Voice Search SEO Study: Results From 10k Voice Searches

We Analyzed 10,000 Google Home ResultsHere's What We Learned About
Voice Search SEO

We Analyzed 10,000 Google Home Results. Here’s What We Learned About Voice Search SEO
Brian Dean

by Brian Dean · Updated Feb. 28, 2018

We analyzed 10,000 Google Home search results to answer the question:

How do you optimize your site for voice search?

Specifically, we investigated the role of 11 potential ranking factors (including Page speed, Schema, and HTTPS) on voice search results.

And in this post I’m going to share what we discovered.

A Summary of Our Most Interesting Findings Are As Follows:

1. PageSpeed appears to play a major role in voice search SEO. The average voice search result page loads in 4.6 seconds (52% faster than the average page).

2. HTTPS websites dominate Google’s voice search results. In fact, 70.4% of Google Home result pages are secured with HTTPS.

3. Google prefers short, concise answers to voice search queries. The typical voice search result is only 29 words in length.

4. Schema may not play a key role in voice search rankings. 36.4% of voice search results come from pages that use Schema (which is only slightly higher than the worldwide average of 31.3%).

5. Authoritative domains tend to produce voice search results significantly more than non-authoritative domains. In fact, the mean Ahrefs Domain Rating of a Google Home result is 76.8.

6. Content with high levels of social engagement tends to perform well in voice search. In fact, the average voice search result has 1,199 Facebook shares and 44 Tweets. 

7. Simple, easy-to-read content may help with voice search SEO. The average Google voice search result is written at a 9th grade level.

8. We found that very few voice search results had the exact query in their title tag. Therefore, creating individual pages for each voice search query doesn’t appear to be an effective voice search SEO strategy.

9. The average word count of a voice search result page is 2,312 words. Therefore, Google tends to source voice search answers from long form content.

10. Content that ranks highly in desktop search is also very likely to appear as a voice search answer. In fact, approximately 75% of voice search results rank in the top 3 for that query.

11. Appearing in a Featured Snippet may help you rank in voice search. 40.7% of all voice search answers came from a Featured Snippet.

I have detailed data and insights from our findings below.

Fast-Loading Websites Appear To Have an Edge in Google Voice Search Results

To uncover the relationship between website loading speed and voice search, we analyzed the PageSpeed of the results in our data set.

And we found that the typical loading speed of a voice search result was much faster than most webpages.

Specifically, our data found that the average Time to First Byte (TTFB) of a voice search result was .54 seconds (vs. the worldwide average of 2.1 seconds).

Time To First Byte (TTFB)

We also found that the time it took for a search result page to load completely (4.6 seconds) was significantly faster than most pages (8.8 seconds).

As you might have heard, Google recently unveiled their “Speed Update“.

This update makes a site’s loading speed a more important ranking signal than ever before. In fact, in the post announcing the algorithm update, Google states:

And this philosophy likely also applies to Voice Search results.

When you ask Google Home or Google Assistant a question, you don’t want to stand around waiting for device to spit out an answer. You want your answer ASAP. Therefore, it’s plausible that Google’s voice search algorithm would use page loading speed as an important ranking factor.

And our data supports this theory: voice search results tend to load significantly faster than most web pages.

Key Takeaway: Google’s voice search algorithm may use PageSpeed as a key ranking signal. In fact, the average voice search result page loads in 4.6 seconds (which is 52% faster than the worldwide average). Therefore, if you want to rank in voice search, make sure your site loads as quickly as possible.

HTTPS-Secured Websites Dominate Google Voice Search Results

Google has stated that HTTPS can give your website a “minimal boost” in the search results.

But does this also apply to voice search?

Our data suggests that HTTPS might play an even more important role in voice search than in desktop or mobile search.

In fact, we discovered that 70.4% of voice search result URLs have adopted HTTPS (compared to only 50% of Google desktop results).

As with many of the other factors we investigated, this relationship could be chance correlation. After all, if you take the time to write search engine optimized content, you’re also willing to spend the time and money required to set up HTTPS.

The counterpoint to that is that voice search results tend to use HTTPS significant more (70.4% vs. 50%) than the other results on Google’s first page, which are also presumably optimized for SEO.

Does Google consider HTTPS more important for voice search results? It’s impossible to tell from our data alone. However, if you want to rank in voice search, HTTPS may help.

Key Takeaway: Voice search results are significantly more likely to use HTTPS than other websites ranking on Google’s first page. Therefore, implementing HTTPS may improve your chances of appearing as a voice search result.

Voice Search Results Tend to Be Short and Concise

It’s clear from reading Google’s Voice Search rater guidelines that they want voice search results that are very brief and to-the-point.

In my opinion, the examples given in the rater guidelines are an appropriate length. However, Google disagrees. They want voice search answers to be as concise as possible.

And our data supports this. In fact, we discovered that the average voice search answer is 29 words.

For example, here is a query and answer from one of the 10,000 searches we performed for this study:

That answer is representative of a typical Google Home answer (in fact, it’s exactly 29 words).

So if you’re optimizing your content to rank in Google Home or Google Assistant, make your answer snippet as short as possible (while still providing a thorough answer to that query).

Key Takeaway: Google voice results tend to be very concise. In fact, the average voice search result is only 29 words long. So to optimize for voice search SEO, aim to make your answer snippets approximately 29 words long.

Using Schema.org Markup May Not Help Your Voice Search Rankings

You probably already know that Schema.org markup can help search engines better understand your content.

But does using Schema have an impact on voice search results?

Probably not.

Our data discovered that 36.4% of voice search result pages used Schema markup (vs. 31.3% for the average page on the internet).

Although voice search result pages tend to use Schema slightly more often than your average web page, the difference is not significant. Also, 63.6% of voice search results don’t use Schema at all.  Therefore, it’s unlikely that Schema has a direct impact on voice search rankings.

We also analyzed the type of Schema used most often on voice search result pages. Here’s what we found:

It’s impossible to say from our data alone whether Schema can help you rank better for voice search queries.

That said, when used properly, Schema can improve your search visibility on any platform. So it makes sense to use it, even if it won’t necessarily help with voice search SEO.

Key Takeaway: Schema can help your overall SEO efforts. However, our data suggests that it doesn’t appear to impact voice search rankings.

Websites With Strong Link Authority Tend to Rank Best In Voice Search

We all know that backlinks form the foundation of Google’s desktop and mobile algorithm.

To see if backlinks play a role in voice search, we analyzed each result for its Domain Rating and Page Rating (two metrics developed by Ahrefs to evaluate website and page-level link authority).

And we discovered that the average Domain Rating of a voice search result was 76.8.

Needless to say to anyone that works in the SEO industry, this is a considerably high DR.

Interestingly, we found that the link authority of voice search result pages were significantly lower. In fact, the mean Page Rating of a voice search result was only 21.1.

What might explain this?

Unlike with a traditional search, where you get a list of 10 blue links, Google Home gives you a single answer to your question. This means that Google needs to be extremely confident that they’re giving you accurate information.

And to help ensure accuracy, the voice search algorithm may rely on domain authority over page authority.

In other words, once Google finds a plausible voice search answer on a trusted website, they don’t care how many links are pointing to the page itself.

For example, here is one of the voice search results from our study:

The DR of the site that result comes from (WashingtonPost.com) is 93. But the authority of the page is only 14.

Key Takeaway: The average Domain Rating of a voice search result is 76.8. Therefore, Google’s Voice Search Algorithm may emphasize trusted, authoritative domains.

Highly Shared Content Appears Often in Voice Search

Our study found that voice search results tend to have a relatively high number of social media shares.

Considering that half of all content on the web gets 2 Facebook shares or less, an average Facebook share count of 1,199 is striking.

With that, I should be clear about something: it’s extremely unlikely that the voice search algorithm uses social signals. This is likely a case of correlation, not causation.

In fact, Google has gone on the record several times to say that social signals aren’t used in their algorithm.

And it’s hard to come up with a reason that the voice search algorithm would use social signals.

That said, this data does tell us something: valuable, engaging content performs well in any search engine environment. And voice search is no exception.

Key Takeaway: Publishing valuable, highly-shareable content may improve your chances of ranking as a voice search result.

Content That’s Easy to Read and Understand Ranks Well in Voice Search

Google’s official Voice Search Rater Guidelines emphasize “Elocution”:

This is basically: “Was it easy to understand the answer to your voice search?”.

Needless to say, the simpler the language used, the easier it is for Google to nail the Elocution factor.

Indeed, we found that the average Google Voice Search result was written at a 9th grade reading level.

For example, here is a query and result from our data set:

The readability of that result is at a 3rd grade level.

That said, our data doesn’t prove that Google uses reading level as a ranking factor in their voice search algorithm. But it’s possible. After all, it would make sense for the voice search algorithm to rank content that’s easy to understand.

Just think about how radically different a Google Home result is vs. a list of 10 blue links:

  • It needs to contain simple words that are easy for Google to pronounce
  • You need to comprehend the information without any visual reference
  • You’re not easily able to look up challenging words or phrases

With that in mind, it’s plausible that Google may measure reading level and use it as a voice search ranking factor.

Key Takeaway: The mean voice search result is written at a 9th grade reading level. Publishing simple, easy-to-understand content may help with voice search SEO.

Very Few Voice Search Results Contain The Exact Keyword In Their Title Tag

Should you create a piece of content for every single keyword that you want to rank for?

When it comes to voice search at least, the answer appears to be: “no”.

In fact, only 1.71% of voice search results use the exact keyword in their title tag.

For example, this is a representative query and result from our data set:

The text that matches the voice search query is smack dab in the middle of the page (not in the title tag):

It appears that Google may de-emphasize the importance of a page’s title tag in the voice search algorithm (at least compared to desktop search, where it still plays a role).

If true, this would make sense for two reasons:

First, approximately 20% of all mobile searches are now voice searches (and according to Comscore, 50% of all searches will be voice searches by 2020). With so many voice searches, it’s impossible for Google to find a page dedicated to every query. Instead, Google explores the entire page for the best match for that particular voice search.

Second, people use voice and desktop searches in different ways. Specifically, voice searches are 76.1% longer than text-based searches. Longer searches make it even less likely that the exact phrase is going to appear in the limited space of a title tag. Again, Google voice search may largely ignore the title tag and find the nugget of information that it needs in the main body content.

In short, don’t worry about creating individual pages that are each optimized around individual keywords. Instead, write in-depth content that can answer several different voice search queries on a single page.

Key Takeaway: Title tag optimization doesn’t appear to play an important role on voice search SEO.

Long-Form Content Tends to Rank Best in Google Home Searches

We set out to see if longer content (>1,000 words) ranks best in voice search.

We did, in fact, discover that Google voice search results predominately come from pages with a high word count.

Specifically, we found the average word count of a Google voice search results page to be 2,312 words.

Does this mean that, like with desktop searches, that Google Home has a preference for pages that have a certain word count? Unlikely.

After all, as we previously outlined, voice search results are relatively brief (averaging at 29 words). So there’s no reason for Google to prefer that such a small snippet comes from such a large page.

Instead, this is likely due to chance: more words=more opportunities to “match” as a voice search result.

That said, for that reason alone, you may want to publish longer content in order to rank more often for voice searches.

In addition to the sheer number of words, the structure of your content may play a role in voice search SEO.

We found that, for results where Google provided a source for their answer, 2.68% of voice results came from FAQ pages.

This makes sense. A good chunk of voice searches are long, question-based queries. In other words, the exact type of questions that are likely to find a match on an FAQ page.

Also, FAQ pages are in a format that’s perfect for voice search: a conversational question and a brief answer right underneath it.

Here’s an example search from our dataset:

And the source of the answer (an FAQ page):

Key Takeaway: Longer content means more opportunities for the text on your page to “match” a voice search query. Also, FAQ pages tend to perform particularly well in voice search.

Higher Rankings=Increased Likelihood of Being a Voice Search Result

Our research found a clear connection between rankings and being chosen as an answer for Google Home queries:

Specifically, we found that 74.9% of Google Home results came from a page ranking in the top 3 for that keyword.

In other words, the higher a page ranks for a specific keyword, the more likely Google will choose that page as the voice search result.

I should point out that there’s a strong probability that this finding is pure correlation and not causation. After all, as we previously discussed, sites with high domain authority are preferred sources of voice search answers. And websites with a high domain authority also tend to rank well in Google.

Or it could be that Google wants to give voice searchers content that’s already proven in the traditional SERPs. Therefore, they prefer to grab voice search results from high-ranking content. It’s impossible to say from our data alone.

Regardless, the relationship is clear: higher rankings in desktop search=higher chances of being a Google Home voice search result.

Key Takeaway: Pages that rank in the top 3 results in desktop tend to dominate voice search results. 74.9% of Google Home results are sourced from a page that also ranks in the top 3 for that keyword in the desktop SERPs.

Appearing In Featured Snippets Appears to Be Extremely Helpful for Voice Search SEO

In many ways Featured Snippets are ideal voice search results. They’re concise answers pulled from trusted, authoritative sources.

So we set out to see how many voice search answers were simply pulled from the Featured Snippet for that keyword (in desktop search).

And we discovered that 40.7% of all voice search results came from a Featured Snippet.

I should point out that, for this particular analysis, we only looked at voice search results that cited a source (for example, “According to Backlinko.com…”).

(That said, 70% of Google Home answers from our data set cited a website source. So this is representative of most voice search results).

For example, here is an example of a Google Home question and answer from our study:

And sure enough, when you search for that keyword in Google, that exact answer is also found as a Featured Snippet.

Key Takeaway: Appearing in a featured snippet seems to help, but isn’t necessarily required, to rank in voice search. 40.7% of voice search results are pulled from Featured Snippets.

Putting It All Together, Here’s an Anatomy of a Page Optimized for Voice Search SEO:

Summary and Conclusion

I’d like to give a big “thank you!” to Backlinko’s CTO, Lloyd Jones, for collecting and analyzing all of our data. This study would not have been possible without his hard work and dedication.

And here’s a link to our study methods.

Now it’s your turn:

What’s your #1 takeaway from this voice search study?

Or maybe you have a question about the results.

Either way, I’d like to hear from you. So go ahead and leave a comment below right now.


  1. Azzam Avatar Azzamsays:

    Fascinating stuff Brian. A real eye (ear!) opener. Appreciate you conducting this research

    1. Brian Dean Avatar Brian Deansays:

      HA! Good one. Thanks Azzam

  2. Hey Brian,
    Another great post. I think we all should optimize for voice search nowadays. I am trying my best to optimize my site for it. Anyway, thanks for the great post.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Tusar. Glad you learned some new stuff that you can use to optimize for VS.

  3. How can you implement this into your site easily now though?

    1. Brian Dean Avatar Brian Deansays:

      Implement what exactly?

      1. Danni Avatar Dannisays:

        I believe he is referring to voice search

  4. Alaa Lahmar Avatar Alaa Lahmarsays:

    Great content Brian. Keep it up.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Alaa. I’ll do that.

  5. Hi Brian,

    Truly amazing blog post.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Hardik. This was a HUGE project. But I’m really happy at how it all turned out.

  6. Sam Obrart Avatar Sam Obrartsays:

    Hats off to everyone in the Backlinko team for compiling the data for this amazing resource and presenting it in such a visual way. Incredible work as always Brian! Are there any tools currently out there or in development that compile data for voice searches similar to a keyword research tool? And which industries do you think this will have the most impact on this year?

    1. Brian Dean Avatar Brian Deansays:

      Cheers, Sam.

      Right now, Google doesn’t provide any voice search data (it’s still super early). That would be an awesome tool.

      In terms of industries, I’d say every industry will be impacted. But only certain keywords will be affected by VS. Basically, any search where people want quick or at last quick-ish answer will start to become mostly searched for by voice. But anything that requires lots of reading and research will probably stay as it is now.

  7. Great case study. It is very hard to cope with voice search. It seems like https is #1 thing to make sure to have if we want to have a chance of ranking.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Jean-Christophe. HTTPS does seem to be important for voice search rankings. It’s good to have anyway, but this makes it even more of a no-brainer.

  8. Holy Rusted Metal, Batman! Brian, you’ve really nailed it with your style of presenting data studies and the actionable results from them. I especially appreciate, as someone that worked with you before on a similar study, the transparency you provide readers with the second doc that goes into the nitty gritty of the research process.

    Also, kudos to you Lloyd since you were the main data guy here. I spoke to about 400 people last week at a conference and the presentation was “Hacked the Google Robot: Here’s What I Learned.” I mentioned there some recent studies that are making people dubious about the reliability of correlations, studies that aren’t transparent, and rank studies in general. I am adamant that studies like this one on voice search do a HUGE service to the content maketing community. Rank Fishken has said the same.

    But, in an age of “fake news,” we know people believe what they read too easily without fact checking. So, the transparency here is critical. I’m guessing that if anyone wanted to “peer review” some of the raw data, I know you guys well enough to see you’ve done this by the book & would be fine with that. Personally, I don’t see a need since you’ve both proven your expertise and reliability in doing data studies.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Eric. I appreciate that.

      Absolutely: as someone from the world of legit peer reviewed studies (I worked as a researcher on nutrition studies), I welcome peer review. The funny thing is about “real” studies is that ALL studies get criticism. In fact, it’s a best practice to be up front about the limitations of the data (something I try to do with these studies as well). So the criticisms that people have of correlation studies are completely warranted. But that doesn’t mean the data as a whole is worthless.

      So yeah, great points all around.

      1. The fact that you had the experience of working on scientific studies is critical (and you you have an experience dev working with you as well).

    1. Hey Eric,

      Thanks for the kind words!

      This was certainly a tough one, from a data gathering and logistics (porting + manipulating large data-sets) point of view.

      We also had a ‘fun’ situation whereby Ahrefs’ Domain Rating was updated mid-way through the study – we used the new DR scores though, so this is all fresh stuff.


      1. Ahh, the dreaded ahrefs DR update! Those guys are far and away my fav SEO tool now, but that was challenging to understand the transition.

        Yea, what people don’t get about the challenge “big data” studies is the amount of things that can “go wrong” in putting together or comparing data sets which is what makes it take so long to do them. I feel for the developers that have to find tune 10,000s of thousands of lines of code to work together, something I don’t know about but which must similar. Great job.

  9. Brian,

    I’m curious if you saw any instances where answers from Voice Apps would get priority / favored over answers from feature snippets or other text-based sources on Google Homes and Google Assistants?

    1. Brian Dean Avatar Brian Deansays:

      Hey Joe, what do you mean by a voice app?

      1. Google recently released their Actions Directory for websites that allow them to build voice applications that help extend the reach of the Google Assistant. I’ve been trying to figure out how or when they decide to provide an answer from one of the apps instead of a website.


        1. Brian Dean Avatar Brian Deansays:

          Oh I see. From our data set, 100% of the answers came from pages in Google’s index.

  10. Great insights Brian and I love your Anatomy of a Page Optimized for Voice Search SEO… thanks for sharing.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Hazel. That’s a new thing we’re trying to make the data from our studies easier to implement. Glad you liked it.

  11. Very useful, especially love the infographic! Thanks for putting this together Brian.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Sadie. I agree, the infographic turned out really nice.

  12. Justin McKinney Avatar Justin McKinneysays:

    Awesome study! I’m doing something similar right now so I respect how much time it took to put this together.

    I think the takeaway about using FAQ pages is a good one. One thing that might be an interesting follow-up is to see if the presence of QAPage schema has any impact on voice search rankings. I don’t think this schema type is used often, but I’ve begun experimenting with it.

  13. Brian, as always thank you for creating resources we can rely on. It’s interesting that schema generally has no affect on voice search results – almost counterintuitive to earning a one-box / answer-box.

    1. Brian Dean Avatar Brian Deansays:

      I was surprised by that too. My take: Google is getting smarter at analyzing/interpreting content. So it doesn’t need our help from Schema as much as 2-3 years ago.

  14. Awesome post Brian. Great infographic as well.

    It’s always a good idea to write in 9th-grade English. It might even help the page get a featured snippet.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Ayden. I’m with you: I aim for a 5th grade reading level myself. But with technical topics like SEO, it’s hard.

  15. Very useful! Ty

    1. Brian Dean Avatar Brian Deansays:

      No problem, Osmar

  16. Thank you very much Brian this is a great little article published at exactly the right time.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Simon. Yup, voice search is blowing up! So I thought it would be cool to figure out the ranking factors that Google uses with Google Home

  17. David Alexander Avatar David Alexandersays:

    Some great insights here Brian, thank you.

    Some thoughts I had:

    I feel correlation is more likely than causation with quite a few points like site speed and SSL as authoritative sites are going to be adopting good practices.

    Readability makes a lot of sense as a factor as the easier the answer is the easier the algorithm can understand it and have confidence it’s a good answer to use.

    I’m curious of the answers Google voice search gives are live queries of the SERPs or calling a cached answer from a Q&A database that’s separate for voice search?

    The last question I think most people are left with when it comes to voice search SEO is – how can this benefit us anyway? brand exposure perhaps? but beyond that?

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, David. All fair and solid points.

      To your last question: it’s really hard to say at this point. It’s looking like mostly brand exposure. Plus, if people want more info than what Google provides, they’ll go to your site to learn more.

      1. Brian & Lloyd, this is all fascinating! Thanks so much for your efforts in putting it all together and spelling it out so clearly.

        I had the same initial question David Alexander did — where is the benefit to all the content creators in optimizing for voice search? I’m not much of a mobile user, so I’m having a hard time wrapping my head around how the average person would use this technology. Am I wrong in thinking it would be pretty unlikely for a voice searcher to actually end up at your website after having done a voice search?

        As a content creator, I’m not spending every waking moment writing articles in hopes that Google will scrape my content for an answer to a user’s search query and serve it up to the user without the user ever having been to my website — especially since you point out that Google isn’t even crediting the source of the information in all cases! If they don’t correct that, I’m guessing there will be an outcry from the web’s content creators when it becomes widely known.

        But for that matter, I’m also trying to wrap my head around how Google would monetize voice search results?

  18. Very insightful Brian! Ahref has recently updated the way they measure domain rating, you mentioned Ahrefs domain rating of a google home result is 76.8. Is this according to the new Ahref rating?

    1. Brian Dean Avatar Brian Deansays:

      Thanks Yuvraj. Yup, that’s with the new Domain Rating (we reran that analysis 10 days or so ago)

  19. On the bleeding edge as always, Brian!

    I thought this was such a smart topic to be doing right now – and it was also extremely well done. Noice graphics too. All super on point! 🙂

    1. Brian Dean Avatar Brian Deansays:

      Thanks Darren. I appreciate that 🙂

  20. I’m loving this data. I never considered myself a data nerd, until I took your SEO That Works Class. I have now re-classified myself.
    I sit and ask Google questions all day long just because I am fascinated that my phone answers me back (I’m old, I admit it). I hope I didn’t skew the results 😀
    As always, thank you Brian. You are the best!

    1. Brian Dean Avatar Brian Deansays:

      Thanks Andrea.

      Me too! I’ve been using voice search more (for fun) and also for practical reasons (it’s 2x faster than typing on an iPhone).

    1. Brian Dean Avatar Brian Deansays:

      I try 🙂

      1. Elizabeth Avatar Elizabethsays:

        … and so modest!

        1. Brian Dean Avatar Brian Deansays:

          LOL 🙂

  21. Great content, Brian!
    I am just new to blogging business and my whole experiences about camping can’t be displayed by Google and reach potential audiences if I don’t set time for SEO. Thanks for giving me great advice for a long time cause I’m a root reader of your blog 😀 This article reminds me of learning more and more. I admit that this is the first time I’ve heard of voice search 😀 Hope to apply some of your advice successfully!
    Have a great day, Brian!

    1. Brian Dean Avatar Brian Deansays:

      Thanks Kevin. Best of luck with the new blog!

  22. Tarun Kaushik Avatar Tarun Kaushiksays:

    This is really cool stuff and your research for voice search is really very informative.
    I am new in your list but I am regularly reading and watching your content.

    Keep sharing amazing stuffs with us.


    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Tarun.

  23. Brian,
    Outstanding research. Cutting edge, relevant, and actionable.

    I didn’t realize that FAQs can be so effective in creating a voice search. Thank you so much for sharing your expert knowledge.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Dade. This wasn’t an easy study to put together, but I think it’ll help give the SEO industry some insights into how Google treats voice search queries.

  24. Lukas Avatar Lukassays:

    Such a good piece of content! Greetings from Germany.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Lukas. I hope you learned some new stuff that you can implement

  25. While all of our posts are great to help produce, this one in particular is big for me because of the more central role I played.

    This was fun (most of the time), mind-numbing (some of the time – I’m looking at you, Google Home and your 10,000 questions) and challenging throughout.

    One of the key things here was experimenting on a small (couple of questions) scale to find viable approaches, then trying it on a larger data set, then on the full data set.

    Also knowing when to call for third-party help (I created the approach on paper, then in code, and then we got a Golang expert to chip in and get everything working smoothly on a large scale, handling goroutines efficiently, etc – thanks Nurlan!).

    If anybody has any questions, feel free to comment and I’ll get back to you!


  26. sandra sulzbach Avatar sandra sulzbachsays:

    Nice project, good work, thanks for sharing

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Sandra. Happy to help

  27. Wow! This is a great post, well researched about Google Voice. It has actually awakened me to focus more on my content creation now and in future. So, it means more emphasis will be more on voice? Embracing this outcome. Thank you, Brian, for a detailed post.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Duncan. Based on the trends, it looks like voice search might outpace keyboard searches before we know it.

  28. John Sutcliffe Avatar John Sutcliffesays:

    Great timing Brian, I’ve been trying to figure out how long form content would perform in voice search for the last few days.

    Wonderful guidance as always.

    1. Brian Dean Avatar Brian Deansays:

      Awesome, John. Based on our data at least, long form content seems to help.

  29. Andrew Deen Avatar Andrew Deensays:

    Tons of awesome stats in here. Always updating your community with the latest and greatest. Thanks so much Brian!

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Andrew. That’s how I roll 🙂

  30. Dear Brian,
    Excellent Project, Awesome to read…….u always something special !!!

    1. Brian Dean Avatar Brian Deansays:

      Thank you, Santosh. We put a lot of effort into our studies and guides so it’s good to see that people are getting so much value from them.

      1. WOW! I just want to ask one question: How many hours required to create this pillar page?

        I have shared it with my friends and tweeted it. Now I am a regular Backlinko reader.


    1. Brian Dean Avatar Brian Deansays:

      No problem, Anik

  31. Thank You Brian for this Article

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Eslam.

  32. Brian, did you already use the new Ahrefs Domain Rating in your tests or the old one?

    1. Brian Dean Avatar Brian Deansays:

      The new one.

  33. super interesting especially page content size and written grade level

    1. Brian Dean Avatar Brian Deansays:

      That was interesting to me too, Mike. But it makes sense that longer pages would do better with voice search (even though the answers themselves are <30 words)

  34. Great article Brian but curious about the keywords used for this study? Were the keywords used all question based where the searchers intent was looking for an answer? Or did they include keywords where the searchers intent was buying?

    I’ve used Google Home before and when I’m looking for a product, I’m taken to results that are different from the desktop/mobile SERP. I’m seeing (hearing) results from Google Express.

    1. Brian Dean Avatar Brian Deansays:

      Hey Joe, Good question. We have a link to our study methods at the end of the post.

      Basically, we focused 100% on question-based queries. So “what is X” etc.

      What’s an example of a product-based query that you might use? Like “I need something for X”?

  35. Wow, lot’s to digest and implement Brian. Thanks for breaking it down for us 🙂


    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Coop. You’re not kidding: there’s A TON of data here. I did my best to break things down into bite sized tips whenever I could.

  36. Brain, Great post from you as usual. I have subscribed to your youtube channel, twitter, facebook so I can’t miss any update.

    You all post something that’s worth sharing.

    1. Brian Dean Avatar Brian Deansays:

      Awesome, Sachin. How about the newsletter? 🙂

  37. Thanks Brian for this text. Does subheading important as before? How much words can it process google voice 4-5 or 6?

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Sasa. We didn’t see any correlation between H2s (which are usually used for subheaders) and rankings. But breaking your content up into chunks (like with FAQ pages) does seem to help

  38. really happy for your content, which is very valuable for future SEO. Finally i am happy for the way you openly discuss the strategies.

    Thank you
    Ramu Kadiyam

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Ramu

  39. Thanks, Brian.
    This really helps break it down and shows just where to focus your energy on a website, for the foreseeable future.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Nick. Voice search is going to be MUCH bigger in the future. So yes, it’s time to spend some time optimizing for it

  40. Wow this is the great thing in #seo, Thanks for sharing this awesome information with us.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Govind

  41. Hey Brian Dean,

    Thanks so much… Was looking for this type of informative Content on Voice Search, because after Google Now, Apple Siri, Bixby and various other Platform of voice command apps search results from voice increasing day by day..

    I’m also wanted to write great article which will help my site to rank in voice search.

    Thanks Again!!

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Sarkari. You’re smart for investing in voice search now. It’s growing insanely fast

  42. Great information! Thanks for sharing. So the page content should be long but the snippets short, is that right?

    1. Brian Dean Avatar Brian Deansays:

      Exactamundo 🙂

  43. Woooow, Great Study Brian. I will use it in my SEO campagne.

    1. Brian Dean Avatar Brian Deansays:


  44. Przem Avatar Przemsays:


    Does this mean that articles on the blog are best created as Q & A Page? What if I put a dozen subheadings (as questions) in one article and answer in 29 words:

    1) how to get cheap tickets for disneyland
    2) how to get cheap tickets for broadway
    3) how to get cheap tickets for les miserables
    4) how to get cheap tickets in vegas
    5) how to get cheap tickets ……
    6) …

    Will it be okay for desktop search, mobile voice search and search, at the same time?

    1. Brian Dean Avatar Brian Deansays:

      Good question and I’m glad you brought it up, Przem. In many cases, FAQ pages are ideal for both. That said, it depends a lot on the particular keyword. So even though voice search is growing fast, I’d put traditional desktop/mobile first. Does that make sense?

  45. Beautiful study, again, Brian!

    Question, where did you get the information stating “The average Google voice search result is written at a 9th grade level”?

    1. Brian Dean Avatar Brian Deansays:

      Thanks JL. Not sure what you mean.

      1. Not sure what I mean? I quoted your tip above and asked where you got that information. Is it opinion or fact?

        1. Brian Dean Avatar Brian Deansays:

          I was confused because that stat was part of our study results. Not sure how that could be an opinion.

  46. Jesse Avatar Jessesays:

    Thanks for the information. It was an eye opener. I will apply this information to my website!

    1. Brian Dean Avatar Brian Deansays:

      Awesome, Jesse!

  47. I was wondering what happens if the searcher doesn’t like the result he receives.
    Also, I think certain kinds of searches are still better on desktop, e.g. when you are trying to find a low price, or study something deeply.

    1. Brian Dean Avatar Brian Deansays:

      Great question, Peter. I’ve wondered the same thing. If you search for the same thing again (similar to a bounce in desktop search), you’re going to get the same answer. So maybe Google looks at things like people saying: “Not helpful” etc. and uses that as feedback.

  48. Elizabeth Avatar Elizabethsays:

    You read my mind when you conducted and published this research into voice-search optimization. I’ve seen plenty of info about the growing importance of voice searches, but yours is the first piece I’ve seen that offers a thorough, fact-based report on how to respond to the voice trend.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Elizabeth. That’s actually why we did this study: everything out there about voice search was people guessing about what was and wasn’t important. It was time for some data!

  49. I use voice search all of the time. The results are up in the air sometimes but I think it has more to do with the voice to text engine than anything. I guess you could chalk it up to growing pains.

    That being said, it will be nice to be ahead of the curve on this one.

    1. Brian Dean Avatar Brian Deansays:

      At this point it really is a voice to text engine. What’s interesting is how different the #1 result for desktop is vs. voice search. That algorithm is completely different.

      And yes, I’m with you, Tim. Better to be ahead of the curve for sure.

  50. That’s a really great study. Thanks for sharing all of these results.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Andre. This study was super hard to put together. But I think our results will hopefully get people starting to think about and optimize for voice search.

  51. Thanks Brian,
    You always surprise us with fresh and very useful information. Have a nice day!

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Carlos. And thank you 🙂

  52. Hi Brian,

    Awesome study as usual! I have been looking for content about Voice Search and it is very scarce. This study does help in figuring out what matters most for Voice optimization. The idea that long-form content has a higher probability of ranking is quite striking considering that the average answer is only 29 words. So, the writing and optimization around the relevant keyword is now an important aspect. I think we need to optimize our content to make it easier for the algorithm to pick it up as an answer. Making a part of the content stand out by putting at the top may be helpful.

    Thanks again for awesome content! Love your work.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Stefan. I’m with you: I couldn’t find any voice search content either (that was based on data or even case studies).

      I was also surprised that longer pages did better in voice search (at first). But then I realized that it’s likely a matter of more content=more chances to “match” a voice search query. At last that’s my theory.

      1. Guru Gowda Avatar Guru Gowdasays:

        This really insightful Brian…

        It’s a quite a lot of knowledge that you have shared.

        I am thankful to you Brian.

        Please keep sharing your work 🙂

        1. Brian Dean Avatar Brian Deansays:

          Glad you enjoyed the study

  53. It’s all well and good but I’m wondering how exactly getting my answer onto one of those devices makes me any dinero!

    1. Brian Dean Avatar Brian Deansays:

      That’s a point that many people in the comments section have brought up. And it’s a fair one. My answer: it’s so early that I’m not sure. Like most Google changes, they tend to hurt publishers at first (like Knowledge Graph), before we figure out how to get the feature to work for us.

  54. rad Avatar radsays:

    Is that mean reserch results will disappear soon and person with the the best answer to the querie takes it all?

    1. Brian Dean Avatar Brian Deansays:

      Rad, I would say for some keywords, yes. That’s already happened for millions of keywords thanks to Featured Snippets (for example, “weather in X” or “how big ix Y”). But for many in-depth “how to” keywords, I don’t see Google Home having a big impact.

  55. Wow! This is an awesome guide. I love all the unique data and stats. Way to go Lloyd Jones! Also, this is a good reminder for me to make that little additional investment in getting my domain setup with a secure certificate (putting that on my to do list right now).

    Voice search, voice buying, voice queries are a totally new way for people to search, buy and do things via the internet and with technology.

    I’m at the Traffic and Conversion Summit and San Diego and this was a topic that most definitely popped up.

    I’m wondering, do you think answerthepublic.com would be a good resource to use when developing a voice search content strategy?

    Thanks in advance!

    1. Brian Dean Avatar Brian Deansays:

      Thanks Jared. I definitely recommend HTTPS. The only downside is that you have to carefully redirect all your pages from HTTP to HTTPS, which can be tricky.

      answerthepublic.com is a great tool overall. I’m not sure how well it represents voice searches, though. But considering their searches tend to be more long tail and conversational, it’s a good place to start.

    1. Thanks Jared!

      This was a really rewarding study to be part of. Lots of hard work and data crunching, but it paid off with the end result 🙂

      I’m leaving my Google Home unplugged for a while now..

  56. The net is a moving target and the challenges never end 🙂 I think that half the fun of trying to optimize a website.

    Great article, thanks for providing it.

    1. Brian Dean Avatar Brian Deansays:

      Well said, Pete. That’s what makes this field so much fun.

  57. Hey Brian,
    Your article is great, as always top content.

    I was wondering while reading your article: How will website owners keep making money in 2020? If most of the searches get a 29 words respons and searchers don’t become visitors…
    Will the affiliate/blogging/niche sites have a problem with their online business models? Any thoughts on that?

    1. Brian Dean Avatar Brian Deansays:

      Thanks Dele. Good question. One thing to keep in mind is that statistic includes all voice searches (including people that search in Google with their phone and get 10 blue links). SO I’d say this trend definitely hurts that model, but doesn’t kill it altogether.

  58. Shobha Avatar Shobhasays:

    Another master piece !
    It is so well researched .Thanks so much for sharing this in depth guide on voice search.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Shobha. Hope you learned some cool new stuff.

  59. Great stuff! I guess when the voice search machine can pick up the different accents accurately, it will be powerful. For now, Siri and OK google serve as an entertainment for kids when they are bored. Ha. Just curious, do you still use library resources to compile such awesome stuff ?

    1. Brian Dean Avatar Brian Deansays:

      LOL. They’ve definitely come a long way (I saw a stat that the error rate on Google Home and Amazon Alexa are around 8%. Not bad considering they’re basically 1.0 versions).

      Do you mean a library as in the physical building?

  60. Thanks brian for the insight.

    In fact i never thought about voice search before.
    I did see an email from Derek Halpern about this topic but never read it through.

    When i saw yours i thought, huh voice search must be big.

    Thank you for this article brother.

    Greetings from Indonesia

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Bisnis. Voice search is definitely growing fast. So I thought it was time to get some data to start to see how it works.

  61. Hi, Brian
    I’m new in this field, somehow learn to crawl. I would like to thank you for sharing the link. This article is one of the best ever. You are the MAN.


    1. Brian Dean Avatar Brian Deansays:

      Thanks 🙂

  62. Hey Brain, once again good and interesting article from your end, but you missed image part?? What if the sites uses lots of infographics, as today era is of infographic, what impact will be there on infographic, as we all know google doesn’t read image text?

    1. Brian Dean Avatar Brian Deansays:

      Rohit, we didn’t look at the impact of images. That said, if most of your content is in image/infographic format, Google won’t be able to read or understand it.

  63. An elaborate and time consuming article. Thanks Brian Dean for sharing it with the community!

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome. I hope you learned something new that you can use to optimize your site for voice search.

  64. Hey, Brain. Thanks for the awesome share. I really appreciate your commitment in doing an in-depth research, and creating a post that adds value to the reader.
    The 29-word count could provide instant solutions (nobody is interested to read a 1500-word article before entering an exam hall, a featured snippet is the best). An in-depth article will give a competitive edge in SEO ranking. The 9th-grade level sounds reasonable, nobody is patient enough to read a complete research paper stuffed with complex technical jargons.

    1. Brian Dean Avatar Brian Deansays:

      Thank you, Nishant.

  65. Hi Brian,

    Interesting & Useful. Thanks for sharing these great studies

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Kamal. Glad you learned some new stuff.

  66. Thankfully your CTO has so much free time. Good read.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Bradley. You’re not kidding: Lloyd was a rockstar to actually manually do all of those searches. It had to be done. Not to mention that he also worked really hard to analyze the data.

  67. It’s a really great post: informative and truly helpful! Brian, you are a genius! I’ve never read about VS so much information before. It seems it’s time to think about it seriously for me. Your website is amazing!

    1. Brian Dean Avatar Brian Deansays:

      Thanks Valeriy. It’s definitely time to start thinking about voice search for sure.

  68. Hi Brian

    I am always arguing with friend for the topic of if social promotion really help GOOLGE SEO Rank.

    My answer is that even Google announce that the they does not use social signals, but if you brand have good reputation and awareness on social, it will produce some “side effort” that drive more people in your website and more organic traffic.

    These will increase your SEO RANK.

    SO, what is your idea? Thank you

    1. Brian Dean Avatar Brian Deansays:

      Richard, I agree 100% that having a strong brand (which includes a presence on social media) can have indirect SEO benefits.

      1. Hi Brain, Thank you for your support.

        I recently found a very interesting thing that want to share with you.

        My friends are running a very famous Digital marketing Forum for Chinese People who have interests on Google and Facebook market. and definitely including SEO TOPIC. They get tons of traffic every day, including organic, direct, social ,etc. (as what i said ,,,very famous forum)

        However, if i search relevant SEO Keywords, they even could not compete with my personal blog, which PA and DA is pretty low.

        SO i guess, right now Google would recommend web or blog like yours, specifically focus on a Niche topic and generate High quality content, definitely with high quality Backlinks,to customers instead of comprehensive platform.

        Another evidence is that many similar web SEO RANK compete a Leading medium website in Australia Chinese Market. which used to be the NO.1 search Rank for any chinese keywords you are searching in Australia. (at that moment, Chinese people only have this Platform that they can generate content.)

        1. Brian Dean Avatar Brian Deansays:

          Interesting stuff, Richard. Thanks for sharing.

  69. Thanks for unique article! I’ve never seen such comprehensive post related to Voice Search SEO.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Karen. I haven’t either 🙂

  70. Hi Brian,
    That’s a killer study. I am not sure a lot of people would have even thought about voice search and what could be the factors in ranking on voice search. At least, I didn’t.
    Looking at the all of the factors one thing becomes clear that at the least most of the basics of SEO and the factors that are responsible for ranking on normal search, is pretty much what can help in ranking on voice search as well. And most of it trickles down to just one point – quality content. But just like what Stefan said above, it is ironic that a search result with an average of about 29 words, is picked from an article with an average of 2000+ words..
    This was a completely new insight Brian and I loved the read..


    1. Brian Dean Avatar Brian Deansays:

      Thanks Dilip. Well said.

      In many ways, ranking for normal organic search is the same as voice search (after all, 75% of voice search results come from the top 3 ranking spots in Google). But what struck me are the little wrinkles that go into voice search (like HTTPS and pagespeed).

      1. Hey Brian,
        Just a quick question on that piece. Do you think that https and pagespeed are not important factors when it comes to normal organic search. Almost all of the top 10 search results, these days are from sites that have an https.. what’s you take on this aspect?

        1. Brian Dean Avatar Brian Deansays:

          I do think those two things help with normal organic search (Google has even confirmed that they’re both ranking signals).

  71. Hey, Brain can you please tell me how to write content for voice search, I have read your previous article where you mention, write article as Question Answer based. So this will work???
    Waiting for your helpful feedback

    1. Brian Dean Avatar Brian Deansays:

      Hi Karan, I give some guidelines in this study. So I’m not sure how to answer this one

  72. Nagarajan Avatar Nagarajansays:

    Thanks Brian, I got lots of information about voice search. I will try optimize to my website now.

    1. Brian Dean Avatar Brian Deansays:

      Sounds like a plan

  73. Hi Brian,

    Good to know where we are leading going ahead in coming days and months. I can assume that mostly if you work in improving your desktop search results, it can help you a ton on voice search as well.

    Points like FAQ, Featured Snippets, Content Length are quite what SEO these days needs to follow to be on top of others(SERP Results). Moreover schema never boosted anything except the visual part of it in results.

    If you rank in top 3 or 5 still you got chances always. So it burns down to few things

    1. Optimize your content well above the limit of 2000 with proper headings and question formats.

    2. Keep your page structure proper for easier navigation and content flow.

    3. Acquire links to that page(worthy ones).

    Thanks for such a wonderful data to you, Brian and Lloyd. It makes much easier for us to move into a voice search world.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Sujit. Very well said: in many ways ranking in desktop is the key to ranking in voice search. But there are a few other nuances too (like the 3 you pointed out here).

  74. Great insights Brian,
    And this is interesting as you found on study very few voice search results contain the exact keyword in their title tag. Do you think audio content can have edge in future.

    1. Brian Dean Avatar Brian Deansays:

      Thanks, Viren. Do you mean audio like podcasts?

  75. vamsi Avatar vamsisays:

    thats a good article ,but how do getting visitors in voice search mostly from alexa or google home help in making money to our site , as they cant click on our ads or buy anything from affiliate link through that device

    1. Brian Dean Avatar Brian Deansays:

      That’s a good question. It’s so early that it looks like a brand awareness play. Plus, people can visit your site to learn more about the answer.

  76. I love how you write to-the-point, in-depth articles which educate us without wasting any time on jargon. I loved the summary in the infographic at the end as well.

    You have helped me a lot in terms of SEO. Thanks Brian.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome. It’s not easy translating this data into actionable points (some of it is pretty technical). But it’s what I do 🙂

  77. Great article, Brian!

    A question that’s not about voice search. Are you creating those designs by yourself or where do you get them from, I really love those images.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Rasmus. I work with a freelance designer .

  78. That’s true few days back I switched my website from http to https and when I perform voice search some of my blog posts show up.

    Brain, all your words are true. Cheers…!!!

    1. Brian Dean Avatar Brian Deansays:


  79. Really great stuff Brian! My traffic went up ever since I started following your advice. Keep up the good work.

    1. Brian Dean Avatar Brian Deansays:

      Glad to hear that, Alam

  80. Thanks for such an detailed update Brian. Will Move and work on them and I think that this gonna play a great role in upcoming days!! Thanks for sharing

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Mudit. And props for taking action!

  81. Hey Brian,
    Your study is awesome 🙂 Do you think that if you’re a podcaster, for example, Google will crawl your audio file and consider it when showing results?

    1. Brian Dean Avatar Brian Deansays:

      Thanks Ivaylo. I’d say at this point: they don’t crawl it. You definitely want to put a transcript underneath your podcast.

  82. Thanks for such a detailed article but I would appreciate if you can refer me to any website which is currently following the proper guidelines of Voice Search. This wil give us a better idea for writing content which stands with Voice Search.

    1. Brian Dean Avatar Brian Deansays:

      Parth, any site that has high domain authority, long content etc. etc.

      There are thousands if sites that fit that criteria.

  83. Hey Brian! This was really helpful. Amazing insights on the VS. We all can agree that at the end, in whatever direction technology and Google moves whether its AMP or VS, it will always be about the content value.

    1. Brian Dean Avatar Brian Deansays:

      Well said, Jasgun. There are some technical things to keep in mind for VS (like HTTPS). But in the end, Google will give users the best result for their search… whether that’s a voice search or on desktop.

  84. Ankur Rathour Avatar Ankur Rathoursays:

    thanks, brain to share this guide with us this was a very awesome guide and also very helping in some days voice search is a common thing.
    why not we prepare already for this. thanks for sharing this information.

  85. Melih Yılmaz Avatar Melih Yılmazsays:

    It’s a good analysis. Our SEO work will make a big contribution.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Melih. Glad you liked the study.

  86. Great work, Brian. Very interesting findings about the preference for pages that render quickly, are longer-form in nature, and/or are served over https.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Gee. Definitely. I was surprised at some of the impact that these factors had on voice search SEO (even though they do make sense once you see them).

  87. Hi Brian,
    How about backlinks? any update regarding on how to build backlinks this year? not earning links but I am interested in backlinks since backlinks for me has better assurance to have a result

    1. Brian Dean Avatar Brian Deansays:

      Not sure what you mean, Giovanni. I talk about backlinks and voice search in this post. Or maybe I didn’t understand your question.

  88. Thanks a whopping lot for this clear heads-up on where we are going in the SEO world.

    For an old dinosaur still crawling out of the 1990s, and building websites with Notepad++ this article was like being picked up by a helicopter and getting a bird’s eye view.

    I think I should start running towards the 2020s before I get left in the dust again.

    This article is a real wake-up call.

    Thanks again,

    1. Brian Dean Avatar Brian Deansays:

      Thanks Charles. Voice is the future in many ways. I don’t know if it’s going to be as big as the analysts predict. But there’s no doubt that it’s growing.

  89. Thanks Brian,
    Are desktop search results and voice search results (in mobile) different for the same query?

    1. Brian Dean Avatar Brian Deansays:

      Yes they are. But there’s only one “result” in voice search, and it’s not always the #1 result in destkop/mobile.

  90. Really tough to understand but i will try on my level best to follow ur advises, keep it up

    1. Brian Dean Avatar Brian Deansays:

      All good, Kasam. If you’re new to SEO I’d definitely start with the basics.

  91. Hi! My name is Assanali, from Kazakhstan, Almaty. I am 34 years old. My question is: May I translate your blog in to Russian and publish in my own blog?

    1. Brian Dean Avatar Brian Deansays:

      Sure, go ahead 🙂

  92. Really enjoy reading your posts! The company I work for are really investing in the digital transformation journey, in my project team we’re thinking about how voice technology can be used internally (digital workplace / intranets) and how it would add value to the business. Do you have any advice? Thanks Brian!

    1. Brian Dean Avatar Brian Deansays:

      Awesome timing, Suman 🙂

      There’s a lot of advice in this guide to start with for sure a voice tech is going to affect SEO more than most other industries.

  93. Alex Avatar Alexsays:

    Hey Brian! I go out of my mind every time I see that you published a new post! Its quite embarrassing actually haha. I read every article on your site, more then once, but one thing I never saw you mention is siloing although you said that you love short URLs.

    Does that mean that siloing is just a fade concept? Or does it really work? In regard to voice search SEO shouldn’t a top silo page be able to answer most questions in a short and concise manner. That could be perfect for voice search SEO. What are your thoughts on this?

    1. Brian Dean Avatar Brian Deansays:

      Thanks Alex. If by “siloing” you mean topic siloing, I havne’t found that to make any difference. Basically, Google just needs ONE page of content to understand what it’s about. And that’s true for voice search, desktop, mobile etc. etc. Does that make sense?

      1. Alex Avatar Alexsays:

        I wasn’t sure about that, thanks for the info.

  94. Hey Brain,
    You are just awesome!

    Have been following your website contents & YouTube videos from the very beginning of creating my website.

    Your tips have just boosted my websites’ on-page SEO. ( Because the work is still on process & has not finished yet)
    It would become impossible for me to build a quality website with a good SEO without your valuable contents.

    To me,the contents of your website are just ‘treasures.’ From the day I first found you on YouTube & started following your website,I need not to check out any other website for knowing any kind of SEO informations.

    You are a rare guy with such talent with helpful mentality. Keep on going… Wish you all the best.

    1. Brian Dean Avatar Brian Deansays:

      Wow, thanks so much for your ind words, Rafayet. I appreciate that.

  95. Great piece Brian. So thorough. I would be intrigued to know how some categories of search perform as in for voice vs desktop vs mobile. Particularly around things like ordering online, takeaways, etc. Would imagine you could spend a lifetime looking into it. We work with small businesses so would be of massive benefit which is something we want to look into as part of our marketing platform.

    Also, we’re in Australia. Always interesting to see how services like Google’s perform across geographies.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Gregory. That would be interesting for sure. Our study only looked at Q&A type queries (“OK Google, how much is X”). I’d be willing to bet that ordering queries use a different algo.

  96. Thank you for this tremendous work, Brian!

    Do you know if there is any difference between Google Assistant app and Google Home results? Also, do results differ depending on the geolocalization?

    Thanks again! 🙂

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Michael. We didn’t specifically look at Google Assistant. I actually don’t have a ton of experience with it so would be curious to see how it works compared to GH.

  97. Looking at the snippets correlation makes me wonder, for searches where the snippet is not used, does a snippet exist? Google doesn’t have a snippet for everything so this might be what this stat is showing.

    1. Brian Dean Avatar Brian Deansays:

      Good question, Michael. It’s a mix. In most cases, where the snippet exists, they use it. But sometimes they don’t use the content from the snippet even when it does exist.

  98. Awesome information! As always… When I don’t feel motivated to work on mi site, I just have to read one of your posts to want to dive in again. Thanks!

    1. Brian Dean Avatar Brian Deansays:

      No problem, Adriana

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