From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Optimizing Content For Voice Search & Virtual Assistants . PRESENTATION: Your Step By Step Guide to Testing Voice Search - Given by Purna Virji, @purnavirji - Microsoft, Senior Client Development and Training Specialist, Bing Ads. #SMX #13A

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Your Step-By-Step Guide to
Testing Voice Search
Purna Virji
Senior Training Manager

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Your Step-By-Step Guide to
Testing Voice Search
Purna Virji
Senior Training Manager

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Headline
I speak at I write for

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We’ll explore:
1) Latest stats
2) 5-Step Process

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What have we
learned?

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50% 55%
24%
20%
27% 26%
Under2425-3435+
AGE
CORTANA EMARKETER
Use of digital
assistants is more and
more common.
Vital stats

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Microsoft Word Error
Rate (WER) has reached
human parity
5.9%
Vital stats

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Vital stats

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Screen-less Hybrid
Visual

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Ready to fire it up?

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5-Step Process

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Step 1:
See What Exists

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Est. Time:
~30 min
• SQRs
• Excel

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Goal:
Find out what voice-related
activity exists by identifying
Assumed Voice Queries

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Microsoft internal data 2016
We know this
1 WORD 10+ WORDS
Text searches more
concentrated around 1-3
words
Voice searches longer
through the tail

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Cortana’s most
common question
words.
HOW
41%
WHAT
34%
WHERE
14%
WHO
5%
WHY
4%
WHEN 2%

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Assumed Voice Queries

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Download SQR

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Open in Excel

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Prep Columns
Optional

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The Formula
=LEN(A1)-LEN(SUBSTITUTE(A1," ",""))+1
KW Length AFTER removing all spacesKW Length
Replace Spaces with nothing (aka
Remove Spaces!)

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Calculate

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Calculate + Sort

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List of Assumed Voice Queries – Complete!

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Step 2:
Extrapolate,
Theme, Sort

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Est. Time:
~45 min
• KW Tools
• Excel

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Goal:
Find additional keywords that
could be missing and organize
list based on intent.

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SEMRush

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Answer the Public

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Identify Themes

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Organize based on Intent

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Step 3:
Start Optimizing
Campaigns

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Est. Time:
~75 min
• PPC Account
• NAP listings
• Schema

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Goal:
Review competitive landscape
and plan campaign
optimizations.

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See What Shows Up – Near Me

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See What Shows Up - Research

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See What Shows Up - Quick Answer

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Optimize - NAP

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

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Optimize – PPC Campaigns
• Existing Campaigns
• New Ad Groups

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Optimize – PPC Bids
• Mobile bid mods
• Bid based on intent
Do I need a hybrid or a mountain bike?
Who invented the bicycle?
When does bike store XYZ open today?

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Step 4:
Be the Best Answer

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Est. Time:
~60 min
• Creativity

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Goal:
Serve the right message at the
right time in the right place.

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Text Search

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Voice Search

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Notice the difference?

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PLAs FTW
X

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PLAs FTW

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Extensions FTW

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Check Reviews

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Be the Snippet
moz.com/blog/ranking-zero-seo-for-answers

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Offer good content

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Offer good content

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Try Video

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Step 5:
Analyze, Rinse,
Repeat

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Est. Time:
~60 min
• Analytics
• Excel

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Goal:
Review performance and
determine next steps.

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Keyword performance
Quality Score
Impressions
Clicks
CTR
Conversions

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Ad performance
Impressions
Clicks
Conversions
Spend

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Filter by Device

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and Demo
Male
Age 20-40
Male
Age 40-60
Female
Age 40-60
Female
Age 20-40

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PLA Performance

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Have Data, Will Use

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Do-able, right?

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Let’s recap

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See
what
exists
Extrapolate,
theme,
sort
Be the
best
answer
Analyze,
rinse,
repeat
1. 2. 3. 4. 5.
Start
optimizing
campaigns

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Thank you!
@PurnaVirji

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX