A new study by SEMRush did an analysis of what it takes to get your content on smart device voice search. They analyzed over 50,000 queries in order to determine what the qualities of the the content should be to show on these devices.
The Bottom Line in Showing in Voice Search
From their study, they found that content is more likely to be returned for a voice query if it ranks in the top 3 web search positions within Google.
The Key Findings
There were several key findings that were either consistent across the three devices, or that clearly defined the differences between using voice search through a speaker and using voice search through an Android smartphone.
Below are the key findings from the research:
- Close to 80% of the answers returned were from the top three organic results (for Android Phones, 72%)
- 70% of all answers returned from voice searches occupied a SERP feature (with 60% of those returning a Featured Snippet result)
- When analyzing backlinks, Page Score and Trust Score were slightly higher for answers’ URLs regardless of the device.
- Backlink anchors and keywords within a title matching the voice search query are present in over half of answer URLs for Google Home and Home Mini.
- Text length of the answers returned was nearly the same for every device (around 41 words on average).
- Text complexity needs to be simple and understandable for the average reader (ranking around 8 on the Flesch Kincaid Grade.
- Pagespeed is very important for all devices — for a majority of questions, the answer chosen by Google loads faster than the average page speed for all other results in the same SERP.
- Well-linked pages (internally and externally) are favored within Google Home and Home Mini searches.
- Over a third of the answers do not use schema. Different schemas are used, with Article and Organization being the most popular, with low percentages. In non-answers, the use of schema is more prominent, but still no single type dominates.
- HTTPS and URL depth seem to be irrelevant for Google Assistant’s selection (because there was no tangible variance between answers and non-answers).