Voice search is no longer limited to casual queries on mobile phones. With smart speakers, AI-powered assistants, and voice-enabled shopping on the rise, optimising for voice has become a priority for forward-thinking SEO teams. This year, several voice search trends are reshaping how businesses approach organic visibility and on-site content.
Here’s what’s changing and what marketers and ecommerce store owners should be paying attention to.
1. More Conversational Queries Are Driving Long-Tail Keyword Focus
As voice search becomes more natural, users are phrasing their questions the way they speak, not type.
Example:
Typed: “weather tomorrow London”
Spoken: “What’s the weather going to be like in London tomorrow?”
This shift means brands need to optimise content for full-sentence queries, not just head terms. FAQ pages, how-to content, and buyer guides structured around question-based queries are performing better in voice search results.
2. Featured Snippets Are Still the Target
Voice assistants like Google Assistant often read aloud featured snippets as the answer to a query. Pages that are structured for featured snippets (using numbered lists, direct answers, and schema markup) are more likely to be pulled for voice.
Tip:
Use headings that match popular voice queries (e.g. “How do I return a product?”) and provide a concise answer within the first paragraph.
Check your snippet performance using Google Search Console to track visibility for Q&A content.
3. Local Voice Search Is Growing — Especially on Mobile
Phrases like “near me,” “open now,” or “closest” are showing up in a significant portion of voice search queries, particularly for service-based and physical retail businesses.
Key recommendations:
- Keep Google Business Profile updated
- Add local schema to your website
- Include conversational directions on contact pages (“You’ll find us just off the A406, next to the retail park.”)
Example:
A user might say, “Where can I buy organic dog food near me?”, voice-optimised local listings will show first.
4. Mobile Page Speed and Clarity Are Non-Negotiable
Voice search results often pull from fast, mobile-friendly websites. Google favours sites that load quickly and deliver clean, scannable content.
Actionable tip:
Use tools like PageSpeed Insights to test and fix performance issues. Compress images, remove unnecessary code, and avoid intrusive interstitials on mobile.
5. Ecommerce Queries Are Becoming Voice-Driven
Consumers are increasingly using voice to explore shopping options:
- “What’s the best wireless mouse under £50?”
- “Order more coffee filters from [brand]”
- “What’s the return policy for [store]?”
Ecommerce stores can respond by building more content around comparisons, reviews, and clearly structured policies.
Example:
A Magento store selling running shoes could create a blog post titled “What are the best trail running shoes for wide feet?”, answering a voice-style query while linking to relevant products.
6. Voice Commerce Is Gaining Ground
While still emerging, voice-enabled purchases are increasing, especially for repeat and low-consideration items. Platforms like Amazon Alexa and Google Assistant are gradually being integrated into more shopping environments.
How to prepare:
- Ensure product schema is implemented
- Keep product information accurate and up to date
- Make reordering easy for logged-in users
- Build trust with clear answers to shipping and return questions
Final Thoughts
These voice search trends highlight a bigger shift in how people are choosing to access information and make decisions online. Instead of typing in keywords, users are speaking naturally, often expecting instant, conversational answers from voice assistants.
For ecommerce brands, this is a major opportunity. Businesses that adapt to spoken queries can stand out not only in traditional search results but also in the actual spoken responses delivered by devices like Alexa, Siri or Google Assistant.