The document discusses the changing landscape of search as voice search increases. By 2020, 50% of searches are predicted to be voice-based. It outlines best practices for voice search optimization, including focusing on phrase- and question-based content, leveraging localization, and understanding the various data sources that power voice assistants. Companies are advised to determine the common questions asked about their brand or category and work with agencies like 15miles to improve their voice search capabilities.

1. Proprietary and confidential. Do not distribute.
The Changing Landscape of Search
Search Engine Marketing New England (SEMNE) Meeting
March 9, 2016
Gregg Stewart
@15miles

2. Proprietary and confidential. Do not distribute.
Gregg Stewart
• Local expert for ClickZ, Search Engine Watch,
StreetFight; 200+ articles over 10 years
• Founded Wahlstrom Interactive the first Local
Digital Agency in 1994
• Served on the advisory board for Search
Engine Strategies (SES)
• In 2007, founded Local Search firm, 15miles
• Offers strategic counsel to agencies & brands,
including over 100 of Fortune 500 companies
• Frequent speaker & teacher at industry
conferences
President, 15miles & 3rd Act Marketing
@15miles

3. Proprietary and confidential. Do not distribute.
Voice
Search

4. Proprietary and confidential. Do not distribute.
Voice Search – “More Important Than the Mouse” - G Stewart
1964
Douglas Engelbert
1981
Xerox 8010
1984
Apple Macintosh
@15miles

5. Proprietary and confidential. Do not distribute.
Voice Search
KPCB Internet Trends 2016
@15miles

6. Proprietary and confidential. Do not distribute.
By 2020, 50%
of search will
come from
voice. comScore
Voice Search
@15miles

7. Proprietary and confidential. Do not distribute.
Voice Search - It is no longer just about Keywords
Text Input = 2-3 Keywords
St John USVI
St John air fare
St John hotels
Voice Input = 3-4 Keywords
Best St John vacation package
Cost to fly to St Thomas
Best beach on St John
Cheapest hotel in St John
@15miles

8. Proprietary and confidential. Do not distribute.
Voice Search - Best Practice - Phrases and Questions
What – Italian restaurant is open on Monday?
How – much does chicken marsala cost at...
Where – is an Italian restaurant nearby?
Who – sells gluten free pizza?
When – is ‘That Little Italian Restaurant’ busiest
Which – Italian restaurant got the best rating?
@15miles

9. Proprietary and confidential. Do not distribute.
Voice Search - Mobile = Local
@15miles

10. Proprietary and confidential. Do not distribute.
Voice Search - Mobile = Local
• Best Practices
• Leverage Directionals
• near Target field
• by the botanical garden
• close to Redding Ridge
• Near Me & Nearby
@15miles

11. Proprietary and confidential. Do not distribute.
Voice Search - Best Practice - Schema
@15miles

12. Proprietary and confidential. Do not distribute.
Voice
Search
-­‐
Designed
Experiments
@15miles

13. Voice
Search
–
Data
Sources
Search/Local
Data
Knowledge
Maps/Directions
@15miles
Note: summarized chart – many more sources

14. Proprietary and confidential. Do not distribute.
Summary
• By 2020, 50% of search will come from voice. comScore
• Determine questions consumers ask about your brand/category
• Increase phrase based content
• Leverage localization
• Gain an understanding on data sources powering voice search devises
• Call 15miles 203.408.0123 to improve your agency or in-house agency’s
local/mobile/voice search capabilities.
@15miles