#SMX #13A @PurnaVirji Your Step-By-Step Guide to Testing Voice Search Purna Virji Senior Training Manager
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#SMX #13A @PurnaVirji
YourStep-By-StepGuidetoTestingVoiceSearch
PurnaVirjiSeniorTrainingManager
#SMX #13A @PurnaVirji
YourStep-By-StepGuidetoTestingVoiceSearch
PurnaVirjiSeniorTrainingManager
#SMX #13A @PurnaVirji
Headline
Ispeakat Iwritefor
#SMX #13A @PurnaVirji
We’llexplore:
1)Lateststats
2)5-StepProcess
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Whathavewelearned?
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#SMX #13A @PurnaVirji
50% 55%
24%20%
27% 26%
Und
er 2
425
-34
35+
AGECORTANA EMARKETER
Useofdigitalassistantsismoreand
morecommon.
Vitalstats
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MicrosoftWordErrorRate(WER)hasreached
humanparity5.9%
Vitalstats
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Vitalstats
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Screen-less Hybrid
Visual
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Readytofireitup?
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5-StepProcess
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Step1:SeeWhatExists
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Est.Time:~30min
• SQRs• Excel
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Goal:Findoutwhatvoice-relatedactivityexistsbyidentifyingAssumedVoiceQueries
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Microsoft internal data 2016
Weknowthis
1 WORD 10+ WORDS
Textsearchesmoreconcentratedaround1-3words
Voicesearcheslongerthroughthetail
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Cortana’smostcommonquestion
words.
HOW41%
WHAT34%
WHERE14%
WHO5%
WHY4%
WHEN 2%
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AssumedVoiceQueries
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DownloadSQR
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OpeninExcel
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PrepColumnsOptional
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TheFormula
=LEN(A1)-LEN(SUBSTITUTE(A1,"",""))+1
KWLengthAFTERremovingallspacesKWLength
ReplaceSpaceswithnothing(akaRemoveSpaces!)
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Calculate
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Calculate+Sort
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ListofAssumedVoiceQueries– Complete!
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Step2:Extrapolate,Theme,Sort
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Est.Time:~45min
• KWTools• Excel
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Goal:Findadditionalkeywordsthatcouldbemissingandorganize
listbasedonintent.
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SEMRush
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AnswerthePublic
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IdentifyThemes
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OrganizebasedonIntent
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Step3:StartOptimizing
Campaigns
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Est.Time:~75min
• PPCAccount• NAPlistings• Schema
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Goal:Reviewcompetitivelandscape
andplancampaignoptimizations.
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SeeWhatShowsUp– NearMe
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SeeWhatShowsUp- Research
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SeeWhatShowsUp- QuickAnswer
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Optimize- NAP
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Optimize- Schema• Contactinfo
• Reviews
• Articles/content
• Events
• All thethings.
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Optimize– PPCCampaigns
• ExistingCampaigns
• NewAdGroups
#SMX #13A @PurnaVirji
Optimize– PPCBids
• Mobilebidmods
• Bidbasedonintent
Do I need a hybrid or a mountain bike?
Who invented the bicycle?
When does bike store XYZ open today?
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Step4:BetheBestAnswer
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Est.Time:~60min
• Creativity
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Goal:Servetherightmessageattherighttimeintherightplace.
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TextSearch
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VoiceSearch
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Noticethedifference?
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PLAsFTW
X
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PLAsFTW
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ExtensionsFTW
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CheckReviews
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BetheSnippet
moz.com/blog/ranking-zero-seo-for-answers
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Offergoodcontent
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Offergoodcontent
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TryVideo
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Step5:Analyze,Rinse,
Repeat
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Est.Time:~60min
• Analytics• Excel
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Goal:Reviewperformanceanddeterminenextsteps.
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Keywordperformance
QualityScore
Impressions
Clicks
CTR
Conversions
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Adperformance
Impressions
Clicks
Conversions
Spend
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FilterbyDevice
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andDemo
MaleAge20-40
MaleAge40-60
FemaleAge40-60
FemaleAge20-40
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PLAPerformance
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HaveData,WillUse
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Do-able,right?
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Let’srecap
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Seewhatexists
Extrapolate,theme,sort
Bethebest
answer
Analyze,rinse,repeat
1. 2. 3. 4. 5.Start
optimizingcampaigns
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Thankyou!@PurnaVirji
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
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