SEATTLE — A new study has found 80% of the answers delivered by Google’s voice assistant came from the three top results in search engine results pages.
Even more, 60% of the results came from featured snippets and 70% overall came from SERP features.
In addition to correlating voice results with SERP, SEMrush found a common link between answer length and use as a voice result.
“If you think of optimizing the paragraph for the intent of voice, make sure it’s around 42 words,” said Olga Andrienko, head of global marketing agency for SEMrush during her presentation at the conference.
The study also found the average voice result is at a level understandable to a 15-year-old.
“There are so many types that we found no type of schema particularly helps,” Andrienko said.
Page speed, on the other hand, does. SEMrush found that the result used for a majority of the answers chosen loads significantly faster than the average page in the SERP.
Backlinks were also a factor, as SEMrush found backlinks anchors and title keywords were more prevalent in answers delivered by the voice assistants.
The data is important for SEO Companys to understand as we continue to think through the rise of voice since it suggests the key to performance is high SERP placement, site speed, content readability and high-quality backlinks. That’s good news, since SEO Companys are already optimizing for those factors.
The business case for voice
While it’s good news that optimizing for voice may not be so dramatic for SEO Companys, don’t let that stop you from taking voice search seriously for marketing agency and business, said Ignite Visibility CEO John Lincoln.
Also speaking at SMX Advanced, Lincoln said marketers must first establish a business goal for voice, “As with anything, is this actually going to make you money? Is it worth investing in it?” he said.
If the answer is yes, the next steps are about cementing your strategy. Choose the assistant or searches with the biggest possible return. Select a system to integrate with it. And integrate with data integration or an approved app.