How to Optimize Your Google Business Profile (GBP) for Voice Search

“Hey Google, find a plumber near me.”

If that sentence sounds familiar, it should. Voice search is now a central part of how consumers discover local businesses. Whether it’s through Google Assistant, Siri, Alexa, or smart car infotainment systems, people are using voice commands to find services fast, hands-free, and with intent to act.

And the most common source these assistants pull from? Your Google Business Profile.

In this post, we’ll break down how to optimize your GBP specifically for voice search, so your business surfaces more often when customers speak—not just type.

Why Voice Search Matters for Local Businesses

Voice searches are:

Conversational (“Who’s the best-rated roofer nearby?”)
Location-based (“Find a coffee shop open now”)
Action-oriented (“Call a locksmith near me”)
Mobile-first (often done while driving or multitasking)

According to Google, over 50% of smartphone users use voice technology daily. For local businesses, this means your Google Business Profile is now your first impression in voice-driven discovery.

1. Use Natural, Conversational Keywords

Voice queries are longer and more conversational than typed searches. While someone may type “24hr electrician Toronto,” they’re more likely to say:

“Who’s the closest emergency electrician?”
“Is there a licensed electrician near me open right now?”
“Call a certified electrician in downtown Toronto.”

Action steps:

Use natural language in your GBP business description and website content
Include commonly asked phrases and questions customers might say aloud
Answer those questions in your GBP Q&A section and Google Posts

Tip: Think about how your customers talk, not just how they type.

2. Optimize for “Near Me” and “Open Now” Queries

Most voice searches are driven by proximity and availability. Google Business Profiles that clearly communicate location and hours are more likely to surface.

Make sure to:

Set your business address and service area correctly
Keep hours of operation up to date, including holiday hours
Enable the “24-hour” setting if you offer round-the-clock service
Use the “Provides service in” section to include nearby neighborhoods or cities

Google Assistant often pulls “open now” data directly from your GBP, so accuracy here is critical.

3. Prioritize GBP Reviews and Ratings

Voice assistants often reference “top-rated” or “best-reviewed” businesses. If your rating is below your competitors, you’re less likely to be featured.

To increase review quality and volume:

Ask for reviews immediately after service
Make it easy with direct links and QR codes
Respond to every review—Google sees this as a ranking factor
Use keywords in review responses that reinforce what you do (e.g., “Thanks for trusting us with your furnace repair!”)

The higher your review count and average score, the more likely you are to be recommended in a voice search.

4. Add Voice-Friendly Business Categories and Services

Voice search results often rely on categories and service types to match user intent. If your categories are vague or incomplete, you may not show up.

Checklist:

Choose the most specific primary category possible (e.g., “Chimney sweep” vs. “Home services”)
Add all relevant secondary categories (e.g., “Fireplace installer,” “Masonry contractor”)
List individual services in the Services section (e.g., “Dryer vent cleaning,” “Roof flashing repair”)

The more clearly Google understands what you offer, the better your match with voice queries.

5. Leverage the GBP Q&A Section

Google Business Profiles have a Q&A section that can help trigger voice results—especially for service-based questions.

Tips for Q&A optimization:

Seed your Q&A section with real customer questions
Answer them in a conversational tone
Use phrases like “Yes, we offer 24/7 towing in Mississauga”
Include variations of key services and common problems

This content is indexed and can be pulled into Google Assistant answers.

6. Enable Messaging for Quick Voice Responses

Some voice searches—especially on mobile—give users the option to message a business instead of calling. If you haven’t enabled this, you may be missing conversions.

To activate messaging:

Log into your GBP dashboard
Navigate to Messages
Enable and set up your default greeting
Respond quickly—Google may deactivate this feature if messages go unanswered

If a customer says, “Send a message to an HVAC company near me,” your business should be ready to respond.

7. Keep Business Details Fully Completed and Updated

Voice assistants rely heavily on structured data and business completeness. Make sure every field is filled out:

Accurate business name (no keyword stuffing)
Current phone number and website
Comprehensive description (include location-specific info)
Updated photos
Clear service area coverage
Up-to-date hours, holiday closures, and service status

Google prefers recommending businesses with complete and trustworthy profiles in both text and voice searches.

8. Align Your Website With Your GBP

Voice search results often combine GBP data with on-page website content to verify trust and intent.

Best practices:

Use location-specific service pages with conversational headings
Answer FAQs about your services and hours
Use schema markup (local business structured data) to enhance context
Ensure your NAP (Name, Address, Phone Number) matches your GBP exactly

When your website and GBP reinforce each other, Google has more confidence in presenting your business to voice users.

Conclusion: Voice Search Is the New Local Gateway

Voice search isn’t the future—it’s already here. Whether someone is searching hands-free while driving, speaking to a smart speaker at home, or using voice assistants on mobile, your Google Business Profile is often the first—and only—data source they interact with.

Optimizing for voice search doesn’t require reinventing your strategy—it means being clearer, more complete, and more conversational in how your profile is set up.