Google has published a detailed post on what snippets are and why they are important to those searching by voice.
As part of the the blog post, Google shared:
“We display featured snippets in search when we believe this format will help people more easily discover what they’re seeking, both from the description and when they click on the link to read the page itself. It’s especially helpful for those on mobile or searching by voice.”
Snippet responses for searching by voice: the business angle
From a business perspective, short of building your own voice skills, this is also an opportunity to explore options and experiment with voice. In addition, snippets create a way to standout from the “ten blue links” for mobile and web searches. Finally, snippets and click data offer a greater insight into the mind of the customer as he lands on the page.
The caveat? The importance of designing answer that are useful, provide a positive experience and guide your potential customer to the next steps in the process.
A framework for rating snippets and voice responses
And that is where we take a leaf out of Google’s UX playbook. The guidelines for evaluating speech that Google has posted provides a great framework for approaching and tackling voice responses and snippets. First and foremost I love the emphasis on meeting customer needs.
In addition, the document hints at what Google considers important in building a great voice experience – and therefore items that you should consider when user testing responses as part of your voice solutions:
- Ability to meet user needs
- Length of response
Finally, the wireframe at the end of the document shows a possible way to conduct internal testing and elicit structured, actionable feedback.
If you found this useful, you like the piece on driving retention for your voice app or skills.