SlideShare a Scribd company logo
1 of 35
#pubcon
Vocal-Local-Mobile
#pubcon | @PurnaVirji
By Purna Virji, Microsoft
#pubcon
Find the Intent
#pubcon
Find the Intent
+
Cortana
#pubcon
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER
#pubcon
1. Explore changes
2. Take action
3. Predict a need
@PurnaVirji
#pubcon
#pubcon
@PurnaVirji
1. What’s changed?
#pubcon
#pubcon
1/3
#pubcon
#pubcon
Actions aren’t
as cut and dry
either.
#pubcon
Source: Google
#pubcon
#pubcon
#pubcon#pubcon
2. Take Action
#pubcon
30x 3x
#pubcon
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
#pubcon
PC vs. Mobile Travel Searches
Bing internal data
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
#pubcon
Do this
Citations
Location data in microdata
Localize your keywords:
Cheap hotel near the strip
luxury hotels by the airport
Best hotel close to the convention center
#pubcon
and this
#pubcon
Superstar Tip:
James Loomstein
Rogue Marketing
@jloomstein
- Dedicated Geo-based Call-only
- Geo-fence if multi-location
- Intent-based, Deeper in Funnel
- Call tracking metrics
#pubcon
and this
#pubcon
3. Predict the Need
#pubcon
#pubcon
Top Question Phrases for Large Pizza Brand
@PurnaVirji
What pizza place is open 24 hours?
How to order pizza online?
Where can I buy taco pizza?
Who sells gluten free pizza?
What is brooklyn style pizza?
#pubcon
#pubcon
#pubcon
Source: Google
#pubcon
Where people look. Where the clicks go.
With extensions Without extensions
@PurnaVirji
#pubcon
1. Vocal -> Local
2. Understand Actions
3. Predict Needs
Let’s recap:
#pubcon
Thank you!
@PurnaVirji
@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.

More Related Content

What's hot

7 Crazy-Effective Image Ad Strategies
7 Crazy-Effective Image Ad Strategies7 Crazy-Effective Image Ad Strategies
7 Crazy-Effective Image Ad StrategiesErin Sagin
 
Will Critchlow The Inbounder
Will Critchlow  The Inbounder Will Critchlow  The Inbounder
Will Critchlow The Inbounder We Are Marketing
 
A More Holistic View of Search Pages
A More Holistic View of Search PagesA More Holistic View of Search Pages
A More Holistic View of Search PagesWil Reynolds
 
[Webinar] How Unbounce Optimized its Marketing Processes in 2015
[Webinar] How Unbounce Optimized its Marketing Processes in 2015[Webinar] How Unbounce Optimized its Marketing Processes in 2015
[Webinar] How Unbounce Optimized its Marketing Processes in 2015Unbounce
 
[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages
[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages
[Webinar] 5 Steps to Designing Psychologically Powerful Landing PagesUnbounce
 
Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...
Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...
Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...We Are Marketing
 
How to Automatically Subcategorise Your Website Automatically With Python
How to Automatically Subcategorise Your Website Automatically With PythonHow to Automatically Subcategorise Your Website Automatically With Python
How to Automatically Subcategorise Your Website Automatically With Pythonsearchsolved
 
SEO & IA - Ryan Jones Pubcon SFIMA 2017
SEO & IA - Ryan Jones Pubcon SFIMA 2017SEO & IA - Ryan Jones Pubcon SFIMA 2017
SEO & IA - Ryan Jones Pubcon SFIMA 2017Ryan Jones
 
5 Tricks to Create Unforgettable PPC Ads
5 Tricks to Create Unforgettable PPC Ads5 Tricks to Create Unforgettable PPC Ads
5 Tricks to Create Unforgettable PPC AdsErin Sagin
 
Content and the Art of Storytelling - Pubcon 2016
Content and the Art of Storytelling - Pubcon 2016Content and the Art of Storytelling - Pubcon 2016
Content and the Art of Storytelling - Pubcon 2016Nancy Adzentoivich
 
Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...
Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...
Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...Aleyda Solís
 
BrightonSEO - A Technical Solution To Content Duplication
BrightonSEO - A Technical Solution To Content DuplicationBrightonSEO - A Technical Solution To Content Duplication
BrightonSEO - A Technical Solution To Content DuplicationSophieBrannon
 
Winning With Old School SEO in 2016 (& Beyond)
Winning With Old School SEO in 2016 (& Beyond)Winning With Old School SEO in 2016 (& Beyond)
Winning With Old School SEO in 2016 (& Beyond)DFWSEM
 
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer Insights
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer InsightsBrightonSEO 2019 - Mining the SERP for SEO, Content & Customer Insights
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer InsightsRory Truesdale
 
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...Arianne Donoghue
 
DIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing StrategyDIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing StrategyKrystian Szastok
 
10 Mistakes in 10 Years in SEO - Patrick Langridge
10 Mistakes in 10 Years in SEO - Patrick Langridge10 Mistakes in 10 Years in SEO - Patrick Langridge
10 Mistakes in 10 Years in SEO - Patrick LangridgePatrick Langridge
 
SEO - Human Emotion Through Algorithmic Eyes
SEO - Human Emotion Through Algorithmic EyesSEO - Human Emotion Through Algorithmic Eyes
SEO - Human Emotion Through Algorithmic EyesDFWSEM
 
Brighton SEO April 2016 - Engagement Rate Optimisation
Brighton SEO April 2016 - Engagement Rate OptimisationBrighton SEO April 2016 - Engagement Rate Optimisation
Brighton SEO April 2016 - Engagement Rate OptimisationBranded3
 

What's hot (20)

7 Crazy-Effective Image Ad Strategies
7 Crazy-Effective Image Ad Strategies7 Crazy-Effective Image Ad Strategies
7 Crazy-Effective Image Ad Strategies
 
Will Critchlow The Inbounder
Will Critchlow  The Inbounder Will Critchlow  The Inbounder
Will Critchlow The Inbounder
 
A More Holistic View of Search Pages
A More Holistic View of Search PagesA More Holistic View of Search Pages
A More Holistic View of Search Pages
 
[Webinar] How Unbounce Optimized its Marketing Processes in 2015
[Webinar] How Unbounce Optimized its Marketing Processes in 2015[Webinar] How Unbounce Optimized its Marketing Processes in 2015
[Webinar] How Unbounce Optimized its Marketing Processes in 2015
 
Erin Sagin's Pubcon LV 2015 Presentation
Erin Sagin's Pubcon LV 2015 PresentationErin Sagin's Pubcon LV 2015 Presentation
Erin Sagin's Pubcon LV 2015 Presentation
 
[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages
[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages
[Webinar] 5 Steps to Designing Psychologically Powerful Landing Pages
 
Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...
Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...
Fernando Macià en The Inbounder: 'Análisis del proceso de decisión de compra ...
 
How to Automatically Subcategorise Your Website Automatically With Python
How to Automatically Subcategorise Your Website Automatically With PythonHow to Automatically Subcategorise Your Website Automatically With Python
How to Automatically Subcategorise Your Website Automatically With Python
 
SEO & IA - Ryan Jones Pubcon SFIMA 2017
SEO & IA - Ryan Jones Pubcon SFIMA 2017SEO & IA - Ryan Jones Pubcon SFIMA 2017
SEO & IA - Ryan Jones Pubcon SFIMA 2017
 
5 Tricks to Create Unforgettable PPC Ads
5 Tricks to Create Unforgettable PPC Ads5 Tricks to Create Unforgettable PPC Ads
5 Tricks to Create Unforgettable PPC Ads
 
Content and the Art of Storytelling - Pubcon 2016
Content and the Art of Storytelling - Pubcon 2016Content and the Art of Storytelling - Pubcon 2016
Content and the Art of Storytelling - Pubcon 2016
 
Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...
Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...
Using your Mobile Web & App Data for an Strategic App Visibility Approach #Pu...
 
BrightonSEO - A Technical Solution To Content Duplication
BrightonSEO - A Technical Solution To Content DuplicationBrightonSEO - A Technical Solution To Content Duplication
BrightonSEO - A Technical Solution To Content Duplication
 
Winning With Old School SEO in 2016 (& Beyond)
Winning With Old School SEO in 2016 (& Beyond)Winning With Old School SEO in 2016 (& Beyond)
Winning With Old School SEO in 2016 (& Beyond)
 
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer Insights
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer InsightsBrightonSEO 2019 - Mining the SERP for SEO, Content & Customer Insights
BrightonSEO 2019 - Mining the SERP for SEO, Content & Customer Insights
 
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...
The PPC Automation Revolution Is Coming - Arianne Donoghue - BrightonSEO Apri...
 
DIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing StrategyDIY Data Visualisation to Fuel Your Content Marketing Strategy
DIY Data Visualisation to Fuel Your Content Marketing Strategy
 
10 Mistakes in 10 Years in SEO - Patrick Langridge
10 Mistakes in 10 Years in SEO - Patrick Langridge10 Mistakes in 10 Years in SEO - Patrick Langridge
10 Mistakes in 10 Years in SEO - Patrick Langridge
 
SEO - Human Emotion Through Algorithmic Eyes
SEO - Human Emotion Through Algorithmic EyesSEO - Human Emotion Through Algorithmic Eyes
SEO - Human Emotion Through Algorithmic Eyes
 
Brighton SEO April 2016 - Engagement Rate Optimisation
Brighton SEO April 2016 - Engagement Rate OptimisationBrighton SEO April 2016 - Engagement Rate Optimisation
Brighton SEO April 2016 - Engagement Rate Optimisation
 

Viewers also liked

Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016
Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016
Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016Purna Virji
 
Get Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas
Get Ready for Voice Search by Purna Virji from PubCon 2016 Las VegasGet Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas
Get Ready for Voice Search by Purna Virji from PubCon 2016 Las VegasPurna Virji
 
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...Purna Virji
 
Tangible, Audible, Visual: Digital Olympus 2016 - Purna Virji
Tangible, Audible, Visual: Digital Olympus 2016 - Purna VirjiTangible, Audible, Visual: Digital Olympus 2016 - Purna Virji
Tangible, Audible, Visual: Digital Olympus 2016 - Purna VirjiPurna Virji
 
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...Purna Virji
 
The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna Virji
The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna VirjiThe Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna Virji
The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna VirjiPurna Virji
 
Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track
Content Marketing to Drive High Quality Links - SMX West 2015 - SEO TrackContent Marketing to Drive High Quality Links - SMX West 2015 - SEO Track
Content Marketing to Drive High Quality Links - SMX West 2015 - SEO TrackPurna Virji
 
Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...
Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...
Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...Purna Virji
 
Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...
Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...
Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...Purna Virji
 
Five Ways to Optimize Your Amazon Sales Strategy
Five Ways to Optimize Your Amazon Sales StrategyFive Ways to Optimize Your Amazon Sales Strategy
Five Ways to Optimize Your Amazon Sales StrategyPurna Virji
 
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...Purna Virji
 
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...Purna Virji
 
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DCPPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DCPurna Virji
 
Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...
Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...
Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...Purna Virji
 
How to Better Sell SEO to the C-Suite- MozCon 2015
How to Better Sell SEO to the C-Suite-  MozCon 2015 How to Better Sell SEO to the C-Suite-  MozCon 2015
How to Better Sell SEO to the C-Suite- MozCon 2015 Purna Virji
 
Get All Up in That Business - State of Search 2015
Get All Up in That Business - State of Search 2015Get All Up in That Business - State of Search 2015
Get All Up in That Business - State of Search 2015Purna Virji
 
The Sustainable Nihilist's Handbook by Jonny Fluffypunk Sample
The Sustainable Nihilist's Handbook by Jonny Fluffypunk SampleThe Sustainable Nihilist's Handbook by Jonny Fluffypunk Sample
The Sustainable Nihilist's Handbook by Jonny Fluffypunk SampleBurning Eye
 
A {painter’s} mind
A {painter’s} mind A {painter’s} mind
A {painter’s} mind shannapainter
 
Sermon Notes Creation Care
Sermon Notes Creation CareSermon Notes Creation Care
Sermon Notes Creation CareP4X
 

Viewers also liked (20)

Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016
Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016
Shopping Campaign Optimization Tips- Purna Virji- SMX East NYC 2016
 
Get Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas
Get Ready for Voice Search by Purna Virji from PubCon 2016 Las VegasGet Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas
Get Ready for Voice Search by Purna Virji from PubCon 2016 Las Vegas
 
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...
Give your Content Wings: How PPC Can Help Promote Your Content - Digital Olym...
 
Tangible, Audible, Visual: Digital Olympus 2016 - Purna Virji
Tangible, Audible, Visual: Digital Olympus 2016 - Purna VirjiTangible, Audible, Visual: Digital Olympus 2016 - Purna Virji
Tangible, Audible, Visual: Digital Olympus 2016 - Purna Virji
 
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...
 
The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna Virji
The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna VirjiThe Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna Virji
The Science of Ad Copy Conversions - eMetrics SMXL Milan 2016 - Purna Virji
 
Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track
Content Marketing to Drive High Quality Links - SMX West 2015 - SEO TrackContent Marketing to Drive High Quality Links - SMX West 2015 - SEO Track
Content Marketing to Drive High Quality Links - SMX West 2015 - SEO Track
 
Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...
Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...
Top Five Ways SEO & Social Can Work Together to Make Each Other Insanely Succ...
 
Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...
Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...
Collecting Qualitative Data for Smarter Marketing and CRO - SMX Milan 2015 Co...
 
Five Ways to Optimize Your Amazon Sales Strategy
Five Ways to Optimize Your Amazon Sales StrategyFive Ways to Optimize Your Amazon Sales Strategy
Five Ways to Optimize Your Amazon Sales Strategy
 
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...
How to Create a PPC Competitive Intelligence Report in 3 Easy Steps - SMX Eas...
 
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced...
 
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DCPPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC
PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC
 
Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...
Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...
Tying in Qualitative Data: Conversion Rate Optimization Panel from SMX Advanc...
 
How to Better Sell SEO to the C-Suite- MozCon 2015
How to Better Sell SEO to the C-Suite-  MozCon 2015 How to Better Sell SEO to the C-Suite-  MozCon 2015
How to Better Sell SEO to the C-Suite- MozCon 2015
 
Get All Up in That Business - State of Search 2015
Get All Up in That Business - State of Search 2015Get All Up in That Business - State of Search 2015
Get All Up in That Business - State of Search 2015
 
The Sustainable Nihilist's Handbook by Jonny Fluffypunk Sample
The Sustainable Nihilist's Handbook by Jonny Fluffypunk SampleThe Sustainable Nihilist's Handbook by Jonny Fluffypunk Sample
The Sustainable Nihilist's Handbook by Jonny Fluffypunk Sample
 
A {painter’s} mind
A {painter’s} mind A {painter’s} mind
A {painter’s} mind
 
Hizli egitim
Hizli egitimHizli egitim
Hizli egitim
 
Sermon Notes Creation Care
Sermon Notes Creation CareSermon Notes Creation Care
Sermon Notes Creation Care
 

Similar to The Local-Vocal-Mobile Connection: Why Mobile is the new Local - Purna Virji- PubCon 2016

Local Search is the Game
Local Search is the Game Local Search is the Game
Local Search is the Game Status26
 
Dominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las Vegas
Dominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las VegasDominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las Vegas
Dominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las VegasErin Sagin
 
13 Amazing Tips To Master Mobile Search
13 Amazing Tips To Master Mobile Search13 Amazing Tips To Master Mobile Search
13 Amazing Tips To Master Mobile SearchHanapin Marketing
 
Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]Britney Muller
 
Ant Robinson Content Personas Feb 2017
Ant Robinson Content Personas Feb 2017Ant Robinson Content Personas Feb 2017
Ant Robinson Content Personas Feb 2017Ant Robinson
 
[US] Mobile Marketing - Jordan Koene
[US] Mobile Marketing - Jordan Koene[US] Mobile Marketing - Jordan Koene
[US] Mobile Marketing - Jordan KoeneSearchmetrics
 
Behavioural Marketing…or how to get your customers to love you
Behavioural Marketing…or how to get your customers to love youBehavioural Marketing…or how to get your customers to love you
Behavioural Marketing…or how to get your customers to love youJohn Watton
 
Understanding Heat Mapping
Understanding Heat MappingUnderstanding Heat Mapping
Understanding Heat MappingPromodo
 
The Incredible World Of Voice Search In Less Than 15 Minutes
The Incredible World Of Voice Search In Less Than 15 MinutesThe Incredible World Of Voice Search In Less Than 15 Minutes
The Incredible World Of Voice Search In Less Than 15 MinutesJohn Lincoln
 
Best Paid Search Tools - Pubcon 2014
Best Paid Search Tools - Pubcon 2014Best Paid Search Tools - Pubcon 2014
Best Paid Search Tools - Pubcon 2014Katie Lawler
 
Pubcon Austin 2018 Voice, Personal Assistants, and Building a Google Action
Pubcon Austin 2018 Voice, Personal Assistants, and Building a Google ActionPubcon Austin 2018 Voice, Personal Assistants, and Building a Google Action
Pubcon Austin 2018 Voice, Personal Assistants, and Building a Google ActionEric Enge
 
Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018
Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018 Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018
Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018 Search Commander, Inc.
 
Local Intent - Jordan Kasteler - Pubcon Austin 20176
Local Intent - Jordan Kasteler - Pubcon Austin 20176Local Intent - Jordan Kasteler - Pubcon Austin 20176
Local Intent - Jordan Kasteler - Pubcon Austin 20176Jordan Kasteler
 
Local Intent - Pubcon Austin 2016
Local Intent - Pubcon Austin 2016Local Intent - Pubcon Austin 2016
Local Intent - Pubcon Austin 2016Jordan Kasteler
 
Supercharge Holiday Sales With These Must-Have PPC Tactics
Supercharge Holiday Sales With These Must-Have PPC TacticsSupercharge Holiday Sales With These Must-Have PPC Tactics
Supercharge Holiday Sales With These Must-Have PPC TacticsHanapin Marketing
 
Crafting Ad Copy to Fit Your Facebook Audience Characteristics
Crafting Ad Copyto Fit Your Facebook Audience CharacteristicsCrafting Ad Copyto Fit Your Facebook Audience Characteristics
Crafting Ad Copy to Fit Your Facebook Audience CharacteristicsMary Hartman
 
Keyword Research in a Mobile World #PubconAustin
Keyword Research in a Mobile World #PubconAustinKeyword Research in a Mobile World #PubconAustin
Keyword Research in a Mobile World #PubconAustinAleyda Solís
 
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...Michael Pranikoff
 
How to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like CrazyHow to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like CrazyErin Sagin
 

Similar to The Local-Vocal-Mobile Connection: Why Mobile is the new Local - Purna Virji- PubCon 2016 (20)

Local Search is the Game
Local Search is the Game Local Search is the Game
Local Search is the Game
 
Dominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las Vegas
Dominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las VegasDominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las Vegas
Dominating Mobile PPC: 3 Tips To 3x Your Conversions - PubCon Las Vegas
 
13 Amazing Tips To Master Mobile Search
13 Amazing Tips To Master Mobile Search13 Amazing Tips To Master Mobile Search
13 Amazing Tips To Master Mobile Search
 
Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]Pubcon Presentation - Foundational Data [Britney Muller]
Pubcon Presentation - Foundational Data [Britney Muller]
 
Ant Robinson Content Personas Feb 2017
Ant Robinson Content Personas Feb 2017Ant Robinson Content Personas Feb 2017
Ant Robinson Content Personas Feb 2017
 
[US] Mobile Marketing - Jordan Koene
[US] Mobile Marketing - Jordan Koene[US] Mobile Marketing - Jordan Koene
[US] Mobile Marketing - Jordan Koene
 
Behavioural Marketing…or how to get your customers to love you
Behavioural Marketing…or how to get your customers to love youBehavioural Marketing…or how to get your customers to love you
Behavioural Marketing…or how to get your customers to love you
 
Understanding Heat Mapping
Understanding Heat MappingUnderstanding Heat Mapping
Understanding Heat Mapping
 
The Incredible World Of Voice Search In Less Than 15 Minutes
The Incredible World Of Voice Search In Less Than 15 MinutesThe Incredible World Of Voice Search In Less Than 15 Minutes
The Incredible World Of Voice Search In Less Than 15 Minutes
 
Best Paid Search Tools - Pubcon 2014
Best Paid Search Tools - Pubcon 2014Best Paid Search Tools - Pubcon 2014
Best Paid Search Tools - Pubcon 2014
 
Pubcon Austin 2018 Voice, Personal Assistants, and Building a Google Action
Pubcon Austin 2018 Voice, Personal Assistants, and Building a Google ActionPubcon Austin 2018 Voice, Personal Assistants, and Building a Google Action
Pubcon Austin 2018 Voice, Personal Assistants, and Building a Google Action
 
Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018
Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018 Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018
Avoiding the 7 Deadly Sins of GDPR Non-Compliance - Pubcon 2018
 
The Voice Search Revolution: How to Get Prepared - 2016 MnSearch Summit
The Voice Search Revolution: How to Get Prepared - 2016 MnSearch SummitThe Voice Search Revolution: How to Get Prepared - 2016 MnSearch Summit
The Voice Search Revolution: How to Get Prepared - 2016 MnSearch Summit
 
Local Intent - Jordan Kasteler - Pubcon Austin 20176
Local Intent - Jordan Kasteler - Pubcon Austin 20176Local Intent - Jordan Kasteler - Pubcon Austin 20176
Local Intent - Jordan Kasteler - Pubcon Austin 20176
 
Local Intent - Pubcon Austin 2016
Local Intent - Pubcon Austin 2016Local Intent - Pubcon Austin 2016
Local Intent - Pubcon Austin 2016
 
Supercharge Holiday Sales With These Must-Have PPC Tactics
Supercharge Holiday Sales With These Must-Have PPC TacticsSupercharge Holiday Sales With These Must-Have PPC Tactics
Supercharge Holiday Sales With These Must-Have PPC Tactics
 
Crafting Ad Copy to Fit Your Facebook Audience Characteristics
Crafting Ad Copyto Fit Your Facebook Audience CharacteristicsCrafting Ad Copyto Fit Your Facebook Audience Characteristics
Crafting Ad Copy to Fit Your Facebook Audience Characteristics
 
Keyword Research in a Mobile World #PubconAustin
Keyword Research in a Mobile World #PubconAustinKeyword Research in a Mobile World #PubconAustin
Keyword Research in a Mobile World #PubconAustin
 
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...
The 3 Super S’s for Successful Content Marketing: Syndication, Search & Socia...
 
How to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like CrazyHow to Build Kickass Ads That Convert Like Crazy
How to Build Kickass Ads That Convert Like Crazy
 

Recently uploaded

Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityTony Robert
 
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfSAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfJaveed khawaja
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyEnvi Guru
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfChristopher Ross
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfatinukehassan87
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfReportGarden
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleSimilarweb
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfnehapardhi711
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?NapierPR
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingVikasYadav194549
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingJessieGoodrum1
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsMunene Kelvin
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionVictoria Gaitskell
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfBryan Philips
 
Ash By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionAsh By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionMark Milutin
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessJomer Gregorio
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 

Recently uploaded (20)

Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfSAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdfAffiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
Affiliate Marketing Basic Guide For Beginners _20240521_091615_0000.pdf
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Ash By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative DirectionAsh By Ash Benson Rebrand Creative Direction
Ash By Ash Benson Rebrand Creative Direction
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO Success
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 

The Local-Vocal-Mobile Connection: Why Mobile is the new Local - Purna Virji- PubCon 2016

Editor's Notes

  1. Remember the good old days? You could just KW stuff business name, optimize listing, get a few citations and you ranked well. Now not so much. Local search is maturing. Lot more competition, and they’ve gotten smart. Algos have gotten smarter. Voice has entered the mix.
  2. In May, at Google Performance Summit, ads and commerce head Sridar Ramaswamy said that a third of mobile searches are now local and growing 50 percent faster than mobile searches overall.
  3. Mobile usage stats—people skipping desktop and going straight to mobile. Search needs to be embedded not interruptive. We need to think about it differently.
  4. Apps may get most of the time and attention, but it’s not the main competition to local searches….
  5. Forget the click, it’s all about the action. Behavior is changing, apps. Vs. search engines, competing for attention.
  6. People still go to the search engines to look– but on mobile we see increasing adoption of voice search. Search needs to be embedded not interruptive.
  7. 100 million Cortana.. 98% apple have used Siri. Viv bought by Samsung. Google assistant.
  8. Let’s put ourselves in mind of customer– how are they using voice search and if only we had a script for this– I can help you build one now.
  9. Ask yourself first--what are their goals? Understand intent and desired action– to reinforce your presence and creative. It’s all about being action-centric.
  10. 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.
  11. 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.