Turing 2016 - Using Search Data to Answer Questions Better
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The People BehindThe Searches
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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 • p5
Started SEO August 1999Every Day Since.
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©2016 Seer Interactive • p6
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 • p8
I woke upOverweight
How Google WorksUnderweight
How People Work
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The Best Marketers UnderstandPeople…
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1900
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@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
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@wilreynolds https://www.flickr.com/photos/anacronicos
Get him toDRIVE
MORE
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@wilreynolds
Content Marketing Since
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Understand the Need (explore, new to talk about)Apply to the Business (sell tires)
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Marketing AMPLIFIES
Doesn’t
Fix!!
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Picnic Pants
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Find the root of the customers problem:
Look past headKeywords
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Context Before Content!
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©2016 Seer Interactive • p21
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 • p29
Search is
THIS
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©2016 Seer Interactive • p31
Search isNOT
THIS
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©2016 Seer Interactive • p32
1 - Search“Glasgow Vacation”
2 - Buy
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©2016 Seer Interactive • p33
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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©2016 Seer Interactive • p37
You might not like it if you are in travel
BUTYou LOVE it if you are traveling.
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Image of word brand
Matters!
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©2016 Seer Interactive • p41
Brand and Non Brand KWsAre you not in the
Brand Consideration Set?
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Google is Suggesting Brandsafter you search!
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©2016 Seer Interactive • p45
Make more content!!!
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©2016 Seer Interactive • p47
Make more COMPLETE content
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“It’s Easier to speak then to type” -Google
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Make people do
fewer queries-Me
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©2016 Seer Interactive • p50
There is no cheaper, more comprehensive, research tool than
Google +
Your Eyes
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©2016 Seer Interactive • p55
How does thatHAPPEN?
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Exec’sare pissed
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©2016 Seer Interactive • p60
5 of top 10 concerns are answered on 1 page
BUILDS TRUST
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So much more!
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What Motivates People?
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What Motivates People?
Like This Guy
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© 2016 Seer Interactive • All Rights Reserved • Page 65
Make this case by reviewing
OLD marketing investments.
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Minimize Bias!
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Minimize Bias!
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Minimize Bias!
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Boring SEO
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Works, doesn’t build TRUST or BRAND
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Where is Taylor Made?
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Understand the WHOLEcustomer problem
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Minimize Bias!
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©2016 Seer Interactive • p78
The Role SEO Plays
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©2016 Seer Interactive • p81
How are our competitors?
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© 2016 Seer Interactive • All Rights Reserved • Page 82
SEMRush + Excel
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© 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
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The Machines are Learning what we want
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WE MUST UNDERSTAND INTENT + CONTENT
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BASIC HUMANBEHAVIOR
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WE’D RATHER LEARN & BUY
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THAN BE SOLD TO
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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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Let’s Talk Machine Learning
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Click icon to add picture
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WHAT!!!!!!
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SEARCHER’S MISSIONYOU ARE NOT FULFILLING
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LOOKS LIKE A MODEL
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THIS IS MORE LIKE IT…
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THE ROBOTS ARESMARTER THANTHE MARKETERS
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Those PPC ads for Cloud Vs Organic
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Click icon to add picture
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Are you ready to use your “SEO” skills to understand people better & build what they want?
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If Not…The Robots Are Coming for Those who Don’t!!!
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And they’re takingYOUR Traffic