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Proprietary and confidential. Do not distribute.
The Changing Landscape of Search
Search Engine Marketing New England (SEM...
Proprietary and confidential. Do not distribute.
Gregg Stewart
•  Local expert for ClickZ, Search Engine Watch,
StreetFigh...
Proprietary and confidential. Do not distribute.
Voice	
  Search
Proprietary and confidential. Do not distribute.
Voice Search – “More Important Than the Mouse” - G Stewart
1964
Douglas E...
Proprietary and confidential. Do not distribute.
Voice Search
KPCB Internet Trends 2016
@15miles
Proprietary and confidential. Do not distribute.
By 2020, 50%
of search will
come from
voice. comScore
Voice Search
@15mil...
Proprietary and confidential. Do not distribute.
Voice Search - It is no longer just about Keywords
Text Input = 2-3 Keywo...
Proprietary and confidential. Do not distribute.
Voice Search - Best Practice - Phrases and Questions
What – Italian resta...
Proprietary and confidential. Do not distribute.
Voice Search - Mobile = Local
@15miles
Proprietary and confidential. Do not distribute.
Voice Search - Mobile = Local
•  Best Practices
•  Leverage Directionals
...
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Voice Search - Best Practice - Schema
@15miles
Proprietary and confidential. Do not distribute.
Voice	
  Search	
  -­‐	
  Designed	
  Experiments	
  
@15miles
Voice	
  Search	
  –	
  Data	
  Sources	
  
Search/Local
Data
Knowledge
Maps/Directions
@15miles
Note: summarized chart – ...
Proprietary and confidential. Do not distribute.
Summary	
  
•  By 2020, 50% of search will come from voice. comScore
•  D...
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Voice Search - 15miles - Gregg Stewart

Voice Search portion of a presentation by Gregg Stewart to the Search Engine Marketing New England Association. Other sections included Mobile First and Visual/Image Search Strategies.

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Voice Search - 15miles - Gregg Stewart

  1. 1. Proprietary and confidential. Do not distribute. The Changing Landscape of Search Search Engine Marketing New England (SEMNE) Meeting March 9, 2016 Gregg Stewart @15miles
  2. 2. Proprietary and confidential. Do not distribute. Gregg Stewart •  Local expert for ClickZ, Search Engine Watch, StreetFight; 200+ articles over 10 years •  Founded Wahlstrom Interactive the first Local Digital Agency in 1994 •  Served on the advisory board for Search Engine Strategies (SES) •  In 2007, founded Local Search firm, 15miles •  Offers strategic counsel to agencies & brands, including over 100 of Fortune 500 companies •  Frequent speaker & teacher at industry conferences President, 15miles & 3rd Act Marketing @15miles
  3. 3. Proprietary and confidential. Do not distribute. Voice  Search
  4. 4. Proprietary and confidential. Do not distribute. Voice Search – “More Important Than the Mouse” - G Stewart 1964 Douglas Engelbert 1981 Xerox 8010 1984 Apple Macintosh @15miles
  5. 5. Proprietary and confidential. Do not distribute. Voice Search KPCB Internet Trends 2016 @15miles
  6. 6. Proprietary and confidential. Do not distribute. By 2020, 50% of search will come from voice. comScore Voice Search @15miles
  7. 7. Proprietary and confidential. Do not distribute. Voice Search - It is no longer just about Keywords Text Input = 2-3 Keywords St John USVI St John air fare St John hotels Voice Input = 3-4 Keywords Best St John vacation package Cost to fly to St Thomas Best beach on St John Cheapest hotel in St John @15miles
  8. 8. Proprietary and confidential. Do not distribute. Voice Search - Best Practice - Phrases and Questions What – Italian restaurant is open on Monday? How – much does chicken marsala cost at... Where – is an Italian restaurant nearby? Who – sells gluten free pizza? When – is ‘That Little Italian Restaurant’ busiest Which – Italian restaurant got the best rating? @15miles
  9. 9. Proprietary and confidential. Do not distribute. Voice Search - Mobile = Local @15miles
  10. 10. Proprietary and confidential. Do not distribute. Voice Search - Mobile = Local •  Best Practices •  Leverage Directionals •  near Target field •  by the botanical garden •  close to Redding Ridge •  Near Me & Nearby @15miles
  11. 11. Proprietary and confidential. Do not distribute. Voice Search - Best Practice - Schema @15miles
  12. 12. Proprietary and confidential. Do not distribute. Voice  Search  -­‐  Designed  Experiments   @15miles
  13. 13. Voice  Search  –  Data  Sources   Search/Local Data Knowledge Maps/Directions @15miles Note: summarized chart – many more sources
  14. 14. Proprietary and confidential. Do not distribute. Summary   •  By 2020, 50% of search will come from voice. comScore •  Determine questions consumers ask about your brand/category •  Increase phrase based content •  Leverage localization •  Gain an understanding on data sources powering voice search devises •  Call 15miles 203.408.0123 to improve your agency or in-house agency’s local/mobile/voice search capabilities. @15miles

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