80% of Google Home Results Come From Snippets

Aimee Beck
2 min readJan 24, 2018

Well if that’s not an argument to start using schema markup in your pages, I don’t know what is.

According to Gary Vaynerchuk, “The next search engine is ‘voice’ … I’m completely convinced… This is your next opportunity.” Fact of the matter is, Gary is right — as he often is.

A Voice Search Ranking Report was conducted by digital agency, ROAST, which states that 80% of Google home results come from snippets. The study was performed in an effort to understand how Google processes and responds to voice queries. Among other things, the study endeavored to figure out:

  • How many of the key phrases were actually answered on Google Home
  • If the answers given matched the answer box results, and which key phrases prompt Google not to user answer boxes
  • If we can compare visibility on voice search to answer boxes, and is there a difference

You’ll find a wealth of information in the actual study, but here are the highlights of what ROAST concluded:

  • Just because you occupy the featured snippet answer box result, doesn’t mean you own the voice search result
  • Google My Business is key to any local related searches
  • You need to start to develop a key phrase list specifically for tracking in voice search reports — this list will be different to your normal key phrase list for search.

Well, we kind of knew that already. voice-search queries will absolutely differ from traditional text queries because we’re human — we don’t talk the same way we write. Read more about keyword research for voice search over here.

So what do you think? Are you optimizing for voice search? Tell me your thoughts in the comments below.

Originally published at mediawisemarketing.com on January 24, 2018.



Aimee Beck

Independent Content Marketing Manager | SEO/UX Copywriter | Editor. Let me breathe new life into your web pages, blog posts and email campaigns. Email me today!