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@PurnaVirji | #brightonSEO
By
Purna Virji
@PurnaVirji
@PurnaVirji | #brightonSEO
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER
@PurnaVirji | #brightonSEO
We’ll cover:
1. Why the fuss?
2. What should I do?
3. What does the future hold?
@PurnaVirji@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
The growth of
Voice Search
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
When are we using it?
 Typing challenges
 Quick answers
 Otherwise occupied
@PurnaVirji | #brightonSEO
By 2020, 50%
of search will
come from
voice.
comScore
@PurnaVirji
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
Why?
@PurnaVirji | #brightonSEO
Where can I
buy bobby
brown
makeup
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
Let’s chat
Siri Cortana Google Now
@PurnaVirji | #brightonSEO
@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
@PurnaVirji | #brightonSEO
Okay Purna,
what do I
need to do?
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
1. Rethink keywords
@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
@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
@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
@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
@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?
@PurnaVirji | #brightonSEO
AnswerThePublic.com
@PurnaVirji | #brightonSEO
And this
@PurnaVirji | #brightonSEO
2. Rethink local-mobile
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
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
@PurnaVirji | #brightonSEO
3X
@PurnaVirji | #brightonSEO
Do this
Localize your keywords:
Cheap hotel near Brighton Centre
luxury hotels by the Royal Pavilion
Best hotel close to Brighton Pier
@PurnaVirji | #brightonSEO
And this
@PurnaVirji | #brightonSEO
3. Rethink intent
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
Intent
Where
When
How
What/whoInterested
Ready to act
@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?
@PurnaVirji
Do this
Powerful content
@PurnaVirji | #brightonSEO
4. Rethink branding
@PurnaVirji | #brightonSEO
“Show me
you send the
wrong bags.”
Mispronunciations can hurt
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
Do this
• Research misspellings and mispronunciations
• Relevant negative keywords for PPC
@PurnaVirji | #brightonSEO
5. Rethink actions
@PurnaVirji | #brightonSEO
Reinforce
your creative
@PurnaVirji | #brightonSEO
Helpful extensions
Call Now
Act now
@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%
Where people look. Where the clicks go.
With extensions
Without
extensions
@PurnaVirji
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
@PurnaVirji | #brightonSEO
Think visual
@PurnaVirji | #brightonSEO
Pretty do-able right?
@PurnaVirji
@PurnaVirji | #brightonSEO
Fact:
Early adopters
have the
advantage.
@PurnaVirji | #brightonSEO
What can we expect from
voice search?
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
We need
Got it.
@PurnaVirji | #brightonSEO
Cortana, please just know everything
Location
Manner of Travel
Time of Day
Weather
Preferences
@PurnaVirji | #brightonSEO
@PurnaVirji | #brightonSEO
We’re being eased into this
@PurnaVirji | #brightonSEO
56
The time to
adapt for voice
search is right
now. @purnavirji
@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.
@PurnaVirji | #brightonSEO
Use your voice.
Let’s chat @PurnaVirji
@PurnaVirji | #brightonSEO
Thank you!
@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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Are you Prepared for Voice Search- BrightonSEO September 2016- Purna Virji

Editor's Notes

  1. In the travel vertical, you can see that the desktop and tablet searches are very much about research, planning and booking. When we shift to mobile, the action is about what’s around the user, where they are and how to get places. Use this data to fine-tune your mobile campaigns for the specific needs of the mobile user.
  2. In the travel vertical, you can see that the desktop and tablet searches are very much about research, planning and booking. When we shift to mobile, the action is about what’s around the user, where they are and how to get places. Use this data to fine-tune your mobile campaigns for the specific needs of the mobile user.