Will your customer still be using Google in five years? Learn where leads are going and how you can keep up in the coming years. Find out how sites like Porch.com, Amazon Home Services, and technologies like Amazon Echo and other home automation will change the way customers find and use service based companies.

2. THE VOICE SEARCH REVOLUTION
Jason Stanley, Managing Director, Coalmarch Productions

3. A LITTLE ABOUT ME
My background is in communication arts and web design.

4. A LITTLE ABOUT ME
My background is in communication arts and web design.
As Managing Director, I am responsible for the products, services,
performance, and culture of Coalmarch Productions.

5. A LITTLE ABOUT ME
My background is in communication arts and web design.
As Managing Director, I am responsible for the products, services,
performance, and culture of Coalmarch Productions.
I’ve been with Coalmarch for 11 years.

6. WHY SHOULD YOU LISTEN TO ME?
I’ve been working with websites, website marketing,
and technology for 20 years.

7. WHY SHOULD YOU LISTEN TO ME?
I’ve been working with websites, website marketing,
and technology for 20 years.
I’ve started, failed, bought, and sold businesses.

8. WHY SHOULD YOU LISTEN TO ME?
I’ve been working with websites, website marketing,
and technology for 20 years.
I’ve started, failed, bought, and sold businesses.
I endeavor to keep up with technology.

9. FUN FACT
I am a pseudo prepper.

10. FUN FACT
I am a pseudo prepper.

11. FUN FACT
I am a pseudo prepper.
Buy me a beer, I’ll tell you all about it.

12. FUN FACT
I love spending time with my family,
reading about history, and drawing.

13. FUN FACT
I love spending time with my family, reading about
history, and drawing.

14. FUN FACT
I love spending time with my family, reading about
history, and drawing.

15. BEFORE WE GET STARTED

16. FORWARD THINKING

17. Rolling out in 2017.
FORWARD THINKING

18. SO TODAY WE ARE
LEARNING ABOUT…

19. THE VOICE SEARCH
REVOLUTION

20. HUMANS LIKE
THINGS TO BE EASY

22. “Alexa, I need a good pest control company”

24. OK, NOT THAT FAR.

25. THIS FAR.

26. You’re at the right conference.
DON’T WORRY

27. HOMO HABILIS

30. HOMO HABILIS

31. WHAT MAKES US TICK

32. How we can make our lives easier.
WHAT MAKES US TICK

33. How we can make our lives easier.
How we can make our lives better.
WHAT MAKES US TICK

34. PROGRESS

35. The idea that social and scientific
progress improve the human condition.

36. Understanding how human behavior
and technology evolve in concert,
allows us to predict and be ready for it.

37. HOMO HABILIS

38. INVENTS HAND AX

39. HOMO HABILIS

40. HOMO HABILIS
MAKING LIFE EASIER
FOR HUMANITY SINCE
2,100,000 B.C.E.

41. KEY POINT # 1
Humans like things easier and better, and
technology is the catalyst that drives progress.

42. TECHNOLOGY AND
ADVERTISING

43. Why do we do it in the first place?
THE BASICS OF ADVERTISING

44. To get your product or service in front
of your target audience and convince
them that it will meet their needs.

45. THE 19TH CENTURY

46. Lithographic and Offset Printing
TECHNOLOGICAL DISRUPTOR

49. THE 20TH CENTURY

50. Radio and Television
TECHNOLOGICAL DISRUPTOR

51. MEDIA EXPLOSION

52. DIRECT MAIL

53. NEWSPAPERS

54. TELEMARKETING

55. RADIO AND TV

57. THE 21ST CENTURY

58. The Internet
TECHNOLOGICAL DISRUPTOR

60. PRINTED YELLOW PAGES (BILLIONS)

61. KEY POINT # 2
Advertising and human behavior adapts
and utilizes available technology.

66. Digital marketing agencies and
businesses focus primarily on Google,
and rightly so, that is where the
majority of traffic (and opportunity) is.

67. 1. Type a query into Google on their smartphone,
tablet, or desktop computer.

68. 1. Type a query into Google on their smartphone,
tablet, or desktop computer.
2. Review the search engine result page (SERP) to
determine which site(s) to visit.

69. 1. Type a query into Google on their smartphone,
tablet, or desktop computer.
2. Review the search engine result page (SERP) to
determine which site(s) to visit.
3. Either make a decision based on what they see
in the SERP, or visit best prospective website.

70. 1. Type a query into Google on their smartphone,
tablet, or desktop computer.
2. Review the search engine result page (SERP) to
determine which site(s) to visit.
3. Either make a decision based on what they see
in the SERP, or visit best prospective website.
4. Review website to determine if it suits their
needs.

71. 1. Type a query into Google on their smartphone,
tablet, or desktop computer.
2. Review the search engine result page (SERP) to
determine which site(s) to visit.
3. Either make a decision based on what they see
in the SERP, or visit best prospective website.
4. Review website to determine if it suits their
needs.
5. Submit a contact form or call a phone number
to take the next step.

72. KEY POINT # 1
Humans like things easier and better, and
technology is the catalyst that drives progress.

73. “Alexa, I need a good pest control company”

74. VOICE TECH, THE
NEXT DISRUPTOR

76. <

77. < <

78. This is happening now.
THE RISE OF THE DIGITAL ASSISTANT

79. THE BIG PLAYERS
ARE IN THE GAME

80. 1. Apple
534B
2. Alphabet (Google) 507B
3. Microsoft
4. Exxon Mobil
326B
5. Facebook
6. Berkshire Hathaway 312B
7. Johnson & Johnson 288B
8. General Electric
9. Amazon.com
250B
10. Wells Fargo
242B

81. 1. Apple
534B
2. Alphabet (Google) 507B
3. Microsoft
4. Exxon Mobil
326B
5. Facebook
6. Berkshire Hathaway 312B
7. Johnson & Johnson 288B
8. General Electric
9. Amazon.com
250B
10. Wells Fargo
242B

82. #1
FORTUNE 500 MOST VALUABLE COMPANIES

83. #2
FORTUNE 500 MOST VALUABLE COMPANIES

84. #3
FORTUNE 500 MOST VALUABLE COMPANIES

85. #9
FORTUNE 500 MOST VALUABLE COMPANIES

86. AND THEY ALL HAVE A VOICE
PRODUCT / DIGITAL ASSISTANT

87. THE BIG BOYS ARE IN THE GAME
Apple = Siri

93. IN THE LAST YEAR THE USE OF VOICE
SEARCH WENT FROM A STATISTICAL
ZERO TO 10% OF ALL SEARCH VOLUME.

94. BASIC SLIDE TITLE
Sample Content

95. BASIC SLIDE TITLE
Sample Content25% OF CORTANA
SEARCH IS VOICE BASED

96. BASIC SLIDE TITLE
Sample Content

97. BASIC SLIDE TITLE
Sample Content5 MILLION UNITS
SOLD IN TWO YEARS

98. BASIC SLIDE TITLE
Sample Content$100 MILLION STARTUP
INVESTMENT FUND

99. BASIC SLIDE TITLE
Sample ContentMORE INDUSTRIES ARE
GETTING INTO THE GAME

100. CONSUMERS ARE GETTING MORE
AND MORE COMFORTABLE WITH
VOICE TECHNOLOGY.

101. YOU NEED TO RETHINK YOUR
CONVENTIONAL ONLINE
MARKETING STRATEGIES.

102. IF YOU WERE IN CHARGE, HOW
WOULD YOU ANSWER THE
QUESTION WE’VE BEEN ASKING?

103. “Alexa, I need a good pest control company”

104. CONSUMER NEEDS
Reasonable Price
Effective Product or Service

105. HOW WOULD YOU KNOW IF
IT WERE EITHER ONE?

106. Look at what other people are saying
about the company in the form of reviews
as well as what the company is saying
about itself in the form of pricing.

107. KEY POINT # 3
Voice search and digital assistants are
on the rise, and adoption is strong.

108. QUICK RECAP

109. 1. Humans like things easy.

110. 1. Humans like things easy.
2. Advertising adapts to new technology.

111. 1. Humans like things easy.
2. Advertising adapts to new technology.
3. Digital assistants are the new disruptor.

112. “Alexa, I need a good pest control company”

113. HOW TO STAY
AHEAD OF THE GAME

114. VSO

115. Voice Search Optimization
VSO

116. THE BASICS
What should you (or your marketing
team) be doing right now to
optimize for voice-based search?

117. NATURAL LANGUAGE
pest control tampa bay
vs.
“What are some good pest control companies nearby?”

119. USE QUESTION WORDS
How, who, what, where are all much more
prevalent terms in voice based search.
“How do I get rid of black ants?”
“Who can help me get a greener lawn?”

121. MOBILE FRIENDLY WEBSITE
The majority of voice search is performed on mobile devices.
Don’t drop the ball when those visual results roll in and your
site and online presence isn’t up to spec.

122. LOCAL OPTIMIZATION
Mobile search often has local intent. This means that your
website needs to be optimized for local search.

123. REVIEW GENERATION STRATEGY
You need a real review generation strategy. Ideally one that is built
into how your business works. Your strategy should be automated.

124. THE BASICS
Natural language, question words, mobile friendly, local
optimization, review generation (and diversification).

127. APPLE’S SIRI
1. Apple Maps

128. APPLE’S SIRI
1. Apple Maps

129. APPLE’S SIRI
1. Apple Maps
2. YELP Listing and Reviews

130. APPLE’S SIRI
1. Apple Maps
2. YELP Listing and Reviews
3. Bing Optimization

131. MICROSOFT’S CORTANA

132. MICROSOFT’S CORTANA

133. MICROSOFT’S CORTANA
1. YELP and TrustPilot Listing and Reviews

134. MICROSOFT’S CORTANA
1. YELP and TrustPilot Listing and Reviews
2. Bing Places Listing

135. MICROSOFT’S CORTANA
1. YELP and TrustPilot Listing and Reviews
2. Bing Places Listing

136. MICROSOFT’S CORTANA
1. YELP and TrustPilot Listing and Reviews
2. Bing Places Listing

137. MICROSOFT’S CORTANA
1. YELP and TrustPilot Listing and Reviews
2. Bing Places Listing
3. Bing Optimization

138. MICROSOFT’S CORTANAGOOGLE ASSISTANT

139. MICROSOFT’S CORTANAGOOGLE ASSISTANT

140. GOOGLE ASSISTANT/NOW
1. Google Reviews

141. GOOGLE ASSISTANT/NOW
1. Google Reviews
2. Knowledge Panel Placement

142. GOOGLE NOW

146. GOOGLE ASSISTANT/NOW
1. Google Reviews
2. Knowledge Panel Placement
3. Google + Profile

147. MICROSOFT’S CORTANAAMAZON’S ECHO

148. MICROSOFT’S CORTANAAMAZON’S ECHO

151. AMAZON’S ECHO
1. Yelp Reviews

152. AMAZON’S ECHO
1. Yelp Reviews
2. HomeAdvisor

154. AMAZON’S ECHO
1. Yelp Reviews
2. HomeAdvisor

155. AMAZON’S ECHO
1. Yelp Reviews
2. HomeAdvisor
3. Amazon Home Services

157. AMAZON’S ECHO
1. Yelp Reviews
2. HomeAdvisor
3. Amazon Home Services

158. KEY POINT #4
There are inbound marketing strategies that you can
implement now to prepare for voice technology.

159. DON’T GET
RUN OVER

160. HOW MANY OF YOU WISH YOU HAD
STARTED YOUR ONLINE MARKETING
SOONER THAN YOU DID?

162. 837 M
2002

163. 837 M 240 M
2002

164. 125 B
2000

165. 4.8 B
2016

169. FAT, DUMB, AND HAPPY

170. DISRUPTING TECHNOLOGY

171. BLOCKBUSTER VS NETFLIX (REVENUE 2004-2010)

172. NETFLIX DIDN’T SHUT BLOCKBUSTER
DOWN, BUT THEY DID STEAL THE MARKET
THEY NEEDED TO GO INTO.

173. KEY POINT #5
Don’t get too caught up in the status
quo, be nimble and adapt to the times.

174. FINAL RECAP

175. 1. Based on how we humans behave (and have behaved in the
past), voice search is going to be BIG.

176. 1. Based on how we humans behave (and have behaved in the
past), voice search is going to be BIG.
2. Some of the biggest and most valuable companies in the
world are investing a lot of time and money in digital
assistants, including Apple, Google, Microsoft, and Amazon.

177. 1. Based on how we humans behave (and have behaved in the
past), voice search is going to be BIG.
2. Some of the biggest and most valuable companies in the
world are investing a lot of time and money in digital
assistants, including Apple, Google, Microsoft, and Amazon.
3. Now is a good time to update your digital marketing
strategy to be ready for increased voice search
marketshare.

178. 1. Based on how we humans behave (and have behaved in the
past), voice search is going to be BIG.
2. Some of the biggest and most valuable companies in the
world are investing a lot of time and money in digital
assistants, including Apple, Google, Microsoft, and Amazon.
3. Now is a good time to update your digital marketing
strategy to be ready for increased voice search
marketshare.
4. Write content for your site using more conversational
language and who, what, where questions.

179. 1. Based on how we humans behave (and have behaved in the
past), voice search is going to be BIG.
2. Some of the biggest and most valuable companies in the
world are investing a lot of time and money in digital
assistants, including Apple, Google, Microsoft, and Amazon.
3. Now is a good time to update your digital marketing
strategy to be ready for increased voice search
marketshare.
4. Write content for your site using more conversational
language and who, what, where questions.
5. If you don’t already, make sure you have a mobile friendly,
responsive website.

180. 6. Make sure your site and brand is optimized for local. Claim
your business listing on Yelp, Google My Business, Apple
Maps, and Bing Places.

181. 6. Make sure your site and brand is optimized for local. Claim
your business listing on Yelp, Google My Business, Apple
Maps, and Bing Places.
7. Create and implement a proactive review generation
strategy that can get you leads from Yelp.

182. 6. Make sure your site and brand is optimized for local. Claim
your business listing on Yelp, Google My Business, Apple
Maps, and Bing Places.
7. Create and implement a proactive review generation
strategy that can get you leads from Yelp.
8. Engage on social, including Facebook, Twitter, LinkedIn,
and the like- it is an increasing ranking factor.

183. 6. Make sure your site and brand is optimized for local. Claim
your business listing on Yelp, Google My Business, Apple
Maps, and Bing Places.
7. Create and implement a proactive review generation
strategy that can get you leads from Yelp.
8. Engage on social, including Facebook, Twitter, LinkedIn,
and the like- it is an increasing ranking factor.
9. Create a profile on Amazon Home Services and
HomeAdvisor.

184. 6. Make sure your site and brand is optimized for local. Claim
your business listing on Yelp, Google My Business, Apple
Maps, and Bing Places.
7. Create and implement a proactive review generation
strategy that can get you leads from Yelp.
8. Engage on social, including Facebook, Twitter, LinkedIn,
and the like- it is an increasing ranking factor.
9. Create a profile on Amazon Home Services and
HomeAdvisor.
10. Pay attention and optimize for Bing- many of the non
Google digital assistants use Bing as their default search
engine!

185. QUESTIONS?

186. DON’T BE SHY

187. THE VOICE SEARCH REVOLUTION
Jason Stanley, Managing Director
Coalmarch Productions
jason@coalmarch.com
linkedin.com/in/jasonmstanley
@jasonmstanley