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#SMX #32A @PurnaVirji
By Purna Virji, Senior Training Manager, Microsoft
The
Evolution of
Voice
Search
#SMX #32A @PurnaVirji
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER
#SMX #32A @PurnaVirji
We’ll cover:
1.  Why?
2.  What?
3.  How?
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji#SMX #32A @PurnaVirji
The growth of
Voice Search
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
By 2020, 50%
of search will
come from
voice.
comScore
#SMX #32A @PurnaVirji
When are we using it?
#SMX #32A @PurnaVirji
When are we using it?
§  Typing challenges
§  Quick answers
§  Otherwise occupied
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
110	–	150	38-40
#SMX #32A @PurnaVirji
Okay Purna,
what do I
need to do?
#SMX #32A @PurnaVirji#SMX #32A @PurnaVirji
1. Rethink intent
@PurnaVirji#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
AnswerThePublic.com
#SMX #32A @PurnaVirji
•  Contact info
•  Reviews
•  Articles/content
•  Events
•  All the things.
#SMX #32A @PurnaVirji#SMX #32A @PurnaVirji
2. Rethink actions
#SMX #32A @PurnaVirji19
#SMX #32A @PurnaVirji
Bring on the
reinforcements
#SMX #32A @PurnaVirji
Helpful extensions
Call Now
Act now
#SMX #32A @PurnaVirji
of smartphone
searchers have
used a store locator
or location extension
to help them find
and visit ...
#SMX #32A @PurnaVirji
Where people look. Where the clicks go.
With extensions
Without
extensions
#SMX #32A @PurnaVirji
Make your descriptions werk!
Actions while shopping
90%of retail shoppers use
smartphones in stores....
#SMX #32A @PurnaVirji
Think visual
#SMX #32A @PurnaVirji#SMX #32A @PurnaVirji
3. Rethink local-mobile
#SMX #32A @PurnaVirji
southwest airlines
expedia
united airlines
american airlines
delta air lines
southwest airlines
expe...
#SMX #32A @PurnaVirji
PC vs. Mobile Travel Searches
Bing internal data
southwest airlines
expedia
united airlines
american...
#SMX #32A @PurnaVirji
3X
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
Local inventory
https://support.google.com/merchants/answer/3057972?hl=en
@PurnaVirji | #brightonSEO
Pretty do-able right?
#SMX #32A @PurnaVirji
@PurnaVirji | #brightonSEO
What can we expect from
voice search?
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
•  Where can I go for
$300?
•  When will Flight XYZ
land?
•  Good hotels in
Barcelona?
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
We need
Got it.
#SMX #32A @PurnaVirji
Cortana, please just know everything
Location
Manner of Travel
Time of Day
Weather
Preferences
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
We’re being eased into this
#SMX #32A @PurnaVirji
The time to adapt
for voice search is
right now. @purnavirji
#SMX #32A @PurnaVirji
#SMX #32A @PurnaVirji
Voice Search Checklist
Analyze Search Terms Report to check
for question/long-tail phrases
Start to ...
@PurnaVirji | #brightonSEO
Use your voice.
Let’s chat @PurnaVirji
#SMX #32A @PurnaVirji
@PurnaVirji | #brightonSEO
Thank you!
#SMX #32A @PurnaVirji
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered tr...
#SMX #32A @PurnaVirji
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX
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The Evolution of Voice Search By Purna Virji

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Optimizing Content For Voice Search & Virtual Assistants. PRESENTATION: The Evolution of Voice Search - Given by Purna Virji, @purnavirji - Microsoft, Senior Client Development and Training Specialist, Bing Ads. #SMX #32A

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The Evolution of Voice Search By Purna Virji

  1. 1. #SMX #32A @PurnaVirji By Purna Virji, Senior Training Manager, Microsoft The Evolution of Voice Search
  2. 2. #SMX #32A @PurnaVirji WRITER SPEAKER All of the job titles SENIOR PPC TRAINING MANAGER
  3. 3. #SMX #32A @PurnaVirji We’ll cover: 1.  Why? 2.  What? 3.  How? #SMX #32A @PurnaVirji
  4. 4. #SMX #32A @PurnaVirji#SMX #32A @PurnaVirji The growth of Voice Search
  5. 5. #SMX #32A @PurnaVirji
  6. 6. #SMX #32A @PurnaVirji By 2020, 50% of search will come from voice. comScore
  7. 7. #SMX #32A @PurnaVirji When are we using it?
  8. 8. #SMX #32A @PurnaVirji When are we using it? §  Typing challenges §  Quick answers §  Otherwise occupied
  9. 9. #SMX #32A @PurnaVirji
  10. 10. #SMX #32A @PurnaVirji
  11. 11. #SMX #32A @PurnaVirji 110 – 150 38-40
  12. 12. #SMX #32A @PurnaVirji Okay Purna, what do I need to do?
  13. 13. #SMX #32A @PurnaVirji#SMX #32A @PurnaVirji 1. Rethink intent
  14. 14. @PurnaVirji#SMX #32A @PurnaVirji
  15. 15. #SMX #32A @PurnaVirji
  16. 16. #SMX #32A @PurnaVirji AnswerThePublic.com
  17. 17. #SMX #32A @PurnaVirji •  Contact info •  Reviews •  Articles/content •  Events •  All the things.
  18. 18. #SMX #32A @PurnaVirji#SMX #32A @PurnaVirji 2. Rethink actions
  19. 19. #SMX #32A @PurnaVirji19
  20. 20. #SMX #32A @PurnaVirji Bring on the reinforcements
  21. 21. #SMX #32A @PurnaVirji Helpful extensions Call Now Act now
  22. 22. #SMX #32A @PurnaVirji of smartphone searchers have used a store locator or location extension to help them find and visit a local store1 One tap to maps and directions 76%
  23. 23. #SMX #32A @PurnaVirji Where people look. Where the clicks go. With extensions Without extensions
  24. 24. #SMX #32A @PurnaVirji Make your descriptions werk! Actions while shopping 90%of retail shoppers use smartphones in stores. 77%of searches mentioning “coupon” are initiated on a smartphone or tablet. Source: Hitwise Source: Marketing Land
  25. 25. #SMX #32A @PurnaVirji Think visual
  26. 26. #SMX #32A @PurnaVirji#SMX #32A @PurnaVirji 3. Rethink local-mobile
  27. 27. #SMX #32A @PurnaVirji southwest airlines expedia united airlines american airlines delta air lines southwest airlines expedia united airlines delta air lines american airlines travelocity tripadvisor groupon jetblue us airways priceline spirit airlines orbitz allegiant air cheap flights frontier airlines vrbo alaska airlines enterprise car rental southwest Bing internal data southwest airlines expedia united airlines american airlines delta air lines southwest airlines expedia united airlines delta air lines american airlines Virtually identical travel queries on PC/ Tablet as people research, plan and book travel PC vs. Tablet Travel Searches
  28. 28. #SMX #32A @PurnaVirji PC vs. Mobile Travel Searches Bing internal data southwest airlines expedia united airlines american airlines delta air lines southwest airlines expedia united airlines american airlines delta air lines new york ny southwest airlines los angeles ca groupon united airlines expedia american airlines delta air lines washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services travelocity hotels us airways jetblue new york ny los angeles ca washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services More likely to be searching for in-destination/ local activities, transportation options
  29. 29. #SMX #32A @PurnaVirji 3X
  30. 30. #SMX #32A @PurnaVirji
  31. 31. #SMX #32A @PurnaVirji Local inventory https://support.google.com/merchants/answer/3057972?hl=en
  32. 32. @PurnaVirji | #brightonSEO Pretty do-able right? #SMX #32A @PurnaVirji
  33. 33. @PurnaVirji | #brightonSEO What can we expect from voice search? #SMX #32A @PurnaVirji
  34. 34. #SMX #32A @PurnaVirji
  35. 35. #SMX #32A @PurnaVirji •  Where can I go for $300? •  When will Flight XYZ land? •  Good hotels in Barcelona?
  36. 36. #SMX #32A @PurnaVirji
  37. 37. #SMX #32A @PurnaVirji We need Got it.
  38. 38. #SMX #32A @PurnaVirji Cortana, please just know everything Location Manner of Travel Time of Day Weather Preferences
  39. 39. #SMX #32A @PurnaVirji
  40. 40. #SMX #32A @PurnaVirji
  41. 41. #SMX #32A @PurnaVirji We’re being eased into this
  42. 42. #SMX #32A @PurnaVirji The time to adapt for voice search is right now. @purnavirji #SMX #32A @PurnaVirji
  43. 43. #SMX #32A @PurnaVirji Voice Search Checklist Analyze Search Terms Report to check for question/long-tail phrases Start to think about intent and actions in response to Voice Search Re-visit your keyword, creating and targeting strategy.
  44. 44. @PurnaVirji | #brightonSEO Use your voice. Let’s chat @PurnaVirji #SMX #32A @PurnaVirji
  45. 45. @PurnaVirji | #brightonSEO Thank you! #SMX #32A @PurnaVirji
  46. 46. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.
  47. 47. #SMX #32A @PurnaVirji LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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