What Franchise Companies Need to Know About Voice Search in 2025

Voice search is becoming an integral part of how people find the information they are looking for. Although voice-enabled search has been around for some time, recent breakthroughs and the wide adoption of smart speakers have accelerated this trend, which is expected to continue through 2025. Voice search is performed via smart speakers and devices, cellphones, and even in-car. According to eMarketer, the number of voice search users in the US is expected to reach 154 million in 2025, and a study by PWC found that 65% of 25-49-year-olds speak to their voice-enabled devices at least once per day.

This article is part of a series that examines major digital marketing trends that franchise systems should be aware of in 2025. Check out our other articles in the series:

• How Generative AI is Changing Digital Advertising for Franchises in 2025
• How Franchise Companies Should Adjust their SEO Approach in 2025
• Video is a Must-Have Marketing Tool for Franchise Companies in 2025
• Influencer Marketing for Franchise Companies is Going “Nano”
• Franchise Marketing Data Privacy Update for 2025
• How Franchise Companies Can Capitalize on Social Search in 2025
• Social Shopping Trends for Franchise Companies in 2025

An interesting aspect for franchise systems to consider is that people are increasingly using voice search to find information about local businesses. A recent study by PWC found that 74% of people use voice search on their smartphone to find information on local businesses at least weekly.

This shift in consumer behavior is driving companies to optimize their websites and content for voice searches, which requires a different approach than traditional text-based queries. Although SEO fundamentals still largely apply, voice queries tend to be longer and more conversational. This means that marketers should consider natural language and a conversational tone when developing content.

As an example, a text search might be phrased as “pizza near me” whereas a voice search may be phrased as “Where can I get the best hand-tossed pizza near me?” Voice search optimization focuses on the intent of the searcher as opposed to simply matching keywords.

Given this trend, we recommend that franchise organizations take steps to ensure they rank well for voice searches, and in particular, local voice searches. Note that the strategies outlined in our article about optimizing your website for Google Search Generative Experience also largely apply to voice search optimization. Some specific areas of consideration include:

Use conversational language in your content and target the long tail: As mentioned, voice searches tend to be worded differently than text searches. They tend to be longer and more specific than text searches. When we speak, we’re used to using full sentences with more detail than when we type. To optimize for voice search, one of the best things you can do is target long-tail keywords, especially question-based phrases, in your content. Long-tail keywords contain three or more words and are a major component of keyword optimization in general. They attract high-intent traffic because they’re more specific to the user’s query. A great example of this is to target long-tail phrases for each of your franchise locations and include local information (ex: “best hand-tossed pizza in Houston” instead of just “pizza”), which leads to better ranking for high-value local voice searches.

Prioritize local SEO: Local search optimization has long been a critical strategy for franchise businesses, as it targets potential customers who are actively looking to purchase products and services in their vicinity. As previously discussed, a significant number of voice searches are local, meaning that optimizing for local searches also improves your opportunity to rank in voice searches. One of the most important ways to rank for local searches is to create and maintaining a Google Business Profile (GBP) for each of your franchise locations. Your Google Business Profile is important because voice search results often pull information from these profiles. Therefore, a complete listing with your locations’ hours of operations, address, phone number, etc. means your company is more likely to rank for these local voice searches. It is also a good idea to keep your GBP active by creating posts, adding events, and engaging with comments/questions with personalized replies.

Implement structured data: As discussed in our 2025 SEO trends article, structured data is important to enable search engines to not only crawl your site, but to truly understand it. Given the importance of local search as outlined above, we strongly recommend all franchise companies implement the Local Business Schema markup for each of their locations. This will ensure the search engine knows exactly where your franchises are located, and allows them to answer queries regarding hours of operation, products, services, etc.

AI-enabled conversational searches

The next evolution of voice search is already emerging in the form of “voice mode” for generative AI. Both OpenAI (owners of ChatGPT) and Google Gemini have launched conversational-based search that allows users to engage in a spoken conversation with the AI, enabling a more natural interaction.

The experience is already very impressive, allowing users to have free-flowing conversations with the AI, such as:

Brainstorm ideas out loud: Ask for a gift idea, to plan an event, or to make a business plan.

Problem solving: Outline a problem you have and the AI will suggest solutions, including products and services.

Explore: Uncover more details about topics that interest you.

Practice aloud: Rehearse for important moments in a more natural and conversational way.

There is no question that this technology will evolve rapidly and have a massive impact on how consumers find information. Forward-looking companies should be actively looking at how to optimize their digital properties to capitalize on this important trend.

Interested in learning more about the topics presented in this article and other franchise digital marketing trends for 2025? Be sure to download our guidebook here.

Check out the other articles in our series below:

• How Generative AI is Changing Digital Advertising for Franchises in 2025
• How Franchise Companies Should Adjust their SEO Approach in 2025
• Video is a Must-Have Marketing Tool for Franchise Companies in 2025
• Influencer Marketing for Franchise Companies is Going “Nano”
• Franchise Marketing Data Privacy Update for 2025
• How Franchise Companies Can Capitalize on Social Search in 2025
• Social Shopping Trends for Franchise Companies in 2025

WRITTEN BY

Steve Buors

Steve has over 20 years of digital marketing experience and has earned a reputation for being at the forefront of emerging digital trends. As the CEO of Reshift Media, Steve specializes in crafting digital strategies that help businesses attract loyal and repeat customers, expand brand awareness, and ignite innovation. A tenacious and innovative powerhouse, Steve is a sought-after consultant and speaker. His knack for uncovering hidden opportunities and driving growth is unparalleled.