Purna Virji's guide to voice search optimization
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The document discusses strategies for optimizing search engine marketing campaigns for voice search. It notes that voice search usage is growing rapidly and will account for half of all searches by 2020. It provides tips for optimizing for voice search, including rethinking keywords to be longer phrases, localizing keywords for mobile, bidding based on question intent, managing mispronunciations and negative keywords, using visual creative, and adapting extensions and descriptions. The key takeaway is that marketers need to start preparing for the rise of voice search by implementing these optimization strategies.
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Purna Virji's guide to voice search optimization
- 1. @PurnaVirji Purna Virji | @PurnaVirji
- 2. @PurnaVirji WRITER SPEAKER All of the job titles SENIOR PPC TRAINING MANAGER
- 3. @PurnaVirji 3 You’re insanely gorgeous. @PurnaVirji
- 4. @PurnaVirji A vacation in the Bahamas! @PurnaVirji@PurnaVirji @PurnaVirji
- 6. @PurnaVirji We unconsciously alter our behavior for voice vs. text searches. - @purnavirji @PurnaVirji
- 7. @PurnaVirji Digital personal assistant = voice Siri Cortana Desktop and mobile Alexa on Echo Desktop and mobile Google Home
- 8. @PurnaVirji 1. Who’s actually using voice search? 2. What you can do now. 3. What we can expect. Let’s talk.
- 9. @PurnaVirji Who’s actually using voice search?
- 13. @PurnaVirji
- 14. @PurnaVirji
- 15. @PurnaVirji
- 16. @PurnaVirji 41.6% 19% 18.7% 9.5% 11.3% 6 months to a year ago Within the last 6 months 1 to 2 years ago 2 to 3 years ago More than 3 years ago Voice search is only going to grow MindMeld Survey, December 2015
- 17. @PurnaVirji
- 18. @PurnaVirji 1/3 of Cortana queries come from voice Text queries vs. voice queries to Cortana 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 9000000 10000000 Text input Voice input Microsoft internal data November 2015
- 19. @PurnaVirji When are we using it? Google Mobile Voice Survey, October 2014 -Quick answers -Otherwise occupied -Typing challenges
- 20. @PurnaVirji “Voice search is growing faster than typed search.” - Behshad Behzadi, Google
- 21. @PurnaVirji By 2020, 50% of search will come from voice. comScore @PurnaVirji
- 22. @PurnaVirji
- 23. @PurnaVirji “ We are on the cusp of a new frontier that pairs the power of natural human language with advanced machine intelligence” - Satya Nadella, Microsoft
- 25. @PurnaVirji
- 26. @PurnaVirji
- 27. @PurnaVirji Who is Bill Gates? Do my homework. When will my package arrive? Where do I live? Where is my wife? Who is my wife? Cortana natural language conversational queries, voice input
- 28. @PurnaVirji
- 29. @PurnaVirji Who is Bill Gates? Do my homework. When will my package arrive? Where do I live? Where is my wife? Who is my wife? Cortana natural language conversational queries, voice input
- 30. @PurnaVirji Why?
- 31. @PurnaVirji Where can I buy bobby brown makeup
- 32. @PurnaVirji
- 33. @PurnaVirji The $600 million star, tried and tested Okay Purna, what do I need to do?
- 35. @PurnaVirji 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Text searches more concentrated around 1-3 words Speech searches longer through the tail Microsoft internal data April 2015 Search queries from speech are longer – a little Text input Voice input
- 36. @PurnaVirji Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014 Growth in Questions Phrases Year over Year 135% 7% 79% 75% 40% 81% 60% 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total
- 37. @PurnaVirji Do this Text input keywords 2-3 words in length Voice input keywords 3-4 words in length Bahamas Bahamas air fare Bahamas vacation Bahamas vacation packages Bahamas travel Cost for air fare to Bahamas Bahamas vacation info Best Bahamas vacation package Cheapest Bahamas travel Bahamas travel guide
- 38. @PurnaVirji And this What pizza place is open 24 hours? How to order pizza online? Where can I buy taco pizza? Who sells gluten free pizza? What is brooklyn style pizza? What is the best pizza place? Where is the nearest pizza place?
- 41. @PurnaVirji Mobile voice search is more likely to be local-based than text search. 3X @PurnaVirji
- 42. @PurnaVirji Do this Localize your keywords: near Target field by the sculpture garden Close to Lake Calhoun
- 43. @PurnaVirji And this Optimize: • Citations • Microdata
- 44. @PurnaVirji 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%
- 45. @PurnaVirji Do this Optimize: • Mobile-preferred ad formats • Location and call extensions
- 47. @PurnaVirji I need a blue women’s sun hat made of canvas, size large. Here’s what I found on the web for “a women’s sun hat made of canvas, white size large.”
- 48. @PurnaVirji Question phrases = degree of intent Where When How What/whoInterested Ready to act
- 49. Top Question Phrases for Large Junk Removal Brand @JmGagnon How to get rid of old furniture Who picks up old refrigerators Where to dispose of tv sets What to do with an old mattress When is trash pick up in my area Who buys used furniture in rock hill;sc
- 50. @PurnaVirji Do this What is the cost for air fare to Bahamas? How much does it cost to fly to the Bahamas? Where can I find Bahamas vacation info? How do I get to the Bahamas? What’s the best Bahamas vacation package? When is the best time to travel to the Bahamas?
- 52. @PurnaVirji “Show me you send the wrong bags.” Mispronunciations can hurt
- 53. @PurnaVirji
- 54. @PurnaVirji Do this • Research misspellings and mispronunciations • Relevant negative keywords
- 58. @PurnaVirji
- 60. @PurnaVirji Add descriptors in your title: brand name, silk, size M, etc.
- 61. @PurnaVirji Make your description werk! Add relevant, high-quality keywords
- 65. Fact: Early adopters usually have the advantage.
- 66. @PurnaVirji What can we expect from voice search?
- 67. @PurnaVirji
- 68. @PurnaVirji
- 69. @PurnaVirji
- 70. @PurnaVirji
- 71. @PurnaVirji
- 73. @PurnaVirji
- 74. @PurnaVirji Cortana, please just know everything Location Manner of Travel Time of Day Weather Preferences
- 75. @PurnaVirji There will be a rush to monetize @PurnaVirji
- 76. @PurnaVirji
- 77. @PurnaVirji The time to adapt for voice search is right now. - @purnavirji
- 78. @PurnaVirji Let’s recap @PurnaVirji 1. Rethink Keywords 2. Rethink Local-Mobile 3. Rethink Intent 4. Rethink Branding 5. Rethink Creative
- 79. @PurnaVirji Use your voice. Let’s chat @PurnaVirji
- 81. @PurnaVirji © 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.
Hinweis der Redaktion
- Most folks just started using voice search and voice commands in the last 6 months! This stat is from just three months ago – so logically speaking, there are now A LOT more people using the personal assistant on their smartphone. Friends, this topic is extremely timely. Source: http://searchengineland.com/mindmeld-launches-voice-assistant-2-0-says-voice-search-growing-dramatically-238130
- Make it a priority to keep your local listing, your business listing, your crowd-sourced sites like Yelp and TripAdvisor updated and active. These sites have so much power when the search doesn’t leave the SERP. Is your address correct? What about your hours and your phone number? Are there customer reviews you need to manage?
- and smart watches…
- Do you know who the first advertiser on Xbox was? Dominos Pizza. It was so popular, we shut down their website for 2 hrs.
- Let’s think about that in action. Your phone can capture and communicate signals about your location, your manner of travel – whether you’re on foot or in a car – time of day, most recent queries, usual route home from work, what the weather is… You name it.
- Speaking of monetization, there will be a rush to monetize. Between the tech giants like Google, MSFT, Facebook- at some point there will be a rush to monetize. Already we can see articles that share that Google is working on conversational shopping in the SERPs.
- Invite the audience to tweet reviews of your session or come talk to you and use their voice.