Experts tout voice search as study ties answers to top 3 organic results

Experts tout voice search as study ties answers to top 3 organic results


Olga Andrienko, head of global marketing for SEMrushconducted by SEMrush, was unveiled at SMX Advanced in Seattle on Wednesday.

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 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.

SEMrush said it analyzed more than 50,000 queries across three devices: Google Home, Google Home Mini and Google Assistant being used on a Xiaomi Redmi 6 Android Phone.

On the technical SEO side, SEMrush found schema was indeed in use in the vast majority of results, but 36% of the answers given by the Google Home devices contained no Schema at all.

“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 SEOs 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 SEOs are already optimizing for those factors.

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