InboundCon 2016 - The Modern SEO's Approach to winning with Google and People - Wil Reynolds
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Transcript of InboundCon 2016 - The Modern SEO's Approach to winning with Google and People - Wil Reynolds
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Decided to go back to the classics - 1890’s
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BeliefUnderstanding how people make decisions is a skill that is
Undisruptable
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That is a…
greater skillThan understanding how Google works
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©2016 Seer Interactive • p4
Started SEO August 1999Every Day Since.
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©2016 Seer Interactive • p5
6,227 days 49,816 HOURS!
But a LOT has changed
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Remember1999 = Livin’ La Vida Loca
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©2016 Seer Interactive • p7
I woke upOverweight
How Google WorksUnderweight
How People Work
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©2016 Seer Interactive • p10
That is what happens when you understand and write for PEOPLE!
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@wilreynolds
Content Marketing Since
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©2016 Seer Interactive • p12
That is what happens when you understand connecting with PEOPLE can drive REVENUE!
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Marketing AMPLIFIES
Doesn’t
Fix!!
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Picnic Pants
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This is what happenswhen you write for GOOGLE!
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Drag picture to placeholder or click icon to add
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Find the root of the customers problem:
Look past headKeywords
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©2016 Seer Interactive • p18
What was the query BEFORE the query?
- @jonoalderson
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Fix Cracked iPhone
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Fix Cracked iPhone
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©2016 Seer Interactive • p26
Search is
THIS
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©2016 Seer Interactive • p28
Search isNOT
THIS
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©2016 Seer Interactive • p29
1 - Search“Toronto Vacation”
2 - Buy
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©2016 Seer Interactive • p30
Ignore top of funnel, long tail, recommendation,
Keywords&
Ignore
TRUST building opportunities.
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Google Giveth & Google Taketh
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Click icon to add picture
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Click icon to add picture
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Look for SERP Change
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Image of word brand
Matters!
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©2016 Seer Interactive • p38
1-2 DaysSecure
Easy returnsHas my credit cardWorks on mobile
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©2016 Seer Interactive • p42
Brand and Non Brand KWsAre you not in the
Brand Consideration Set?
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©2016 Seer Interactive • p45
There is no cheaper, more comprehensive, research tool than
Google +
Your Eyes
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SEMrushPinterestSlideshareRedditQuora
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Brand Protection
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©2016 Seer Interactive • p57
More complete content = more trustworthy?
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©2016 Seer Interactive • p60
How does thatHAPPEN?
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©2016 Seer Interactive • p65
5 of top 10 concerns are answered on 1 page
BUILDS TRUST
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So much more!
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©2016 Seer Interactive • p68
More…
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Minimize Bias!
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Minimize Bias!
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The Machines are Learning what we want
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WE MUST UNDERSTAND INTENT
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All education
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Dumb Money - Paid
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Show cost of those keywords Expensive
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Click icon to add picture
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Click icon to add picture
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WHAT!!!!!!
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SEARCHER’S MISSIONYOU ARE NOT FULFILLINGRANKINGS, YOU WILL LOSE
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LOOKS LIKE A MODEL
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I LOOK MORE LIKE THIS
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TakeawaysWhere you are not TRULY fulfilling the users mission, you:1 - make ranking harder2 – make it easier for competitors to disrupt3 – Associate your brand with poor answers, hurting brand equity, impacting CTRs & more.