Voice Search Ranking Report Update for 2022 Q2

Google changes how news voice searches are answered

John Campbell

Managing Director & Co founder

Its been a little while since we made our voice search ranking report data public. We’ve just added public data into the report for 2021 Q2 which now spans 8 updates over the past 3 years.

The report tracks over 10,000 voice searches to the Google Assistant.  For each voice search, we track to see whether Google provides an answer and what source is used to generate the voice results.

Domains and URL are included, if you’d like to check if your website is included, click the report link below.

Click here to download the report for free

 

 

Major talking points to the 2022 Q2 update

  • Overall there is little change in Google’s ability to answer questions over the entire data set, 57.96% of voices searches Google gave an answer.
    • This has been low as 45% in 2018 Q2 and as high as 66% in 2019 Q2
  • There has been a reduction in Google using answer boxes to answer questions
    • Only 24% of answers used text from an answer box – compared to 32% last update
  • In two verticals we saw a big drop off in answer box results
    • Health– from 74% down to 52%
    • Finance – from 66% down to 38%
    • This would result in a  drop of voice visibility for brands on voice searches as Google will no longer be referenced a domain providing the answer to the voice search

Health vertical results

 

Finance Vertical results

Changes to the way Google handles news results

Some time ago, we picked up a slight change to the way Google handles news results. The exact details, flow and process is different according to device type (no screen, with a screen, mobile) and also depending on the user’s setup with their news preferences.

However, we’ve started to see Google read out news stories from UK based newspapers that have implemented schema on their individual article pages.

Google is now more willing to read out articles, one after another. There tends to be three articles in a set, with the user being prompted if they want to hear the next article.

Articles are also sent to the user’s phone to click and read the article in their browser. This integration works well due to the tight relationship with Google on smart speakers and Android phones. Using voice matching, the smart speaker is able to match to the correct persons phone in the household.

 

What does this mean for news publishers?

We know that there is a complex relationship between search engines and news publishers. In this example, it’s even more complex as there is “no click”, which means a reduced chance for the user to visit the publishers website (bar the link sent to the user’s phone).

The example above is just one way that Google delivers news on the assistant. There are multiple other sources that Google uses to provide voice results.

Our suggestions to news publishers is to:

  • Ensure you have the latest valid schema on your article content
  • Consider publishing content to platforms that Google uses in voice search results (YouTube, Podcasts)
  • Submission to be included as new content provider to the Google Assistant (Read how we did this for Refinitiv)

Some thought starters:

  • Could publishers have greater control by creating their own Google Action to control the interaction with the end-user?
  • How can you bake your action / content into a users daily routine and schedule?

Click here to download the report for free

 

John Campbell

Managing Director & Co founder

John founded Rabbit & Pork as the third agency and Voice Experience arm of TIPi Group. John has developed and launched several Google Actions and Skills, presented at several voice events around the UK, spoken on the VUX podcast and authored multiple whitepapers.
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