Brands with content occupying one of the top three organic search positions in Google are more likely to be surfaced in voice search queries, according to a new study released earlier this week by SEMRush.
The study looked at more than 50,000 queries to determine some of the primary ranking factors shaping voice search results. The main takeaway is that strong performance in standard, organic SERPs can improve a company’s chances of featuring prominently in voice search.
SEMRush noted there are now 118 million smart speakers operating in homes across the US and that two in five adults are using their voices to search for new products or for answers to simple questions. By as early as next year, half of all searches are expected to be voice-related.
The recent surge in voice search activity provides B2C companies with a great opportunity to gain a competitive edge by serving up content in voice search. Another recent study by Bing Ads found that this space is likely to be a “winner takes all” environment.
“Search rank is critical in voice, as most voice assistants will suggest the first search listing. Brands must prepare for this future,” Publicis Media executive Sam Holt said at the time.
The Bing Ads research also found that marketers are only allocating 2% of their budgets to voice tech. This will surely change during the next two years if current trends continue. Brands that are aiming to feature prominently in voice search should target improved readability and page speed.
