The document discusses the growth of voice search and how marketers should adapt their search engine optimization strategies. It notes that by 2020, 50% of searches are predicted to be via voice. It recommends marketers rethink keywords to focus on longer, multi-word phrases suited for voice. It also suggests localizing keywords and focusing on intent to provide helpful answers. Marketers should optimize for voice by including actions like call buttons and considering how branding sounds when spoken. Early adaptation of voice search strategies will benefit marketers.

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By
Purna Virji
@PurnaVirji

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WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER

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We’ll cover:
1. Why the fuss?
2. What should I do?
3. What does the future hold?
@PurnaVirji@PurnaVirji | #brightonSEO

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The growth of
Voice Search

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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
@PurnaVirji

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Why?

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Where can I
buy bobby
brown
makeup

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Let’s chat
Siri Cortana Google Now

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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

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Okay Purna,
what do I
need to do?
@PurnaVirji | #brightonSEO

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1. Rethink keywords

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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
We know this
Text input
Voice input

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Search Engine Watch, Jason Tabeling, “How Will Voice
Search Impact A Search Marketer’s World?” December 2014
And this
135%
7%
79%
75%
40%
81%
60%
0%
20%
40%
60%
80%
100%
120%
140%
160%
Who What When Where Why How Total

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Here’s what’s really interesting
@JmGagnon
How to get rid of old furniture
Who picks up old refrigerators
Where to dispose of tv sets
Who buys used furniture in Rose Park

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Do this
Text input keywords
2-3 words in length
Voice input keywords
3-4 words in length
Bahamas air fare
Bahamas vacation packages
Bahamas travel
Cost for air fare to Bahamas
Best Bahamas vacation package
Cheapest Bahamas travel
Bahamas travel guide

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And this
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?

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AnswerThePublic.com

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And this

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2. Rethink local-mobile

25. 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
american airlines
delta air lines
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

26. PC vs. Mobile Travel Searches
Bing internal data
southwest airlines
expedia
united airlines
american airlines
delta air lines
southwest airlines
expedia
united airlines
american airlines
delta air lines
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

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3X

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Do this
Localize your keywords:
Cheap hotel near Brighton Centre
luxury hotels by the Royal Pavilion
Best hotel close to Brighton Pier

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And this

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3. Rethink intent

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Intent
Where
When
How
What/whoInterested
Ready to act

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Let’s see it in action
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?

34. @PurnaVirji
Do this
Powerful content

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4. Rethink branding

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“Show me
you send the
wrong bags.”
Mispronunciations can hurt

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Do this
• Research misspellings and mispronunciations
• Relevant negative keywords for PPC

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5. Rethink actions

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41. Reinforce
your creative

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Helpful extensions
Call Now
Act now

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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%

44. Where people look. Where the clicks go.
With extensions
Without
extensions
@PurnaVirji

45. 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?
@PurnaVirji

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Fact:
Early adopters
have the
advantage.

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What can we expect from
voice search?

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We need
Got it.

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Cortana, please just know everything
Location
Manner of Travel
Time of Day
Weather
Preferences

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We’re being eased into this

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56
The time to
adapt for voice
search is right
now. @purnavirji

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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.

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Use your voice.
Let’s chat @PurnaVirji

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Thank you!

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