Last year, we conducted a study focused on uncovering the factors influencing voice search rankings in 2019. This year, we decided to check how questions about local businesses and services are reflected in voice search results, taking into account that search results vary depending on the location where the queries are made.
This 2020 study provides unique insights into search algorithms. In addition, we explain how various voice assistants (or devices) help businesses harness the power of voice search.
About the Voice Search for Local Business Study
As this trend expands, the market continues to feature more and more virtual assistants. Last year's study focused exclusively on Google devices. This year, we've added Siri and Alexa to cover almost 100% of the voice assistant market:
Market share of voice assistants
To carry out the study, we used the following devices:
Voice Assistants Used in SEMrush 2020 Study
The main goal of the study was to understand how different voice assistants compare to each other when presenting local results. The second goal was to find out how the algorithms behind them work:
Compare all voice assistants on basic parameters such as response length and the number of questions they can (or cannot) answer.
Analyze the factors that affect how voice assistants choose which local results to display.