Backlinko has done an extensive analysis of “voice search ranking factors” and identified 11 variables tied to appearing in Google Home results. The company examined 10,000 results delivered over the smart speaker.
What Backlinko found was consistent with what many others have been saying but there were also a few surprises. For example, the study discounts the impact of Schema to some degree and page authority.
Here’s a partial, paraphrased list of the ranking factors:
PageSpeed is a significant factor; voice search results typically come from faster-loading pages.
Google relies heavily on very authoritative domains for results, but pages not as much.
Content that ranks well on the desktop tends to rank in voice search. This might be a correlation rather than causal however.
Schema may not be a factor: 36 percent of pages voice search results came from pages using Schema.
Roughly 41 percent of voice search results came from Featured Snippets.
Voice search results are generally 29 words; however Google sources voice results