are you ready for voice search?
TRANSCRIPT
@PurnaVirji | #SLCDMC
Are you prepared for Voice Search?
Purna Virji | @PurnaVirji#SLCDMC
@PurnaVirji | #SLCDMC
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You’re insanely gorgeous.
@PurnaVirji
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WRITER SPEAKER
All of the job titlesSENIOR PPC TRAINING MANAGER
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What we’ll cover:
1. Why the fuss?2. What should I do?3. What does the future hold?
@PurnaVirji
The growth of Voice Search
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When are we using it?
Google Mobile Voice Survey, October 2014
-Quick answers -Otherwise occupied
-Typing challenges
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By 2020, 50% of search will come from voice. comScore
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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
@PurnaVirji
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@PurnaVirji | #SLCDMC
@PurnaVirji | #SLCDMC
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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@PurnaVirji | #SLCDMC
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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Mobile is different
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PC/tablet research vs. action
southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com
Top 20 PC searches
southwest airlinesexpediaunited airlinesdelta air linesamerican airlinestravelocitytripadvisorgrouponjetblueus airwayspricelinespirit airlinesorbitzallegiant aircheap flightsfrontier airlinesvrboalaska airlinesenterprise car rentalsouthwest
Top 20 Tablet searches
Bing internal data
southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines
southwest airlinesexpediaunited airlinesdelta air linesamerican airlines
Virtually identical travel queries on PC/Tablet as people research, plan and book travel
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PC/mobile research vs. action
Bing internal data
southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com
Top 20 PC searches
southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines
new york nysouthwest airlineslos angeles cagrouponunited airlinesexpediaamerican airlinesdelta air lineswashington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi servicestravelocityhotelsus airwaysjetblue
Top 20 Smartphone searches
new york nylos angeles ca
washington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi services
More likely to be
searching forin-
destination/ local
activities, transportation
options
Let’s look at retail
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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The $600 million star, tried and tested
Okay Purna, what do I need to do?
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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
Search queries from speech are longer – a little
Text inputVoice input
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Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014
Growth in Questions Phrases Year over Year
Who What When Where Why How Total0%
20%
40%
60%
80%
100%
120%
140%
160%
135%
7%
79% 75%
40%
81%
60%
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Top queries for a trash disposal company
@JmGagnon
How to get rid of old furnitureWho picks up old refrigeratorsWhere to dispose of tv setsWho buys used furniture in Rose Park
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Do this
Text input keywords2-3 words in length
Voice input keywords3-4 words in length
Bahamas Bahamas air fareBahamas vacationBahamas vacation packagesBahamas travel
Cost for air fare to BahamasBahamas vacation infoBest Bahamas vacation packageCheapest Bahamas travelBahamas travel guide
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And 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?
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AnswerThePublic.com
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AnswerThePublic.com
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And this
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2. Rethink local-mobile
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3X
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Do this
Localize your keywords:Near Temple squareby Liberty ParkClose to The Leonardo
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And this
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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%
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And this
Optimize:• Microdata• Mobile-preferred ad formats• Location and call extensions
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3. Rethink intent-based bids
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Intent
Where
When
How
What/whoInterested
Ready to act
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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.”
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Do this
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?
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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
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And this
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5. Rethink actions
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Helpful extensions
Reviews
Act now
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Top of funnel
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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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@PurnaVirji | #SLCDMC
@PurnaVirji | #SLCDMC
Cortana, please just know everything
LocationManner of
Travel
Time of Day
Weather
Preferences
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There will be a rush to monetize
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The time to adapt for voice search is right now. @purnavirji
@PurnaVirji
Thank youUse your voice.Let’s chat @PurnaVirji
@PurnaVirji | #SLCDMC
Thank you!
@PurnaVirji | #SLCDMC
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