From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Optimizing Content For Voice Search & Virtual Assistants. PRESENTATION: The Evolution of Voice Search - Given by Purna Virji, @purnavirji - Microsoft, Senior Client Development and Training Specialist, Bing Ads. #SMX #32A

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By Purna Virji, Senior Training Manager, Microsoft
The
Evolution of
Voice
Search

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WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER

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We’ll cover:
1. Why?
2. What?
3. How?
#SMX #32A @PurnaVirji

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The growth of
Voice Search

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By 2020, 50%
of search will
come from
voice.
comScore

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When are we using it?

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When are we using it?
§ Typing challenges
§ Quick answers
§ Otherwise occupied

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110 – 150 38-40

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Okay Purna,
what do I
need to do?

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1. Rethink intent

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AnswerThePublic.com

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

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2. Rethink actions

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Bring on the
reinforcements

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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%

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Where people look. Where the clicks go.
With extensions
Without
extensions

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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

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Think visual

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3. Rethink local-mobile

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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

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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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Local inventory
https://support.google.com/merchants/answer/3057972?hl=en

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Pretty do-able right?
#SMX #32A @PurnaVirji

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What can we expect from
voice search?
#SMX #32A @PurnaVirji

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• Where can I go for
$300?
• When will Flight XYZ
land?
• Good hotels in
Barcelona?

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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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The time to adapt
for voice search is
right now. @purnavirji
#SMX #32A @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
#SMX #32A @PurnaVirji

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Thank you!
#SMX #32A @PurnaVirji

46. © 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.

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