Humanizing The Serp, One Word at a Time
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Transcript of Humanizing The Serp, One Word at a Time
Humanize
The
SERP
@wilreynolds
A little bit about me, I was born for this…
Super Geeky
Sooo happy to be here
©2016 Seer Interactive • p5
MarketersI’m Geeking on Words
I’m Geeking on Understanding PeopleI’m Geeking on Solving Problems
---------------------------
MoneyI’m Geeking on Easy
I’m Geeking on Revenue
Word to describe the people in this picture?
Insurgents
©2016 Seer Interactive • p8
What is the difference?
1st Word You Think Of
Refugee?
Baby?
Human?
©2016 Seer Interactive • p12
Sufficiently Shocked?Lets Get Started.
©2016 Seer Interactive • p13
Its not what you
SAYIt’s what people
HEAR
College studentI’m worried about my job opportunities
©2016 Seer Interactive • p16
Today:
Understanding PeopleRational Thought
©2016 Seer Interactive • p17
50-60%title & descriptions
don’t mention the word
Free to market to people
©2016 Seer Interactive • p19
That’s why you must study words…
Eliminate: an estate tax, an inheritance tax, or a death tax.
Data & facts mean
nothingonce emotions &
associations take over
It’s A
RiggedSystem
Convinced People That….
System is rigged
for HER?
Logic, DataDON’T Matter
The words you
use when your
focus is people
The words you use when your focus is Google
Works 2 hrs/moMakes
$100,000
Not related to Duncan,Miss you Lyns
Atheist, whobuilt a best sellingBIBLE APP!!
©2016 Seer Interactive • p34
Power of understanding UNDERSERVED Markets
&Minimizing your
BIASES
©2016 Seer Interactive • p35
Are you getting rankings, and not serving your audience the optimal experience?
©2016 Seer Interactive • p36
Look for missed opportunities, go delight someone
©2016 Seer Interactive • p40
Mobile User Experience
©2016 Seer Interactive • p41
Find Assets Someone Invested GREATLY InFind the Missed Questions!
Answerthepublic.com
The Easy Way To Get More Traffic & Revenue w/o Improving RankingsPart I
©2016 Seer Interactive • p50
Failed Test:Changed 8 pages
0 Rankings Improvements
©2016 Seer Interactive • p51
We changed:8 Meta Descriptions
After Looking at PPC Ad Copy
©2016 Seer Interactive • p53
New Description:2016 - RECENTGorgeous – FEELING
©2016 Seer Interactive • p54
Best Performer
307% Increase CTR
©2016 Seer Interactive • p56
Client: 15 Minutes3 year Impact on 8 pages = $200k!!
©2016 Seer Interactive • p57
Sound like a failed test to you?
©2016 Seer Interactive • p58
Rankings = Output (didn’t improved)
Revenue = Outcome (improved)
http://bit.ly/wil-meta-ppc
The Easy Way To Get More Traffic & Revenue w/o Improving RankingsPart II
SEO’s are looking at PPC’ers like…
You are actually worse!!
1 mention
of popular modifiers!
Open Your Eyes!
Infinitesuggest.com
©2016 Seer Interactive • p73
Ranking is NOT Enoughto Drive Success
Understand people’s
DEAL BREAKERS!
©2016 Seer Interactive • p76
Would Keyword Research Uncover That?Does it impact conversions?
Craft a compelling Story?
©2016 Seer Interactive • p78
Get Good at TellingSMALL
Stories
©2016 Seer Interactive • p80
Your Purchase creates jobs and transforms lives, thank you.Vs
“Nearly New Condition”
©2016 Seer Interactive • p81
I’m Ready Wil,Lets Start Telling Small Stories
Lets brainstorm some shit
Smart people, checkGender Balance, checkWhiteboard, CHECK!
Where is the customer?
Over Here
Over Here
What motivates her?
©2016 Seer Interactive • p88
“I Like Lists Like This”to
“This is pretty low brow”in seconds
©2016 Seer Interactive • p90
I assume they know what kind of move I am making
Impact of #’s enticed the click
No other sites put a number
#’s say this is comprehensiveGood Housekeeping Brand / ”Crowd” = value
©2016 Seer Interactive • p92
Scrolled through page, couldn’t find the contentRealized it was a “Gallery”
All common sense, avoid tips like these, maybe.
©2016 Seer Interactive • p94
1 word enticed the click…COMPLETE!
What am I going to get out of 3 tips
©2016 Seer Interactive • p96
Feels like, yeah this is what I wantedBullet points
Week by week
©2016 Seer Interactive • p98
“I’m Clicking on HGTV because they areREPUTABLE”
©2016 Seer Interactive • p100
“I don’t like that”
“I don’t have time for a FOUR min. video”
Stopped Scrolling, Made assumptions about the content
©2016 Seer Interactive • p102
“I used that company before!!They were expensive”
How you have treated your customer in the pastImpacts how they feel about clicking on your result
©2016 Seer Interactive • p104
Paused, saw suggestionsQuery Refinement:“What to” vs “Best”
©2016 Seer Interactive • p106
Lists are User Friendly, I like themFor a list I’m looking for bullet points
Run This Buzzfeed URL in SEMRush, build a better one
You don’t forget the frustrations, intonation,
etc, once you hear them
©2016 Seer Interactive • p109
Every touchpoint is an opportunity, optimize them!!
Thanks for letting me
Geek out with you!