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Voice Search Study: Factors Influencing Search Engine Rankings in 2019

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Voice Search Study: Factors Influencing Search Engine Rankings in 2019

Olga Andrienko
Voice Search Study: Factors Influencing Search Engine Rankings in 2019

To say voice search is the new buzz term in SEO would be somewhat of an understatement. It almost seems as if every digital marketer has it on their radar, with the industry as a whole still trying to formulate how best to exploit this fledgling technology. One thing that is indisputable is that voice search is here to stay, given that there are reported to be 118 million smart speakers now operating in US homes.

It is believed that today, two in five adults now use voice search at least once per day, and by 2020 it is estimated by many experts that half of all searches will have shifted from the keyboard to the microphone.

Google revealed that 20% of searches through the Android Google App are now voice searches, and with the company recently announcing that its new version of Google Assistant (due to be released later in the year) it will be 10 times faster than its current version. That combined with the fact that voice search recognition is now at a point of 95% accuracy, it only makes sense that as consumers, we are moving towards the technology more and more.

Many experts have made predictions on how the market will develop over the coming years, with various percentages wowing us with the millions of potential dollars it could all be worth in the future. And while we all digest these predictions on the future market value of voice search as a whole, one thing is for sure — it can’t be ignored by those working in search marketing. The search landscape is shifting whether we like it or not, which means marketers need to ensure they are keeping fully abreast of how this change will impact the performance of their campaigns.

Voice Search in 2019: Our Study

With voice search so hotly discussed and debated this year, we decided to produce a study of our own.

Last year Backlinko produced an in-depth study into the ranking factors behind voice search, with some interesting findings returned. That inspired us to look into this further and understand which ranking factors are continuing to be key, as well as exploring exactly how voice search is continuing to evolve.

Our comprehensive study was lead with two explicit objectives:

  1. To understand the parameters that Google Assistant uses to select answers to voice search queries.

  2. To compare and understand differences in answers obtained from different devices.

We made it our mission to find out the most essential ranking factors behind voice search as well as uncovering what influences Google Assistant to choose one answer over the rest of the results in SERPs.

Methodology

Our findings are the product of an in-depth analysis of over 50,000 questions asked to three devices combined. Using queries pulled from SEMrush’s API (as well as a series of automated voice queries), we recorded the SERPs from each query and then analyzed several different factors including the readability, page speed, number of backlinks, and SERP features (amongst others) to determine which factors are the most influential when it comes to ranking for voice search queries.

The same process and analysis were then carried out on three separate devices (Google Home, Google Home Mini and the Xiaomi Redmi 6) using Google Assistant; with all three set to the same location to get a conclusive answer.

SEMrush voice search study analysis was carried out on 3 separate devices: Google Home, Google Home Mini and the Xiaomi Redmi 6

You can view full details on the methods behind the study in our Methodology report. You can find this by clicking here.

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 our research:

  1. Close to 80% of the answers returned were from the top three organic results (for Android Phones, 72%)

  2. 70% of all answers returned from voice searches occupied a SERP feature (with 60% of those returning a Featured Snippet result)
  3. When analyzing backlinks, Page Score and Trust Score were slightly higher for answers’ URLs regardless of the device.
  4. 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.
  5. Text length of the answers returned was nearly the same for every device (around 41 words on average).
  6. Text complexity needs to be simple and understandable for the average reader (ranking around 8 on the Flesch Kincaid Grade.
  7. 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.
  8. Well-linked pages (internally and externally) are favored within Google Home and Home Mini searches.
  9. 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.
  10. HTTPS and URL depth seem to be irrelevant for Google Assistant's selection (because there was no tangible variance between answers and non-answers).

An In-Depth Review Of Voice Search Findings

One thing we discovered almost immediately was that 97% of answers provided by Google Assistant are results that rank in the top 10 organic results. Therefore an existing first-page ranking is nearly a prerequisite for ranking for voice search queries.

We split our findings into seven key areas:

Average Word Count

Once all the questions were gathered (both manually and by using SEMrush’s API), they were then constructed and curated using three separate methods. Common questions were among those selected, such as “What should I see in Portugal?”, while questions were also created from lists (as well as general questions using popular keywords).

We found that the average word count of an answer from voice search was 41.4, with similar word counts reported across all three devices:

SEMrush voice search study. The average word count of an answer from voice search is 41.4. The Android smartphone has the highest average word count at 43. words. Google Home and Google Home Mini voice search results have an average word count of 41.4 and 42 respectively.

  • The Android smartphone had the highest average word count at 43 words. Perhaps the addition of a screen slightly increased this number given that users can read the text while also listening to the audio provided Google Assistant.

  • Google Home and Google Home Mini voice search results have an average word count of 41.4 and 42 respectively, suggesting that while the presence of a screen may increase word count marginally, it isn’t a hugely influential factor in producing results across the board.

Rankings

The Android device delivered 93% of answers from the first page of organic results. However, that is still lower than Google Home and its Mini counterpart, both of which delivered 98% of answers from the first page (with over 40% being position one in Google).

Position Google Home Answers [%] Google Home Mini Answers [%] Android Phone Answers [%] Overall [%]
1 41.1 40.4 34.1 39.9
2 23.6 23.6 22.7 23.5
3 13.7 13.6 14.9 13.8
4 8.4 8.7 9.7 8.6
5 5.6 5.5 6.6 5.6
6 2.8 2.9 4.2 3.1
7 1.8 2.1 4.1 2.3
8 1.5 1.5 1.3 1.5
9 0.9 1.1 1.7 1.1
10 0.6 0.6 0.7 0.6
Answer in top 10 organic results [%] 98.1 97.9 92.7 97.4
         

Overall across all three devices, around a quarter of answers were ranked in position two, while on average only 14.2% of results resided outside of the top four positions.

SERP Features

Alongside 78% of voice search results ranking in the top three, the majority of queries returned an answer occupying a SERP feature result. In total, 68.5% of answers came from a SERP feature, with Featured Snippets being the most commonly found in Google Home and Google Home Mini, in particular.

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Over 60% of results from Google Home were ranking as Featured Snippets in all, a significantly higher number than compared to Android (41%).

In a number of cases, we found answers from the home speaker devices (Google Home and HomeMini) were returning results from the Featured Snippet position. However, when the same queries were conducted using the Android device, the answers produced was not taken from a SERP feature. Example queries included….“Which country is the largest producer of Apple?” and “What Should I See in Portugal”.

SEMrush voice search study. The 68.5% of queries returned an answer occupying a SERP feature result. Featured Snippets are the most commonly found in Google Home (61.2%) and Google Home Mini (56.3%) Number of results from Android ranking as Featured Snippets is significantly lower - 40.9%. Around one in five Android voice search queries with SERP features returned answers ranking in a People Also Ask position, while just over one in 10 of searches made via Google Home and Home Mini produce the same result.

Interestingly, while the number of Featured Snippet results within Android are 20% lower than Google Home devices, there was an increase in the number of results occupying a People Also Ask feature.

Around one in five Android voice search queries with SERP features returned answers ranking in a People Also Ask position, while just over one in 10 of searches made via Google Home and Home Mini produce the same result.

There were also many queries where Google Home and Home Mini delivered a Featured Snippet result, but the People Always Ask result was delivered on the Android device; this was the case for results including a number of searches revolving around “which country” questions.

In terms of other SERP features, they were almost non-existent within voice search answers, corroborating the fact that voice search answers come mainly from high-ranking organic results in the Featured Snippet position.

Readability

Sometimes overlooked in SEO is the readability score of the page you are trying to rank. Of course, you can cram a page with target keywords, but what search engines are looking for is well structured, well-written content that ultimately matches the intent of the query.

Within our study, we used a range of different metrics and tools to analyze the readability of results and found that, in general, voice search answers are simple to understand, with the average 15-year-old able to comprehend the answer returned.

SEMrush voice search study. Voice search answers are simple to understand, with the average 15-year-old able to comprehend the answer returned. The only noticeable difference of readability between the devices is the fact that Android results generally have a lower difficulty of words

We ran all answers through the Dale Chall readability test as well as the Flesch Kincaid Grade system, finding in the case of the latter, 80% of Americans would be able to understand/read the applicable answers.

This trend proved consistent across the board, with the only noticeable difference between the three devices being the fact that Android results generally had a lower difficulty of words, perhaps due to answers being both visual and audible.

  Google Home Google Home Mini Android Phone
Automated readability index 10.4 10.3 11.0
Coleman Liau index 10.3 10.3 11.0
Dale Chall readability score 8.1 8.1 8.5
Difficult words 9.3 9.2 8.4
Flesch Kincaid grade 8.2 8.1 8.8
Flesch reading ease 62.2 62.6 56.0
Gunning fog 15.4 15.2 16.0
Linsear write formula 7.7 7.8 8.1
Smog index 6.0 6.1 5.5
Text standard 5.4 5.4 4.8
       

Page Speed

Google has long signaled that page speed is one of the key factors within its ranking algorithm and that pages with faster loading times have a distinct advantage over competing pages that load less quickly.

Of course, a wide range of queries will have a wide range of loading times, given that different types of content could be returned (videos, images, text, etc.). However, all answers across all devices were consistent in having quicker page load time compared to the non-answers in each SERP (on average).

Below you will find the percentage of voice search answers that perform more quickly than the remainder of the top 10 in the SERP for specific key metrics.

Metric Google Home [%] Google Home Mini [%] Android Phone [%] Overall [%]
Estimated Input Latency 70.0 69.6 64.8 69.3
Observed First Paint 68.5 68.8 62.2 68.0
Observed Load 62.9 64.4 58.6 63.2
Speed Index 60.2 61.0 54.3 60.0
Time-To-Interactive 60.3 60.9 55.1 60.0
Total-Byte-Time 62.4 63.8 57.9 62.6
Time-To-First-Byte 64.5 66.1 59.2 64.7
         

Across every metric, the lion’s share of voice search answers performs better than the average of the top 10 non-answers, with Estimate Input Latency particularly noticeable at 70%.

First Paint score also appears as a key metric within voice search, with quicker primary content load speeds more likely to earn voice search recognition as ultimately it will relay the information back to the user more quickly.

Time-to-first-byte also appears to be one of the most critical influences with the speed index metric showing less prominent results, but still providing a strong indication that a faster page is beneficial.

Below is a table representing the queries with the greatest disparity between answers and non-answers.

Device Query Speed of Answer (milliseconds) Average Speed of Non-Answer (milliseconds) Answer is X Times Faster
Google Home/Mini Where does a bird live 207 3059.2 14.8
Google Home/Mini What are the rules of horse ball 260 3435.5 13.2
Android What is the typical size of a monitor 230 2267.8 9.9
Google Home/Mini When was Kyoto Founded 227 2389.8 8.6
Android Best recipes from New Zealand 701 4478.0 6.4
Android What do the colours on the flag of Zambia mean 317 1819.3 5.7
         

As you can see from the above data, pagespeed performance is one of the key points to address when optimizing for voice search. In some cases, voice search results were over 10 times faster than the average of non-answers.

From the results, the importance of pagespeed does seem to be slightly more relevant to Google Home and Home Mini in comparison to Android, which is most likely because the latter is still required to load visual page elements alongside voice search results.

Backlinks

Our backlink analysis of voice search answers provides one of the most interesting contrasts across the three devices, with keywords in backlink anchors and page titles much more prevalent in Google Home and Mini results than Android.

Over 50% of answers with Google Home and Mini had backlinks with an anchor that appeared in the question, compared to less than 45% in the remainder of the top 10 results in the SERP. However, with Android, that figure is below the remaining average, signifying a lack of relevance in the case of smartphone devices.

This was also the case with regards to keywords in the query appearing in the title of an answer’s page. A significantly higher percentage of keywords were found in Google Home and Mini answers compared to the rest of the SERP. In the case of Android, the findings were again inconclusive.

Consistent across all devices was the average number of image backlinks. The average number of image links in answers produced by Google Assistant is comparatively low, so there is clearly a connection here to the pagespeed and loading times of a page.

As you might expect from the above, page score and trust score were found to be favored by answers returned from Google Assistant, although answers from all three only offer a slight increase on the rest of the top 10 average of non-answers.

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Schema, HTTPS & URL Depth

Our Schema findings were difficult to draw a definitive conclusion from. While the majority of answer sources did indeed use schema, the type distribution failed to indicate a clear winner over which type of schema would most likely influence an answer being selected from the SERP.

  Google Home [%] Google Home Mini [%] Android Phone [%] Overall [%]
[%] Answer Others Answer Others Answer Others Answer Others
No schema 36.1 28.8 36.1 28.1 29.7 33.1 34.7 28.4
Article 5.5 8.6 5.7 8.6 1.2 7.7 5.2 8.5
Organization 2.2 5.9 2.2 5.9 1.8 5.6 2.2 5.8
BreadcrumbList 1.3 4.0 1.4 3.9 1.1 3.2 1.3 3.9
WebSite 1.0 2.9 1.0 2.9 0.7 2.4 1.1 2.8
WebPage 1.0 2.5 1.2 2.5 0.3 1.9 1.0 2.4
NewsArticle 0.5 3.0 0.6 3.3 0.5 2.5 0.7 3.2
BlogPosting 0.2 0.6 0.2 0.6 0.3 0.5 0.2 0.5
Others 52.2 43.7 51.6 44.2 64.4 43.1 53.6 44.5
                 

Equally, HTTPS and URL depth also proved inconclusive, largely due to the fact that Google is already encouraging sites to adopt HTTPS and therefore the majority of results within the top 10, and beyond, had already added that extra layer of security.

In fact, of the queries in our study, 90% of results in the top 20 had already converted to HTTPS, proving it a vital factor for ranking well, and hugely relevant if your site has yet to do so.

semrush voice search study: https usage

In Conclusion

SEMrush voice search study - key findings. The main factors that influence the answers Google Assistant returns from a voice search queries are pagespeed, ranking in the top three results and, in particular, occupying a Featured Snippet position.

It is clear that the main factors that influence the answers Google Assistant returns from a voice search queries are pagespeed, ranking in the top three results and, in particular, occupying a Featured Snippet position.

By understanding and acting upon our 10 key findings, marketers should be able to return more answers from voice searches.

With an increasing number of searches on the Android Google App now voice specific, and 55% of US households set to own a smart speaker by 2022, it is vital to adopt a voice search marketing strategy sooner rather than later to stay ahead of the game.

Olga Andrienko
SEMrush

SEMrush employee.

Olga Andrienko is the Head of Global Marketing at SEMrush. Olga specializes in conversion and relationship marketing and has increased SEMrush social engagement by 400% in one year together with her team.
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Comments

2000
Paul Lovell
Master

A veteran community member.

Thanks for sharing voice search is something I am very much keeping my ear to the ground on as I believe it will take a while to get enough people interested in using this but I believe it will be a massive part of the market share when it does
Newcomer

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Great comprehensive article on voice search. I am curious to know if the study looked at the Speakable schema (https://developers.google.com/search/docs/data-types/speakable)? It is supposed to directly relate to voice assistant, but since it's still in beta I wonder if it's a) actually being adopted and b) does it make a difference? The article just use Others for any unspecified schema type.
Hamza Ali
Pro

Asks great questions and provides brilliant answers.

This is such an eye-watering post. Amazing work! Thank you. Sharing it in the company's seo group.
Nikhil Sharma
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@olga i like the way you explaining about voice search for seo... as you have metioned most of mazor factor to achive good result with use of voice search...
Author | indreshraja
Enthusiast

Occasionally takes part in conversations.

Hi Olga ,
This is really a great research on voice search results. Before reading this post I never think about voice searches.
This is really a wow work from your team. From this post I have learned a lot and I am so excited to implement all these things on my blog.
Deepak Mathur
Expert

Provides valuable insights and adds depth to the conversation.

Great work out there Olga, read it thoroughly and you've mentioned amazing points to optimize content for voice search and achieve Voice Search Optimization (VSO)
Olga Andrienko
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Deepak Mathur
Glad you found it useful and interesting, Deepak! and thanks for letting me know :)
Sunderbharathi Reddiar
Enthusiast

Occasionally takes part in conversations.

Average word count is 41! Does that mean making more of a Q&A type of content can rank better on Voice Search?
Here is what I think on optimising for Voice search:
https://medium.com/@sunderbharathi/how-to-optimize-for-voice-search-in-2018-2019-voice-search-seo-ccc47a76a5a1
Olga Andrienko
SEMrush

SEMrush employee.

Sunderbharathi Reddiar
Yes, many experts recommend setting up a FAQ page where you'd include your target long tail keywords as questions and publish short paragraphs as answers.
Thank you for reading the study, Sunderbharathi!
Deepak Mathur
Expert

Provides valuable insights and adds depth to the conversation.

Sunderbharathi Reddiar
Yes, to make your content voice compatible make it sound like solving the answer to some problems. In short, make it interrogative.
Newcomer

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Can anybody tell me that how can I appear in voice search, my domain is wangardinternational.com
Olga Andrienko
SEMrush

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Jhon Saad
Hi Jhon, I've checked your website speed with PageSpeed insights and the load speed is very slow. One thing that I'd definitely do is to improve the web performance.
Pro

Asks great questions and provides brilliant answers.

It was always speculated that voice search would keep on evolving. It is now smarter while becoming a more challenging field for SEO and still leaving scope for growth. Olga, I really appreciate you for doing comprehensive research and providing us with an interesting dataset.
Olga Andrienko
SEMrush

SEMrush employee.

Sahil Kakkar
I am sure that voice search will keep evolving further. Soon we'll be all talking not only to our phones, but to cars, microwaves and coffee machines :) Thank you for leaving your feedback, Sahil! Happy you found our study useful.
Editors' Pick
Nick Samuel
Pro

Asks great questions and provides brilliant answers.

Editors' Pick
This was a really great write-up and I'll definitely be referring to the mini summary infographic at the end.

Overall despite the prominence of snippets, it's surprising how many brands out there haven't actually implemented any Schema. Google's AI certainly does a good job of returning answers but it can be prone to errors.

A lot of the current "on-page" challenges I face are correcting snippets, and in my experience so far, it's not always straightforward to displace what I like to call "favoured" snippets.

Would love to know how everyone else is finding this and voice optimisation :-)
Olga Andrienko
SEMrush

SEMrush employee.

Nick Samuel
Great to hear you liked the study, Nick! and thank you so much for leaving your thoughts here too!
Was definitely an interesting discovery with the schema. The biggest outcome here is that no specific schema type matters. There are just too many options. And Google is not favoring any particular type.
Regarding the featured snippets, a big challenge for our clients is to keep up with Google adding and removing Featured Snippets and PAAs from a specific SERP and query they are optimizing for. With so many fluctuations and changes, there is a big risk of picking a query that will not have FS on the results page tomorrow. Doesn't mean you shouldn't work on the content anyways, but it's becoming increasingly tough to follow the changes.
Nick Samuel
Pro

Asks great questions and provides brilliant answers.

Olga Andrienko
Thanks for picking my comment, whoever the editor is :-)

I'm in total agreement about the difficulty in of pinning down which FS to target. It really is a "movable feast" and it can be hard to get stakeholder buy-in when quantification isn't static!

Unfortunately saying everyone else is doing it doesn't cut it for some clients, although it's literally a zero-sum opportunity so this is fair justification in my eyes :-P
Enthusiast

Occasionally takes part in conversations.

Question, what is the value of being ranked for a smart speaker if it doesn't bring traffic to your website?
Olga Andrienko
SEMrush

SEMrush employee.

Ben B.
Voice search is here to stay and develop a lot further. People use voice more and more and although now websites can't monetize it much, they can appear as knowledge sources that people tend to trust more. Moreover, the number of purchases done via digital assistants is growing. For ecommerce websites voice search has a huge potential and will have an impact on their revenue in the future.
Nick Samuel
Pro

Asks great questions and provides brilliant answers.

Olga Andrienko
It's a good point Ben, but at the end of the day, I guess it comes down to whether or not you would prefer you or your competitor to rank for [voice term].

Google is definitely playing us all off against each other :-P
Olga Andrienko
SEMrush

SEMrush employee.

Nick Samuel
I think, at this point in time it's important to align the SEO for mobile/desktop and digital assistants and see it as an added bonus.
1. It's essential to optimise for featured snippets anyway, and if you appear in the voice search results on top of mobile and desktop - great.
2. Content should be easy to read and a few paragraphs can be short and succint. 40 word for a target keyword and you might as well get additional exposure.
3. Fast websites are favored by Google on any device

So it's actually easy to combine "regular" SEO and voice search, and I wouldn't just miss on this opportunity even without an immediate financial gain :)
Divyu Sharma
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Either just recently joined or is too shy to say something.

Dear Olga Andrienko,
I got your point but still need one clearification, does we need to rank on question phrase or we can still rank for our targeted keyword to get best result in voice result?
regards
Olga Andrienko
SEMrush

SEMrush employee.

Divyu Sharma
Divyu, it's best to optimize for a specific question phrase which if often a long tail query. Having it on the page would help. An easy way would be to set up an FAQ section and answer the most popular question your audience is asking.
Greg Gillespie
Newcomer

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What would be really helpful to add to this study is the "types or categories" of questions asked. Voice search seems to be heavily swayed towards questions with information styled answers. ie. how to boil an egg? Call it the skeptic in me, but this feels like another way Google is scrapping website content without much (any) credit given to the site. Perhaps to take advantage of this, getting a brand mention in your voice result could be beneficial. ie. "Tom's free range eggs recommends boiling your egg with a pinch of salt for 3 mins, making sure to put a pin hole in the pointing end of the egg first".
Olga Andrienko
SEMrush

SEMrush employee.

Greg Gillespie
Hi Greg, you're totally right, most of the queries are informational. What we discovered is that assistants mention the website 40% of the time, which is a good share of results.
The number of voice searches is growing as well as the number of devices being sold. So regardless of the fact that you can't monetize it instantly, it's important to create a foundation for higher exposure and join the early adopters club.
Angy Chesler
Enthusiast

Occasionally takes part in conversations.

Thanks for publishing this. My market is international, I am wondering how that is going to affect how I come up in voice search.
Olga Andrienko
SEMrush

SEMrush employee.

Angy Chesler
Thank you for checking it out, Angy! It's great that you're thinking of voice search already. Right now the voice recognition in other languages is not so accurate which stops a lot of people from using it. Once machines understand the queries better, more and more people will be using voice search. If you now work on featured snippets, text length and web performance, you'll get a really good chance to appear in the results in the future.
Nick Samuel
Pro

Asks great questions and provides brilliant answers.

Angy Chesler
Assuming you have hreflang and everything else set up correctly (any schema/markup is regionalised) you should be fine. A strong domain(s) or brand undoubtedly helps as well!
Hugh Beaulac
Pro

Asks great questions and provides brilliant answers.

Olga, outstanding study - thank you so much for publishing it. I bet it's a must-read for both aspiring and experienced SEO marketers who crave higher Google ranking.
Olga Andrienko
SEMrush

SEMrush employee.

Hugh Beaulac
Happy you found the study useful, Hugh! and thank you for leaving the comment!
Nikola Roza
Enthusiast

Occasionally takes part in conversations.

Great study Olga,
I'm surprised to see how fast the page needs to load to be picked as an answer. It pays to wok on speed if you intend to boost your voice SEO.
Newcomer

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Nikola Roza
I did think this was strange as well, as users aren't actually going on the site, but yet another pay off for having a fast site!
Olga Andrienko
SEMrush

SEMrush employee.

James Pearce
I think it has more to do with a speed of Google's response. They favor fast websites because they are the fastest to give the answer, and by that, they help Google to serve the user better
Olga Andrienko
SEMrush

SEMrush employee.

Nikola Roza
Hi Nikola, page speed analysis really stood out in the study and it shows that Google is really taking website performance into account in their algorithm now.
Great to hear you liked the research :) thank you for leaving the comment to let us know!
Aleks Ritov
SEMrush

SEMrush employee.

Nikola Roza
Sure, page speed is one of the key factors. But we haven't to compare speed of voice search answers and non-answers. Voice answers pre-cached by Google, we'd rather compare it with AMP version.
Nick Samuel
Pro

Asks great questions and provides brilliant answers.

Nikola Roza
Damn, thanks for reinforcing the speed element in the comments, Nikola. I read the article but didn't really think about this as a takeaway or talking point...but you're absolutely correct, speed is potentially a massive factor.

I wonder if there's any correlation with Google's favourite pet project: Amp (pages)?!
Olga Andrienko
SEMrush

SEMrush employee.

Nick Samuel
We haven't found any correlation or connection to AMP, the data team has analyzed all of the SERP features, and nothing apart from featured snippets and people also ask had any noticeable impact. Video carousel is the third most important SERP feature when it comes to voice search. And it will be increasingly influential for Google Home Hub with all the videos it plays.

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