The Evolution of Voice Search By Purna Virji

#SMX #32A @PurnaVirji

By Purna Virji, Senior Training Manager, Microsoft

The Evolution of

Voice Search


WRITER SPEAKER

All of the job titles

SENIOR PPC TRAINING MANAGER


We’ll cover:

1.  Why?

2.  What?

3.  How?


#SMX #32A @PurnaVirji #SMX #32A @PurnaVirji

The growth of Voice Search



By 2020, 50% of search will

come from voice.

comScore


When are we using it?


When are we using it?

§  Typing challenges

§  Quick answers

§  Otherwise occupied




110–15038-40


Okay Purna, what do I need to do?


1. Rethink intent

@PurnaVirji #SMX #32A @PurnaVirji



AnswerThePublic.com


•  Contact info

•  Reviews

•  Articles/content

•  Events

•  All the things.


2. Rethink actions

#SMX #32A @PurnaVirji 19


Bring on the reinforcements


Helpful extensions

Call Now

Act now


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%


Where people look. Where the clicks go.

With extensions Without extensions


Make your descriptions werk! Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

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


Think visual


3. Rethink local-mobile


southwest airlines expedia united airlines american airlines delta air lines

southwest airlines expedia united airlines delta air lines american airlines travelocity tripadvisor groupon jetblue us airways priceline spirit airlines orbitz allegiant air cheap flights frontier airlines vrbo alaska airlines enterprise car rental southwest

Bing internal data


southwest airlines expedia united airlines delta air lines american airlines

Virtually identical travel queries on PC/Tablet as people research, plan and book travel

PC vs. Tablet Travel Searches


PC vs. Mobile Travel Searches

Bing internal data



new york ny southwest airlines los angeles ca groupon united airlines expedia american airlines delta air lines washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services travelocity hotels us airways jetblue

new york ny

los angeles ca

washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services

More likely to be

searching for in-destination/ local activities, transportation

options


3X



Local inventory Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

https://support.google.com/merchants/answer/3057972?hl=en

@PurnaVirji | #brightonSEO

Pretty do-able right?



What can we expect from voice search?




•  Where can I go for $300?

•  When will Flight XYZ land?

•  Good hotels in Barcelona?



We need

Got it.


Cortana, please just know everything

Location

Manner of Travel

Time of Day

Weather

Preferences




We’re being eased into this


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



Voice Search Checklist

Analyze Search Terms Report to check for question/long-tail phrases

Start to think about intent and actions in response to Voice Search

Re-visit your keyword, creating and targeting strategy.


Use your voice. Let’s chat @PurnaVirji



Thank you!


© 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 date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.


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