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How to promote your business with voice search

  Woman using voice recognition feature on mobile phone

By Marcel Gemme

Just a few years ago, voice search was a bit of a novelty. But similar to other technologies, voice search has matured to the point where marketers can no longer ignore it. In order to be competitive, it has become necessary to include speech as an important part of the marketing strategy. This is what you need to know.

. Voice search is very accurate

Lately, if you wanted relevant answers from a voice recognition technology, good luck with that. But today, machine learning systems can compete with humans in terms of accuracy. Google's voice recognition, for example, boasts a 95% order accuracy for English.

These improvements mean that while you can rely on good voice systems to match customers with the right products, services or information with an increasing degree of nuance, leading companies have already set customers' expectations for delivery. Translation: buyers cannot tolerate subpar systems.

2. The interest in voice is only going to grow

Because voice search systems are at a point where they can actually perform reliably and meet customer expectations just as well (if not better) than traditional questioning alternatives, customer confidence in them is growing:

Yet only 4% of businesses optimized for voice search. What is the disconnect?

In other words, business leaders are at an ideal crossroads where reliable systems are available and there are still many customers who have not been reached or who may want more out of the systems they use. Bringing these systems and customers together will help companies avoid being left behind.

3. People are for convenience and all kinds of information

When people use voice search, they will not only find a great pair of shoes or a TV. Chaitanya Chandrasekar, CEO of QuanticMind, writes that they will have all sorts of other information as well, such as your store hours, how to connect with support specialists and when to have your next sale. This is partly why some experts have predicted a "completely different Internet" over the next five to ten years, one where voice-activated chatbots have all but replaced the e-commerce channels we're used to.

Shoppers are also looking for general tips that can take some of the friction out of everyday life – think about life hacks and how. In fact, words like "how", "what", "best" and "easy" are among the best voice searches, according to seoClarity.

This means that when it comes to online marketing, you probably need to change your entire optimization method, including elements like grammar and semantics, the structure of your website, and structured data markup that affect Google's ability to find your content. Optimization from the start, not as an afterthought, is of course ideal.

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