In 2025, more than 50% of online searches go through a voice or conversational interface. Whether via Siri, Google Assistant, Alexa or directly in ChatGPT and its competitors, users ask complete questions in natural language instead of typing fragmented keywords.
This change in usage has profound implications for business digital strategy. Voice queries are on average 3 to 5 times longer than typed queries. "Italian restaurant Paris" becomes "What is the best Italian restaurant in the 9th arrondissement of Paris open on Sunday evening?" Websites that answer this type of precise question capture this traffic. The others are simply not found.
Optimising for voice search involves several levers. The first is content structured as questions and answers. FAQs, practical guides, articles that explicitly answer frequently asked questions are favoured by voice assistants, which look for direct and concise answers.
The second lever is structured markup (schema.org). Structured data enables search engines and AI assistants to understand your page content semantically. FAQ schema, How-to schema, Local Business schema: these markups significantly increase your chances of appearing in voice responses.
The third lever, often overlooked, is GEO (Generative Engine Optimization). With the rise of AI assistants that synthesise answers from multiple sources, it is no longer enough to rank well in traditional Google results. Your content must be clear, structured and authoritative enough to be cited by these conversational systems.
Businesses that anticipate this transition to conversational interfaces are building a competitive advantage that is difficult to catch up with. Our expertise in SEO and digital performance integrates these new dimensions, coupled with a content strategy designed for both engines and humans.