Today, voice search is no longer just a futuristic concept, but more of an everyday habit. More than half of global internet users now use voice commands to search online, ask for directions, or make purchases. With over one billion Google Assistan devices sold, speaking to technology has become natural. For digital marketers, this shift represents both a challenge and an opportunity, as content must now answer spoken questions as effectively as it once targeted typed ones. In this new search environment, visibility depends on anticipating how users talk. The difference between typing for example “weather Montreal” and asking “what’s the weather like today in Montreal”, may look small, but for Google’s algorithm, it changes everything.
But why does voice searches change SEO?
Traditional SEO relied on short keyword based queries. However, Voice SEO, favors natural language and long keywords that reflect everyday speech. According to Google’s SEO Starter Guide, understanding user intent is central since people expect direct and conversational answers.
Research shared in the HEC Montréal SEO course shows that nearly 80 % of voice results come from these. To win them, pages must clearly answer common questions within short and structured paragraphs. In other words, voice search rewards clarity, accessibility, and contextual relevance over keyword repetition.
But how do we optimize voice searches?
Target Long-Tail Queries
Use question-style phrases such as “How do I…” or “What is the best way to…”.
Structure Your Content for Answers
Write concise and informative responses (40–60 words) near the top of your article. Include clear headings (H2/H3) and bullet points to help Google identify relevant sections for snippets.
Use Schema Markup
Implement Speakable and FAQ schema so search engines know which parts of your text can be read aloud. This structured data improves your chances of appearing in voice results.
Prioritize Mobile Performance
Voice searches are overwhelmingly mobile. Use Google PageSpeed Insights to ensure fast loading, and verify responsive design through the Search Console’s mobile-friendly test.
Maintain Local SEO Consistency
Many spoken queries are local (“near me”). Keep your Google Business Profile updated and encourage positive reviews
From SEO to VEO: Voice Experience Optimization
Voice search pushes marketers toward a broader concept: VEO (Voice Experience Optimization). It’s not only about ranking but about being the best audible answer. The HEC case study on a Canadian insurance brand showed that refining on-page elements and schema increased answer-box control from 4.8 % to 7.9 % in just seven weeks, proof that structured driven content wins.
As technology becomes more conversational, successful SEO strategies will mirror human dialogue. In 2025, the brands that thrive won’t be those that chase algorithms, but those that listen to how their audiences speak. Optimizing for voice search isn’t just technical, it’s about empathy, clarity, and the timeless marketing goal of answering the customer’s question better than anyone else.
References
- Ahrefs. (2024, May 28). 34 Free SEO Tools for DIY SEOs. Retrieved from https://ahrefs.com/blog/free-seo-tools/
- Google Developers. (2025, Feb 4). SEO Starter Guide: The Basics. Retrieved from https://developers.google.com/search/docs/fundamentals/seo-starter-guide?hl=en
- HEC Montréal. (2024). Theme 2 — SEO (EN). Course materials, Digital Marketing Program.
- Semrush. (2025, Nov 6). SEO Checklist: 41 Tips to Optimize Your Website. Retrieved from https://www.semrush.com/blog/seo-checklist/