Google Assistant Employs a Wider Set of Data Sources for Voice Search

Written by Aycan Demirci: Senior Digital Executive.
· 3 minute read

Google Voice Search is changing SEO as we know it and the way Google handles search queries. Voice search is more than just a convenience for the user, it has changed the way we try to find the information we need. In this blog, Run2 will be exploring the definition of voice search, the sources of search Google Assistant uses along with what the future holds for this intuitive platform.

What is Google Voice Search?

Google Voice Search is a function that allows users to search the Web using Google through spoken voice commands rather than typing. Google’s voice assistant is now available on more than 400 million devices and it has been expected that 55% of households will own a smart speaker devices by 2022.

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What Sources Does Google Assistant Use?

Google Assistant uses a range of sources to answer user queries, including Google My Business, local product inventory feed and search engine rankings.

The reason Google Assistant is dominating brand related questions compared to its competitors is due to its wider reach among data sources related to brand information.

For brand purchase location questions, 8.5% of the time, Google Assistant sources its answers directly from brands’ digital properties. This is in comparison to Alexa and Siri who answer this type of query by accessing this information only 1% of the time. Instead these Voice Search assistants gather their answers from third party sources such as Yelp an average of 10% of the time, twice the rate of Google.

What is the Future for Voice Search?

Through 2019, it is expected that voice search frequency will continue to grow while the results provided through voice assistants follow the current pattern. However, this may experience a shift in 2020 as there are changes being implemented later on this year that are more than likely to affect search result algorithms.

It is important that brands understand and pay attention to what online sources are answering questions about them and their product/service offerings across voice search devices and to think about how they can optimise these information sources to provide the best results for their audience.

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