Voice Search and Local Businesses: What You Actually Need to Know

Voice search is growing, but probably not the way you've been told it is. You've likely heard that everyone's talking to their phone now, that SEO is dead, and that you need a completely different strategy. None of that is quite right.

Let's start with the actual numbers, because they matter.

How many people actually use voice search?

About 28% of UK adults use voice search on a regular basis. That's just over one in four people. It's not nothing, but it's also not "everyone". The number's been climbing steadily for the past few years, but it's not exploding the way some agencies would have you believe.

Of those people who do use it, most are doing it on their phone or smart speaker at home — asking about the weather, playing music, or looking for quick answers. Some are searching locally ("plumbers near me", "fish and chips in Bristol"), and that's where it matters for your business.

The key thing: voice search users are still a minority. Your core SEO strategy shouldn't flip on its head because of it. But there's an easy layer you can add on top that'll help you catch some of those searches without much extra effort.

What do voice searches actually look like?

This is where understanding the behaviour matters more than the technology.

Voice searches are longer and more conversational than typed searches. If someone types, they might type: "electrician cardiff". If they're talking to their phone, they're more likely to say: "Where can I find a reliable electrician in Cardiff who does emergency callouts?"

Voice queries often include:

• Question words: "Where", "how", "what", "when", "who"
• Local intent: "near me", place names, landmarks
• Specific needs: "emergency", "open now", "who does", "can I get"

That matters because it tells you something useful: voice searchers often know what they want. They're not exploring. They're looking for a solution fast. They're probably ready to book or ring.

Do you need a completely different strategy?

No. And anyone who tells you otherwise is selling you something.

Your voice search strategy isn't separate from your SEO strategy — it's a natural part of it. The same thing that makes a page rank well for typed searches usually makes it work for voice searches too.

What you *do* need to adjust is:

Language and phrasing: Write in a way people actually talk. If your website is full of stiff corporate language, people's voice assistants will have a harder time matching that to what people are saying. Write naturally.

Answer the questions people ask: Structure your content to answer specific questions people voice-search for. A plumber might have a page that answers "How long does a new boiler installation take?" or "What should I do if my pipes freeze?" These are things people will actually ask Alexa or Google.

Clarity on key facts: Your phone number, address, opening hours, and what you actually do need to be crystal clear on your website. Voice assistants pull this information to give users answers. If it's buried or unclear, they can't find it.

That's it. You're not learning a new language. You're just making your existing information work harder.

What actually helps: conversational content

Start writing in a way that matches how people talk. Not casual, not unprofessional — just human.

Instead of: "We provide comprehensive commercial plumbing solutions with rapid response times."

Try: "We fix plumbing problems fast. If you've got a burst pipe or a broken boiler and you need someone today, ring us."

This works for voice search *and* it works better for regular Google search *and* it works better for your customers generally, because they can actually understand what you do without decoding marketing speak.

Practical examples:

• Service pages should explain what you do, why someone might need it, and what to expect. Answer the questions your customers actually ask.
• FAQ sections work brilliantly for voice search. If you've got five or ten questions your customers ask repeatedly, put them on your website with clear answers.
• Blog content (if you write it) should tackle real problems. "Why is my heating not working?" beats "Advanced HVAC diagnostics" every time.

The honest truth: if you're a local business and you don't have an FAQ or a clear explanation of what you do written in plain English, you're losing customers to businesses that do — whether voice search is involved or not.

Local information: this matters more

Here's where voice search *does* shift things slightly, because voice searches are disproportionately local.

When someone says "hairdresser near me", Google needs to know:

• Where you are (your address)
• That you're actually a hairdresser (your business category)
• That you're real (reviews, consistent information across the web)
• That you're open now (current hours)

You do this through Google Business Profile (the free tool that shows you on Google Maps). This is important for voice search, but it's actually important for *all* local search. It's not new, and it's probably the single most effective thing a local business can do.

If you haven't claimed and filled out your Google Business Profile yet, do that first. Everything else is secondary.

Fill in:

• Your real address
• Your phone number
• Your hours (and keep them updated)
• What you actually do
• A few good photos
• Encourage customers to leave reviews

That's the foundation. Voice search will find you more easily when that's all in place.

What you can do today

You don't need to overhaul everything. Pick one thing:

1. Claim your Google Business Profile if you haven't already. This takes 20 minutes and helps with voice search, local search, and general discoverability.

2. Write or update your FAQ section with questions your customers actually ask. Aim for 5–10 questions. Answer them in plain English in 2–3 sentences each.

3. Rewrite your main service pages to explain what you do without the jargon. Pretend you're explaining it to a friend, not a marketing director.

Pick the one that feels most doable this week. Do that. Don't wait for the perfect strategy or a complete website redesign.

The bigger picture

Voice search is real and it's growing, but it's not a revolution requiring a complete rethink. It's an evolution of how people search — and the best way to prepare is the same way you prepare for any search: clear information, honest language, and making sure Google can actually find you.

If you want help getting your local information right, optimising your pages for both voice and typed search, or making sure your website actually explains what you do — that's exactly what we help small businesses with at BrightClick. But honestly, starting with the steps above will get you 80% of the way there on your own.

The businesses winning at voice search aren't doing anything weird. They're just doing the basics properly.