Voice search optimization helps your business show up when people ask their phones for services nearby. Sounds simple, right? Well, there’s more to it. Voice searches work differently because people speak in full questions. Instead of typing short keywords, they ask complete questions like “Who can fix my furnace today?” If you’re not ready for this shift, you’re missing nearby customers who want help right now.
Today, you’ll see how to set up your Google Business Profile for voice queries. This guide covers local keywords people actually say. Plus, you’ll find out how to get your content into featured snippets.
Here’s what happens if you wait. Other businesses will capture those “near me” searches while you miss out on ready-to-buy customers. Matter Solutions guides Minnesota service businesses through voice search optimization with local SEO strategies that work.
Ready? Let’s get started.
How Voice Search Actually Works in Google Search
Voice search queries are totally different from what people type into Google. When someone types, they use two or three keywords. But when they speak, they ask complete questions like in real conversations. And Google reads these longer queries differently and pulls results from local search rankings. Here’s how it works.
People ask full questions instead of using keywords
Think about how you type versus how you talk. For example, typing gives you “plumber Minneapolis” but speaking gives you “Where can I find a good plumber near me in Minneapolis?” That conversational approach changes which businesses Google shows. And here’s where it gets interesting: voice results pull heavily from the local pack, which only shows three businesses at the top of search results.
Google matches your words to local intent
Search engines analyze the conversational tone to figure out what you need. If you say “open now” or “near me,” Google knows you want immediate service. The algorithm checks your business profile, website content, and local citations to match you with relevant local searches. The good news is that you can track these patterns in Google Search Console to see which questions bring people to your site.
Location triggers map results first
Traditional search shows a mix of websites and ads. Meanwhile, voice search goes straight to Google Maps and local organic results. When someone asks their phone for help, they want a business they can visit or call right away. Unfortunately, most businesses still optimize for typed searches despite this shift and miss these voice customers.
Now that you know how voice search works differently, let’s look at the foundation that makes it all possible.
Setting Up Your Google Business Profile to Win Voice Searches
Your Google Business Profile is the foundation for voice search success. When someone asks their phone for a service, Google pulls information directly from verified business profiles to answer. If your profile is incomplete or outdated, you won’t show up in voice results, no matter how good your website is.
Follow these five steps to get it right:
- Step 1: Verify and complete every profile field
Claim your Google Business Profile first. Then fill out every field, including your business name, physical location, phone number, website, and service areas. Otherwise, Google skips businesses with missing details and shows competitors with complete profiles instead.
- Step 2: Build consistent NAP citations across directories
NAP stands for Name, Address, and Phone Number. These three pieces must match exactly across your Google Business Profile, website, and every local business directory. Even small differences like “Street” versus “St.” confuse search engines and hurt your local rankings (we’ve seen this mistake cost businesses their spot in the local pack).
- Step 3: Add specific service categories and attributes
Google Business Profile lets you choose primary and secondary business categories. You should pick the most specific ones that describe what you do. Also, add attributes like “wheelchair accessible,” “veteran-owned,” or “online estimates available.”
- Step 4: Encourage natural, conversational reviews
You might be wondering why reviews are so important for voice search. The reason is simple: voice assistants favor businesses with recent, detailed reviews because they signal trustworthiness. Based on our work with Minnesota service businesses, reviews with phrases like “fixed our furnace the same day” perform better than generic “great service” comments.
- Step 5: Post regularly about local events and seasonal services
Sharing updates through GBP posts keeps your profile fresh. You can highlight local events, seasonal promotions, or Minnesota-specific services like winter preparations. The more you post, the more Google recognizes your business as active and engaged with nearby customers.
Once your profile is set up correctly, the next step is finding which local keywords your customers say out loud.
Find Local Keywords That Match How People Talk
Let’s be honest here, typed keywords and spoken keywords are completely different. For instance, people typing search for “HVAC repair Minneapolis” but speak, “Who can fix my heater today in Minneapolis?” That shift in phrasing changes which businesses Google shows.
Through our testing, we’ve found that question-based local keywords work best for voice search. You can use Google Search Console to see which conversational searches already bring people to your site. Besides that, look for long phrases that include your service plus location modifiers like “near me” or specific neighborhood names.
Getting Your Content into Featured Snippets and Local Rankings
Featured snippets are the prize for voice search optimization. When someone asks a question, voice assistants read these answer boxes out loud as the response. This placement means getting into featured snippets positions your business as the voice answer for local searches in your area.
Answer Questions Directly
But wait, there’s more to it than just writing content. You need to structure your website pages to answer specific questions in the first paragraph. This starts with question-based title tags and H2 headings like “How much does furnace repair cost in Minneapolis?” Then answer it clearly in 40 to 60 words right below the heading (believe it or not, the simpler the better here).
Format for Quick Answers
Google loves content that’s easy to scan and read. You can do this with numbered lists for step-by-step processes and bullet points for features or benefits. Our data shows that pages with clear formatting rank higher in local search results. You should also keep paragraphs short, under 50 words each, so mobile users can read them quickly.
Ready to Capture More Voice Search Customers in Minnesota
Voice search isn’t the future. It’s happening right now in Minnesota. It’s really bad if you’re not still feeling this change. The early movers will dominate local search results while others fall behind. Your competitors are either already adapting or missing out completely.
The strategies you’ve learned today give you everything you need to stay ahead. You have a complete Google Business Profile, conversational local keywords, and content formatted for featured snippets.
From here, start implementing these changes this week to capture voice searchers in your local area. The sooner you adapt, the more qualified leads you’ll get from customers asking their phones for help.
