In 2025, voice search is no longer an emerging trend—it’s a dominant force shaping how people access information online. With billions of smart devices and digital assistants in use globally, consumers are increasingly relying on spoken queries to find products, services, and answers. This shift demands a rethink of traditional keyword strategies to align with how people naturally speak.
- The Growth of Voice Search
- How Voice Search Differs from Text Search
- Why Voice Search Matters for SEO
- Voice Search Optimization (VSO): What It Is
- Step 1: Use Natural Language & Long-Tail Phrases
- Step 2: Optimise for Featured Snippets and “Position Zero”
- Step 3: Optimise for Local Search
- Step 4: Create a Voice-Friendly FAQ Section
- Step 5: Prioritise Mobile Usability and Page Speed
- Case Study: Local Spa Chain in Cambodia
- Tools for Voice Search Optimization
- Measuring Voice Search Success
- Future-Proofing Your Keyword Strategy
- References
This article examines the rise of voice search, how it changes keyword behaviour, and what businesses must do to optimise for spoken language and intent in the evolving search landscape.
The Growth of Voice Search
Voice search is growing rapidly, driven by widespread smartphone use, AI-powered assistants (Google Assistant, Siri, Alexa), and improvements in natural language processing.
According to Statista (2024), over 4.2 billion digital voice assistants were in use globally in 2023, with the number expected to exceed 8.4 billion by 2027, nearly doubling in just four years. Meanwhile, Juniper Research (2024) estimates that voice commerce will exceed $31 billion by 2025.
The popularity of voice stems from its speed, convenience, and hands-free nature—particularly useful in mobile and on-the-go contexts.
How Voice Search Differs from Text Search
Voice searches are different in structure and tone compared to typed queries. Key differences include:
- Conversational tone: Voice queries resemble how we speak to humans.
- Longer queries: Typically 5–7 words or more, including context.
- Question format: Most begin with “what,” “how,” “where,” “when,” or “why.”
- Intent-rich: Voice users often expect immediate, actionable answers.
For example:
- Text: “best Thai food Phnom Penh”
- Voice: “Where can I find the best Thai food near me right now?”
Google (2024) reports that 70% of Google Assistant queries are expressed in natural language, not fragmented keywords.
Why Voice Search Matters for SEO
Voice search changes the game in two key ways:
- Search behaviour shifts from keyword fragments to questions.
- The top result—the featured snippet or position zero—is often the only one spoken aloud.
Therefore, businesses must optimise not just for visibility, but for voice answerability. Winning voice search results enhances brand authority and drives traffic—even without a traditional click.
Voice Search Optimization (VSO): What It Is
Voice Search Optimization (VSO) is the process of tailoring your content to appear in voice assistant results. This involves:
- Targeting conversational long-tail keywords
- Creating structured answers to common questions
- Optimising for featured snippets and local search
- Using schema markup for context
The aim is to increase your chances of being chosen as the spoken response to voice users.
Step 1: Use Natural Language & Long-Tail Phrases
Because voice queries mirror human speech, focus on long-tail keywords that sound conversational. Think in terms of:
- Questions: “What’s the best CRM for freelancers in 2025?”
- Action phrases: “How can I create a professional email signature?”
- Local intent: “Which co-working spaces are open near Toul Tom Poung?”
Tools like:
…help identify voice-friendly queries by analysing how people naturally ask questions online.
Step 2: Optimise for Featured Snippets and “Position Zero”
Featured snippets are short text boxes Google displays above traditional results. These are the most common source of voice assistant answers (Moz, 2024).
To win them:
- Include the question as a header (H2/H3)
- Provide a 40–60 word answer immediately below
- Use bullet points, numbered steps, or tables
- Apply schema markup (e.g., FAQPage, HowTo)
Check your structure with Google’s Rich Results Test to ensure it meets standards for featured snippets and voice compatibility.
Step 3: Optimise for Local Search
Voice queries are 3x more likely to be local than text queries (BrightLocal, 2024). Consumers often ask:
- “Where’s the closest coffee shop open now?”
- “What time does AEON Mall close tonight?”
To optimise:
- Maintain and update your Google Business Profile
- Include accurate address, hours, reviews, and categories
- Add voice-ready content like FAQs about your services
- Use local schema markup (e.g., LocalBusiness)
Step 4: Create a Voice-Friendly FAQ Section
A well-structured FAQ page helps answer multiple voice queries in one place. Best practices:
- Use question-style subheadings
- Provide clear, concise answers
- Add schema markup to qualify for voice SERPs
- Link to more detailed resources where appropriate
For example:
Q: “What’s the best way to clean suede shoes?”
A: “To clean suede shoes, use a soft brush to remove dirt, then apply white vinegar to stains using a cloth.”
Step 5: Prioritise Mobile Usability and Page Speed
Voice searches are often made on mobile devices, so your website must be:
- Mobile responsive
- HTTPS secured
- Loaded in under 2.5 seconds
Use tools like PageSpeed Insights or GTmetrix to monitor performance. A fast-loading page improves your chances of being selected by voice assistants.
Case Study: Local Spa Chain in Cambodia
A Phnom Penh–based spa saw a rise in voice searches like “Where can I get a massage near Russian Market?” They:
- Claimed and enhanced their Google Business Profile
- Created FAQ content with voice-optimised questions
- Added schema for services, hours, and contact info
Within 60 days, they ranked for dozens of “near me” queries, increasing walk-in appointments by 27%.
Tools for Voice Search Optimization
| Tool | Purpose | Link |
| AnswerThePublic | Voice-style keyword ideas | https://answerthepublic.com/ |
| AlsoAsked | Related voice questions | https://alsoasked.com/ |
| Semrush | Intent and question filtering | https://www.semrush.com/analytics/keywordmagic/ |
| Google Business Profile | Local business visibility | https://www.google.com/business/ |
| Schema.org | Structured data markup | https://schema.org/ |
Measuring Voice Search Success
Voice queries don’t show up directly in Google Analytics, but you can track:
- Growth in longer, question-based keywords (via Search Console)
- Appearance in featured snippets (tracked via Ahrefs, Semrush)
- Increases in “near me” searches and local action clicks
- Engagement improvements from FAQ and structured content
Tools like Semrush, Surfer SEO, or Rank Ranger help measure featured snippet presence and voice-ready performance.
Future-Proofing Your Keyword Strategy
As AI assistants like Google Bard and ChatGPT integrate more deeply with search, the future of SEO lies in spoken, semantic, and intent-based discovery.
Deloitte (2024) reports that 52% of Southeast Asian consumers now prefer voice when performing local searches—a trend driven by mobile-first habits and increasing AI literacy.
Thus, successful SEO strategies in 2025 will combine:
- Voice-friendly content
- Topical authority via keyword clusters
- Fast, accessible, mobile-first pages
- Context-aware schema
Note
Voice search demands that we move beyond traditional SEO and focus on human conversation. It’s about providing helpful answers, in a tone and structure that machines and users alike can understand.
Key Actions:
✅ Use conversational long-tail keywords
✅ Optimise for featured snippets and FAQs
✅ Prioritise local search optimisation
✅ Implement structured data
✅ Ensure fast and mobile-friendly design
The better your content aligns with how people talk, the more likely it is to become the answer they hear.
More Read
References
BrightLocal. (2024). Consumer Voice Search Behaviour Report. Retrieved from https://www.brightlocal.com
Deloitte. (2024). Digital Consumer Trends in Southeast Asia. Retrieved from https://www2.deloitte.com
Google. (2024). Understanding How Google Assistant Finds Answers. Retrieved from https://developers.google.com/assistant
Juniper Research. (2024). Voice Commerce: Market Trends & Projections. Retrieved from https://www.juniperresearch.com
Moz. (2024). Featured Snippets and Voice Search SEO. Retrieved from https://moz.com/blog/voice-search-seo
Semrush. (2024). Voice Search and Long-Tail Optimization Tips. Retrieved from https://www.semrush.com/blog/voice-search/
Statista. (2024). Number of Voice Assistants Worldwide. Retrieved from https://www.statista.com/statistics/973815/worldwide-digital-voice-assistant-in-use/
