Research reveals which verticals are successfully leveraging Voice Search

Roast's comparative research identifies verticals where Google has improved in answering queries.

Research commissioned by performance agency Roast has revealed that many industry verticals are making slow headway in leveraging the popularity of Voice Assistant technology. The study showed that, over the past quarter, brands’ ability to successfully answer voice queries has increased only marginally and some verticals has shown a decrease.

The latest whitepaper from the agency, which covers 23 sectors, identify actionable opportunities for brands in Voice Search in today’s market, and highlight the development of the market since April 2018. The report analysed data from 10,000 key phrases searched for on the Google Assistant. Data was gathered using Roast’s Voice Search Ranking Report tool; for each query the response was recorded and classified into a response type.

John Campbell, head of SEO at Roast, said: “Google uses a variety of sources to answer voice queries, once again the data highlights that Google is able to answer a high percentage of queries in some verticals while in others it struggles to provide answers.”

This comparative research identifies verticals where Google has improved in answering queries, but also verticals where the ability to answer a question has declined.

In terms of direct sector comparisons, Utilities had the greatest improvement in Voice Search being able to provide an answer moving from 45% answered to 63% answered. Travel and FMCG also saw a 10% increase in answerable queries, while News and Entertainment saw a significant decline in answerable voice queries, potentially due to answer format experimentation.

Campbell said: “As the Google Assistant platform evolves over time it is expected that the assistant should be able to answer more of the queries, however for certain verticals this could be difficult where queries are complex, or the assistant does not have access to data to answer accurately.”

This latest study confirmed that Google’s overall abilities within Voice Search are improving, with the amount of ‘no responses’ declining by 7% since April.

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