AI Search, Voice Search & Featured Snippets: Futureproof Your SEO

The way people search for information is always evolving. In recent years, we’ve seen the rise of voice-activated assistants (like Alexa, Siri, Google Assistant) and the emergence of more advanced AI in search results (Google’s AI-driven snippets, and experiments like Bing’s AI chat). As a home improvement business, you’ll want to stay ahead by optimising your content for these new modes of search. Let’s break down what this means:

1. Optimising for Conversational Queries (Voice Search)

When people use voice search, their queries tend to be more conversational and longer than when they type. For example:

• Typed query: “loft conversion cost UK”
• Voice query: “Hey Google, how much does a loft conversion cost in Bedford?”

Notice the voice query is phrased like a question you’d ask a person. To capture these, structure some of your content in a conversational Q&A format. 

We mentioned adding FAQ sections on pages or writing blog posts that are literally the question as the title.

It helps to include natural language questions as headings (like an H2 that says “How much does a garden patio cost in Bedford?”) and then answer them concisely right after. This format increases the chance that Google will feature your answer as a spoken result or a featured snippet.

Also, voice searches often include local or contextual cues: “near me”, “in [city]”, “this weekend”, etc. Ensure your content and site info incorporates those local terms as we’ve been doing. 

For example, a voice query might be, “Who is the best bathroom fitter in Leicester?” If your site has a blog post titled “What Makes a Great Bathroom Fitter in Leicester?” or if your Google reviews say “Best bathroom fitter in Leicester,” you stand a good chance.

2. Featured Snippets (Position Zero)

Featured snippets are those answer boxes that appear at the top of Google’s results for certain queries. Getting a featured snippet can significantly increase your visibility (and voice assistants often pull from snippet content to answer verbally). To snag snippets:

Use question-based queries as mentioned. Google often gives snippets for what, why, how, and who questions.

Provide succinct answers. E.g., if the query is “What is the best bathroom flooring for wet rooms?”, you might have a heading with that question and a paragraph answer: “The best flooring for wet rooms is typically non-slip vinyl or tiles specifically designed for wet areas.

These materials are water-resistant, provide traction to prevent slips, and are easy to maintain. For example, porcelain tiles with a textured surface are a popular choice because they… [etc.]”. 

Keep the first part of the answer fairly short and to the point (maybe 2-3 sentences) – you can elaborate after. The snippet usually grabs the first 40-60 words.

3. Embrace Natural, Long-Tail Keywords (Not Just Exact Matches)

AI in search (like Google’s RankBrain) has made Google better at understanding the intent and meaning behind queries, rather than just matching exact words. This means writing in a natural, conversational tone often works better than a stiff, keyword-stuffed approach. 

For example, instead of awkwardly repeating “loft conversion cost in Leicester 2025” several times, you write a flowing answer and include variations: “Costs for loft conversions in Leicester vary in 2025, but you can generally expect…”

Google’s AI will understand that it’s answering “how much does it cost” even if you didn’t use the word “how much” in that sentence.

5. Futureproofing Content for AI Search Results

Search is moving towards giving people direct answers (with things like Google’s Featured Snippets or Bing’s AI, which summarises search results). While this might reduce clicks (if the answer is given, they might not click your site), it’s still beneficial to be the source of that answer; it’s a branding opportunity and helps voice results. To adapt:

Focus on answering questions thoroughly and correctly. If your content is the best answer out there, AI will pick it. We might see more of Google’s new features (like People also ask boxes, etc.), being featured in those is great.

For a full breakdown, see our complete Home Improvement Marketing Guide or book a free consultation with Loop Digital and find out how we can boost your home improvement marketing.