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Get Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas


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Discover how voice search has evolved and what you need to do to prepare. Presented at PubCon 2016 Las Vegas by Purna Virji

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Get Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas

  1. 1. #pubcon How to Get Ready for Voice Search Purna Virji, Microsoft
  2. 2. #pubcon@PurnaVirji #pubcon
  3. 3. #pubcon
  4. 4. #pubcon
  5. 5. #pubcon
  6. 6. #pubcon
  7. 7. #pubcon @PurnaVirji
  8. 8. #pubcon Cortana, please just know everything
  9. 9. #pubcon
  10. 10. #pubcon When are we using it?  Typing challenges  Quick answers  Otherwise occupied
  11. 11. #pubcon @PurnaVirji By 2020, 50% of search will come from voice. •comScore
  12. 12. #pubcon@PurnaVirji #pubcon
  13. 13. #pubcon 110–15038-40 @PurnaVirji #pubcon
  14. 14. #pubcon Why? @PurnaVirji #pubcon
  15. 15. #pubcon Where can I buy bobby brown makeup
  16. 16. #pubcon
  17. 17. #pubcon Okay Purna, what do I need to do? @PurnaVirji #pubcon
  18. 18. #pubcon 1. Rethink keywords @PurnaVirji #pubcon
  19. 19. #pubcon 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 Text searches more concentrated around 1-3 words Speech searches longer through the tail Text input Voice input
  20. 20. #pubcon Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014 And this
  21. 21. #pubcon 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
  22. 22. #pubcon
  23. 23. #pubcon
  24. 24. #pubcon • Contact info • Reviews • Articles/content • Events • All the things.
  25. 25. #pubcon 2. Rethink intent @PurnaVirji #pubcon
  26. 26. #pubcon
  27. 27. #pubcon Intent Where When How What/whoInterested Ready to act
  28. 28. #pubcon Do this 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?
  29. 29. #pubcon 2016/22-How_MarketersCan_React
  30. 30. #pubcon And this
  31. 31. #pubcon 3. Rethink actions @PurnaVirji #pubcon
  32. 32. #pubcon
  33. 33. #pubcon 3X @PurnaVirji #pubcon
  34. 34. #pubcon Bring on the reinforcements
  35. 35. #pubcon 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%
  36. 36. #pubcon Helpful extensions Call Now Act now
  37. 37. #pubcon 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
  38. 38. #pubcon Think visual
  39. 39. #pubcon Pretty do-able right? @PurnaVirji #pubcon
  40. 40. #pubcon Voice Search Checklist Analyze the Search Terms Report to check for questions, long tail phrases Re-visit your Match Type strategy, consider Broad with Negatives Start to think about Ad Copy and Landing Page strategy in response to Voice Search @PurnaVirji #pubcon
  41. 41. #pubcon Fact: Early adopters have the advantage.
  42. 42. #pubcon@PurnaVirji #pubcon
  43. 43. #pubcon
  44. 44. #pubcon We’re being eased into this
  45. 45. #pubcon 45 The time to adapt for voice search is right now. @purnavirji
  46. 46. #pubcon Use your voice. Let’s chat @PurnaVirji
  47. 47. #pubcon Thank you!
  48. 48. @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.