The document discusses how marketers can prepare for and succeed with voice search, which will account for over 50% of searches by 2020. It provides 5 key ways: 1) Tune into customers' needs and purchase intent; 2) Use conversational language in content; 3) Ask and answer questions customers may have; 4) Manage structured data on websites; 5) Focus on local SEO like Google Business profiles and location-based keywords. Voice search will be more common as devices like smart speakers proliferate, so marketers must adapt strategies to be found and understood through voice.

1. The Rise of Voice Search:
Marketing in a Screenless World
Christian Betancourt
@cbetancourtpr

2. Head of Digital at Brave New Media
10+ years in marketing, public
relations & digital
@cbetancourtpr #DSMPLS

3. Strategy
Social Media
Paid Media
SEO/SEM
Email
Analytics
Digital
Development
Management
Optimization
E-Commerce
Training
Support
Web
Design
Branding
Collateral
Print/Online
Graphics
Creative
Production
Editing
Visual Effects
Audio Mixing
Video
Planning
Design
Management
On-Site
Support
Events

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Today’s Journey
✅ Emerging trends with voice search
✅ How it will change & impact marketing/SEO
✅ 5 ways to prepare and succeed with voice search

6. Multiple ScreensOne Screen No Screen

7. More than 50% of all
search queries will be via
voice by 2020.
Source: ComScore, 2016
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8. @cbetancourtpr #DSMPLS
600,000,000,000
voice search queries in 2020
(based on 2016 Google search volume)

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Utilization of Voice Search
Google voice search inquiries
have risen 35x since 2008.
Source: Google, Search Engine Watch, 2016.
Source: Search Engine Watch, 2017.
Biggest reason to use voice search:
It’s Fast.

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Internet of Voice (IoV)
Over 45 million voice-assisted smart devices are now in use
in the U.S. and will rise to 67 million by 2019. (eMarketer, 2017)

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32% of marketers
believe voice search
& digital assistants
will be the next big
thing in search
marketing.
Source: BrightEdge Study, 2017

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Nearly 62% of
marketers have no
plan for voice search.
Source: BrightEdge Study, 2017
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13. 5 ways to prepare &
succeed with voice search
@cbetancourtpr #DSMPLS

14. 5 ways to prepare & succeed with voice search
@cbetancourtpr #DSMPLS
1. Tune Into Your Customers’ Needs & Intent
2. Use Conversational Language
3. Ask & Answer The Right Questions
4. Manage Your Website’s Microdata
5. Think Local [SEO]
1
2
3
4
5

15. Understand
Your
Customers’
Needs &
Intent
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1

16. @cbetancourtpr #DSMPLS
Tune Into Your Customers’ Needs & Intent
What/Who
How
When
Where
Interested
(top funnel)
Ready to Act
(bottom funnel)
Source: MOZ (Modified), 2016.
The 5Ws & 1H (who, what, where,
when, why & how) have never been
so important to search. Long-tail
queries can now reveal purchase intent
within your funnel.

17. @cbetancourtpr #DSMPLS
Tune Into Your Customers’ Needs & Intent
Mobile dominance and other online
trends have given way to SEO tactics
and content centered around
“micromoments:”
• I-want-to-buy
• I-want-to-know
• I-want to-go
• I-want-to-do
Source: Google, 2017.
The Ultimate Goal:
Reach your audience WHEN, WHERE & HOW they want during these
moments when they need your organization the most!

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“We’ve got to create
a unique, special
experience and
delight visitors in
addition to satisfying
their inquiry.”
Rand Fishkin, founder of Moz
Source: Inc.com, 2016
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19. Use Conversational Language2
@cbetancourtpr #DSMPLS@cbetancourtpr #DSMPLS

20. …not a robot
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…a human
Start thinking about SEO like

21. 150 WORDS 40 WORDS

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Source: Paurna Virji, MOZ, 2016.

23. @cbetancourtpr #DSMPLS
Use Conversational Language
• Talk like your customer’s would. Optimize your pages to account
for high-value natural language searches.
• Focus on long-tail keywords and phrases. People are more
likely to search in question format verses short keywords usually
used in text searches.
• Natural language searches reveals intent stronger. Question
queries can show top funnel and bottom funnel buying stages of
your customers. Optimize and adjust your bidding accordingly.

24. @cbetancourtpr #DSMPLS@cbetancourtpr #DSMPLS
Ask & Answer The Right3

25. @cbetancourtpr #DSMPLS
Ask & Answer The Right Questions
• Discover what questions your customers ask to find your
products and services.
• Tip: Analyze your search reporting for question queries
and research the most popular questions for your industry.
• Match your current targeted keywords with their long-tail
counter parts.
• Tip: Ask a question in your title and answer it in the body
of your page. FAQ pages are great for this!
• Here are some free tools to help you in your quest for
questions and answers…

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AnswerThePublic.com
App.Bloomberry.com
Kwfinder.com

27. Manage Your
Website’s Microdata
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4

28. @cbetancourtpr #DSMPLS
Manage Your Website’s Microdata
• Utilize Structured Data on Your Site
• Schema markups make voice search
results better by giving search engines
more specific information about your
content and it context. Can be utilized
for:
• Creative works
• Events
• Organizations
• Persons
• Places
• Products Resources:
• Schema.org
• Google Structured Data Markup Helper
• Google Structured Data Testing Tool

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Manage Your Website’s Microdata

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Think Local [SEO]5

31. @cbetancourtpr #DSMPLS
Think Local [SEO]
• Location, Location, Location
• Google My Business Page
• Ensure all info is consistent & accurate
across all business listings.
• Reviews
• Number and quality of reviews matter.
Encourage new reviews & respond to all
reviews.
• Location Schema Markup
• Give your site a lift in local ranking for non-
branded keywords by including all the
location categories you can (address, phone,
hours, etc.)
Mobile search is 3X
more likely to be local-
based then text search.
Source: Search Engine Watch, 2017.

32. 5 ways to prepare & succeed with voice search
@cbetancourtpr #DSMPLS
1. Tune Into Your Customers’ Needs & Intent
2. Use Conversational Language
3. Ask & Answer The Right Questions
4. Manage Your Website’s Microdata & Structured Data
5. Think Local [SEO]
1
2
3
4
5

33. Let’s connect!
Email: christian@bravenewmedia.net
LinkedIn: linkedin.com/in/christianbetancourt
: @cbetancourtpr
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(Thank You)