Study: 80% of Google Home results come from snippets

Digital agency ROAST has released a Voice Search Ranking Report (registration required), which seeks to categorize and understand how Google processes and responds to voice queries. It also tries to determine when Google Home uses featured snippets/Answer Box results and when it does not. The company used keyword analytics to compile a list of “616 key phrases in the UK featuring snippet answer boxes.” It then determined the top phrases by query volume across a range of verticals (e.g., medical, retail, travel, finance). The tests were run in November and compared Google Home and traditional search results. The study sought to answer the following questions: How many of the key phrases were answered [on Google Home]? Do the answers given match the answer boxes’ results? Which key phrases prompt Google not to user answer boxes? Can we compare visibility on voice search to answer boxes? Is there a difference? In the majority of cases, the Google Home result mirrored the snippet/Answer Box, according to the Search Engine Land Source

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