By: Kate Trezza, OT Intern
We’ve come a long way with technology — from manual type-in searches to predictive AI that knows what your customers want before they even finish typing. Artificial intelligence may be taking over, but the most effective ways to show up in front of your audience are turning more human than ever. Voice is the trend to watch because of these three distinct qualities: Simple. Natural. Human.
Here’s what you need to know about voice marketing and how to optimize your content to win the visibility race.
What is Voice Marketing and Voice Search Optimization?
In simple terms, voice marketing is a strategy where a business creates and optimizes content to reach prospective customers who use voice-enabled technology such as Siri, Alexa, or Google Assistant. When people talk to their devices, asking for recommendations, you want your business to be in that answer. Voice search optimization makes that possible by helping your content show up in spoken search results, not just typed ones. This shift is changing how businesses should approach traditional SEO. It’s no longer just about keywords people type into a search bar. Now, it’s also about how people say things when they speak naturally.
How is Voice Search Different from SEO?
Unlike traditional text-based queries, spoken searches are more conversational, longer, and often phrased as complete questions. Instead of typing “best car shop,” someone might ask, “What’s the best car shop open now near me?”
This difference matters because search engines process voice queries with a different lens. Voice search optimization goes beyond keywords. It considers context, timing, location, and real-world phrasing. To appear in these results, create content that anticipates how people naturally ask for what they need. Regardless of what kind of content you’re posting — web pages, product copy, or FAQs — voice search visibility depends on how spot-on you are at anticipating questions and answering them in a natural, conversational way. If your content isn’t optimized for voice search, you’re missing out on those leads and revenue.
How to Make Your Content Voice Search-Friendly
Even if you haven’t optimized your content for voice search yet, it’s not too late to start. Recent data shows that over 20.5% of people worldwide use voice search. In the U.S. alone, 153.5 million people interact with voice assistants, with Siri leading at 86.5 million users.
To help you tap into this growing audience, here are some practical strategies you can start applying right now to make your content more voice search-friendly:
Include long-tail keywords.
These are phrases that contain three or more words and mimic natural speech. Voice search users typically ask specific questions or use conversational language. Aim to naturally include those queries in your content. For example, instead of writing “Best coffee. Open daily. Visit us!”, try: “Looking for a cozy coffee shop open near you? We’ll brew fresh espresso for you.”
Keep FAQs organized and up-to-date.
People use voice search to find information by asking questions, so it’s important to create content that gives answers. You can increase your reach by crafting content that addresses common questions or by keeping FAQ pages up and running. Think of all the “what,” “why,” and “how” questions to connect with more voice search users. If you are offering professional services, make sure your content has all the answers.
Localize your content.
In different parts of the country, people may refer to the same things in slightly different ways. If you are shipping products across the country, optimizing for different locations is key for visibility. For example, if you sell travel bags designed to carry dogs on public transit, it makes sense to optimize for “subway,” not “metro,” when targeting New York City customers. Optimizing for neighborhood-level searches is just as important if you run a small local business.
Not sure how to integrate voice marketing into your strategy? On Target has over 20 years of experience adapting to new trends and helping clients across multiple industries get real results. We’ll walk this path with you, guiding you through voice search optimization, smart content creation, and targeted digital campaigns. Ask your voice assistant to give us a call at (407) 830-4550. Let’s connect.