understanding the customer journey, from a search perspective
Post on 17-Oct-2014
1.728 views
DESCRIPTION
The presentation here starts with a brief history of "how to rank" and quickly moves into how to use research to understand the customer journey and the role search engines play in that journey. We also show how personalized search changes things to greater personalize each journey, making it more and more unique based on social factors. When Google changes its layout, how does that impact the customer journey and are you ready? Other than just "SEO" we look at the role of having a story, engaging with community, having a brand, all play in winning the search engine game.TRANSCRIPT
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Your Customer Journey, and the role search plays in it
Wil ReynoldsAssociate
@wilreynolds
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@wilreynolds
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@wilreynolds
Use the word 2 more times and bold 1 of them, #1 on Altavista BABY!
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@wilreynolds
Google the upstart
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@wilreynolds
“You must earn your ranking with votes across the web”
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@wilreynolds
If I can get 50 more links with the word laptops, I win!
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@wilreynolds@wilreynolds
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@wilreynolds@wilreynolds
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@wilreynolds
That worked for a while….
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@wilreynolds
2012, Panda & Penguin
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@wilreynolds
Punished Scale +Fake Votes
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@wilreynolds12@wilreynolds
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@wilreynolds
End of search as we know it
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@wilreynolds
Computers Learning
FROM COMPUTERS!
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@wilreynolds
Google has always tried to replicate human evaluation
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@wilreynolds
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@wilreynoldsPhones, Tablets, Desktops17
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@wilreynolds
What’s THIS???
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@wilreynolds
Or…THIS???
19
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@wilreynolds
Context------------------
Content
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@wilreynolds
Friday, July 16th, 2010
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@wilreynolds
Relationships between words
“I match queries to words”
To“I match queries to
concepts & intentions”
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@wilreynolds
Or…THIS???
23
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@wilreynolds24
Instant Answers
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@wilreynolds
Or…THIS???
25
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@wilreynolds
Mobile can be a
different context
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@wilreynolds27
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@wilreynolds
Desktop Search Volume
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@wilreynolds
Mobile Search Volume
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@wilreynolds
Different context?
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@wilreynolds
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@wilreynolds
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@wilreynolds
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@wilreynolds
Better UX or Else,
<3, Google
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@wilreynolds
You must understand the customer journey…
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@wilreynolds
NOTSTATIC
https://www.flickr.com/photos/leanderthal/
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@wilreynolds
Change in how we search
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@wilreynolds
Gmail Impacting Search
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@wilreynolds
Google Gets Smarter
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@wilreynolds
Google Gets Smarter
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@wilreynolds
Tale of 2 searches(Location)
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@wilreynolds
Search #1 “SEO Company”
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@wilreynolds
7 – Philly2 – National1 – Review0 - Atlanta
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@wilreynolds
Search #2First search
“Things to do in Atlanta”Second search
“SEO Company”
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@wilreynolds
Impact CTR?
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@wilreynolds
Amazon, Trusted + Prime
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@wilreynolds
Change behavior?
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@wilreynolds
You Betcha!
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@wilreynolds
Get more branded search?
Probably get more rankings
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@wilreynolds
Cut that TV campaign, rankings might slide…
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@wilreynolds
This stuff is INTEGRATED!
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@wilreynolds
Mobile Search changes1 – How we search2 – What we see (vs Desktop)
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@wilreynolds
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@wilreynolds
ImpactOn
CTR?(Call + Map)
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@wilreynolds
Lay of the land…now its content time!
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@wilreynolds
I hate the phase…GO VIRAL
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@wilreynolds
I HATE the phase…GO VIRAL
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@wilreynolds
Honestly, when you publish content
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@wilreynolds http://www.flickr.com/photos/bayat/
This is the truth
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@wilreynolds
No matter how
hardYou PRAY
http://www.flickr.com/photos/theenmoy
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@wilreynolds
“No
t Imp
res
se
d”
@wilreynolds
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@wilreynolds
Losing the battle for
ATTENTIONhttp://www.flickr.com/photos/theenmoy
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@wilreynolds http://www.flickr.com/photos/theenmoy
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@wilreynolds
90% of great ideas begin…
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@wilreynolds
OnThe
Toilet
https://www.flickr.com/photos/chantalle/
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@wilreynolds
Slow Down on the Enter Key
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@wilreynolds
Type stuff in and…
WAIT!
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@wilreynolds
Search is a Non-Linear JOURNEY
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@wilreynolds
Your job, understand that journey better than anyone
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@wilreynolds http://www.flickr.com/photos/theenmoy
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@wilreynolds http://www.flickr.com/photos/theenmoy
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@wilreynolds
Journey = Divorce, but it starts here before it gets to
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@wilreynolds
“Divorce Attorney Jacksonville”
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@wilreynolds http://www.flickr.com/photos/theenmoy
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@wilreynolds
Way before 30 year mortgage
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@wilreynolds
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@wilreynolds http://www.flickr.com/photos/theenmoy
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@wilreynolds http://www.flickr.com/photos/theenmoy
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@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM
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@wilreynolds
Do BIG Content
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@wilreynolds
Do
Sustainable Content
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@wilreynolds
Sustainable?
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@wilreynolds
“No
t Imp
res
se
d”
@wilreynolds
Spike vs Fail
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@wilreynolds
Long Tail, Visitors
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@wilreynolds
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@wilreynolds
Long Tail, Visitors18 months later
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@wilreynolds
Long Tail, Visitors
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@wilreynolds
Didn't “Go VIRAL”
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@wilreynolds
It
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@wilreynolds
Went
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@wilreynolds
“Helpful”
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@wilreynolds
Addressing an unmet need
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@wilreynolds
He
lp B
us
ine
ss
es
http://www.flickr.com/photos/bayat/
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@wilreynolds
I can’t mention a competitor!
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@wilreynolds
Doesn’t change the factcustomer is looking for a
SOLUTION
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@wilreynolds
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@wilreynolds
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@wilreynolds
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@wilreynolds
Go Onelogin!
+Quora?
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@wilreynolds
Battle for
Attention
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@wilreynolds
Is Social
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@wilreynolds
Is a Story
http://www.flickr.com/photos/mateus27_24-25/7066865871/
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@wilreynolds
Is Neighborlyhttp://www.flickr.com/photos/jspad/
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@wilreynolds
NOT……… THIS!
http://www.flickr.com/photos/jspad/
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@wilreynolds
I need more
content!
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@wilreynolds
Journeydriven
content!
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@wilreynolds
Company Story
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@wilreynolds
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@wilreynolds
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@wilreynolds
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@wilreynolds
GetLinks
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@wilreynolds
GetRankings
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@wilreynolds
Build Community,Look for the obvious
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@wilreynolds
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@wilreynolds
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@wilreynolds
Hey over there…
http://www.flickr.com/photos/lalunablanca/1058204843/sizes/o/
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@wilreynolds
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@wilreynolds
Maybe the journey begins before GOGLE?
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@wilreynolds
Google sees and rewards community building
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@wilreynolds
Long term, if you want to rank on Google
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@wilreynolds
Understanding JourneyStory + Community