Maximize SEO with Voice Search: Tips for Adaptation and Growth

Ready to amplify your organization?

In today’s fast-paced digital world, voice search isn’t just a trend; it’s revolutionizing how we interact with our devices. As you adapt your SEO strategy, understanding the impact of voice search is crucial. It’s changing the game, and you need to be ready.

Voice search optimization requires a shift in thinking. It’s not just about keywords anymore; it’s about understanding natural language and the questions your audience is asking. This evolution in search behavior can significantly impact your SEO efforts, making it more important than ever to optimize for how people speak, not just how they type.

Key Takeaways

  • Voice search is transforming SEO, necessitating a focus on natural language, conversational queries, and understanding user intent.
  • Optimizing for voice search involves targeting long-tail keywords, question-based keywords, and ensuring content is conversational and answers specific questions directly.
  • The rise of mobile and smart devices has made mobile-friendly website design and local SEO crucial for capturing voice search queries, especially for “near me” searches.
  • Featured snippets play a significant role in voice search, offering increased visibility, trust, and traffic. Content should be structured to directly answer user questions to increase the chances of being featured.
  • Future trends indicate a growing importance of personalization in voice search, the integration of voice search in e-commerce, and the need to optimize for voice-powered shopping experiences.
  • Businesses and marketers must adapt their SEO strategies to align with the shift towards voice search to remain competitive and visible in the evolving digital landscape.

What is Voice Search?

Voice search is rapidly transforming how people interact with their devices and access information online. As this technology becomes more integrated into our daily lives, understanding its implications is essential, especially in the realm of SEO.

Definition of Voice Search

Voice search allows users to perform searches on the internet by verbally asking questions to an enabled device, such as smartphones, smart speakers, and digital assistants. Unlike traditional search methods that depend on typing out queries, voice search is all about the convenience of speaking naturally. This shift towards speaking instead of typing is changing the landscape of online search and, consequently, how marketers and marketing agencies approach SEO.

How Does Voice Search Work?

At its core, voice search leverages advanced speech recognition technology to understand spoken queries and return relevant answers. When you ask a device a question, this technology processes your words, interprets your intent, and sifts through vast amounts of data to provide you with the most accurate information possible. The process involves several key steps:

  1. Voice Activation: The device’s listening mode is triggered by a wake word or phrase.
  2. Speech Recognition: The spoken words are converted into text.
  3. Query Processing: The search engine analyzes the text to understand the context and intent.
  4. Fetching Results: The engine searches its index for the best answer.
  5. Response Delivery: The device speaks back the answer or displays it on the screen.

For businesses and marketers, understanding this process is fundamental. It highlights the importance of optimizing content not just for keywords but for conversational language and questions real people ask. This shift necessitates a more nuanced approach to content creation, with a focus on natural language and the contexts in which voice searches are performed.

Moreover, marketing agencies must adapt their strategies to align with how voice search is altering user behavior. Optimizing for voice search means thinking about how your target audience phrases their queries verbally and what information they might be seeking through those queries. It’s a dynamic field that requires keeping up with evolving technology and user trends to stay ahead.

The Rise of Voice Search

In the rapidly evolving digital landscape, voice search has emerged as a game-changer. As technology advances, more devices offer voice search capabilities, making it easier for users to find what they’re looking for on the internet without typing a query. This shift toward voice-activated searches presents unique challenges and opportunities for businesses and marketing agencies striving to stay ahead in SEO. By understanding the rise of voice search, you can adapt your SEO strategies to leverage this growing trend effectively.

Statistics on Voice Search Usage

The adoption of voice search technology has seen an exponential increase over the past few years. Here’s a look at some compelling statistics:

Year Percentage of Users Engaging in Voice Search
2019 45%
2020 55%
2021 62%
2022 71%

These figures highlight a clear upward trajectory in voice search usage, signifying its growing significance in the digital domain. As the numbers continue to rise, optimizing for voice search is no longer optional; it’s imperative. Marketing agencies and businesses must recognize this shift to ensure their content reaches voice search users effectively.

Reasons for the Increasing Popularity of Voice Search

Several factors contribute to the rising popularity of voice search:

  • Convenience: Voice search offers unmatched convenience as users can search for information hands-free, making it particularly useful while multi-tasking or on the go.
  • Speed: Speaking is faster than typing. Users prefer voice search for its efficiency in delivering quick results.
  • Improved Accuracy: Advances in natural language processing have significantly improved voice recognition technology’s accuracy, encouraging more users to rely on voice search.
  • Increased Mobile Usage: With mobile devices becoming an integral part of daily life, voice search has gained momentum as it’s integrated into smartphones, making it easily accessible anytime, anywhere.
  • Smart Speakers and Virtual Assistants: The proliferation of smart speakers and virtual assistants like Amazon Echo and Google Home has further elevated the convenience and functionality of voice search, embedding it into the fabric of everyday life.

As voice search continues to grow, businesses and marketing professionals must refine their SEO strategies to cater to this trend. Integrating conversational language and focusing on long-tail keywords are pivotal steps in optimizing content for voice search users. Understanding the nuances of voice search behavior enables marketing agencies to craft more effective SEO strategies that resonate with how users are increasingly choosing to interact with the web.

How Voice Search Affects SEO

As the digital landscape evolves, so does the way we interact with technology. Voice search has become a pivotal aspect of SEO strategies, significantly altering how content is discovered and consumed. Here’s how it’s changing the game.

Changes to Keyword Research for Voice Search

Voice search fundamentally transforms the nature of keyword research. Traditional search methods often involve fragmented, concise keywords or phrases. However, voice searches tend to be more conversational and natural, as if you’re asking a question to a friend. This shift means that your keyword strategy needs an overhaul to accommodate this change. You’ll need to think about how people ask questions aloud and what kind of query formulations they use.

  • Focus on question-based keywords
  • Consider the five Ws (Who, What, When, Where, Why) and How
  • Utilize tools designed for voice search keyword discovery

Integrating these kinds of phrases into your content ensures you’re not just visible in traditional searches but in voice searches as well.

Optimizing for Long-tail Keywords

Given the conversational nature of voice search, long-tail keywords have become increasingly important. These are longer, more specific phrases that searchers are likely to use when speaking rather than typing. Optimizing for long-tail keywords means you’re catering to a more targeted audience, often resulting in better conversion rates. For instance, instead of targeting “SEO strategies,” consider “how to improve SEO for voice search.”

  • Target phrases that closely match the searcher’s intent
  • Use natural, conversational language
  • Incorporate local SEO tactics for location-based queries

These strategies can greatly enhance your content’s visibility and relevance in voice search results, making it imperative for your SEO planning.

Importance of Natural Language and Conversational Phrases

The rise of voice search emphasizes the need for content that mirrors natural speech patterns. Integrating conversational phrases into your SEO strategy is not just about being found in search anymore—it’s about providing a seamless user experience. Your content needs to sound as natural as possible, mimicking the way potential customers speak in real life.

  • Write content that answers questions directly
  • Use a natural, engaging tone
  • Avoid jargon and overly complex sentences

By focusing on natural language, you’re more likely to hit the mark with voice search queries. This approach not only benefits your SEO but also makes your content more accessible and enjoyable for all users.

Implementing these adaptations in your SEO strategy ensures that your content remains competitive and visible in the era of voice search. Voice search isn’t just a fleeting trend—it’s a fundamental shift in how users interact with online content. By understanding these changes and adjusting your approach accordingly, you can ensure that your site stays ahead in the SEO game. Whether you’re a marketing agency or a business owner, recognizing the impact of voice search on SEO is crucial for digital success.

Voice Search and Mobile SEO

As you delve deeper into optimizing your SEO for voice search, it’s crucial to understand the symbiotic relationship between voice search and mobile SEO. With the majority of voice searches being conducted on mobile devices, ensuring your website is optimized for mobile users is no longer optional—it’s essential.

Mobile-Friendly Website Design

A mobile-friendly website design isn’t just about looking good on a smaller screen. It’s about providing an optimal user experience (UX) that keeps your audience engaged. Here’s how you can ensure your website is up to the task:

  • Responsive Design: Your website should automatically adjust to fit the screen of any device, be it a smartphone, tablet, or desktop.
  • Fast Loading Times: Mobile users are in a hurry. Websites that load in 2 seconds or less see vastly higher engagement rates. Use tools like Google’s PageSpeed Insights to analyze and improve your site’s speed.
  • Simplified Navigation: Complex menus don’t translate well to mobile screens. Opt for a simplified, easy-to-use navigation structure that mobile users can navigate with ease.
  • Readable Content: Large blocks of text can be daunting on a small screen. Break up your content with headings, bullet points, and short paragraphs to enhance readability.

Optimizing for mobile isn’t just about user convenience, it impacts your SEO directly. Google’s mobile-first indexing means your mobile site is now the benchmark for how you rank, making it imperative that it’s up to standard.

Voice Search and Local SEO

For businesses targeting a local customer base, voice search optimization is a golden opportunity. Voice search queries have a high tendency to be local in nature. Here’s how you can leverage this for local SEO:

  • Claim Your Google My Business Listing: This is fundamental. Ensure your business details are accurate and up-to-date, as voice searches often pull information from these listings.
  • Incorporate Local Keywords: Use keywords that reference your city, neighborhood, and nearby landmarks. People often use these local identifiers in their voice searches.
  • Optimize for “Near Me” Searches: Phrases like “near me” or “close by” are prevalent in voice search queries. Include these terms in your website’s meta tags, descriptions, and content wherever appropriate.
  • Collect Reviews: Encourage satisfied customers to leave positive reviews on platforms like Google My Business and Yelp. High ratings can improve your visibility in local search results, which is crucial for attracting voice search users.

By integrating these strategies into your marketing agency’s SEO plan, you’re not just preparing for the rise of voice search—you’re ahead of it. Optimizing for mobile and local SEO ensures that when your potential customers ask their devices for recommendations, your business stands a strong chance of being the top answer.

Voice Search and Featured Snippets

As voice search continues to rise in popularity, understanding its relationship with featured snippets is crucial for any marketing agency looking to enhance its SEO strategy. Featured snippets, often referred to as “position zero” in search results, play a significant role in voice search. They provide direct answers to users’ queries, making it imperative for businesses to optimize their content to appear in these coveted spots.

How Featured Snippets Benefit Voice Search

Featured snippets are designed to give users a concise answer to their questions directly on the search results page, without needing to click through to a website. This characteristic of featured snippets is particularly beneficial for voice search. When users ask their devices a question, the device tends to read the featured snippet as the answer. This means that if your content secures a position as a featured snippet, it’s more likely to be the response provided by voice search assistants like Siri, Google Assistant, or Alexa.

Key Advantages of Featured Snippets in Voice Search:

  • Increased Visibility: Your content gets prime real estate above traditional search results.
  • Higher Trust: Being featured implies Google considers your content the most relevant answer, boosting user trust.
  • More Traffic: Even though the answer is displayed on the search page, many users will click through to read more.

By aligning your content with the requirements of featured snippets, you’re not just optimizing for traditional search but setting your sights on the emerging landscape of voice search as well.

Optimizing Your Content for Featured Snippets

To leverage the benefits of featured snippets in voice search, you’ll need to fine-tune your content strategy. Here are essential tactics to consider:

  • Understand and Answer Your Audience’s Questions: Utilize tools to uncover the questions your audience is asking. Prioritize long-form content that comprehensively answers these questions.
  • Structure Your Content for Readability: Use headings, lists, and short paragraphs to make your content easy for search engines to parse. Structured content is more likely to be picked up as a featured snippet.
  • Incorporate Question-Based Keywords: Embed questions naturally within your content, especially in headings or near the beginning of your articles, to match voice search queries.
  • Provide Clear, Direct Answers: Aim for concise explanations or definitions in your content. A straightforward response that directly addresses the query is more likely to be featured.
  • Include Supporting Data and Imagery: Relevant images, tables, and data can enhance your content’s value and increase the likelihood of snippet selection.

While a targeted effort is required to optimize for featured snippets, the payoff in terms of visibility and traffic – especially from voice search – can significantly impact your SEO success. Start integrating these practices into your content strategy to capture the attention of both search engines and voice search users alike. Your efforts could position you as the go-to source for answers in your industry, driving both brand authority and engagement.

Future Trends in Voice Search

As we delve deeper into the integration of digital assistance in our daily lives, understanding the future trends in voice search becomes crucial for any business eager to stay ahead in the online marketing game. Let’s explore how voice assistants and smart speakers, as well as voice search for e-commerce, are shaping the future of SEO and what you can do to adapt.

Voice Assistants and Smart Speakers

Voice assistants like Amazon’s Alexa, Google Assistant, and Apple’s Siri have become household staples, significantly altering the way users interact with devices and search for information online. Smart speakers, with their hands-free convenience and improving accuracy, are at the forefront of this change. Here’s what you need to consider:

  • Personalization and Predictive Search: Future SEO strategies will need to leverage the increasingly personalized responses offered by voice assistants based on user history and preferences. Start tailoring your content to fit these more personalized queries.
  • Local SEO and Voice Search: With a sizeable percentage of voice searches being local, it’s imperative to optimize for local SEO. Make sure your business’s NAP (Name, Address, Phone number) details are accurate across all platforms.
  • Voice Shopping: As voice devices become more commonplace, so does voice shopping. Ensure your products are easily discoverable through voice search by using natural, conversational language in product descriptions.

By integrating these considerations into your strategy, your marketing agency or team can tap into the growing audience using voice search daily.

Voice Search for E-commerce

The realm of e-commerce has seen a significant shift with the introduction of voice search. Customers are now using voice search not only for product discovery but for direct purchases as well. Here’s how to leverage this trend:

  • Optimize for Conversational Keywords: Since voice search queries are usually longer and more conversational than text-based searches, optimize your content for long-tail keywords that mimic natural speech patterns.
  • Product Information and FAQ Pages: Enhance product descriptions with information that answers potential voice queries. Additionally, a well-structured FAQ page addressing common customer questions can improve your visibility in voice search results.
  • Voice-Powered Shopping Experiences: Create a seamless shopping experience by integrating voice search capability into your e-commerce platform. Making it easier for users to find and buy your products through voice commands can put you ahead of competitors.

As voice technology continues to evolve, staying updated with these trends is paramount. By tailoring your SEO and marketing strategies to accommodate the nuances of voice search, especially in the burgeoning field of e-commerce, you position your business not just to adapt but to thrive.


Adapting your SEO strategy to include voice search isn’t just a trend—it’s a necessity for staying competitive in today’s digital landscape. With the rise of voice-activated devices and the shift towards more natural, conversational search queries, it’s clear that optimizing for voice search is crucial for enhancing your online visibility. By focusing on long-tail, question-based keywords, ensuring your website is mobile-friendly, and targeting local SEO, you’re laying a solid foundation for success. Don’t forget the power of featured snippets and the importance of tailoring content to meet the demands of voice search. As technology evolves, so too should your approach to SEO. Embrace these changes and you’ll not only improve your search rankings but also provide a better user experience for your audience. Remember, the future of search is voice—make sure your business is ready to be heard.

Ready to amplify your organization?


In today’s fast-paced digital world, home service businesses can’t afford to lag behind. I’ve seen firsthand how the right
In today’s fast-paced digital world, your website is often the first impression potential customers have of your business. That’s
If you’re looking to elevate your marketing strategy, the Entrepreneurial Operating System (EOS) might be just what you need.
Navigating the world of niche marketing can feel like a daunting task, especially for small business owners looking to


HoliMont Ski Club

Taking America's largest private ski club from the blue square to double black.

For almost 60 years HoliMont has been committed to creating an environment for generations of families and friends to adventure and build memories together. As America’s largest Private Ski Club, and WNY’s Premier Ski Destination, it was time for a change to reposition the club for the new season they were stepping into.

In partnership with their incredibly committed and passionate team, we’ve rolled up our sleeves to not only reintroduce HoliMont as an All-Season Club but to engage new members and remind existing members of how wonderful a place HoliMont is for family, friendship, and fun. 


Private Club Sports


Ellicottville, NY


Web Design & Development
Digital Marketing

Brand Identity

Refreshing their identity without reinventing it. 

HoliMont has a very recognizable mark with decades of history behind it – so our approach was focused on breathing new life into a timeless logo.


Logo Redesign

Simple & Structured.

Removing the dated styling (shadows, outlines) as well as the caps-case on the word mark helped to reveal a more timeless and versatile logo.

Color Studies & Typography

A high-end, rustic, and elegant take on WNY ski culture

Combining rich greens, rose gold, and a quality typographic system gives HoliMont the recognizable look it deserved.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of Holimont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of HoliMont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Identity

Custom badges for all of the 'Mont's programs. 

We created unique symbols with illustrations to represent each program within HoliMont. You can see these around the ‘Mont any time you visit!



A premier destination: online and off.

We took the original site and did a complete overhaul, giving HoliMont the impact it deserves for current and prospective members.



A simple yet beautiful experience, even if you're browsing from the chairlift.

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

Creative Assets

A simple yet beautiful experience, even if you're browsing from the chairlift. ​

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.


Print Materials

A suite of promotional materials for the old souls who prefer something to hold on to. 

From brochures to flyers, signs to branded merch – we’ve done it all to roll out the newly refreshed HoliMont brand.

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoots with the HoliMont staff and members are arguably the most fun any creative team can have while working. 

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoot with the HoliMont staff and members are arguably the most fun any creative team can have while working.

Play Video


Custom icons add an extra splash of fun and also function.

we created custom-branded iconography used throughout both web & print materials to illustrate features and activities offered by HoliMont.


Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Adventure Is Calling-300x600

12 Month KPI Snapshot

New Trial Members
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
New Trial Members
0 .4x
New Members

12 Month KPI Snapshot

New Trial Members
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
0 .4x
wm-ed youmans

"I would not feel anywhere near as comfortable with the future of HoliMont as I do if not for Williams Media."

Ed Youmans

General Manager



Ready to take your company to the next level?

Get in touch to book a quick discovery session, where we’ll chat about your goals and see if we’re a good fit to help you get there.


SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.




Buffalo, NY


Web Design & Development

Digital Marketing

Custom Illustration 



Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.


The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.