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How Businesses Can Drive Siri’s Algorithm to Success

In October of 2011 the world met the highly anticipated Siri. In a short span of just four years, she has quickly become everyone’s own intelligent personal assistant that lives inside the iPhone. She allows her users to use their voices to send messages, ask questions and make phone calls. By and large, Siri does it all. Yet, the way her algorithm works for businesses has been a giant mystery.

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Photo credit: GONZALO BAEZA / Foter / CC BY

Unlike a search engine that will give you a long list of links related to keywords you select when prompted, Siri is much different. She is designed in a much more complex and sophisticated way to interpret your request, zero in on what she believes you want and performs actions to give you a more limited but more correct amount of data in return. Siri’s algorithm is complex and there isn’t a straight answer as to why she chooses one business over the other, but there are things brands can do to ensure higher chances that Siri will pick their business over competitors.

First, a major factor when it comes to businesses driving Siri’s algorithm correctly relies on the user’s location. Siri likes to think local. Yelp and Yahoo are king. If a business can be found on review sites like Yelp, Siri will most likely pull them out of her hat when asked about a restaurant or movie theatre to visit.

Second, for businesses that have Yelp and Yahoo review sites, they also need to have a certain number of reviews and ratings to jump above their competitors. In other words, Siri will most likely recommend your business to a user if you have fifty ratings on a Yelp page as opposed to having only three. Siri also doesn’t look for just quantitative data, but also qualitative. She looks at the content within the reviews before recommending a specific restaurant. If you’re looking for a seafood restaurant with great shrimp cocktail, Siri will sort through the reviews, pulling out the ones where a user has left a comment detailing the shrimp.

Lastly, think creatively when it comes to staying on Siri’s radar. In a world that’s constantly changing and improving itself, businesses need to be doing the same for their online marketing presence. It isn’t enough to have an active Google page and hope that Siri will keep you at a certain ranking. Google, Yahoo, Yelp and Bing are all key when it comes to staying within Siri’s complex and ever-changing algorithm and driving your business forward.

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