The Future is Speaking: Why Voice Matters
Voice search has officially entered the chat, and not only is it shaking up the world of digital marketing, but it’s redefining how consumers engage with businesses. With voice assistants like Alexa, Siri, Google Assistant, and now Apple Intelligence on iPhones, consumers are chatting with brands in ways we’ve never seen before. This shift is a major opportunity for marketers, and we’re only scratching the surface of what voice search and voice-activated ads can do for businesses.
If you’re not keeping an ear to the ground (or voice to the mic), you might be missing out. More and more people are relying on their voices to access information and make decisions, whether it’s shopping, finding a quick answer, or making dinner plans.
The good news? With the right strategies in place, you can be the one leading the conversation, not playing catch-up. Voice tech isn’t just the future—it’s the now. Ready to speak up?
Why Voice Search Is Flipping the Script
Voice search isn’t just a passing trend—it’s rewriting how people connect with the web and beyond. What started with simple questions like “Hey Alexa, what’s the weather?” has evolved into a go-to tool for everything from online shopping to controlling smart homes. By 2026, a staggering 157.1 million users in the U.S. will be utilizing voice assistants, and 50% of U.S. consumers are already utilizing voice search daily.
So, what’s driving this shift? It’s all thanks to advancements in natural language processing (NLP) and artificial intelligence. Voice assistants are now sharp enough to handle complex, context-aware queries without breaking a digital sweat.
Here’s the kicker: people love convenience, and voice search delivers big time. It’s faster, hands-free, and perfect for those “Oh no, I need to know this now” moments. But for businesses, this means the rules of SEO are getting a major remix. It’s not enough to rank for basic, typed-out phrases anymore. Now, you need to think conversational.
Instead of short, snappy keywords like “best pizza near me,” voice search is looking for whole conversations: “Where’s the best pizza place near me that delivers and has gluten-free options?”
If your business isn’t optimizing for these more natural, chat-like queries, you risk being left behind. Voice search is here, it’s growing, and it’s changing everything—faster than you can say, “Hey Google.”
How to Optimize for Voice Search
If voice search is changing the game, think of this as your playbook. To ensure your brand shows up in those all-important voice-activated results, here’s what you need to do:
1. Focus on Long-Tail, Conversational Keywords
Voice search isn’t about typing “best coffee shop”—it’s about asking, “Where’s the best coffee shop near me that’s open late?” People talk to voice assistants like they’re real humans, so your content should match that tone. Use longer, natural-sounding phrases that answer real questions. Think less “robot” and more “human.”
2. Improve Local SEO
Voice search loves local. Most queries are location-based, like “where’s the nearest pharmacy?” or “what’s the best pizza delivery near me?” Nail your local SEO by claiming your Google My Business listing, keeping your NAP (Name, Address, Phone) info consistent, and using schema markup to help search engines pinpoint your location. If you’re a local business, this is your bread and butter.
3. Answer Questions Directly
When people use voice search, they’re usually looking for quick answers to specific questions. Think, “How do I bake the perfect chocolate chip cookie?” Your job is to deliver – directly and succinctly. Create FAQ-style content or blog posts that answer these common queries directly. Bonus points if you format your answers in a way that’s snippet-friendly—voice assistants love pulling info from those tidy little boxes at the top of search results.
4. Prioritize Speed and Mobile Optimization
Here’s the deal: If your site loads slower than a turtle in traffic, you’re losing out. Voice search happens a lot on mobile, and users expect instant results. Make sure your website is fast, mobile-friendly, and ready for anything. Tools like Google’s PageSpeed Insights can help you keep things running smoothly.
5. Target Featured Snippets
Speaking of snippets, these are your VIP tickets to voice search success. Voice assistants often pull answers directly from featured snippets, so structure your content to stand out. Clear headings, concise answers, and bite-sized info can get you to that coveted “position zero.”
Voice search isn’t just about being heard—it’s about being helpful, human, and in the right place at the right time.
Where There’s Voice Search, There’s Voice Ads
Voice ads are currently making major waves across platforms like Amazon Alexa, Google Assistant, and even in-car systems like Apple CarPlay. Unlike traditional display or banner ads, voice ads speak directly to the user, prompting action with just a few words—whether that’s ordering a product or scheduling a service. Thanks to AI and natural language processing, these ads are smarter than ever, offering real-time, personalized responses.
For businesses ready to dive in, platforms like Amazon and Google offer tools to craft voice-driven ads that feel natural and seamless. The trick? Speak to your audience like a friend—use conversational language and keep calls to action simple and direct.
How Brands Are Talking the Talk
Voice ads are redefining how brands connect with their audience. Here’s how some are successfully making voice-activated ads work IRL:
Sony’s Interactive Audio Ads
Sony launched an interactive audio ad campaign for their LinkBuds S noise-canceling earbuds. By leveraging Amazon’s Alexa-enabled devices, the campaign allowed consumers to add the product directly to their cart using voice commands. This approach resulted in over 16 million impressions, more than 5,800 “add to cart” actions, and a 0.04% add-to-cart rate—surpassing the average interaction rate for similar ads.
IKEA’s Voice-Enabled Campaign
IKEA teamed up with Wavemaker to promote a new bedding lineup with a voice-enabled ad campaign that included a catchy lullaby. Using voice technology, the campaign let consumers browse new products and even create personalized lullabies based on their selections. The campaign saw an impressive engagement rate of 7.68%, far exceeding the typical one-way audio ad engagement rate of under 1%.
What makes these campaigns so effective isn’t just the technology—it’s the way they’re seamlessly connected across different touchpoints. From voice interactions to apps, websites, and even physical stores, these ads provide a consistent, convenient experience for consumers, no matter where they engage with the brand.
The Fine Print of Voice Ads
While voice-activated ads are exciting, they’re not without their challenges. Here’s what brands should keep in mind:
- Privacy Concerns: Voice devices collect data, which can make users uneasy. Be transparent about how their data is used, prioritize ethical practices, and seek clear permissions to build trust.
- Relevance is Key: Ads that feel intrusive or irrelevant can alienate users. Ensure your voice ads provide value by addressing a need, solving a problem, or offering meaningful information.
- Tech Limitations: Voice technology is improving but not flawless. Misunderstood commands or glitches can frustrate users, so rigorous testing and optimization are essential for smooth interactions.
- Measuring Success: Tracking ROI for voice ads goes beyond traditional metrics. Focus on engagement rates, repeat interactions, and user actions initiated through voice commands to gauge effectiveness.
Speak Now, or Fall Behind
Voice search isn’t a distant concept—it’s here, and it’s transforming how consumers find and connect with brands. From asking Alexa for product recommendations to finding the nearest coffee shop on the go, voice tech is redefining convenience. And if your competitors are engaging customers this way while you’re not…well, guess who they’ll choose to listen to?
Now’s the time to act. Start optimizing for voice search and explore voice-activated ads.
Ready to take the leap? Talk to our Digital Advertising team about staying ahead of the curve and achieving voice search success!
About VONT Performance Digital Marketing
At VONT, we believe that change is the only constant in the digital world—and that excites us. When tools and environments are constantly changing, new opportunities to help our clients achieve success are constantly arising. Each new advertising technology, social platform, or design approach allows us to improve on the results we achieve for our clients.
We believe in the idea of continual fine-tuning so much that we named our company VONT, which means to achieve exponential improvement in incremental steps. It is our core belief, and the reason why we are not simply a web design company or simply a digital advertising agency, but rather a long-term, single-source partner providing a comprehensive array of web development and digital marketing capabilities.
