Discover how voice search has evolved and what you need to do to prepare. Presented at PubCon 2016 Las Vegas by Purna Virji

1. #pubcon
How to Get
Ready for
Voice Search
Purna Virji,
Microsoft

2. #pubcon@PurnaVirji #pubcon

3. #pubcon

4. #pubcon

5. #pubcon

6. #pubcon

7. #pubcon
@PurnaVirji

8. #pubcon
Cortana, please just know everything

9. #pubcon

10. #pubcon
When are we using it?
 Typing challenges
 Quick answers
 Otherwise occupied

11. #pubcon
@PurnaVirji
By 2020, 50%
of search will
come from
voice.
•comScore

12. #pubcon@PurnaVirji #pubcon

13. #pubcon
110–15038-40
@PurnaVirji #pubcon

14. #pubcon
Why?
@PurnaVirji #pubcon

15. #pubcon
Where can I
buy bobby
brown
makeup

16. #pubcon

17. #pubcon
Okay Purna,
what do I
need to do?
@PurnaVirji #pubcon

18. #pubcon
1. Rethink keywords
@PurnaVirji #pubcon

19. #pubcon
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
Text searches more concentrated around
1-3 words
Speech searches longer
through the tail
Text input
Voice input

20. #pubcon
Search Engine Watch, Jason Tabeling, “How Will Voice
Search Impact A Search Marketer’s World?” December 2014
And this

21. #pubcon
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

22. #pubcon
AnswerThePublic.com

23. #pubcon
AnswerThePublic.com

24. #pubcon
• Contact info
• Reviews
• Articles/content
• Events
• All the things.

25. #pubcon
2. Rethink intent
@PurnaVirji #pubcon

26. #pubcon

27. #pubcon
Intent
Where
When
How
What/whoInterested
Ready to act

28. #pubcon
Do this
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?

29. #pubcon
http://www.slideshare.net/randfish/the-5-biggest-trends-in-seo-
2016/22-How_MarketersCan_React

30. #pubcon
And this

31. #pubcon
3. Rethink actions
@PurnaVirji #pubcon

32. #pubcon

33. #pubcon
3X
@PurnaVirji #pubcon

34. #pubcon
Bring on the
reinforcements

35. #pubcon
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%

36. #pubcon
Helpful extensions
Call Now
Act now

37. #pubcon
Make your descriptions werk!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

38. #pubcon
Think visual

39. #pubcon
Pretty do-able right?
@PurnaVirji #pubcon

40. #pubcon
Voice Search Checklist
Analyze the Search Terms Report to check
for questions, long tail phrases
Re-visit your Match Type strategy, consider
Broad with Negatives
Start to think about Ad Copy and Landing
Page strategy in response to Voice Search
@PurnaVirji #pubcon

41. #pubcon
Fact:
Early adopters
have the
advantage.

42. #pubcon@PurnaVirji #pubcon

43. #pubcon

44. #pubcon
We’re being eased into this

45. #pubcon
45
The time to
adapt for voice
search is right
now. @purnavirji

46. #pubcon
Use your voice.
Let’s chat @PurnaVirji

47. #pubcon
Thank you!

48. @PurnaVirji | #brightonSEO
© 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.