated.
The final take-away: Don’t just write for eyes, optimise for ears
Voice search isn’t just another digital marketing tactic to tick off. It reflects a bigger change in user expectations and digital behaviours—searching in ways that feel natural, intuitive and instinctive.
Those who adapt early will not just rank higher—they’ll build stronger connections with their audiences, generate better quality leads, and establish themselves as helpful, trusted experts in their space.
So what should I do next?
Review your top-performing content. Are there conversational keywords? Are there questions with clear answers?
Add FAQ sections to your main pages. Format them for sharp, concise responses.
Start planning content with voice-first search behaviours in mind.
Get curious about how your users speak, not just how they type.
Need help implementing voice-first content strategies that convert?
We’re here to help. Book your free strategy session with Otter Labs, and start making serious waves on Google - no keyboard required!
Let the conversations begin
