Smart speakers like Alexa and Google Home are transforming how people find local businesses. With 1 in 4 Americans owning smart speakers and 75% of 18-34-year-olds using voice search for local details, voice technology is becoming essential. Yet, only 3% of businesses are optimized for voice search, leaving a massive gap.
Key Takeaways:
- Voice Search Growth: Quick, action-driven queries like "restaurants near me" dominate.
- Major Platforms:
- Alexa: 70% smart speaker market share, supports custom skills.
- Google Assistant: Tied to Google My Business for better local visibility.
- Optimization Tips:
- Keep Google My Business updated.
- Leverage platforms like Yelp and Apple Maps.
- Use schema markup for better search results.
- Content for Voice: Craft conversational FAQs, location pages, and service descriptions.
- Custom Skills: Enable booking, promotions, and customer interactions.
Quick Comparison Table:
| Platform | Market Share | Key Features |
|---|---|---|
| Alexa | 70% (smart speakers) | Largest user base, custom skills |
| Google Assistant | 25% (overall voice search) | Integrated with Google My Business |
To stay competitive, businesses must act now by optimizing for voice search, creating engaging content, and leveraging smart speaker ads and skills.
How to Optimize a Local Business for Voice Search – Alexa, Siri and Google
Understanding Voice Search and Smart Speakers
Voice search is changing the way people connect with local businesses. With smart speakers becoming a staple in homes and workplaces, understanding this technology is key to staying ahead in local markets.
The Growth of Voice Search and Its Impact on Local Businesses
Voice search is on the rise, but many local businesses are still playing catch-up. This shift in consumer behavior brings new opportunities. Voice searches are often quick and action-driven, focusing on things like store hours, directions, or immediate purchases.
Major Smart Speaker Platforms
Different smart speaker platforms offer unique benefits for local businesses:
| Platform | Market Share | Key Benefits |
|---|---|---|
| Alexa | 70% (Smart Speakers) | Largest user base and custom skills |
| Google Assistant | 25% (Overall Voice Search) | Integrated with Google My Business |
Alexa dominates smart speaker ownership, but Google Assistant’s connection to Google My Business makes it a strong tool for improving local search visibility [2].
Types of Local Voice Searches
Local businesses should focus on three main types of voice searches:
- Discovery Searches: General queries like "restaurants near me."
- Brand-Specific Searches: Direct requests such as "call Joe’s Pizza."
- Knowledge-Based Searches: Questions about services, like "does Downtown Gym offer yoga classes?" [2]
"Voice isn’t just about adapting local marketing for smart speakers and in-car voice, it represents a new avenue for information." – Federated Media [1]
Devices with screens add another layer of interaction by blending audio with visuals. To take full advantage of voice search, businesses need to optimize their online presence. This means maintaining accurate business listings and creating content tailored to voice search patterns.
Optimizing Your Business for Voice Search
Keeping Google My Business Listings Updated
Your Google My Business (GMB) profile plays a big role in how your business appears in voice search results. Google Assistant uses GMB data to answer local queries, so make sure your profile is up-to-date. Include accurate categories, upload high-quality photos, and respond quickly to customer reviews. These factors can directly impact your rankings in voice search.
Leveraging Apple Maps and Yelp for Voice Search
Voice assistants pull data from various platforms, not just Google. To boost your visibility, ensure your business is well-represented across key systems:
| Platform | Voice Assistant | Focus Areas |
|---|---|---|
| Yelp | Alexa | Business description, photos, customer reviews |
| Apple Maps | Siri | Location accuracy, categories, operating hours |
| Google My Business | Google Assistant | Complete profile, posts, Q&A section |
Each platform has its own optimization needs, so don’t overlook them.
Using Schema Markup to Improve Search Visibility
Schema markup helps search engines better understand your website, which can improve how your business performs in voice searches. Pay attention to these key types:
- LocalBusiness markup: Covers essential business details.
- OpeningHours markup: Displays your operating hours.
- Review markup: Highlights customer reviews and ratings.
Make sure your NAP (name, address, phone) information is accurate, and include details about your service areas and products. These small adjustments can make a big difference in how easily your business is found through voice search.
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Creating Content and Skills for Smart Speakers
Writing Content for Voice Search
After optimizing your business for voice search, the next step is crafting content that connects with voice users. Voice search content should use conversational language that reflects how people naturally speak. For example, phrases like "where can I get the best pizza near me?" work better than "best pizza restaurant downtown." Test your content with AI voice tools to ensure it sounds natural and offers clear, concise answers to typical customer questions.
Here’s a quick breakdown of how different types of content perform in voice search:
| Content Type | Voice Search Performance | Best Practices |
|---|---|---|
| FAQ Pages | High visibility | Use natural questions, provide short, direct answers |
| Location Pages | Strong local reach | Mention neighborhood names and nearby landmarks |
| Service Descriptions | Good for specific queries | Focus on solving customer problems |
Developing Custom Skills for Alexa and Google
Smart speakers go beyond basic voice search by offering custom skills that can boost customer engagement. For local businesses, these skills can simplify customer interactions and help grow their presence in the local market. Custom skills let users perform actions like booking appointments, checking inventory, or accessing exclusive promotions – all tailored to their needs.
Examples of Effective Voice Campaigns
Devices like the Echo Spot and Google Home Hub, which combine screens with voice functionality, allow restaurants to visually showcase menu items while still supporting voice-based ordering [1][4]. These platforms highlight how voice-friendly content and custom skills can deliver measurable results for local businesses.
To evaluate the success of your voice campaigns, use tools like Google’s Search Console to monitor traffic from voice-activated devices [3]. Key metrics to track include:
- How often customers engage with your custom skills
- Conversion rates from voice-activated ads
- Number of voice-initiated calls or requests for directions
- Customer feedback and ratings on your voice skills
Using Smart Speaker Ads in Marketing
Using Audio Ads on Alexa and Google Home
Smart speakers give local businesses a chance to connect with customers in targeted ways through voice technology. Both Amazon and Google have unique ad options that can focus on specific locations or audience groups.
| Platform | Ad Format | Best For |
|---|---|---|
| Alexa | Audio ads during music streams | Reaching non-Prime members |
| Google Home | Sponsorship of live radio streams on the device | Connecting with local radio listeners |
| Both platforms | Podcast advertising | Reaching niche audiences based on interests |
Promoting Through Branded Skills
Branded skills allow businesses to weave marketing directly into user interactions while offering something useful. For instance, a fitness studio might create a skill that shares daily workout tips or class schedules, subtly promoting their services. Similarly, a car dealership could design a skill to help users locate nearby branches and check out current deals.
These branded skills go beyond basic voice search optimization by fostering regular engagement. With only 3% of local businesses having voice-enabled websites, this is an untapped area for businesses ready to take the leap [1].
Measuring Results from Voice Campaigns
To understand how well your voice ads are working, focus on these metrics:
| Metric Type | What to Track | Why It Matters | Action Items |
|---|---|---|---|
| Engagement | How often skills are used | Shows audience interest | Simplify the skill or promote it more if usage is low |
| Conversion | Actions triggered by voice | Tracks direct responses | Monitor calls, directions, and purchases |
| ROI | Cost per conversion | Evaluates campaign efficiency | Compare results with other marketing efforts |
Tools like Google’s Search Console and analytics from each platform can help you monitor and fine-tune performance [3]. The best voice campaigns mix direct advertising with user-centered content, such as partnering with local radio stations to create sponsored segments that are both helpful and brand-focused.
These strategies not only improve voice campaigns but also strengthen your overall digital marketing efforts, ensuring everything works together seamlessly across channels.
Conclusion: The Future of Local Marketing with Smart Speakers
Voice technology is reshaping how local businesses connect with customers. While only 3% of local businesses currently use voice-enabled websites, a striking 75% of younger consumers rely on voice search [1]. This gap highlights a huge opportunity for businesses willing to embrace this shift. Devices that combine voice and visual features are making marketing messages more engaging and easier to remember.
To take advantage of this, local businesses need to act quickly by adopting voice-first strategies. This includes optimizing for voice search, developing custom skills, and using smart speaker ads to reach their audience. These steps can help businesses stay ahead in the growing voice-enabled market.
Voice technology is also moving beyond homes and into cars, where drivers can safely access information through voice commands [1]. This growing network of voice-enabled devices gives businesses more ways to interact with customers, offering services that are easier and more convenient to use.
As voice recognition and multi-modal tools continue to improve, businesses that start using them now will be better prepared for future advancements. The key to success lies in creating smooth, natural ways for customers to find and engage with local businesses.
Businesses that take the lead in adopting voice technology will strengthen customer relationships and gain a competitive edge as voice search becomes even more popular. The future of local marketing isn’t just about being heard – it’s about creating real connections that drive results.