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#pubcon
How to Get Ready for
Voice SearchPurna Virji, Microsoft
#pubcon@PurnaVirji #pubcon
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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
© 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.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.