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Insights & Intuition: What is Lesson 1 for a small business that's interested in the growing marketing trend of 'voice search'?

By 2020, 50 percent of all searches will be voice searches. Think about how a customer might ask a question about your product or service. What questions are your call center or front desk staff hearing?

Write your website content in a way that answers those questions in natural, conversational language. FAQs, bulleted lists and numbered step-by-step instructions are a great place to start.

In addition, make sure your business on Google Maps (Google My Business), Yelp and Bing Places is up-to-date and descriptive, so that when someone asks about your store hours or location, your information is available and correct.

Laura Mitchell

Vice President of Digital

Lawrence & Schiller

Sioux Falls, S.D.

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The question that marketers need to ask themselves when they’re trying to create content for voice search is a very simple one: What are people asking for?

More specifically, HOW are they asking for it?

Conversational-style searches consist of very specific questions. Marketers need to make sure that their content is addressing those questions.

It’s also important to keep your online business information on directory listings and platforms, such as Google My Business, up to date. Updating this information regularly will help search engines access your business information.

Sam Thorson

Growth Strategist

Epicosity

Sioux Falls, S.D.

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"Alexa, what is voice search?"

Google Assistant, Siri, Alexa and Bixby are all voice assistants that let you speak to your smart devices to search the web for information or accomplish small tasks. By 2020, it’s estimated that 50 percent of all internet searches will be voice searches.

It can be overwhelming, but there’s an easy start to ensuring your website is optimized for vocal queries. Begin by anticipating what your user may be asking, then incorporate those questions into your website's content.

Fast page load speeds, HTTPS, and high quality content (standard SEO stuff) will also help.

Nick Kramer

Director of Web Development

Marketing & Advertising Business Unlimited (Agency MABU)

Bismarck, N.D.

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Today, 46 percent of people report using voice search daily to look for a small business – but only 23 percent of those searches result in a visit to a website.

Lesson One is to make sure your online information is complete, accurate and answering questions. Update your information on Google My Business, Bing Places, Yelp, TripAdvisor and sources related to your industry.

Be sure to answer frequently asked questions with definitive answers such as your hours, handicapped accessibility, delivery service offerings or availability of a certain product.

By anticipating questions and having accurate information, you will be found more frequently on voice searches.

Charly Baune

Digital Media Manager

Arvig Media

New York Mills, Minn.

https://drive.google.com/file/d/0B5XccNgaGKZTZ0xPQUsxS0F1TUk0ck5QcEhQSENDTTVoTEQ4/view