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

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How to Get Ready for

Voice SearchPurna Virji, Microsoft

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Cortana, please just know everything

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When are we using it?

Typing challenges Quick answers Otherwise occupied

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By 2020, 50% of search will

come from voice.

• comScore

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110–150

38-40

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Why?

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Where can I buy bobby

brown makeup

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Okay Purna, what do I need to do? @PurnaVirji #pubcon

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1. Rethink keywords

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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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Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014

And this

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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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AnswerThePublic.com

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AnswerThePublic.com

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• Contact info• Reviews• Articles/content• Events• All the things.

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2. Rethink intent

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Intent

Where

When

How

What/whoInterested

Ready to act

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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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http://www.slideshare.net/randfish/the-5-biggest-trends-in-seo-2016/22-How_MarketersCan_React

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And this

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3. Rethink actions

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3X

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Bring on the reinforcements

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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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Helpful extensions

Call Now

Act now

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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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Think visual

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Pretty do-able right?

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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

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Fact: Early adopters have the advantage.

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We’re being eased into this

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The time to adapt for voice search is right now. @purnavirji

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Use your voice.Let’s chat @PurnaVirji

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Thank you!

@PurnaVirji | #brightonSEO

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