We collect response results from a series of Siri search queries. And we automatically save text data from screenshots we take.
We collected the link on the Yelp page for each result (where possible), and also the Yelp data for what was shown in the screenshot (only if the name and address were present).
We then compile the list of places in the location.
For each business, we collect the name, position, price, food labels (for restaurants) and reviews.
To build the ranking model, we took the first 3 positions for each query, and then made a comparison.
Special Notes
Smart speakers are used for more than just voice search. Many people use these devices to control their home (smart homes), play songs, or set a timer.
Apple Homepod and Amazon Echo (Alexa) are largely home devices. And, with a pre-built database of answers to popular queries like “who is Elon Musk?”, they are primarily intended for voice commands and questions about general topics, rather than specific local queries.
For more accurate data, we only stuck with the Amazon Echo. And we didn't consider the Apple Homepod for our study.
To conclude
Optimizing for voice search isn’t a matter of choice, as more users turn to local search assistants. With voice search sales projected to reach $40 billion , businesses that invest in voice search optimization can expect tangible results.
Lionbridge’s success story is just one example. After the company started optimizing for voice search, it saw 25% of the keywords it tracked reach the top 3 SERP positions, and it saw a 46x growth in the number of featured snippets it earned. As a result, it saw a 127% year-over-year increase in traffic.
Voice search also offers opportunities for local businesses looking to reach the top 3 SERP positions and obtain a featured snippet. The proximity and variety of assistants that use different search algorithms - apart from Google's positioning logic - can play in favor and help obtain a prominent place in Siri or Alexa's response.
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