Introductie
More and more Dutch people are using their voice to search online, but many SMEs do not yet capitalise on this. Voice search is gaining ground, especially via smartphones and smart speakers. Customers ask Google Assistant, Siri or Alexa spoken search questions - often with a local focus, such as ‘hairdresser in Breda’ or ‘what are your opening hours today’. This changes customer behaviour as well as search engine optimisation requirements. For SMEs, voice search offers opportunities to become more visible and be found more directly by potential customers. This requires a different SEO approach than you are used to.
What does voice search mean?
Voice search refers to performing searches via spoken language rather than text, usually using digital assistants such as Google Assistant, Siri or Alexa. For Dutch SMEs, this means customers can easily search for information about products, opening hours or locations via voice. The technology uses speech recognition and artificial intelligence to translate spoken queries into relevant search results, which puts new demands on search engine optimisation (SEO) and offers opportunities for local findability.
Voice search is speech-controlled searching via digital assistants, a rapidly growing trend in the Netherlands.
Voordelen
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Faster findability for local customers
Voice-search optimisation increases your visibility among people who are actively searching for a service or product in your local area.
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More conversions via mobile
More and more searches are coming via smartphone, and voice search leads to action more quickly, for example by making a call or requesting directions.
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Advantage over local competition
MKB's that are the first to respond to voice search are more likely to be selected by digital assistants.
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Accessible to wider audience
Voice search is easy to use for people with limited digital skills or visual impairments.
Nadelen / Beperkingen
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Less grip on search results
Digital assistants often choose only one source for an answer, meaning not all relevant companies are visible.
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Platform dependency
You are more reliant on external platforms such as Google, Apple or Amazon for your online visibility.
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Technical adaptations required
Voice-search optimisation requires technical knowledge of SEO, structured data, and content strategy.
Voorbeelden
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Local search by customer
A customer asks Google Assistant, ‘bakery nearby open now’ and your business listing appears as the first result.
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Opening hours via voice search
Someone asks: ‘What time does salon X open?’ and immediately receives your opening hours from your Google Business Profile.
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Products ordered directly
‘Order pizza Amsterdam’, after which local pizzerias with voice-optimised pages will receive extra orders.
Stap-voor-stap
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Explore voice search queries
Use Google Search Console, voice SEO tools and customer queries to identify typical colloquial phrases and questions.
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Optimise for local and mobile
Make sure your Google Company Profile is complete, with current address, correct opening hours and local keywords in your content.
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Write FAQs and vernacular content
Supplement your website with frequently asked questions in natural colloquial language, answer them briefly and clearly.
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Implement structured data
Use schema.org markup to make your business information machine-readable for assistants like Google and Siri.
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Test & measurement results
Monitor via Analytics and testing tools how often you appear on voice searches and adjust your optimisation as necessary.
Tools
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SEMrush (SEO Toolkit) Bekijk →
Analyses specific keywords for voice and measures how you perform on voice-driven search terms.
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Google My Company Bekijk →
Essential for local voice search: manages your business information such as opening hours, location and reviews.
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Answer The Public Bekijk →
Finds relevant question forms and vernacular searches for Dutch customers.
Use cases
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Local reservations in the hospitality industry
A restaurant is optimising for voice search and is receiving more bookings as customers can book directly via their smartphone with a voice command.
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Product questions answered immediately
A clothing store appears as a featured snippet for the query: ‘What size jeans are suitable for children?’ which leads to customers quickly visiting the store.
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Services (hairdresser, garage) via voice
Local service providers get online appointments directly because people say, ‘make an appointment at hairdresser Almere’.
Veelgestelde vragen
Absolutely. Local businesses in particular benefit, as customers often look for services in the immediate area, for example ‘bicycle repair shop nearby’.
Use Google Search Console, dedicated voice search segments in Analytics and measure traffic on your FAQ and contact pages.
No, start with your most important pages, frequently asked questions and company information. This will quickly yield results.
Keep your Google Company Profile up-to-date, use clear vernacular and implement structured data (diagrams).
Don't use overly formal language, don't neglect up-to-date company details and regularly test how you are found.
