get ready for voice search by purna virji from pubcon 2016 las vegas
TRANSCRIPT
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#pubcon
How to Get Ready for
Voice SearchPurna Virji, Microsoft
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#pubcon@PurnaVirji #pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon
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#pubcon@PurnaVirji
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#pubcon
Cortana, please just know everything
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#pubcon
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#pubcon
When are we using it?
Typing challenges Quick answers Otherwise occupied
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#pubcon@PurnaVirji
By 2020, 50% of search will
come from voice.
• comScore
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#pubcon@PurnaVirji #pubcon
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#pubcon
110–150
38-40
@PurnaVirji #pubcon
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#pubcon
Why?
@PurnaVirji #pubcon
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#pubcon
Where can I buy bobby
brown makeup
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#pubcon
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#pubcon
Okay Purna, what do I need to do? @PurnaVirji #pubcon
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#pubcon
1. Rethink keywords
@PurnaVirji #pubcon
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#pubcon
Text searches more concentrated around 1-3 words
Speech searches longer through the tail
Microsoft internal data April 2015
We know thisText inputVoice input
Text searches more concentrated around 1-3 words
Speech searches longer through the tail
Text inputVoice input
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#pubcon
Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014
And this
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#pubcon
Here’s what’s really interesting
@JmGagnon
How to get rid of old furnitureWho picks up old refrigeratorsWhere to dispose of tv setsWho buys used furniture in Rose Park
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#pubcon
AnswerThePublic.com
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#pubcon
AnswerThePublic.com
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#pubcon
• Contact info• Reviews• Articles/content• Events• All the things.
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#pubcon
2. Rethink intent
@PurnaVirji #pubcon
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#pubcon
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#pubcon
Intent
Where
When
How
What/whoInterested
Ready to act
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#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?
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#pubcon
http://www.slideshare.net/randfish/the-5-biggest-trends-in-seo-2016/22-How_MarketersCan_React
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#pubcon
And this
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#pubcon
3. Rethink actions
@PurnaVirji #pubcon
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#pubcon
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#pubcon
3X
@PurnaVirji #pubcon
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#pubcon
Bring on the reinforcements
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#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%
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#pubcon
Helpful extensions
Call Now
Act now
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#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
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#pubcon
Think visual
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#pubcon
Pretty do-able right?
@PurnaVirji #pubcon
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#pubcon
Voice Search Checklist
Analyze the Search Terms Report to check for questions, long tail phrasesRe-visit your Match Type strategy, consider Broad with NegativesStart to think about Ad Copy and Landing Page strategy in response to Voice Search
@PurnaVirji #pubcon
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#pubcon
Fact: Early adopters have the advantage.
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#pubcon@PurnaVirji #pubcon
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#pubcon
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#pubcon
We’re being eased into this
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#pubcon45
The time to adapt for voice search is right now. @purnavirji
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#pubcon
Use your voice.Let’s chat @PurnaVirji
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#pubcon
Thank you!
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@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 dateof this presentation.
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