turing 2016 - using search data to answer questions better
TRANSCRIPT
The People BehindThe Searches
Decided to go back to the classics - 1890’s
BeliefUnderstanding how people make decisions is a skill that is
Undisruptable
That is a…
greater skillThan understanding how Google works
©2016 Seer Interactive • p5
Started SEO August 1999Every Day Since.
©2016 Seer Interactive • p6
6,227 days 49,816 HOURS!
But a LOT has changed
Remember1999 = Livin’ La Vida Loca
©2016 Seer Interactive • p8
I woke upOverweight
How Google WorksUnderweight
How People Work
The Best Marketers UnderstandPeople…
1900
@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
@wilreynolds https://www.flickr.com/photos/anacronicos
Get him toDRIVE
MORE
@wilreynolds
Content Marketing Since
Understand the Need (explore, new to talk about)Apply to the Business (sell tires)
Marketing AMPLIFIES
Doesn’t
Fix!!
Picnic Pants
Find the root of the customers problem:
Look past headKeywords
Context Before Content!
©2016 Seer Interactive • p21
What was the query BEFORE the query?
- @jonoalderson
Fix Cracked iPhone
Fix Cracked iPhone
©2016 Seer Interactive • p29
Search is
THIS
©2016 Seer Interactive • p31
Search isNOT
THIS
©2016 Seer Interactive • p32
1 - Search“Glasgow Vacation”
2 - Buy
©2016 Seer Interactive • p33
Ignore top of funnel, long tail, recommendation,
Keywords&
Ignore
TRUST building opportunities.
Google Giveth & Google Taketh
Click icon to add picture
Click icon to add picture
©2016 Seer Interactive • p37
You might not like it if you are in travel
BUTYou LOVE it if you are traveling.
Image of word brand
Matters!
©2016 Seer Interactive • p41
Brand and Non Brand KWsAre you not in the
Brand Consideration Set?
Google is Suggesting Brandsafter you search!
©2016 Seer Interactive • p45
Make more content!!!
©2016 Seer Interactive • p47
Make more COMPLETE content
“It’s Easier to speak then to type” -Google
Make people do
fewer queries-Me
©2016 Seer Interactive • p50
There is no cheaper, more comprehensive, research tool than
Google +
Your Eyes
©2016 Seer Interactive • p55
How does thatHAPPEN?
Exec’sare pissed
©2016 Seer Interactive • p60
5 of top 10 concerns are answered on 1 page
BUILDS TRUST
So much more!
What Motivates People?
What Motivates People?
Like This Guy
© 2016 Seer Interactive • All Rights Reserved • Page 65
Make this case by reviewing
OLD marketing investments.
Minimize Bias!
Minimize Bias!
Minimize Bias!
Boring SEO
Works, doesn’t build TRUST or BRAND
Where is Taylor Made?
Understand the WHOLEcustomer problem
Minimize Bias!
©2016 Seer Interactive • p78
The Role SEO Plays
©2016 Seer Interactive • p81
How are our competitors?
© 2016 Seer Interactive • All Rights Reserved • Page 82
SEMRush + Excel
© 2016 Seer Interactive • All Rights Reserved • Page 83
Find a keyword you want to rank forTake the top results Drop each into SemRushClean the dataTop 5, brand name, asset
The Machines are Learning what we want
WE MUST UNDERSTAND INTENT + CONTENT
BASIC HUMANBEHAVIOR
WE’D RATHER LEARN & BUY
THAN BE SOLD TO
All education
Dumb Money - Paid
Show cost of those keywords Expensive
Click icon to add picture
Let’s Talk Machine Learning
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WHAT!!!!!!
SEARCHER’S MISSIONYOU ARE NOT FULFILLING
LOOKS LIKE A MODEL
THIS IS MORE LIKE IT…
THE ROBOTS ARESMARTER THANTHE MARKETERS
Those PPC ads for Cloud Vs Organic
Click icon to add picture
Are you ready to use your “SEO” skills to understand people better & build what they want?
If Not…The Robots Are Coming for Those who Don’t!!!
And they’re takingYOUR Traffic