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#SMX #13A @PurnaVirji
YourStep-By-StepGuidetoTestingVoiceSearch
PurnaVirjiSeniorTrainingManager
#SMX #13A @PurnaVirji
YourStep-By-StepGuidetoTestingVoiceSearch
PurnaVirjiSeniorTrainingManager
#SMX #13A @PurnaVirji
Headline
Ispeakat Iwritefor
#SMX #13A @PurnaVirji
We’llexplore:
1)Lateststats
2)5-StepProcess
#SMX #13A @PurnaVirji
Whathavewelearned?
#SMX #13A @PurnaVirji
#SMX #13A @PurnaVirji
50% 55%
24%20%
27% 26%
Und
er 2
425
-34
35+
AGECORTANA EMARKETER
Useofdigitalassistantsismoreand
morecommon.
Vitalstats
#SMX #13A @PurnaVirji
MicrosoftWordErrorRate(WER)hasreached
humanparity5.9%
Vitalstats
#SMX #13A @PurnaVirji
Vitalstats
#SMX #13A @PurnaVirji
Screen-less Hybrid
Visual
#SMX #13A @PurnaVirji
Readytofireitup?
#SMX #13A @PurnaVirji
5-StepProcess
#SMX #13A @PurnaVirji
Step1:SeeWhatExists
#SMX #13A @PurnaVirji
Est.Time:~30min
• SQRs• Excel
#SMX #13A @PurnaVirji
Goal:Findoutwhatvoice-relatedactivityexistsbyidentifyingAssumedVoiceQueries
#SMX #13A @PurnaVirji
Microsoft internal data 2016
Weknowthis
1 WORD 10+ WORDS
Textsearchesmoreconcentratedaround1-3words
Voicesearcheslongerthroughthetail
#SMX #13A @PurnaVirji
Cortana’smostcommonquestion
words.
HOW41%
WHAT34%
WHERE14%
WHO5%
WHY4%
WHEN 2%
#SMX #13A @PurnaVirji
AssumedVoiceQueries
#SMX #13A @PurnaVirji
DownloadSQR
#SMX #13A @PurnaVirji
OpeninExcel
#SMX #13A @PurnaVirji
PrepColumnsOptional
#SMX #13A @PurnaVirji
TheFormula
=LEN(A1)-LEN(SUBSTITUTE(A1,"",""))+1
KWLengthAFTERremovingallspacesKWLength
ReplaceSpaceswithnothing(akaRemoveSpaces!)
#SMX #13A @PurnaVirji
Calculate
#SMX #13A @PurnaVirji
Calculate+Sort
#SMX #13A @PurnaVirji
ListofAssumedVoiceQueries– Complete!
#SMX #13A @PurnaVirji
Step2:Extrapolate,Theme,Sort
#SMX #13A @PurnaVirji
Est.Time:~45min
• KWTools• Excel
#SMX #13A @PurnaVirji
Goal:Findadditionalkeywordsthatcouldbemissingandorganize
listbasedonintent.
#SMX #13A @PurnaVirji
SEMRush
#SMX #13A @PurnaVirji
AnswerthePublic
#SMX #13A @PurnaVirji
IdentifyThemes
#SMX #13A @PurnaVirji
OrganizebasedonIntent
#SMX #13A @PurnaVirji
Step3:StartOptimizing
Campaigns
#SMX #13A @PurnaVirji
Est.Time:~75min
• PPCAccount• NAPlistings• Schema
#SMX #13A @PurnaVirji
Goal:Reviewcompetitivelandscape
andplancampaignoptimizations.
#SMX #13A @PurnaVirji
SeeWhatShowsUp– NearMe
#SMX #13A @PurnaVirji
SeeWhatShowsUp- Research
#SMX #13A @PurnaVirji
SeeWhatShowsUp- QuickAnswer
#SMX #13A @PurnaVirji
Optimize- NAP
#SMX #13A @PurnaVirji
Optimize- Schema• Contactinfo
• Reviews
• Articles/content
• Events
• All thethings.
#SMX #13A @PurnaVirji
Optimize– PPCCampaigns
• ExistingCampaigns
• NewAdGroups
#SMX #13A @PurnaVirji
Optimize– PPCBids
• Mobilebidmods
• Bidbasedonintent
Do I need a hybrid or a mountain bike?
Who invented the bicycle?
When does bike store XYZ open today?
#SMX #13A @PurnaVirji
Step4:BetheBestAnswer
#SMX #13A @PurnaVirji
Est.Time:~60min
• Creativity
#SMX #13A @PurnaVirji
Goal:Servetherightmessageattherighttimeintherightplace.
#SMX #13A @PurnaVirji
TextSearch
#SMX #13A @PurnaVirji
VoiceSearch
#SMX #13A @PurnaVirji
Noticethedifference?
#SMX #13A @PurnaVirji
PLAsFTW
X
#SMX #13A @PurnaVirji
PLAsFTW
#SMX #13A @PurnaVirji
ExtensionsFTW
#SMX #13A @PurnaVirji
CheckReviews
#SMX #13A @PurnaVirji
BetheSnippet
moz.com/blog/ranking-zero-seo-for-answers
#SMX #13A @PurnaVirji
Offergoodcontent
#SMX #13A @PurnaVirji
Offergoodcontent
#SMX #13A @PurnaVirji
TryVideo
#SMX #13A @PurnaVirji
Step5:Analyze,Rinse,
Repeat
#SMX #13A @PurnaVirji
Est.Time:~60min
• Analytics• Excel
#SMX #13A @PurnaVirji
Goal:Reviewperformanceanddeterminenextsteps.
#SMX #13A @PurnaVirji
Keywordperformance
QualityScore
Impressions
Clicks
CTR
Conversions
#SMX #13A @PurnaVirji
Adperformance
Impressions
Clicks
Conversions
Spend
#SMX #13A @PurnaVirji
FilterbyDevice
#SMX #13A @PurnaVirji
andDemo
MaleAge20-40
MaleAge40-60
FemaleAge40-60
FemaleAge20-40
#SMX #13A @PurnaVirji
PLAPerformance
#SMX #13A @PurnaVirji
HaveData,WillUse
#SMX #13A @PurnaVirji
Do-able,right?
#SMX #13A @PurnaVirji
Let’srecap
#SMX #13A @PurnaVirji
Seewhatexists
Extrapolate,theme,sort
Bethebest
answer
Analyze,rinse,repeat
1. 2. 3. 4. 5.Start
optimizingcampaigns
#SMX #13A @PurnaVirji
Thankyou!@PurnaVirji
#SMX #13A @PurnaVirji
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
