An in-depth study to find out which are the most essential ranking factors behind internet voice searches has found 80 per cent of answers delivered by Google’s voice assistant came from the top three results in search engine results pages, according to online trends data provider SEMrush.
The analysis studied more than 50,000 queries and also found 70 per cent of answers are likely to be returned for a voice query if it’s contained in a Search Engine Results Pages (SERP) feature, with 60 per cent of those returning a Featured Snippet result.
In addition to correlating voice results with SERP, SEMrush found a common link between answer length, backlinks anchors and page speed.
“As marketers consider how to make the most of the increase in voice searches, the data is important for SEOs to understand as it suggests the key to performance is high SERP placement, site speed, content readability and high-quality backlinks,” said Olga Andrienko, head of global marketing for SEMrush.
“The good news for digital marketers is SEOs are already optimising for those factors.”
The analysis found several key findings that were either consistent across the devices, or clearly defined the differences between using voice search through a speaker or using voice search through an Android smartphone.