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Are you Prepared for Voice Search- BrightonSEO September 2016- Purna Virji

Voice Search adoption rates continue to soar...how does this impact advertisers? Purna Virji shares 5 actionable steps that SEO, SEA and SEM marketers can do right now to help adapt for voice. From Brighton SEO, September 2016

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Are you Prepared for Voice Search- BrightonSEO September 2016- Purna Virji

  1. 1. @PurnaVirji | #brightonSEO By Purna Virji @PurnaVirji
  2. 2. @PurnaVirji | #brightonSEO WRITER SPEAKER All of the job titles SENIOR PPC TRAINING MANAGER
  3. 3. @PurnaVirji | #brightonSEO We’ll cover: 1. Why the fuss? 2. What should I do? 3. What does the future hold? @PurnaVirji@PurnaVirji | #brightonSEO
  4. 4. @PurnaVirji | #brightonSEO The growth of Voice Search
  5. 5. @PurnaVirji | #brightonSEO
  6. 6. @PurnaVirji | #brightonSEO When are we using it?  Typing challenges  Quick answers  Otherwise occupied
  7. 7. @PurnaVirji | #brightonSEO By 2020, 50% of search will come from voice. comScore @PurnaVirji
  8. 8. @PurnaVirji | #brightonSEO
  9. 9. @PurnaVirji | #brightonSEO Why?
  10. 10. @PurnaVirji | #brightonSEO Where can I buy bobby brown makeup
  11. 11. @PurnaVirji | #brightonSEO
  12. 12. @PurnaVirji | #brightonSEO Let’s chat Siri Cortana Google Now
  13. 13. @PurnaVirji | #brightonSEO
  14. 14. @PurnaVirji | #brightonSEO Who is Bill Gates? Do my homework. When will my package arrive? Where do I live? Where is my wife? Who is my wife? Cortana natural language conversational queries, voice input
  15. 15. @PurnaVirji | #brightonSEO Okay Purna, what do I need to do? @PurnaVirji | #brightonSEO
  16. 16. @PurnaVirji | #brightonSEO 1. Rethink keywords
  17. 17. @PurnaVirji | #brightonSEO 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Text searches more concentrated around 1-3 words Speech searches longer through the tail Microsoft internal data April 2015 We know this Text input Voice input
  18. 18. @PurnaVirji | #brightonSEO Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014 And this 135% 7% 79% 75% 40% 81% 60% 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total
  19. 19. @PurnaVirji | #brightonSEO Here’s what’s really interesting @JmGagnon How to get rid of old furniture Who picks up old refrigerators Where to dispose of tv sets Who buys used furniture in Rose Park
  20. 20. @PurnaVirji | #brightonSEO Do this Text input keywords 2-3 words in length Voice input keywords 3-4 words in length Bahamas air fare Bahamas vacation packages Bahamas travel Cost for air fare to Bahamas Best Bahamas vacation package Cheapest Bahamas travel Bahamas travel guide
  21. 21. @PurnaVirji | #brightonSEO And this Where can I find Bahamas vacation info? How do I get to the Bahamas? What’s the best Bahamas vacation package? When is the best time to travel to the Bahamas?
  22. 22. @PurnaVirji | #brightonSEO AnswerThePublic.com
  23. 23. @PurnaVirji | #brightonSEO And this
  24. 24. @PurnaVirji | #brightonSEO 2. Rethink local-mobile
  25. 25. 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
  26. 26. 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
  27. 27. @PurnaVirji | #brightonSEO 3X
  28. 28. @PurnaVirji | #brightonSEO Do this Localize your keywords: Cheap hotel near Brighton Centre luxury hotels by the Royal Pavilion Best hotel close to Brighton Pier
  29. 29. @PurnaVirji | #brightonSEO And this
  30. 30. @PurnaVirji | #brightonSEO 3. Rethink intent
  31. 31. @PurnaVirji | #brightonSEO
  32. 32. @PurnaVirji | #brightonSEO Intent Where When How What/whoInterested Ready to act
  33. 33. @PurnaVirji | #brightonSEO Let’s see it in action Where can I find Bahamas vacation info? What’s the best Bahamas vacation package? Who lives in the Bahamas? When is the best time to travel to the Bahamas?
  34. 34. @PurnaVirji Do this Powerful content
  35. 35. @PurnaVirji | #brightonSEO 4. Rethink branding
  36. 36. @PurnaVirji | #brightonSEO “Show me you send the wrong bags.” Mispronunciations can hurt
  37. 37. @PurnaVirji | #brightonSEO
  38. 38. @PurnaVirji | #brightonSEO Do this • Research misspellings and mispronunciations • Relevant negative keywords for PPC
  39. 39. @PurnaVirji | #brightonSEO 5. Rethink actions
  40. 40. @PurnaVirji | #brightonSEO
  41. 41. Reinforce your creative
  42. 42. @PurnaVirji | #brightonSEO Helpful extensions Call Now Act now
  43. 43. @PurnaVirji | #brightonSEO 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%
  44. 44. Where people look. Where the clicks go. With extensions Without extensions @PurnaVirji
  45. 45. 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
  46. 46. @PurnaVirji | #brightonSEO Think visual
  47. 47. @PurnaVirji | #brightonSEO Pretty do-able right? @PurnaVirji
  48. 48. @PurnaVirji | #brightonSEO Fact: Early adopters have the advantage.
  49. 49. @PurnaVirji | #brightonSEO What can we expect from voice search?
  50. 50. @PurnaVirji | #brightonSEO
  51. 51. @PurnaVirji | #brightonSEO
  52. 52. @PurnaVirji | #brightonSEO We need Got it.
  53. 53. @PurnaVirji | #brightonSEO Cortana, please just know everything Location Manner of Travel Time of Day Weather Preferences
  54. 54. @PurnaVirji | #brightonSEO
  55. 55. @PurnaVirji | #brightonSEO We’re being eased into this
  56. 56. @PurnaVirji | #brightonSEO 56 The time to adapt for voice search is right now. @purnavirji
  57. 57. @PurnaVirji | #brightonSEO 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.
  58. 58. @PurnaVirji | #brightonSEO Use your voice. Let’s chat @PurnaVirji
  59. 59. @PurnaVirji | #brightonSEO Thank you!
  60. 60. @PurnaVirji | #brightonSEO © 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.

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