Key Takeaways:
- Over 50% of internet users regularly use voice search, 75% of which for local queries
- Voice searches are longer and formulated as questions – optimize your content accordingly
- A complete Google Business Profile is the most important foundation for Voice Search
"Hey Siri, where's the nearest electrician?" – "Alexa, which hairdresser is open now?" – "Ok Google, find a tax advisor near me." This is how more and more people search for local service providers. No keywords, no websites, no ten blue links.
Over half of all internet users regularly talk to search engines. Three quarters of these voice searches have local intent. For tradespeople, doctors, and local service providers, this means: Those who appear on Alexa, Siri, and Google Assistant win customers at the moment of need.
How People Search by Voice
Voice search fundamentally differs from text search. In text search, people type "dentist Düsseldorf." In voice search, they ask "Hey Siri, where's the nearest dentist?" The queries are longer, more naturally formulated, and often structured as questions.
Differences Text vs. Voice Search
| Aspect | Text Search | Voice Search |
|---|---|---|
| Length | 2-3 words | 5-10 words |
| Formulation | Keywords | Natural questions |
| Intent | Often unclear | Usually specific |
| Local focus | Sometimes | Very frequent |
| Device | Desktop/Mobile | Smart Speaker/Mobile |
Common patterns in local voice searches are questions with "Where." Where is the nearest electrician? Where can I buy flowers nearby? Where can I find a tax advisor?
Time-related questions are also typical. "Which hairdresser is open now?" or "Which pharmacy has emergency service?" These searches signal immediate need.
Optimizing Your Google Business Profile
For local voice searches, the Google Business Profile is the most important data source. Google Assistant directly accesses it when users ask about local providers.
Completeness is crucial. Fill out all available fields:
- Name, Address, Phone – exactly as on the website
- Opening hours – including holidays and special times
- Categories – main category and relevant secondary categories
- Attributes – accessibility, payment methods, services
- Description – with relevant keywords naturally integrated
Keep information current. Outdated opening hours lead to frustrated customers and negative reviews. Check the information monthly.
Optimizing Website Content for Voice Search
Your website should answer questions that people actually ask. An FAQ page is ideal for this. Formulate headings as questions and give direct, concise answers.
Instead of: "Our Services" Better: "What services does our practice offer?"
Instead of: "Opening Hours" Better: "When is the practice open?"
The answer should be in the first sentence. Voice assistants often only read the first 30-40 words. If the most important information comes at the end, it won't be heard.
Use Schema Markup to structure your FAQ content. This helps search engines recognize the question-answer structure.
Using Local Keywords Correctly
Long-tail keywords with local reference are ideal for Voice Search. People don't ask "electrician," but "Who is the best electrician in Cologne-Ehrenfeld?"
Integrate local terms naturally into your content. Neighborhoods, place names, regional terms, and local landmarks help with geographic attribution.
Mention nearby landmarks. "Our shop is right at the main station" or "Just five minutes from the town hall square" helps with queries like "What's near..."
Technical Requirements
Mobile optimization is mandatory. Most voice searches happen on smartphones. If your website isn't mobile-friendly, you'll be recommended less often.
Fast loading times improve your chances. Google prefers websites that load quickly on mobile devices. Optimize your website speed.
HTTPS encryption is standard and expected by voice assistants. Insecure websites are recommended less often.
Reviews and Reputation
Positive reviews influence Voice Search rankings. Voice assistants preferentially recommend businesses with good ratings and many reviews.
Actively ask satisfied customers for reviews. A simple QR code on the invoice or a friendly request after completing a job helps.
Respond to all reviews, including negative ones. This shows engagement and can mitigate negative impressions.
Use our SEO Analyzer for an analysis of your local visibility.
Frequently Asked Questions
Do I need to completely rebuild my website for Voice Search?
No, most voice search optimizations also improve classic SEO. Focus on a complete Google Business Profile, question-answer content, and local keywords. These measures help with all search types.
Which voice assistant is most important for local businesses?
Google Assistant has the largest market share and accesses Google data. Primarily optimize your Google Business Profile. Siri uses Apple Maps, Alexa uses Bing and other sources. A complete profile on all platforms is ideal, but Google has priority.
How do I measure my Voice Search success?
Direct measurement is difficult as voice searches aren't shown separately in Analytics. Watch for increases in local keywords, calls through Google Business Profile, and direct navigation requests. Ask new customers how they found you.