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Leveraging Voice Search for Local Businesses

My Post (18).pngEach year, voice search increasingly becomes a more dominant force to reckon with. 20% of the global online population is already using voice search, and 58% of voice users employ it to run a local business search.

Last year, we undertook a study that focused on uncovering factors that influence voice search rankings in 2019. This year, as search results vary depending on location-specific queries, we decided to check how questions about local businesses and services alter the voice search results.

The 2020 study provides unique insights into the search algorithms that are behind various voice assistants to help businesses leverage the power of voice search.

About the 2020 Voice Search for Local Businesses Study

As voice search expands, the market keeps introducing more and more virtual assistants. If the previous year’s study focused exclusively on Google devices, this year we’ve added Siri and Alexa to cover almost 100% of the voice assistants market:

  • With Google-run devices, businesses can apply the “regular” local SEO logic by polishing their Local Pack presence and tweaking their content to match the more natural language of voice search queries.
  • To be present among Apple’s Siri replies, businesses have to aim for higher Yelp ratings and more positive customer reviews. Having a 4.5/5 Yelp rating with the biggest number of reviews will turn any business into the most popular local spot in Siri’s eyes.

Comparing Various Voice Assistants

Now, diving deeper into the findings, we will reveal the specificities of different voice assistants and uncover how they choose to return certain results over others.

1. What’s the Average Answer Length?

The average answer length returned by a voice assistant for a local-intent query is 23 words:

Forrester’s study suggested that, just over a year ago, this figure was as high as 35%.

Of the six devices we analyzed, five of them struggled to answer only five or fewer questions out of every hundred asked, whereas Alexa struggled to answer almost one in four. – Read more

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