The short answer is, increasingly, yes. Voice search – using devices like smart speakers and smartphones to ask questions – is becoming a significant part of how Australians find information online. For SMEs focused on website conversion, ignoring this trend could mean missing out on valuable customers. It’s not about a complete website overhaul, but strategically adapting your existing content.

For a long time, we’ve focused on optimising for typed keywords. Voice search, however, operates differently. People *speak* their queries, and those queries tend to be longer and more conversational than what they type. This changes how we approach search engine optimisation (SEO). Think less about ‘plumbers Sydney’ and more about ‘find a plumber near me who is available today’.

Here are a few key things to consider:

• Long-tail keywords are crucial: These longer, more specific phrases are exactly what people use when speaking. We need to identify these conversational queries relevant to your business and incorporate them into your website content.
• Focus on local SEO: A huge proportion of voice searches are location-based – “where’s the nearest coffee shop?” Ensuring your Google Business Profile is complete and accurate is paramount. This includes your address, phone number, opening hours, and customer reviews.
• Answer questions directly: Voice search often seeks direct answers. Creating content that directly addresses common customer questions – FAQs, blog posts, service descriptions – will increase your chances of being featured in a voice search result. Think ‘how to’, ‘what is’, ‘where can I’.
• Page speed matters more than ever: Voice search results often prioritise fast-loading websites. A slow website will frustrate users and negatively impact your ranking.

While voice search isn’t yet overtaking traditional search, its growth is undeniable. We anticipate continued expansion in the coming years, particularly as smart home devices become more commonplace. Ignoring it now means playing catch-up later. It’s not about predicting the future, it’s about preparing for a shift in user behaviour that’s already underway.

The best next step is to conduct a keyword analysis focusing on question-based queries relevant to your business. Then, review your website content and identify opportunities to incorporate these phrases naturally. A small investment in voice search optimisation now can deliver a significant return in increased website traffic and, ultimately, conversions.