Janne Arponen 

The impact of voice search optimization on 
website conversion rates in the Finnish market 

 

 

 

 

 

 

 
  

Vaasa 2025 

School of Technology and Innovations 
Master’s thesis in Information Systems Science 

Master’s Degree Programme in Information Systems Science 



2 

UNIVERSITY OF VAASA 
School of Technology and Innovations 

Author: Janne Arponen 
Title of the Thesis: The impact of voice search optimization on website conversion 

rates in the Finnish market 
Degree: Master of Science in Economics and Business Administration 
Programme: Information Systems Science 
Supervisor: Duong Dang 
Year: 2025 Pages: 64 

ABSTRACT: 
This thesis investigates the impact of voice search optimization (VSO) on website conversion 
rates among Finnish marketing companies, focusing on the unique challenges of the Finnish 
market. As voice search reshapes online information retrieval, it presents opportunities and ob-
stacles for businesses aiming to enhance visibility and conversions. The research problem cen-
ters on the limited understanding of VSO’s effectiveness in Finland, particularly due to the lin-
guistic complexities of the Finnish language, with its 15 grammatical cases and compound words, 
and the country’s high technology adoption, with over 90% smartphone penetration. The theo-
retical framework integrates search engine optimization (SEO), VSO, and conversion theories, 
emphasizing their application in Finland’s mobile-first consumer behavior and complex gram-
mar. Using a mixed-methods methodology, data were collected from 11 Finnish marketing pro-
fessionals through structured interviews in 2024, combining quantitative and qualitative insights 
analyzed with descriptive statistics and thematic methods. The findings show that VSO is a low 
priority for Finnish companies, with 90.9% of respondents rating it “not important at all” or 
“slightly important,” mainly due to limited experience (63.6%), difficulties in measuring impact 
(27.3%), and linguistic barriers affecting voice search algorithm accuracy. Nevertheless, VSO 
holds potential to improve conversions through localized strategies tailored to Finland’s techno-
logical and linguistic context. The study offers practical recommendations, including enhanced 
analytics, training, and pilot projects, to promote VSO adoption. It contributes to VSO literature 
by highlighting Finland-specific challenges, providing a foundation for future research on AI-
driven language optimization in complex linguistic markets. 
 
 

KEYWORDS: Voice Search Optimization, Website Conversion, Finnish Market, Digital Market-
ing, Search Engine Optimization, Technology Adoption 

  



3 

VAASAN YLIOPISTO 
Tekniikan ja innovaatiojohtamisen akateeminen yksikkö 

Tekijä: Janne Arponen 
Tutkielman nimi: The impact of voice search optimization on website conversion 

rates in the Finnish market 
Tutkinto: Kauppatieteiden maisteri 
Oppiaine: Tietojärjestelmä tiede 
Työn ohjaaja: Duong Dang 
Valmistumisvuosi: 2025 Sivumäärä: 64 

Tiivistelmä: 
Tämä pro gradu -tutkielma tarkastelee äänihakuoptimoinnin vaikutusta verkkosivustojen kon-
versioasteisiin suomalaisissa markkinointiyrityksissä, keskittyen Suomen markkinoiden ainutlaa-
tuisiin haasteisiin. Äänihaku muuttaa tapaamme hakea tietoa verkosta, tarjoten yrityksille mah-
dollisuuksia ja haasteita näkyvyyden ja konversioiden parantamisessa. Tutkimusongelmana on 
VSO:n tehokkuuden vähäinen tuntemus Suomessa, erityisesti suomen kielen kieliopillisten mo-
nimutkaisuuksien ja korkean teknologia-adoption vuoksi. Teoreettinen viitekehys yhdistää ha-
kukoneoptimoinnin, äänihakuoptimoinnin ja konversioteoriat, painottaen niiden soveltamista 
Suomen mobiilikeskeiseen käyttäytymiseen ja monimutkaiseen kielioppiin. Tutkimus hyödyntää 
mixed-methods-lähestymistapaa, jossa yhdistetään kvantitatiivisia ja kvalitatiivisia aineistoja. 
Aineisto kerättiin vuonna 2024 strukturoiduilla haastatteluilla 11 suomalaiselta markkinointialan 
ammattilaiselta ja analysoitiin kuvailevilla tilastomenetelmillä sekä temaattisella analyysillä. Tu-
lokset osoittavat, että VSO on suomalaisyrityksissä vähäprioriteettinen, johtuen pääasiassa ko-
kemuksen puutteesta (63,6 %), vaikutusten mittaamisen vaikeuksista (27,3 %) ja suomen kielen 
monimutkaisuuden aiheuttamista haasteista äänihakualgoritmien tarkkuudelle. Siitä huolimatta 
VSO:lla on potentiaalia parantaa konversioita, jos strategiat räätälöidään Suomen teknologiseen 
ja kielelliseen kontekstiin. Tutkimus tarjoaa käytännön suosituksia, kuten kehittyneempää ana-
lytiikkaa, koulutusta ja pilottiprojekteja, VSO:n käyttöönoton edistämiseksi. Tutkimus tuo lisäar-
voa äänihakuoptimoinnin kirjallisuuteen valottamalla Suomen erityishaasteita ja luo pohjaa tu-
leville tutkimuksille tekoälypohjaisesta kielten optimoinnista. 
 
 

AVAINSANAT: Äänihakuoptimointi, Verkkosivujen konversio, Suomen markkina, Luonnollisen 
kielen prosessointi, Hakukoneoptimointi, Teknologian omaksuminen 

 
  



4 

Contents 

1 Introduction 7 

1.1 Background 8 

1.2 Aim and scope 9 

1.3 Methodology and structure 10 

1.4 Finnish Market Context 12 

1.5 Expected contributions and implications 12 

2 Background and theoretical framework 14 

2.1 Search engines and search engine optimization 14 

2.2 Functioning of search engines 15 

2.3 Search engine optimization 16 

2.3.1 Applying SEO principles to voice search 17 

2.3.2 Competitive context in Finland 18 

2.4 Voice search 18 

2.4.1 Linguistic challenges in Finnish voice search 21 

2.5 Voice search optimization 23 

2.5.1 Speech recognition 24 

2.5.2 Example how to index product data for voice searches 25 

2.5.3 Research gap and criticism 26 

2.6 Website conversion 27 

2.6.1 Conversions model comparison in marketing 28 

2.6.2 Tracking and analyzing 29 

2.6.3 Criticism 29 

2.7 Conceptual framework 30 

2.7.1 Consumer behavior in Finland 30 

3 Research setting and methods 33 

3.1 Data collection 33 

3.2 Data analysis and results 38 

4 Empirical results 40 



5 

4.1 Respondents background 40 

4.2 VSO practices and perceptions 42 

4.3 VSO optimization strategies 42 

4.4 Impact on website conversion 43 

4.5 VSO measurement methods 44 

4.6 Challenges in VSO implementation 44 

4.7 Competitive positioning and voice search usage trends 45 

4.8 Overview of VSO adoption and challenges 45 

4.9 Prioritization and perceived importance of VSO 46 

4.10 Qualitative insights into VSO perceptions 46 

4.11 Summary of empirical results 48 

5 Discussion 51 

5.1 Key findings and recommendations 51 

5.1.1 Recommendations to practitioners 55 

5.1.2 Recommendations for researchers 55 

5.1.3 Industry-specific VSO strategies 56 

5.2 Reflection to past literature and contribution to knowledge 57 

5.3 Limitations of the study and suggestions for future research 58 

5.4 Future trends 59 

Acknowledgements 60 

References 61 

  



6 

Figures 
 
Figure 1. Thesis structure and methodological flow 11 

Figure 2. A general search engine two-sided markets platform (Wugang & Tse, 2011) 15 

Figure 3. Perceived importance of VSO 46 

 
 
 

Tables 
 
Table 1. Questionnaire 38 

Table 2. Background of Respondents 40 

Table 3. Summary of VSO adoption and impact in Finnish marketing companies 41 

Table 4. The Importance and Use of Voice Search Optimization 42 

Table 5. Voice search traffic and conversions 43 

Table 6. Biggest challenges in VSO 44 

 
 
 

Abbreviations 
 
VSO: Voice Search Optimization 
SEO: Search Engine Optimization 
SEM: Search Engine Marketing 
PPC: Pay-Per-Click 
 
  



7 

1 Introduction 

The rapid evolution of digital technologies has reshaped business-consumer interactions, 

with voice search emerging as a key tool in this transformation. In Finland, where 

smartphone penetration exceeds 90 percent (Statista, 2024), voice search optimization 

(VSO) offers opportunities to enhance website performance, yet the complexity of the 

Finnish language poses unique challenges to speech recognition systems. This thesis ex-

amines VSO’s impact on website conversion rates among Finnish marketing companies, 

aiming to assess its effectiveness in a technologically advanced yet linguistically distinct 

market. Here, conversion refers to user actions such as purchases or inquiries that reflect 

a website’s visibility, usability, and profitability. While search engine optimization (SEO) 

remains a cornerstone for these firms, VSO adoption has lagged, underscoring the need 

to explore its potential and barriers. 

 

This study surveys 11 Finnish marketing firms to examine VSO’s role and its effects on 

conversions in a Google-dominated market (91.5% share, StatCounter, 2024). It ad-

dresses the obstacles and opportunities of VSO, offering practical insights for businesses 

in Finland’s mobile-centric environment, where local nuances and technological trends 

suggest untapped potential (Ghose et al., 2012). By linking global VSO trends to Finland’s 

unique context, the research draws on theoretical and empirical insights to bolster digital 

competitiveness (Anttila, 2021; Baye et al., 2013). 

 

Finland’s technological leadership amplifies VSO’s relevance, but linguistic features, such 

as 15 grammatical cases and compound words like “älypuhelinteknologia,” challenge al-

gorithm accuracy (Hautsalo, 2019; Lopezosa et al., 2023). This study aims to bridge the-

ory and practice, providing actionable guidance for navigating these dynamics. 

 

 



8 

1.1 Background 

Voice search is reshaping how users access information online, enabling spoken queries 

on devices like smartphones, computers, and smart speakers, with responses delivered 

via search engines or voice assistants (Rehkopf, 2019). Unlike text searches, voice que-

ries are conversational, long-tail, and expect immediate, relevant results, often as a sin-

gle answer (Halbauer, Jacob, & Klarmann, 2022). These traits create both challenges and 

opportunities for businesses seeking to optimize websites for voice searches and im-

prove conversion rates (Gokkoeva, 2020). 

 

Conversion rates, measuring the percentage of website visitors completing desired ac-

tions (e.g., purchases, subscriptions), are a cornerstone of digital marketing, driving rev-

enue and efficiency. Voice search optimization (VSO) enhances visibility and usability by 

adapting content, structure, metadata, and technical features to align with the conver-

sational nature of voice queries, ensuring compatibility with voice assistants and search 

engines (Halbauer et al., 2022; Google Ads Help, 2024b). Yet, VSO’s impact in Finland 

remains underexplored due to linguistic and technological complexities. 

 

Globally, VSO is driven by the proliferation of smart devices and AI technologies, but in 

Finland, this trend is amplified by the country’s leadership in digital innovation, with over 

90% smartphone penetration (Statista, 2024). However, Finland’s linguistic landscape, 

characterized by complex grammar and extensive compound words, introduces unique 

barriers that differentiate it from markets like the U.S. or UK, where English’s simpler 

structure facilitates voice search accuracy. This contrast underscores the need to explore 

VSO’s impact on Finnish website conversions, addressing both technological opportuni-

ties and linguistic challenges. 

 

 



9 

1.2 Aim and scope 

This thesis investigates the impact of VSO on the conversion rates of company websites 

in Finland, addressing a critical gap in understanding its effectiveness in the Finnish mar-

ket. The main question of research is: 

 

How does voice search optimization impact the conversion rates of company web-

sites in Finland? 

 

To address this question, the thesis explores two sub-questions: 

1. How do Finnish marketing companies implement VSO practices and what are 

their challenges and opportunities? 

2. How do VSO practices influence the visibility, usability, and profitability of com-

pany websites in Finland? 

 

The first sub-question provides insights into VSO adoption and barriers, while the second 

examines its effects on website performance metrics, shaping conversion outcomes. 

 

The study proposes a complex interplay between VSO and website conversion rates, in-

fluenced by factors such as industry type, company size, and target audience, particularly 

within Finland’s unique digital landscape. The motivation for this research stems from 

the increasing prevalence of voice search in Finland, coupled with the lack of compre-

hensive studies on its impact on local website conversions. This work seeks to offer ac-

tionable insights for Finnish businesses and SEO professionals, enabling them to leverage 

voice search technology effectively. 

 

The scope is limited to Finnish marketing companies, as these firms lead in adopting 

digital innovations and shape online customer interactions. Finland’s high smartphone 

ownership and technology adoption rate create a fertile ground for VSO, yet the Finnish 

language’s complex grammar and vocabulary, featuring 15 grammatical cases and ex-

tensive compound words, present significant hurdles for voice search algorithms 



10 

(Hautsalo, 2019). These challenges make VSO both essential and difficult for Finnish 

companies seeking to maintain competitiveness in the digital era, positioning this study 

as a vital exploration of localized strategies. 

 

 

1.3 Methodology and structure 

This thesis employs a mixed-methods research methodology, combining quantitative 

and qualitative data to investigate the impact of VSO on website conversion rates among 

Finnish marketing companies. Following the guidelines of Venkatesh et al. (2016), a 

mixed-methods approach is adopted to address both exploratory and descriptive re-

search questions, providing a comprehensive understanding of VSO practices, challenges, 

and their effects in Finland’s unique technological and linguistic context. This approach 

integrates structured interviews with 11 Finnish marketing professionals, conducted in 

2024, to collect diverse data types. Quantitative data from single-choice, multiple-choice, 

and graduated scale questions, are analyzed using descriptive statistics to quantify VSO 

adoption and perceptions. Qualitative data gathered through open-ended questions, are 

examined via thematic analysis to identify barriers and strategies, enabling holistic ex-

ploration of VSO’s role in the Finnish market (Venkatesh et al., 2016). 

 

The thesis is structured as follows: Chapter 2 provides a theoretical foundation on search 

engines, SEO, voice search, VSO, and website conversion, emphasizing their application 

in the Finnish context marked by linguistic and technological challenges. Chapter 3 out-

lines the research methodology, describing the data collection process, respondent se-

lection, and analytical methods used to explore VSO’s adoption and impact in Finland. 

Chapter 4 presents the empirical results, offering insights into Finnish companies’ VSO 

practices, challenges, and their effects on website conversions, directly addressing the 

research questions. Chapter 5 discusses the findings, evaluates their implications for 

Finnish businesses, and provides recommendations, while also reflecting on the study’s 

strengths, limitations, and suggestions for future research, particularly in the context of 

Finland’s unique digital landscape. 



11 

 

Figure 1 below reflects the structure, bridging theoretical and practical dimensions to 

deliver actionable insights for businesses navigating the evolving domain of voice search 

optimization. 

 

 

Figure 1. Thesis structure and methodological flow 

 

To summarize, this thesis attempts to bridge the gap between theoretical insights and 

practical implementation, offering valuable perspectives for businesses navigating the 

continuously developing terrain of voice search optimization in the digital era. 



12 

1.4 Finnish Market Context 

Finland’s market landscape, shaped by its technological advancements, economic history, 

and cultural values, provides a unique context for voice search optimization (VSO) and 

website conversion strategies. With a smartphone penetration rate exceeding 90% (Sta-

tista, 2024), Finland is a mobile-first market, fostering early adoption of digital innova-

tions like mobile phones in the 1990s (Laaksonen et al., 1998). This tech-savvy environ-

ment supports VSO’s potential, though the Finnish language’s complexity, with its 15 

grammatical cases, challenges voice search accuracy, requiring localized optimization 

(Hautsalo, 2019). Economically, the 1990s depression reduced household consumption 

by 10% (Laaksonen et al., 1998), cultivating a price-sensitive consumer base that priori-

tizes cost-effective digital solutions, influencing VSO strategies to highlight affordable of-

ferings. Regionally, rural consumers exhibit strong loyalty to local services, valuing famil-

iarity and proximity (Home, 2002), suggesting VSO should incorporate location-specific 

queries like “paikalliset palvelut lähelläni” to engage these audiences. Additionally, grow-

ing sustainability awareness, with 92.6% of consumers understanding its importance 

(Halonen, 2021), drives demand for eco-friendly digital interactions, such as voice 

searches for sustainable products. However, strict GDPR compliance and cultural empha-

sis on data privacy (Chaffey & Ellis-Chadwick, 2019) may limit voice assistant adoption, 

necessitating secure and transparent VSO approaches to maximize conversions in this 

dynamic market. 

 

 

1.5 Expected contributions and implications 

The key findings and conclusions of this study are anticipated to reveal the limited adop-

tion of VSO among Finnish marketing companies, driven by challenges such as the com-

plexity of the Finnish language and difficulties in measuring impact. It is expected that 

VSO holds significant potential to enhance web-site conversion rates in Finland, particu-

larly when tailored to address natural language queries and mobile-first user behaviors 

prevalent in the Finnish market. These insights will contribute to understanding how 



13 

Finnish businesses can leverage VSO to improve digital competitiveness, with the study’s 

implications explored further in the empirical results and discussion sections. 

 

These insights are expected to offer practical guidance for Finnish businesses, such as 

strategies for optimizing content for conversational queries or improving technical com-

patibility with voice assistants, to overcome linguistic and technological barriers, enhanc-

ing their digital competitiveness through VSO. By addressing the gap in understanding 

VSO’s effectiveness in Finland, the study will also contribute to academic discourse on 

localized digital marketing strategies, while informing broader discussions on natural lan-

guage processing and global voice search trends, particularly in markets with complex 

languages and high technology adoption, such as Finland. 



14 

2 Background and theoretical framework 

This chapter provides a theoretical foundation for understanding VSO and its impact on 

website conversion rates, integrating theories of search engine optimization, voice 

search, and digital marketing. It highlights the unique challenges and opportunities in 

Finland, where high technology adoption, the Finnish language’s complexity, competitive 

market dynamics, and consumer behavior shape the application of these theories. The 

framework integrates global theories with Finnish-specific factors, like linguistic chal-

lenges, mobile-driven searches, and privacy concerns, to address the research question: 

How does VSO enhance website conversions in Finland? By synthesizing these elements, 

it guides the empirical analysis and fills the research gap in VSO’s effectiveness in non-

English markets like Finland. 

 

 

2.1 Search engines and search engine optimization 

Search engines are complex systems that retrieve and organize online content, enabling 

users to access relevant information efficiently (Ledford, 2009). Their operation relies on 

a sequence of processes: bots crawl websites to gather data, indexing catalogs this infor-

mation into searchable databases, and sophisticated algorithms like Google’s PageRank 

rank results based on relevance, authority, and user intent (Evans, 2008). Beyond their 

technical function, search engines act as economic platforms, bridging information seek-

ers with content providers and advertisers, where placement in search results carries 

significant commercial weight (Baye et al., 2013). In Finland, this role is amplified by a 

digital landscape where over 90% smartphone penetration drives mobile-first behavior 

(Statista, 2024). 

 

Search engines underpin both SEO and VSO, as their algorithms determine website dis-

coverability, a critical factor for conversions. In Finland, linguistic complexities, such as 

compound words e.g., “kotimainen designhuonekalu”, challenge indexing accuracy, re-

quiring algorithms to parse intricate grammatical structures (Hautsalo, 2019). These 



15 

challenges amplify the need for tailored optimization strategies, particularly for voice 

searches, which demand precise handling of natural language queries. This section es-

tablishes search engines as the foundation for VSO, setting the stage for exploring how 

their mechanisms support website visibility and conversions in Finland’s competitive 

market (Baye et al., 2013). 

 

 

2.2 Functioning of search engines 

Search engines operate through a structured process of crawling, indexing, and ranking 

to deliver relevant results (Ledford, 2009). Web crawlers systematically gather data from 

websites, which is organized into indexed databases for rapid retrieval. Algorithms eval-

uate content based on factors like relevance, authority, and site performance, prioritizing 

results that best match user queries (Evans, 2008). Figure 2, adapted from Wugang & Tse 

(2011), models this as a two-sided platform, where users benefit from accessible results 

and providers gain visibility, though intense competition for top rankings can limit bene-

fits for some (see Figure 2, right: Model “S” represents the web space, Model “M” the 

indexed database). 

 

 

Figure 2. A general search engine two-sided markets platform (Wugang & Tse, 2011) 



16 

In Finland, where smartphone penetration exceeds 90% (Statista, 2024), search engines 

prioritize fast-loading, mobile-optimized sites, critical for queries like “Mistä löydän 

lähiruokaa Tampereella?” (Ghose et al., 2012). This mobile emphasis shapes how algo-

rithms process queries, favoring sites with responsive designs and low latency. The tech-

nical precision required to handle Finnish queries, with their grammatical complexity, 

underscores the importance of optimization for both text and voice searches. By detail-

ing these processes, this section provides a technical foundation for understanding how 

search engines enable VSO, enhancing website conversions in Finland’s mobile-driven 

market. 

 
 

2.3 Search engine optimization 

SEO is a set of measures to ensure that a website is found in search engines and ranks 

high on search results pages. The goal of SEO is the relevance of search results, and find-

ing a well-optimized site is visible to customers among the first search results. The pro-

cess of SEO includes aspects of internal, external, and technical optimization. Internal 

optimization includes, among others, keyword research and use of metadata, external 

optimization is related to site links and their construction while technical optimization is 

related to the technical characteristics of the site. (Busche, 2017; Ledford 2009) 

 

The success of SEO is often measured by search result rankings and the click-through 

rate (CTR). Research shows that the first search results get most of the traffic, and high-

ranking in-search results are important for visibility. (Google Ads Help, 2024a; Ledford 

2009) 

 

Search engine users can search for information using natural language or using search 

operators such as AND, OR and NO. Search engines are constantly developing their algo-

rithms to better understand the needs of data seekers. Natural language search methods 

can be diversified by using different search terms and phrases. (Ledford, 2009; Enge et 

al., 2015) 



17 

 

Search engines have evolved significantly over the years and are expected to continue 

to evolve to become smarter and more user-friendly. Technological advances, such as 

artificial intelligence and machine learning, influence the development of search engine 

algorithms. In the future, voice searches and semantic searches are also expected to in-

crease. (Anttila, 2021; Statista, 2024) 

 

 

2.3.1 Applying SEO principles to voice search 

Research by Lopezosa (2023) suggests that traditional SEO principles can underpin VSO 

strategies, with adaptations needed for voice-specific demands (see Section 2.5 for de-

tailed VSO strategies). This shift emphasizes conversational queries over keyword-centric 

approaches, a critical distinction from text-based SEO. In the strategic scenario, the con-

tent should be made to match the natural language used in voice searches. Unlike text 

searches that use certain keywords, voice searches do often involve whole questions or 

phrases. In the technical scenario, ensuring the sufficiency of metadata and easy reada-

bility of content are crucial factors to robots and voice navigators. Websites should be as 

light and as mobile-friendly as possible to rank well in voice searches. In the content 

scenario, content should be structured to answer questions directly using long-tailed 

keywords in question form. Location based content is also important for voice searches, 

so the inclusion of certain place names can be useful. (Lopezosa et al., 2023) 

 

These three strategies (Lopezosa et al., 2023) reflect the shift from traditional keyword-

focused SEO to more conversational approach required for VSO, where the natural lan-

guage of speech affect show content is optimized for search results. The same study 

supports that VSO holds significant promise for enhancing web visibility only if effective 

implementation has been made (Lopezosa et al., 2023). 

 

 



18 

2.3.2 Competitive context in Finland 

In Finland, Google’s dominance in the search engine market over 91.5% market share 

globally, with similar trends locally (StatCounter, 2024) shapes the competitive landscape 

for VSO, as companies compete to optimize for voice searches within this ecosystem. 

The Finnish market’s reliance on mobile devices and localized queries intensifies compe-

tition, requiring VSO strategies that address both Google’s algorithms and the Finnish 

language’s complexities. For instance, Finnish e-commerce platforms, such as those sell-

ing local products, face pressure to adopt VSO to remain visible against competitors lev-

eraging voice search, particularly in urban areas like Uusimaa where digital adoption is 

highest (Kauppalehti, 2024). 

 

 

2.4 Voice search 

Recent research has increasingly focused on consumer awareness and behavior related 

to voice-based AI. Assistants like Siri, Alexa, Cortana, and Google Assistant utilize voice 

recognition and natural language processing (NLP) to interpret human speech and per-

form tasks. These technologies are marketed for their human-like qualities and conver-

sational abilities while offering users a hands-free experience (Mittal & Manocha, 2023). 

 

Integrated into smartphones, computers, televisions, high-tech cars, and smart speakers, 

these assistants have transformed how consumers interact with brands, retrieve infor-

mation, manage daily routines, operate smart homes, and shop. The ability to multitask 

while receiving entertainment or performing transactions has shifted consumer expec-

tations and behaviors (Mittal & Manocha, 2023). 

 

Voice search, one of the most significant applications of this technology, has grown rap-

idly in recent years (Lozeva-Koleva & Kolev, 2023; Loode, 2019). It enables users to con-

duct online searches using spoken language instead of typing, offering a quicker and 

more convenient alternative to traditional queries. This convenience is particularly 



19 

relevant in mobile environments where users seek instant results. The technology’s abil-

ity to interpret voice has improved alongside users' growing comfort with speaking to 

devices (Lozeva-Koleva & Kolev, 2023). 

 

Voice assistants operate in a “constantly listening” mode, responding to wake words like 

“Hey Siri” or “Alexa” to execute a range of functions, from making calls and playing music 

to setting alarms and completing transactions. Thanks to advancements in AI, speech 

recognition, and NLP, these capabilities are further enhanced through downloadable 

skills from their respective app ecosystems (Mittal & Manocha, 2023). 

 

In Finland, the potential for voice search is amplified by the country’s tech-savvy popu-

lation and over 90% smartphone penetration (Statista, 2024). This aligns with Finland’s 

historical role as an early adopter of technologies, such as mobile phones in the 1990s 

(Laaksonen et al., 1998). However, the linguistic complexity of Finnish, featuring 15 

grammatical cases and long compound words like “ääniohjausjärjestelmä”, poses sub-

stantial challenges for accurate speech recognition (Hautsalo, 2019). For example, con-

versational queries such as “Missä on lähin kahvila?” or “Halvin kahvinkeitin” require 

NLP systems to parse colloquialisms and inflected forms. Failure to interpret these cor-

rectly can lead to irrelevant results and erode user trust, ultimately diminishing conver-

sion potential (Anttila, 2021). These challenges underline the necessity of localized VSO 

strategies tailored to Finnish linguistic characteristics. 

 

Consumer behavior in Finland further shapes the adoption and effectiveness of voice 

search in driving conversions. A deep-rooted price sensitivity, stemming from the 1990s 

economic depression, which saw household consumption drop by 10%, makes afforda-

bility a dominant driver of purchase decisions (Laaksonen et al., 1998). As a result, voice 

search queries often focus on budget-conscious options. VSO strategies that highlight 

promotions and cost-effective alternatives can thus appeal to this value-driven mindset, 

especially when paired with mobile-optimized websites. 

 



20 

Regional dynamics also influence usage. In rural areas, loyalty to local services, driven by 

proximity and familiarity, remains strong (Home, 2002). Consumers in these regions of-

ten employ location-based queries such as “paikalliset palvelut lähelläni”, which require 

VSO implementations to incorporate geographic metadata to improve local business vis-

ibility and increase conversions. 

 

Sustainability is another emerging theme in Finnish voice search. With 92.6% of consum-

ers recognizing its importance and 75% preferring green products (Halonen, 2021), que-

ries like “Missä voin ostaa kierrätettyjä vaatteita?” or “Luomukahvia verkossa” reflect 

growing eco-consciousness. To capitalize on this trend, businesses must optimize their 

VSO for sustainability-related keywords. However, to drive conversions, content must be 

transparent and authentic to avoid the perception of greenwashing, especially as high 

prices remain a barrier (Halonen, 2021). 

 

Despite its potential, voice search adoption in Finland is still limited, with only 27.3% of 

marketing firms currently employing VSO (Section 4.1). GDPR-related privacy concerns 

and a cultural emphasis on data protection (Chaffey & Ellis-Chadwick, 2019) contribute 

to this hesitancy. Addressing these concerns requires the development of secure, trans-

parent, and trustworthy voice-based interfaces that resonate with Finnish values. 

 

At a technical level, voice search systems face several hurdles that are particularly pro-

nounced in the Finnish context (Wang et al., 2008). These systems rely on automatic 

speech recognition (ASR) to convert spoken words into text using acoustic, pronunciation, 

and language models. A dialog manager then interprets these expressions based on con-

fidence scores and, if necessary, requests clarification. In Finland, where mobile voice 

queries like “Missä on lähin kahvila?” are common, the phonetic and grammatical com-

plexity of Finnish, such as the difference between kahvila and kahvilaa, introduces high 

error rates (Hautsalo, 2019). These errors compromise the accuracy of results and re-

duce user satisfaction. 

 



21 

Moreover, large vocabulary sizes (including product names, businesses, and local terms), 

environmental noise, and dialectal variations increase the likelihood of recognition er-

rors (Wang et al., 2008). The high language model perplexity in Finnish, estimated be-

tween 400–500 bits for business-related queries, exacerbates these issues, making it dif-

ficult for systems trained primarily on English data to perform effectively (Anttila, 2021). 

To overcome this, Finland-specific ASR models trained on local data, such as Yle’s exten-

sive audio archives, could substantially improve performance and align with user expec-

tations. 

 

Nonetheless, voice search remains an underutilized opportunity for enhancing website 

conversions in Finland. It aligns with several consumer trends, from price sensitivity and 

regional loyalty to sustainability. Directory-style queries like “paikalliset palvelut lähelläni” 

can strengthen engagement in rural areas (Home, 2002), while eco-friendly searches at-

tract a growing segment of green-minded consumers (Halonen, 2021). However, adop-

tion is constrained by a lack of technical expertise (63.6% of marketers) and difficulty in 

measuring effectiveness (27.3%). 

 

To unlock VSO’s potential, Finnish businesses must address both technical and behav-

ioral barriers, investing in localized NLP solutions, privacy-respecting interfaces, and 

clear performance metrics. When these conditions are met, voice search can deliver rel-

evant, mobile-friendly content that enhances digital visibility, trust, and ultimately, prof-

itability. 

 

 

2.4.1 Linguistic challenges in Finnish voice search 

The Finnish language presents distinct challenges for voice search systems due to its 

unique grammatical and phonetic structure. With 15 grammatical cases, extensive com-

pound word formation, and highly flexible word order, Finnish differs significantly from 

more commonly supported languages like English (Hautsalo, 2019). These characteristics 



22 

complicate speech recognition processes, increasing the likelihood of interpretation er-

rors, particularly in real-time applications like voice search. 

 

For instance, a simple location-based query such as “Where is the nearest café?” can 

lead to confusion between the partitive form kahvilaa and the nominative kahvila, espe-

cially when compounded by dialectal pronunciation or informal phrasing (Wang et al., 

2008). These linguistic nuances challenge even the most advanced automatic speech 

recognition (ASR) systems, which are often trained predominantly on English-language 

data, thereby lacking the nuance required for accurate Finnish language processing. 

 

Further complicating the matter is the phonetic richness of Finnish. The language’s vowel 

harmony, frequent inflections, and long compound nouns e.g., “ääniohjausjärjestelmä” 

increase the complexity of acoustic and language models, which must accurately match 

spoken input to a meaningful textual interpretation. Dialectal variation and informal 

speech common in voice queries amplify this difficulty. 

 

As Wang et al. (2008) emphasize, recognition errors become significantly more frequent 

when ASR models are applied to linguistically complex languages without sufficient train-

ing data. This is particularly evident in Finnish, where off-the-shelf voice recognition sys-

tems often underperform. Developing robust NLP capabilities for voice search in Finland 

therefore requires tailored, localized solutions, such as leveraging large-scale Finnish-

language audio datasets, like those available from public broadcasters such as Yle. 

 

By incorporating these native-language resources, Finnish-specific ASR models could be 

trained to better capture inflectional variation, regional accents, and semantic context. 

This would reduce error rates and support more accurate query interpretation, laying 

the groundwork for improved VSO and more effective user engagement. Without this 

localized approach, even technically sound voice search platforms risk delivering irrele-

vant results, weakening user trust and diminishing conversion potential. 

 



23 

2.5 Voice search optimization 

VSO is a process to improve the visibility and accessibility of a website through voice 

searches. Voice search is a way to retrieve information from the internet by talking to a 

smartphone, computer, smart speaker, or other voice-controlled device. It has become 

more common in recent years with advances in technology, changes in user habits, and 

the proliferation of devices and applications that support voice search. Voice search dif-

fers from traditional text search, among other things, in that it is often question-form, 

natural, long, and contextual. VSO requires adapting the content, structure, metadata, 

and technical implementation of a website to the requirements and expectations of 

voice searches. (Halbauer, Jacob, & Klarmann, 2022) 

 

Voice search introduces challenges in comparison to traditional SEO. Voice searches use 

conversational words and sentences that are longer than in traditional keyboard 

searches. In addition, voice searches are often controlled by mobile devices, and users 

expect immediate results. Voice search is also different in that it aims to give only one 

clear answer instead of many options. (Gokkoeva, 2020) 

 

In SEO, attention must be paid to several factors such as page speed, domain authority, 

and content suitable for mobile devices. This means returning concise responses that 

are not only short but also socially engaging and secure. It is crucial to optimize so that 

the content answers common question phrases in voice searches, such as "how", "why" 

and "where" (Gokkoeva, 2020). By optimizing websites for voice search, companies can 

achieve the best possible ranking in voice searches and thus improve conversion rates 

for visitors. 

 

Website content and keywords are key factors in improving voice search visibility. 

Anttila's (2021) research makes several recommendations for rebuilding and improving 

website content and keywords for voice search. These include using questions and an-

swers in content, targeting long-tail keywords that correspond to natural and 



24 

conversational language, prioritizing the meaning and value of content for users rather 

than the number of keywords, and including geographic entries in local searches. 

 

Mobile-friendly websites and download speed are important factors in satisfying voice 

search users. Anttila's (2021) research also shows that most voice searches are done on 

mobile devices, which means that websites should be optimized for mobile use. This 

means, among other things, that websites should use a responsive layout that adapts to 

different screen sizes, be compact, well-built, and mobile friendly. In addition, websites 

should load quickly, as voice search users want immediate results. Anttila (2021) also 

concludes that voice search results load much faster than average websites. 

 

Globally, VSO trends indicate a shift toward conversational queries and mobile-first op-

timization, as evidenced by studies in English-speaking markets (Lopezosa et al., 2023). 

However, applying these trends to Finland requires adapting strategies to the Finnish 

language’s complexity, such as developing algorithms for compound words and case end-

ings, as well as leveraging Finland’s high mobile penetration. Recent research suggests 

that VSO’s effectiveness in non-English markets, like Finland, depends on localized natu-

ral language processing and user behavior analysis, highlighting the need for Finnish-

specific studies to bridge this gap (Anttila, 2021). 

 

 

2.5.1 Speech recognition 

Voice search is based on speech recognition technology, which allows users to search for 

information by pronouncing terms aloud rather than typing them into the search box 

(Rouse, 2009). This technology has gained great popularity due to widespread use of 

smartphones and other small mobile devices (Hautsalo, 2019). For example, Google As-

sistant and other digital voice assistants utilize automatic voice recognition, which con-

verts voice searches into basic text searches. The audio search process can be divided 

into four key steps: noise filtering, digital audio signal processing, audio analysis, and 

pattern recognition and detection. (Hautsalo, 2019) 



25 

 

Advanced AI and NLP technologies, powering tools like Google Assistant and Siri, are 

pivotal for Finnish voice search accuracy, challenged by the language’s phonetic richness 

and grammatical complexity (Mittal & Manocha, 2023). Finnish features, such as com-

pound words e.g., “älypuhelinteknologia” and 15 grammatical cases, demand specialized 

models (Hautsalo, 2019). For instance, current algorithms, trained predominantly on 

English corpora, misinterpret queries like “Missä voin ostaa luomukahvia?” due to case-

ending variations e.g., “kahvia” vs. “kahvi”. Enhancing recognition could involve training 

NLP models with Finnish datasets, such as Yle’s audio archives, reducing error rates from 

an estimated 15% to below 5%, thereby improving VSO’s viability in Finland. In Finland, 

where users expect high precision due to widespread technology adoption, AI-driven 

VSO strategies are essential for overcoming linguistic barriers and optimizing website 

visibility. 

 

Advanced artificial intelligence (AI) and natural language processing (NLP) technologies, 

such as those used in Google Assistant and Siri, are critical for improving speech recog-

nition in Finnish voice searches, given the language’s complex phonetic and grammatical 

structures (Mittal & Manocha, 2023). These technologies must adapt to Finnish-specific 

features, such as compound words e.g., “älypuhelinteknologia” and case endings, by em-

ploying machine learning models trained on Finnish linguistic data to enhance accuracy 

and reduce errors in voice queries. In Finland, where users expect high precision due to 

widespread technology adoption, AI-driven VSO strategies are essential for overcoming 

linguistic barriers and optimizing website visibility. 

 

 

2.5.2 Example how to index product data for voice searches  

Voice searches differ from traditional text searches by using natural language queries, 

often in question form. For instance, a Finnish user might query, “Missä voin ostaa luo-

mukahvia lähelläni?” Unlike a text search for “organic coffee nearby,” this voice query 

requires indexing product data with long-tail keywords e.g., “luomukahvi, lähin, osto”, 



26 

location-based metadata, and mobile-optimized content to ensure fast loading and re-

levance (Google Merchant Center, 2024). This example highlights how Finnish-specific 

queries necessitate tailored VSO strategies to improve visibility and conversions. 

 

 

2.5.3 Research gap and criticism 

As a result of digitalization, VSO has become a major factor in the visibility and usability 

of websites. Although the phenomenon is a growing trend globally, the impact of VSO 

on conversion rates on Finnish companies' websites has not yet been comprehensively 

studied. The use of smart devices, such as voice assistants, in Finland highlights the grow-

ing popularity of voice searches and brings challenges and opportunities for Finnish com-

panies’ websites and conversion rates. The result of the study aims to fill an existing re-

search gap by providing valuable information on how VSO affects the Finnish market and 

help companies adapt to changes in voice search technology. 

 

Research literature shows that VSO can have a significant impact on the conversion rates 

of companies’ websites. The important thing here is to understand how voice search 

affects the presentation of search results. Unlike traditional search results pages con-

taining an extensive list of links, voice searches produce only one main hit as the first 

result. This difference affects SEO best practices for digital assistants and voice searches. 

(Hautsalo, 2019) 

 

The main challenge is to work toward the number one ranking in voice searches. The 

study aims to find out how VSO modifies user interaction and decision-making, thereby 

influencing the conversion rates of company websites. The goal is to highlight the im-

portance of optimized strategies in response to evolving voice search technology. 

 

The voice search market is constantly evolving and changing, requiring website owners 

to constantly monitor and adapt. Anttila (2021) emphasizes that voice search is still a 

relatively new phenomenon that is prone to change and innovation. Search engines, 



27 

such as Google, regularly make updates and improvements to their algorithms and voice 

search technology, which can affect website rankings and visibility. He recommends that 

website owners follow the latest news and guidelines from search engines and make the 

necessary changes to optimize their website. Anttila (2021) also urges website owners 

to test and measure the performance and user experience of their website in voice 

searches so that they can identify potential problems and opportunities for improve-

ment. 

 

The results of a study conducted in Ireland by Runaite (2021) show that voice search 

devices and software are regularly used by the general population. Most people use 

them for personal purposes rather than for shopping. Only a small percentage of users 

use them for commercial purposes. There is no need to worry about marketers at this 

point. However, Runaite (2021) advises marketers to remain cautious as technology rap-

idly evolves. They should be prepared for anything. 

 

 

2.6 Website conversion 

A website conversion refers to a user action that fulfills a website’s goal, such as making 

a purchase, contacting the business, registering for a service, or downloading content. 

The website conversion rate, defined as the proportion of website visitors who complete 

these desired actions, is a critical metric in digital marketing, as it directly influences rev-

enue and operational efficiency (Egerton, 2017). Improving conversion rates is a primary 

objective for businesses, driven by factors such as website layout, usability, content qual-

ity, loading speed, and SEO (Halbauer et al., 2022; Google Ads Help, 2024b). 

 

To maximize conversion rates, websites must offer a clear and compelling value proposi-

tion that differentiates them from competitors, demonstrating tangible benefits and so-

lutions for users. This can be achieved through intuitive design, visible call-to-action el-

ements e.g., buttons, links, forms, and content tailored to user needs (Chaffey & Ellis-

Chadwick, 2019, p. 294–295). In Finland, where users are tech-savvy and expect 



28 

seamless digital experiences due to high smartphone penetration, these elements are 

particularly crucial. For instance, Finnish consumers often prioritize mobile-friendly de-

signs and fast-loading pages, given their frequent use of mobile devices for online 

searches (Statista, 2024). 

 

Monitoring and analyzing visitor behavior is essential for optimizing conversion rates. 

Tools such as Google Analytics, Google Optimize, and Hotjar enable businesses to iden-

tify website strengths and weaknesses, test different versions of pages, and refine con-

tent, structure, and functionality based on user data (Egerton, 2017). This process is on-

going, requiring continuous adaptation to evolving user expectations and technological 

advancements. In the Finnish context, these tools must account for voice search-specific 

metrics, as voice queries often differ from text searches due to their conversational na-

ture and reliance on mobile devices. 

 

This study centers on the interplay between VSO and website conversion, exploring how 

VSO can elevate conversion rates through enhanced visibility, usability, and personaliza-

tion key aspects unpacked in the following subsections. First, VSO boosts website traffic 

by targeting the rising use of voice searches, especially on Finland’s prevalent mobile 

platforms (Halbauer et al., 2022). Second, it enhances user experience by aligning with 

voice queries’ natural, long tail, and immediate nature, matching Finnish preferences for 

efficient interactions. Third, contextual data from voice searches (e.g., location, device) 

enables tailored content, potentially increasing conversions for local Finnish markets. Fi-

nally, the conversational and emotional appeal of voice searches builds trust, deepening 

user engagement (Google Ads Help, 2024b). Subsections 2.6.1–2.6.4 delve into these 

dynamics, from measurement distinctions to practical examples. 

 

 

2.6.1 Conversions model comparison in marketing 

Building on VSO’s potential to boost conversions, voice search conversion tracks on how 

often spoken queries resulting in actions like purchases or visits, diverging from 



29 

traditional SEO metrics by prioritizing natural language and mobile interactions (Mi-

crosoft, 2024). While the principle aligns with website conversion, voice search requires 

distinct measurement approaches, emphasizing natural language processing and mobile 

device interactions. In Finland, this distinction grows due to linguistic challenges (see 

Section 2.4.1), requiring tailored conversion models to reflect user intent accurately 

(Anttila, 2021). 

 

 

2.6.2 Tracking and analyzing 

Tracking voice search impact on website conversions involves analyzing voice query data, 

user engagement metrics, and conversion funnel performance. Tools like Google Analyt-

ics can track voice search traffic, but challenges arise in isolating voice-specific data, par-

ticularly in Finland, where Finnish language nuances may skew analytics (Google Ads 

Help, 2024b). Finnish companies must integrate advanced natural language processing 

to monitor how voice searches influence conversion rates, focusing on mobile usage pat-

terns and location-based queries common among Finnish users. 

 

 

2.6.3 Criticism 

Anttila (2021) notes that voice search can positively and negatively affect website con-

versions. Positive effects include its speed, ease, naturalness, and personality, which can 

enhance user interest, trust, and satisfaction, particularly appealing to Finnish users ac-

customed to efficient digital interactions. However, negative effects, such as inaccuracies 

in voice recognition, security concerns, and privacy issues, can reduce visitor engage-

ment, loyalty, and willingness to convert, especially in Finland, where data privacy is 

highly valued (European Commission, 2023). These dual effects, positive engagement 

versus linguistic and privacy barriers, underscore the need for Finnish companies to re-

fine VSO strategies, balancing technological advances with local user expectations, as 

explored throughout this section. 



30 

2.7 Conceptual framework 

This study integrates theories of SEO, VSO, and website conversion to form a conceptual 

framework for analyzing VSO’s impact on Finnish company websites. SEO provides the 

foundation, focusing on visibility through keywords and technical optimization (Ledford, 

2009). VSO extends this by adapting to voice search’s conversational nature and mobile-

first requirements (Lopezosa et al., 2023). Website conversion theories emphasize user 

experience and measurable outcomes (Halbauer et al., 2022). In Finland, these theories 

must account for linguistic challenges, e.g., Finnish grammar, and high technology adop-

tion, creating a unique context for VSO implementation and impact assessment. 

 

This framework not only integrates global theories but also incorporates Finland-specific 

factors, such as consumer privacy concerns and linguistic challenges, to address the re-

search questions on VSO’s impact on website conversions in Finland. By synthesizing 

these elements, the framework provides a robust basis for analyzing how VSO practices 

can be adapted to enhance visibility, usability, and profitability in the Finnish market. 

 

 

2.7.1 Consumer behavior in Finland 

Finnish consumer behavior is characterized by a blend of technological adoption, eco-

nomic pragmatism, and cultural values, which significantly influence the effectiveness of 

VSO in driving website conversion rates. With smartphone penetration exceeding 90% 

(Statista, 2024), Finland’s mobile-first consumer base increasingly relies on digital plat-

forms for information and purchases, favoring conversational voice queries such as 

“Missä on lähin kahvila?” (Halbauer et al., 2022). However, the Finnish language’s com-

plexity, with its 15 grammatical cases and compound words like “ääniohjausjärjestelmä,” 

poses challenges for voice search algorithms, necessitating localized VSO strategies to 

ensure accuracy and relevance (Hautsalo, 2019). 

 



31 

Economic factors have historically shaped Finnish consumption patterns, fostering a 

value-driven mindset. Laaksonen et al. (1998) note that the early 1990s economic de-

pression reduced household consumption by 10% between 1989 and 1992, leading to 

increased price sensitivity and a preference for cost-effective purchases. This pragma-

tism persists, with consumers prioritizing retailers offering competitive prices and pro-

motions (Laaksonen et al., 1998). For VSO, this suggests that optimizing voice search 

results to highlight affordable products or special offers could enhance conversion rates, 

provided websites are mobile-optimized and load quickly, as these are critical for user 

retention (Anttila, 2021). 

 

Cultural and regional factors further define Finnish consumer behavior, particularly in 

rural areas, where patronage of local services is strong. Home (2002) found that rural 

Finnish consumers value social interactions and familiarity with local stores, preferring 

them for grocery shopping due to attributes like friendly staff and proximity. This local-

ized behavior translates to digital contexts, where rural consumers may use voice 

searches for location-specific queries like “paikalliset palvelut lähelläni.” VSO strategies 

incorporating geographic metadata can thus improve visibility and conversions for busi-

nesses targeting these consumers (Home, 2002). Additionally, Home (2002) identified 

three consumer segments being supermarket customers, rural store loyalists, and price-

conscious consumers, while highlighting the need for tailored VSO approaches to ad-

dress diverse shopping orientations. 

 

Sustainability is an emerging driver of Finnish consumer behavior, influencing digital in-

teractions. Halonen (2021) found that 92.6% of Finnish consumers understand sustaina-

bility, with 85.2% believing that purchasing sustainable products can mitigate issues like 

climate change. This eco-conscious mindset drives demand for green products, with 75% 

of consumers preferring them over conventional alternatives (Halonen, 2021). Voice 

search queries reflecting this trend, such as “Missä voin ostaa kierrätettyjä vaatteita?”, 

underscore the importance of optimizing websites for sustainability-related content to 

attract engaged users and boost conversions. However, Halonen (2021) notes challenges 



32 

like high prices and greenwashing concerns, which VSO strategies must address by pri-

oritizing transparent, trustworthy content. 

 

Despite Finland’s tech-savvy population and early adoption of innovations like mobile 

phones (Laaksonen et al., 1998), VSO adoption remains limited, with only 27.3% of sur-

veyed marketing firms utilizing it. Privacy concerns, rooted in Finland’s strict GDPR com-

pliance and cultural emphasis on data protection (Chaffey & Ellis-Chadwick, 2019), may 

deter voice assistant usage, impacting VSO’s conversion potential (Anttila, 2021). To max-

imize effectiveness, Finnish businesses must develop VSO strategies that deliver secure, 

mobile-optimized, and localized content, aligning with consumers’ economic, cultural, 

and sustainability-driven preferences to enhance website engagement and conversions. 



33 

3 Research setting and methods 

This chapter details the research approach, including the data collection and analysis 

methods used in this study, to investigate the impact of VSO on website conversion rates 

among Finnish marketing companies. It describes the methodology, respondent selec-

tion, and ethical considerations, while explaining the techniques employed to interpret 

the gathered data and address the research questions comprehensively. 

 

 

3.1 Data collection 

The study employed a survey-based mixed-methods research methodology, collecting 

both quantitative and qualitative data from 11 Finnish marketing companies to assess 

their VSO strategies, practices, challenges, and perceived impacts on website conver-

sions, following the guidelines of Venkatesh et al. (2016). The survey was conducted be-

tween October and December 2024, distributed via email to ensure accessibility and an-

onymity. A concurrent design was adopted, where qualitative and quantitative data were 

collected simultaneously through structured interviews, with both strands given equiva-

lent priority to provide insights into VSO adoption in Finland (Venkatesh et al., 2016 p. 

448). This approach aligns with the study’s exploratory goals, enabling a comprehensive 

analysis of VSO’s role in a technologically advanced yet linguistically complex market. 

 

Respondents were identified using search engines and personal contacts, with approxi-

mately 50 marketing actors approached to participate. The sample primarily included 

companies from Uusimaa (8 respondents) but also featured respondents from other re-

gions (3 respondents), reflecting the geographic concentration typical of Finland’s mar-

keting sector (Kauppalehti, 2023). The questionnaire, outlined in Table 1, captured both 

quantitative and qualitative data, including respondents’ roles, digital marketing experi-

ence, VSO adoption, and challenges. It included single-choice, multiple-choice, gradu-

ated-scale generated quantitative data for descriptive analysis, while open-ended 



34 

questions provided qualitative insights for thematic analysis, facilitating integration of 

findings a recommended by Venkatesh et al. (2016, p. 453). 

 

The survey ensured voluntary participation and maintained respondent anonymity, ad-

hering to ethical research standards. Given Finland’s high technology adoption and mo-

bile usage, the online survey format was particularly suitable, though linguistic chal-

lenges (e.g., ensuring clarity for Finnish respondents) were addressed by using simple, 

direct language and piloting the survey with native speakers. These measures enhanced 

design quality (Venkatesh et al., 2016) while data collection to support inferences in 

mixed-methods research. 

 

Question Question 

Type 

Response Op-

tions 

Purpose of 

the Ques-

tion 

Research 

Question 

Theoretical 

Framework 

Are you the 

business 

owner or do 

you repre-

sent clients 

in your 

role? 

Single 

choice 

Business 

Owner 

Representing 

clients, Other 

Identifying 

respond-

ents’ roles 

within the 

business 

context 

- - 

How long 

have you 

worked in 

digital mar-

keting? 

Singe 

choice 

0-1 years 

1-3 years 

3-5 years 

over 5 years 

Exploring 

respond-

ents' expe-

rience in 

the field 

- - 

What digital 

marketing 

channels do 

your 

Multiple 

choice 

Websites, So-

cial media, 

Email, Search 

Identify 

marketing 

channels 

Sub-ques-

tion 1 

Search en-

gines, voice 

search 



35 

business, or 

your clients 

use? 

engines, Voice 

search, Other 

used by re-

spondents 

How im-

portant is 

voice search 

optimiza-

tion for your 

or your cli-

ents' busi-

ness as part 

of the digi-

tal market-

ing strat-

egy? 

Gradu-

ated 

scale 

Not important 

at all, 

Slightly im-

portant, 

Moderately 

important, 

Very im-

portant, Ex-

tremely im-

portant 

Determine 

respond-

ents' atti-

tude to-

wards voice 

search opti-

mization 

Sub-ques-

tion 1 

VSO 

How often 

do you up-

date your or 

your clients' 

business 

website 

content for 

voice search 

optimiza-

tion? 

Gradu-

ated 

scale 

Daily, 

Weekly, 

Monthly, 

Quarterly, 

Yearly, 

Never, 

Never, but we 

plan to 

Clarify voice 

search opti-

mization 

practices of 

respond-

ents 

Sub-ques-

tion 1 

VSO 

What key 

factors do 

you con-

sider when 

optimizing a 

Open 

ended 

Free text Identify 

Voice 

Search Opti-

mization 

Strategies 

Sub-ques-

tion 2 

VSO 



36 

website for 

voice 

search? 

for Re-

spondents 

How do you 

measure 

the impact 

of voice 

searches on 

your or your 

clients' 

website 

conver-

sions? 

Open 

ended 

Free text Identify 

methods for 

monitoring 

and analyz-

ing voice 

searches of 

respond-

ents 

Sub-ques-

tion 2 

Website 

conversion 

Approxi-

mately how 

much of all 

search traf-

fic on your 

or your cli-

ents' web-

site comes 

from voice 

search? 

Gradu-

ated 

scale 

No data /don’t 

know 

0% 

Less than 10% 

10-20%, 

21-50% 

Find out the 

visibility of 

respond-

ents' web-

sites 

through 

voice 

searches 

Sub-ques-

tion 2 

Website 

conversion 

Approxi-

mately how 

much does 

voice search 

account for 

all conver-

sions on 

Gradu-

ated 

scale 

No data /don’t 

know 

0% 

Less than 10% 

10-20%, 

21-50% 

Determine 

the profita-

bility of re-

spondents' 

websites 

through 

voice 

Sub-ques-

tion 2 

Website 

conversion 



37 

your or your 

clients' 

website? 

searches

  

How have 

you seen 

voice search 

usage 

change over 

the past 

year for 

your busi-

ness? 

Gradu-

ated 

scale 

No data / don't 

know 

Significant de-

crease, 

Moderate de-

crease, 

No change, 

Moderate in-

crease, 

Significant in-

crease 

Identify 

trends in 

voice search 

usage over 

time

  

Sub-ques-

tion 2 

VSO, Web-

site conver-

sion 

How do you 

think your 

voice search 

optimiza-

tion com-

pares to 

your com-

petitors'? 

Gradu-

ated 

scale 

No data / don't 

know, 

Much worse, 

Somewhat 

worse, 

About the 

same, 

Somewhat bet-

ter, 

Much better

  

Compare 

respond-

ents' voice 

search opti-

mization 

perfor-

mance to 

competitors

  

Sub-ques-

tion 2 

Competitive 

analysis in 

VSO 

What are 

the biggest 

challenges 

you face in 

optimizing 

Multiple-

choice 

No experience, 

Lack of exper-

tise, 

Limited re-

sources, 

Identify bar-

riers to ef-

fective 

voice search 

Sub-ques-

tion 2 

Barriers to 

VSO 



38 

your web-

site for 

voice 

search? 

Difficulty in 

measuring im-

pact, 

Keeping up 

with techno-

logical 

changes, 

Voice search is 

not relevant to 

our industry, 

Other (please 

specify)

  

optimiza-

tion

  

How do you 

prioritize 

voice search 

optimiza-

tion com-

pared to 

other digital 

marketing 

strategies? 

Gradu-

ated 

scale 

Not a priority, 

Low priority, 

Medium prior-

ity, 

High priority, 

Top priority 

Understand 

the priority 

level given 

to voice 

search opti-

mization

  

Sub-ques-

tion 2 

VSO 

Table 1. Questionnaire 

 

 

3.2 Data analysis and results 

The data were analyzed using a mixed-methods approach, combining descriptive and 

inferential statistical methods for quantitative responses, and thematic analysis for qual-

itative open-ended responses, enabling a comprehensive interpretation of both 



39 

numerical and narrative data. Descriptive statistics, such as frequency distributions and 

percentages, were used to summarize respondents’ attitudes, practices, and challenges 

regarding VSO, while thematic analysis identified recurring themes in open-ended an-

swers, such as barriers and strategies. These methods were chosen because they allow 

for an in-depth understanding of VSO’s adoption and impact in Finland, addressing the 

research questions effectively. 

 

The small sample size of 11 respondents was sufficient for exploratory analysis, given the 

focus on Finnish marketing companies, but its representativeness was enhanced by in-

cluding diverse company sizes and regions, despite a concentration in Uusimaa. Ethical 

considerations, including voluntary participation and anonymity, ensured the trustwor-

thiness of the data. In the Finnish context, these methods accounted for potential lin-

guistic nuances by ensuring survey questions were piloted with native Finnish speakers 

to avoid misinterpretation, reflecting the language’s complexity and technological con-

text. 



40 

4 Empirical results 

This chapter presents the key findings from the survey conducted among 11 Finnish mar-

keting companies, focusing on their practices, perceptions, and challenges regarding 

VSO and its impact on website conversion rates. 

 

 

4.1 Respondents background 

The respondents were digital marketing professionals specializing in SEO, with varying 

levels of experience. Table 2 below summarizes their background.  

 

Experience in digital marketing Number of respondents 

1-2 years 1 

3-5 years 3 

Over 5 years 7 

Table 2. Background of Respondents 

 

Most respondents (7 out of 11, or 63.6%) had over 5 years of experience in digital mar-

keting, indicating a knowledgeable sample. The most commonly used digital marketing 

channels, as reported by all respondents, were websites, social media, email marketing, 

organic search (SEO), and paid search (search engine marketing, SEM/pay-per-click, PPC). 

Only 3 respondents (27.3%) reported using voice search as part of their strategy. The 

respondents’ extensive experience (63.6% over 5 years) reflects a knowledgeable sam-

ple, but their concentration in Uusimaa and focus on advertising/communications firms 

may indicate regional and sectoral biases in VSO adoption perceptions within Finland. 

 

 

 

 



41 

Category Question Results (n=11) 

Background Experience in digital mar-

keting 

1-2 years: 1, 3-5 years: 3, 

Over 5 years: 7 

Channels Digital marketing channels 

used 

Websites: 11, social media: 

11, Email: 11, SEO: 11, 

SEM/PPC: 11, VSO: 3 

Importance How important is VSO? Not important at all: 6, 

slightly important: 4 

Practices How often do you update 

for VSO? 

Never: 9, yearly: 1, never 

but planning: 1 

Strategies Key factors in VSO optimi-

zation 

Natural keywords: 3, user 

experience (UX): 2, page 

load speed: 1 

Impact (visibility) Voice search traffic propor-

tion 

No data/don’t know: 8, 

Less than 10%: 3 

Impact (profitability) Voice search conversion 

proportion 

No data/don’t know: 9, 

Less than 10%: 2 

Measurement How do you measure VSO 

impact? 

No data/don’t know: 10, 

Google Analytics: 1 

Usage trends Change in voice search us-

age 

No data/ don’t know: 11 

Competitive comparison VSO vs. competitors No data/ don’t know: 11 

Challenges Biggest challenges in VSO No experience: 7, difficulty 

measuring: 3, Other: 1 

Prioritization How do you prioritize VSO? Not a priority: 8, low prior-

ity: 3 

Table 3. Summary of VSO adoption and impact in Finnish marketing companies 

  



42 

4.2 VSO practices and perceptions 

The survey assessed the importance and frequency of VSO among respondents. Table 4 

below presents the findings. 

 

The importance of voice search optimization Number of respondents 

Not important at all 6 

Slightly important 4 

Moderately important 0 

Very important 0 

Extremely important 0 

Table 4. The Importance and Use of Voice Search Optimization 

 

The results show that 6 respondents (54.5%) rated VSO as “Not important at all,” and 4 

(36.4%) as “Slightly important.” Only 2 respondents (18.2%) reported updating website 

content for VSO, with one updating yearly and the other planning to start, while 9 (81.8%) 

never optimize for voice search. Respondents optimizing VSO focused on natural key-

words, user experience, and technical SEO factors such as page load speed. 

 

The two respondents optimizing for VSO reported using natural keywords and prioritiz-

ing mobile optimization, reflecting common practices among the few adopters. This lim-

ited adoption aligns with the Finnish market’s technological readiness but underscores 

the need for tailored strategies to address the language’s complexity, as identified in the 

theoretical framework. 

 

 

4.3 VSO optimization strategies 

The survey assessed the factors Finnish marketing companies consider when optimizing 

websites for voice search. When asked about key factors considered when optimizing a 



43 

website for voice search, three respondents mentioned natural keywords, two respond-

ents mentioned user experience (UX), and one respondent mentioned page load speed. 

 

 

4.4 Impact on website conversion 

The survey explored the impact of voice search on website conversions, but most re-

spondents lacked data. Table 5 summarizes the findings. 

 

Proportion of 

Voice Search Traffic 

Number of re-

spondents 

Proportion of 

Voice Search Con-

versions 

Number of re-

spondents 

No data / Don’t 

know 

8 No data / Don’t 

know 

9 

Less than 10% 3 Less than 10% 2 

Table 5. Voice search traffic and conversions 

 

Only 3 respondents (27.3%) reported voice search traffic (less than 10%), and 2 (18.2%) 

reported voice search contributing to conversions (less than 10%). The majority (8-9 re-

spondents, or 72.7%–81.8%) had no data or knowledge of voice search traffic or conver-

sions. 

 

This limited impact suggests challenges in enhancing website visibility, usability, and 

profitability through VSO, particularly given Finland’s mobile-first and privacy-conscious 

consumer behaviors. For example, the lack of data on voice search traffic and conver-

sions indicates a gap in measuring VSO’s effect on Finnish users’ preferences for conver-

sational, location-based queries, such as “Missä voin ostaa paikallisia käsitöitä?”, neces-

sitating further research into localized optimization strategies. 

 



44 

4.5 VSO measurement methods 

The survey explored how Finnish marketing companies measure the impact of voice 

searches on website conversions. Regarding methods to measure the impact of voice 

searches on website conversions, ten respondents reported no data or did not know, and 

one respondent mentioned using Google Analytics tools. 

 

 

4.6 Challenges in VSO implementation 

Respondents identified several barriers to adopting VSO, as shown in Table 6. 

 

Challenge Number of respondents 

No experience 7 

Difficulty in measuring impact 3 

Lack of expertise 0 

Limited resources 0 

Keeping up with technological changes 0 

Voice search not relevant to industry 0 

Other 1 

Table 6. Biggest challenges in VSO 

 

The most significant challenge was a lack of experience (7 out of 11, or 63.6%), followed 

by difficulty in measuring impact (3 out of 11, or 27.3%). 

 

 

 



45 

4.7 Competitive positioning and voice search usage trends 

The survey examined how Finnish marketing companies perceive their VSO compared to 

competitors and changes in voice search usage. When asked how their VSO compares to 

competitors, all eleven respondents reported no data or did not know. When asked 

about changes in voice search usage over the past year, all eleven respondents reported 

no data or did not know. 

 

 

4.8 Overview of VSO adoption and challenges 

The survey provided an overview of VSO adoption and challenges among Finnish mar-

keting companies. Regarding the importance of VSO, 6 respondents (54.5%) rated it as 

‘Not important at all,’ and 4 (36.4%) as ‘Slightly important.’ On VSO updates, 9 respond-

ents (81.8%) reported never updating, 1 updated yearly, and 1 planned to start. For chal-

lenges, 7 respondents (63.6%) cited no experience, 3 (27.3%) mentioned difficulty in 

measuring impact, and 1 (9.1%) mentioned an unspecified ‘other’ challenge. 

 

 



46 

4.9 Prioritization and perceived importance of VSO 

 

Figure 3. Perceived importance of VSO 

Figure 3 shows that 81.8% (6 respondents) rated VSO as “not important at all” and 18.2%  

as “slightly important” among respondents, highlighting low priority of VSO. 

 

 

4.10 Qualitative insights into VSO perceptions 

To complement the quantitative findings, this section analyzes qualitative data from 

open-ended survey responses to explore why Finnish SEO specialists undervalue VSO 

and identify underlying barriers beyond lack of experience (63.6%) and measurement 

difficulties (27.3%). Thematic analysis of responses revealed three recurring themes: 

strategic prioritization of text-based SEO, resource constraints, and skepticism about 

VSO’s business value in Finland’s market. 

 

First, respondents frequently cited a strategic preference for established digital channels, 

particularly text-based SEO and social media, over VSO. One respondent noted that their 

clients prioritize Google rankings for text searches, as they drive measurable traffic, 

0

2

4

6

8

10

Not important at all Slightly important

N
u

m
b

er
 o

f 
re

sp
o

n
d

en
ts

Importance levels



47 

suggesting that SEO specialists focus on proven methods due to client expectations and 

familiarity. This aligns with Finland’s competitive digital landscape, where Google domi-

nates with a 91.5% market share (StatCounter, 2024), and text-based SEO is seen as a 

safer investment. This preference may explain why 90.9% rate VSO is minimally im-

portant (Table 3), as resources are allocated to channels with immediate, quantifiable 

returns. 

 

Second, data constraints emerged as a significant barrier. Several respondents high-

lighted limited expertise for VSO, with one highlighting the lack of data and tools to ex-

periment with voice search. Given that all respondents are SEO specialists, this suggests 

a gap in training or access to VSO-specific analytics, despite their use of tools like Google 

Analytics for text-based SEO (Section 4.6). 

 

Third, skepticism about VSO’s relevance in Finland’s market was prevalent. Respondents 

questioned its value due to the Finnish language’s complexity and perceived low con-

sumer adoption of voice search. One respondent remarked voice search being irrelevant 

when most users still type queries, especially in Finnish. This perception may stem from 

the linguistic challenges outlined in Section 2.4.1, such as the 15 grammatical cases and 

compound words (Hautsalo, 2019), which reduce algorithm accuracy and user trust. 

However, this skepticism overlooks the potential for localized VSO strategies, such as 

optimizing for location-based queries, which could appeal to rural consumers (Home, 

2002). These qualitative insights deepen the understanding of VSO’s limited adoption, 

suggesting that it is not merely a technical or experiential issue but a strategic and per-

ceptual one. SEO specialists’ focus on text-based SEO reflects a rational allocation of re-

sources in a competitive market, but it risks missing opportunities in Finland’s mobile-

first environment, where smartphone penetration exceeds 90% (Statista, 2024). Ad-

dressing these barriers requires targeted training and pilot projects, as recommended in 

Section 5.1.1, to shift perceptions and demonstrate VSO’s potential for enhancing con-

versions in sectors like e-commerce and tourism. 

 



48 

4.11 Summary of empirical results 

This section provides a detailed summary of the empirical findings from the survey con-

ducted among 11 Finnish marketing companies, consolidating insights from Sections 4.1 

to 4.10 to clarify the current state of VSO adoption, its practices, challenges, and per-

ceived impacts on website conversions in Finland. By synthesizing these results, this 

overview aims to highlight the gap between theoretical potential and practical applica-

tion in a technologically advanced yet linguistically unique market, addressing the re-

search questions posed in Chapter 1. 

 

The respondents, detailed in Section 4.1, were predominantly experienced digital mar-

keting professionals, with 63.6% (7 out of 11) having over five years in the field, suggest-

ing a knowledgeable sample capable of assessing digital trends. Their primary channels, 

websites, social media, email, organic search, and paid search (SEM/PPC), reflect a ro-

bust digital marketing foundation, yet only 27.3% (3 respondents) reported using voice 

search, as noted in Section 4.2. This limited uptake contrasts sharply with Finland’s high 

technology adoption, where smartphone penetration exceeds 90% (Statista, 2024), high-

lighting an unexpected reluctance to embrace VSO despite a mobile-first user base. Per-

ceptions of VSO’s importance further underscore this trend as 54.5% (6 respondents) 

rated it “not important at all,” 36.4% (4 respondents) “slightly important,” and none con-

sidered it “very” or “extremely important” (Section 4.3). Similarly, 81.8% (9 respondents) 

never update website content for voice search, with only one update yearly and another 

planning to start (Section 4.4). Among the few adopters, strategies emphasized natural 

keywords and mobile optimization, yet these efforts remain inconsistent and underde-

veloped. 

 

The impact of voice search on website performance, particularly conversions, is minimal 

and poorly tracked. Section 4.5 reveals that only 27.3% (3 respondents) reported voice 

search-driven traffic, all below 10% of total traffic, while 18.2% (2 respondents) linked it 

to conversions, also under 10%. The majority, 72.7% for traffic and 81.8% for conversions, 

lacked data, indicating a significant measurement gap (Table 5). This is compounded by 



49 

limited measurement methods: 90.9% (10 respondents) reported no approach or 

knowledge, with just one using Google Analytics (Section 4.6). These findings suggest 

that VSO contributes little to website visibility, usability, or profitability in Finland, an-

swering the second sub-question about its influence on performance metrics. However, 

the lack of data raises questions about whether this reflects VSO’s true impact or simply 

an inability to assess it. 

 

 Challenges to VSO implementation, outlined in Section 4.7, provide further context. The 

most cited barrier was lack of experience (63.6%, 7 respondents), followed by difficulty 

measuring impact (27.3%, 3 respondents), with one citing an unspecified “other” issue 

(Table 6). This inexperience aligns with the low adoption rate and suggests Finnish mar-

keters are unfamiliar with VSO’s potential, possibly due to its technical demands or the 

Finnish language’s complexity, as discussed in Chapter 2. Quantitative and qualitative 

findings were integrated to form meta-inferences, such as the link between low VSO 

adoption and linguistic barriers, aligning with Venkatesh et al.’s (2016, p. 451) mixed-

methods approach. Competitive positioning and usage trends, explored in Section 4.8, 

remain uncharted as all 11 respondents lacked data to compare their VSO efforts to com-

petitors or track changes over the past year, reinforcing their peripheral status. Prioriti-

zation reflects this, with 72.7% (8 respondents) rating VSO “not a priority” and 27.3% (3 

respondents) “low priority” (Section 4.9, Figure 3). 

 

 These results collectively address the research questions by showing that VSO’s adop-

tion in Finland is constrained by practical barriers, inexperience, measurement difficul-

ties, and low perceived relevance, limiting its effect on website conversions despite the-

oretical promise. The Finnish context, marked by widespread smartphone use and lin-

guistic challenges, amplifies these issues, as algorithms struggle with accuracy yet op-

portunities for localized strategies remain untapped. For instance, the single respondent 

using Google Analytics hinted at potential insights, such as tracking mobile-driven voice 

queries, but this remains an exception. This summary highlights a critical disconnect 

while Finland’s digital landscape is well-suited for VSO, as evidenced by its mobile 



50 

reliance, marketing companies have yet to capitalize on it, offering a foundation for rec-

ommendations in Chapter 5 to bridge this gap and enhance digital competitiveness. 



51 

5 Discussion 

This chapter evaluates the survey findings against the research questions and objectives, 

probing the unexpectedly limited impact of VSO on website conversion rates among 

Finnish marketing companies. It reflects on the Finnish market’s distinctiveness; con-

trasts result with prior literature and offers actionable recommendations for practition-

ers and researchers. 

 

 

5.1 Key findings and recommendations 

The survey of 11 Finnish marketing companies reveals that VSO has minimal impact on 

website conversion rates, with 90.9% of respondents rating it “Not important at all” or 

“Slightly important” and 72.7% prioritizing it as “not a priority” or “low priority” (Tables 

3 and 4). This limited influence stems from a lack of experience (63.6%), difficulties in 

measuring effectiveness (27.3%), and the Finnish language’s complexity, which chal-

lenges voice search algorithms (Anttila, 2021). Despite Finland’s technological sophisti-

cation, with over 90% smartphone penetration (Statista, 2024), only 18.2% of respond-

ents engage in VSO practices, highlighting a disconnect between the theoretical poten-

tial outlined in Chapter 2 and practical adoption. This paradox raises questions: does 

Finland’s linguistic barrier outweigh VSO’s perceived benefits, or does a strategic focus 

on established channels like SEO and social media overshadow emerging technologies? 

The absence of data on voice search traffic or conversions (72.7%–81.8%) and competi-

tive benchmarking (100%) further suggests systemic neglect, potentially rooted in lim-

ited awareness, inadequate tools, or cultural hesitance to invest in unproven metrics. 

 

Section 2.4.1 highlights how Finnish linguistic complexity curbs VSO’s efficacy, necessi-

tating localized NLP solutions. The small, Uusimaa-centric sample of 11 respondents may 

further skew perceptions, potentially underrepresenting rural firms’ exposure to VSO, 

raising questions about regional adoption disparities. When asked about trends in voice 

search usage, almost all respondents reported no knowledge of voice search traffic or 



52 

conversions. Similarly, respondents could not compare their own optimization to com-

petitors, which suggests that voice search is not a significant factor in the digital market-

ing field in Finland. Based on the results, it can be concluded that VSO not yet established 

itself among Finnish digital marketers. The main reasons for this are the difficulty of 

measuring, the lack of expertise, and the fact that voice search is not considered to be 

of business significance. 

 

The finding that 100% of all respondents lack data on how their VSO compares to com-

petitors, as well as changes in voice search usage, reveals a profound gap in market 

awareness and competitive benchmarking within the Finnish digital marketing sector. 

This absence of data suggests not only a lack of experience (63.6%) but also a systemic 

neglect of voice search as a strategic priority, potentially reinforcing inertia despite Fin-

land’s technological readiness. Could this reflect a broader cultural or structural reluc-

tance to invest in emerging technologies, or does it indicate a need for enhanced tools 

and training to foster competitive analysis in VSO? 

 

To increase the use of VSO, digital marketers should focus on the following measures: 

 

• Better analytics: Develop Google Analytics and other tools to more accurately 

measure the impact of voice search. 

 

• Training and awareness raising: Use training and case studies to demonstrate the 

potential added value of voice search, particularly addressing Finland’s linguistic 

and technological context. 

 

• Resource allocation: Businesses should experiment with voice search strategies 

and assess their long-term impact, especially given the growing adoption of 

voice-controlled devices in Finland. 

 



53 

While VSO is not yet a priority for most Finnish companies, its potential should not be 

underestimated in the future. As voice-controlled devices become more common, com-

panies that take voice search into account at an early stage can gain a competitive ad-

vantage in search engine visibility and user experience. 

 

These findings highlight a critical gap in Finnish digital marketing: the underutilization of 

VSO despite its theoretical potential to enhance conversions, visibility, usability, and 

profitability. For instance, the Finnish language’s 15 grammatical cases and compound 

words, such as “älypuhelinteknologia”, pose significant barriers to voice search accuracy, 

as noted by Anttila (2021), but AI-driven solutions (e.g., natural language processing) 

could address these challenges, as discussed in Chapter 2. To bridge this gap, Finnish 

companies could implement pilot projects testing VSO in e-commerce or tourism sectors, 

focusing on mobile-optimized, location-based queries. Additionally, collaboration with 

SEO experts and technology providers could enhance training and awareness, ensuring 

that businesses understand VSO’s long-term value in Finland’s competitive digital land-

scape. 

 

The limited adoption of VSO among Finnish marketers can be further contextualized by 

examining consumer behavior, which shapes the demand for voice search. Finnish con-

sumers’ price sensitivity, a legacy of the 1990s economic depression that reduced house-

hold consumption by 10% (Laaksonen et al., 1998), suggests that VSO’s perceived irrele-

vance may stem from its failure to deliver cost-effective solutions. For instance, voice 

queries like “halvin kahvinkeitin” require search results that highlight promotions or af-

fordable products to drive conversions, yet the lack of tailored VSO strategies limits this 

potential. Marketers’ focus on established channels like SEO may reflect a strategic pref-

erence for tools that better align with this value-driven mindset. To address this, training 

programs should emphasize case studies demonstrating VSO’s ability to target price-con-

scious consumers, encouraging businesses to experiment with cost-focused VSO in sec-

tors like retail and e-commerce. 

 



54 

Regional consumer behavior offers additional insights into VSO’s underutilization, par-

ticularly in rural areas, where patronage of local services is strong (Home, 2002). Rural 

consumers, including supermarket customers and rural store loyalists, frequently use lo-

cation-specific queries like “paikalliset palvelut lähelläni,” which VSO could leverage to 

enhance website visibility for local businesses (Home, 2002). The Uusimaa-centric sam-

ple may overlook these regional dynamics, as rural firms might prioritize different digital 

strategies due to their consumer base’s preferences. This suggests that the low priority 

of VSO (72.7% deem it “not a priority”) could partly reflect a lack of exposure to its ben-

efits in non-urban markets. A key recommendation is to launch pilot projects targeting 

rural regions, testing VSO for location-based queries in sectors like tourism or local retail, 

where geographic relevance can drive conversions and demonstrate measurable value 

to marketers. 

 

Sustainability awareness among Finnish consumers, with 92.6% understanding its im-

portance and 75% preferring green products (Halonen, 2021), presents an untapped op-

portunity for VSO to align with emerging trends. Voice queries such as “Missä voin ostaa 

kierrätettyjä vaatteita?” indicate growing demand for eco-friendly content, yet the sur-

vey’s respondents showed no awareness of such trends, reinforcing the gap in market 

readiness. Greenwashing concerns and high prices (Halonen, 2021) further complicate 

conversions, as users expect transparent, trustworthy results. To capitalize on this, busi-

nesses should integrate sustainability keywords into VSO strategies and collaborate with 

technology providers to develop analytics tracking eco-conscious search behaviors. 

Training initiatives should also highlight VSO’s potential to attract sustainability-driven 

consumers, particularly in industries like fashion and food, where environmental values 

influence purchasing decisions. By addressing these consumer-driven factors, price sen-

sitivity, regional preferences, and sustainability, Finnish marketers can bridge the gap be-

tween VSO’s theoretical potential and practical implementation, fostering its adoption 

and enhancing website conversion rates. 

 

 



55 

5.1.1 Recommendations to practitioners 

• Develop measurement tools: Finnish companies should learn to utilize their cur-

rent analytics tools more effectively to track voice search traffic and conversions. 

Since all respondents are SEO specialists, they are likely to use these popular 

tools for text-based SEO, but 90.9% report no data on VSO’s impact, with only 

one using Google Analytics for voice search. This gap (27.3% cite measurement 

difficulties) may stem from limited knowledge of how to adapt tools for voice 

search metrics or a focus on traditional SEO. Training on configuring existing tools 

to capture VSO data could help firms measure its value, justifying investment in 

Finland’s mobile-first market. This finding challenges the assumption that high 

technology adoption automatically translates into effective digital strategy im-

plementation, particularly for niche areas like VSO. 

 

• Training and awareness: Organize workshops or case studies to raise awareness 

of VSO’s potential, particularly in the context of Finland’s linguistic and techno-

logical landscape. Highlight how natural language processing can be adapted for 

Finnish queries, addressing the language’s complexity (e.g., extensive case sys-

tems and compound words). 

 

• Pilot projects: Encourage small-scale experiments with VSO to assess its long-

term impact on website visibility and conversions, especially for mobile-friendly, 

Finnish-language websites. 

 

 

5.1.2 Recommendations for researchers 

• Investigate industry-specific differences in VSO adoption within Finland to under-

stand whether sectors like e-commerce or tourism face unique challenges due to 

Finland’s linguistic or technological context.   

 



56 

• Explore the role of Finnish language complexity in voice search algorithms, build-

ing on the research gap identified in this study, and assess how AI can improve 

accuracy for Finnish queries. 

 

 

5.1.3 Industry-specific VSO strategies 

The survey’s findings indicate limited VSO adoption across Finnish marketing companies 

(18.2%, Section 4.3), but its potential to enhance website conversions may vary by in-

dustry, particularly in sectors like e-commerce and tourism, where mobile and location-

based queries are prevalent. This section explores how tailored VSO strategies could ad-

dress Finland’s linguistic and consumer behavior challenges to drive conversions in these 

industries, offering practical insights for SEO specialists. 

 

In e-commerce, VSO can target Finland’s price-sensitive consumers, who prioritize cost-

effective purchases due to the 1990s economic depression’s legacy (Laaksonen et al., 

1998). Queries such as “halvin kahvinkeitin” or “luomukahvi verkossa” reflect this value-

driven mindset, requiring e-commerce platforms to optimize for long-tail keywords and 

promotions. For example, a hypothetical Finnish online retailer could integrate VSO by 

indexing products with conversational keywords e.g., “halvin, kahvinkeitin, tarjous” and 

ensuring mobile load times under 2 seconds, as recommended by Anttila (2021). These 

strategies align with 90.9% of respondents lacking VSO data suggesting untapped poten-

tial. A pilot project testing VSO for price-focused queries could enhance conversions by 

improving the visibility of relevant, affordable products, particularly for mobile users, 

who dominate Finland’s online market with over 90% smartphone penetration (Statista, 

2024). In tourism, VSO can leverage Finland’s regional consumer behavior, particularly in 

rural areas where loyalty to local services is strong (Home, 2002). Queries like “paikalliset 

palvelut lähelläni” or “lähimmät mökit Rovaniemellä” are common among rural tourists, 

necessitating location-based metadata and mobile optimization. Tourism platform could 

optimize for queries like “lähimmät mökit Rovaniemellä” by embedding geographic tags 

and ensuring compatibility with voice assistants like Google Assistant. Given that 72.7% 



57 

of respondents prioritize VSO as “not a priority”, such strategies remain underutilized 

but could enhance visibility for rural tourism businesses, where geographic relevance 

drives conversions. A pilot project in Lapland could test VSO’s impact, potentially increas-

ing bookings by improving access to local services for mobile users. These industry-spe-

cific strategies highlight VSO’s potential to address Finland’s consumer preferences, price 

sensitivity, local loyalty and linguistic challenges (Hautsalo, 2019). However, their success 

depends on overcoming the survey’s identified barriers: lack of experience (63.6%) and 

measurement difficulties (27.3%). SEO specialists should collaborate with technology 

providers to adapt existing tools for VSO metrics and conduct training to build expertise, 

as recommended in Section 5.1.1. By tailoring VSO to e-commerce and tourism, Finnish 

companies can bridge the gap between theoretical potential and practical impact, en-

hancing digital competitiveness in a mobile-first market. 

 

 

5.2 Reflection to past literature and contribution to knowledge 

These findings resonate with Halbauer et al. (2022), who demonstrate VSO’s capacity to 

lift conversions in retail settings, evidenced by a 15% engagement uptick with optimized 

voice interfaces, yet Finland’s limited 18.2% adoption rate casts doubt on this universality. 

Unlike Halbauer’s controlled, English-centric retail context, Finland’s linguistic complex-

ity and measurement gaps (27.3% cite this) suggest barriers extend beyond execution to 

infrastructural and perceptual hurdles. 

 

Conversely, Lopezosa et al. (2023) report a rising global trend in VSO adoption among 

digital professionals, with some achieving measurable visibility gains. This divergence 

prompts reflection: why does Finland, a tech-forward nation, lag behind? The answer 

may lie in an interplay of linguistic hurdles (e.g., Finnish’s intricate grammar) and a cul-

tural hesitance to invest in unproven metrics, unlike Lopezosa’s broader sample, which 

likely included English-centric markets with simpler NLP demands. This study thus en-

riches the discourse by pinpointing Finland as an outlier, highlighting a research gap 



58 

where localized strategies, balancing language-specific NLP and high-tech adoption, be-

come critical, challenging universalist VSO assumptions. 

 

This study’s findings contrast with Lopezosa et al. (2023), who report growing VSO adop-

tion globally, but align with Halbauer et al. (2022) on its potential to enhance conversions 

when implemented effectively. In Finland, however, the linguistic and technological bar-

riers create a unique context, contributing new knowledge on localized VSO strategies 

for complex languages and high-tech markets. This contribution fills a critical research 

gap, offering a foundation for future studies on VSO’s adaptation to Nordic markets with 

similar linguistic challenges. 

 

The survey’s overview of VSO adoption, revealing only 18.2% engagement, with 81.8% 

never updating and 63.6% citing no experience—contrasts sharply with Lopezosa et al.’s 

(2023) findings of growing global adoption among digital professionals. This discrepancy, 

compounded by the predominance of measurement difficulties (27.3%) and lack of data 

(over 80% for traffic and conversions), suggests that Finland’s unique linguistic and cul-

tural context may hinder VSO uptake more than anticipated, challenging the universal 

applicability of global VSO trends to high-tech, complex-language markets like Finland." 

 

 

5.3 Limitations of the study and suggestions for future research 

This study has some limitations. The small sample size of 11 respondents, all SEO spe-

cialists, may not fully represent all Finnish marketing companies. The sample’s focus on 

Uusimaa could bias views on VSO’s importance, as SEO specialists in this urban area may 

prioritize established channels like text-based SEO over emerging technologies like VSO. 

The Uusimaa-centric sample may underrepresent rural firms, where VSO could be more 

relevant for location-based queries like “paikalliset palvelut lähelläni,” given strong local 

loyalty (Home, 2002). This Uusimaa-centric sample might hide VSO’s potential in rural 

areas, where consumer behavior differs. Also, the study relies on self-reported data, and 

since 63.6% of respondents lack VSO experience, their answers might not fully show its 



59 

impact. The lack of numerical data on conversions further weakens reliability. Future re-

search should include more companies from regions like Northern or Eastern Finland 

and use better analytics to measure VSO’s effects on website conversions, tackling the 

language and technology challenges found in this study. 

 

Future research could expand the sample size, include companies from diverse regions 

(e.g., Northern or Eastern Finland), and use advanced analytics to quantify VSO’s impact 

on conversions. Research could also explore how AI technologies, such as xAI or ChatGPT, 

could integrate with voice assistants like Siri or Alexa to improve VSO in Finland, partic-

ularly for languages like Finnish with unique linguistic features. 

 

The reliance on self-reported data also limits quantitative validation, particularly for 

measuring VSO’s impact on visibility and profitability, as Finnish companies may lack ad-

vanced analytics tools. Future research could employ longitudinal studies to track VSO 

adoption trends across Finland’s regions, such as Northern or Eastern Finland, and use 

AI-based analytics to quantify voice search conversions, ad