Understanding the customer journey, from a search perspective
125
Your Customer Journey, and the role search plays in it Wil Reynolds Associate @wilreynolds
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17-Oct-2014 -
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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 of Understanding the customer journey, from a search perspective
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!
@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!
@wilreynolds@wilreynolds
@wilreynolds@wilreynolds
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That worked for a while….
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2012, Panda & Penguin
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Punished Scale +Fake Votes
@wilreynolds12@wilreynolds
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End of search as we know it
@wilreynolds
Computers Learning
FROM COMPUTERS!
@wilreynolds
Google has always tried to replicate human evaluation
@wilreynolds
@wilreynoldsPhones, Tablets, Desktops17
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What’s THIS???
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Or…THIS???
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Context------------------
Content
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Friday, July 16th, 2010
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Relationships between words
“I match queries to words”
To“I match queries to
concepts & intentions”
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Or…THIS???
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Instant Answers
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Or…THIS???
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Mobile can be a
different context
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Desktop Search Volume
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Mobile Search Volume
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Different context?
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Better UX or Else,
<3, Google
@wilreynolds
You must understand the customer journey…
@wilreynolds
NOTSTATIC
https://www.flickr.com/photos/leanderthal/
@wilreynolds
Change in how we search
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Gmail Impacting Search
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Google Gets Smarter
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Google Gets Smarter
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Tale of 2 searches(Location)
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Search #1 “SEO Company”
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7 – Philly2 – National1 – Review0 - Atlanta
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Search #2First search
“Things to do in Atlanta”Second search
“SEO Company”
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Impact CTR?
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Amazon, Trusted + Prime
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Change behavior?
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You Betcha!
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Get more branded search?
Probably get more rankings
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Cut that TV campaign, rankings might slide…
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This stuff is INTEGRATED!
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Mobile Search changes1 – How we search2 – What we see (vs Desktop)
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ImpactOn
CTR?(Call + Map)
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Lay of the land…now its content time!
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I hate the phase…GO VIRAL
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I HATE the phase…GO VIRAL
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Honestly, when you publish content
@wilreynolds http://www.flickr.com/photos/bayat/
This is the truth
@wilreynolds
No matter how
hardYou PRAY
http://www.flickr.com/photos/theenmoy
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“No
t Imp
res
se
d”
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Losing the battle for
ATTENTIONhttp://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
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90% of great ideas begin…
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OnThe
Toilet
https://www.flickr.com/photos/chantalle/
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Slow Down on the Enter Key
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Type stuff in and…
WAIT!
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Search is a Non-Linear JOURNEY
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Your job, understand that journey better than anyone
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
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Journey = Divorce, but it starts here before it gets to
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“Divorce Attorney Jacksonville”
@wilreynolds http://www.flickr.com/photos/theenmoy
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Way before 30 year mortgage
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@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM
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Do BIG Content
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Do
Sustainable Content
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Sustainable?
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“No
t Imp
res
se
d”
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Spike vs Fail
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Long Tail, Visitors
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Long Tail, Visitors18 months later
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Long Tail, Visitors
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Didn't “Go VIRAL”
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It
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Went
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“Helpful”
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Addressing an unmet need
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He
lp B
us
ine
ss
es
http://www.flickr.com/photos/bayat/
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I can’t mention a competitor!
@wilreynolds
Doesn’t change the factcustomer is looking for a
SOLUTION
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Go Onelogin!
+Quora?
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Battle for
Attention
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Is Social
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Is a Story
http://www.flickr.com/photos/mateus27_24-25/7066865871/
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Is Neighborlyhttp://www.flickr.com/photos/jspad/
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NOT……… THIS!
http://www.flickr.com/photos/jspad/
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I need more
content!
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Journeydriven
content!
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Company Story
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GetLinks
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GetRankings
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Build Community,Look for the obvious
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Hey over there…
http://www.flickr.com/photos/lalunablanca/1058204843/sizes/o/
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Maybe the journey begins before GOGLE?
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Google sees and rewards community building
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Long term, if you want to rank on Google
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Understanding JourneyStory + Community
