Download - Understanding the customer journey, from a search perspective

Your Customer Journey, and the role search plays in it

Wil ReynoldsAssociate

@wilreynolds

2

@wilreynolds

3

@wilreynolds

Use the word 2 more times and bold 1 of them, #1 on Altavista BABY!

@wilreynolds

Google the upstart

5

@wilreynolds

“You must earn your ranking with votes across the web”

6

@wilreynolds

If I can get 50 more links with the word laptops, I win!

@wilreynolds@wilreynolds

9

@wilreynolds

That worked for a while….

10

@wilreynolds

2012, Panda & Penguin

11

@wilreynolds

Punished Scale +Fake Votes

@wilreynolds12@wilreynolds

@wilreynolds

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

@wilreynolds

What’s THIS???

@wilreynolds

Or…THIS???

19

@wilreynolds

Context------------------

Content

@wilreynolds

Friday, July 16th, 2010

@wilreynolds

Relationships between words

“I match queries to words”

To“I match queries to

concepts & intentions”

@wilreynolds

Or…THIS???

23

@wilreynolds24

Instant Answers

@wilreynolds

Or…THIS???

25

@wilreynolds

Mobile can be a

different context

@wilreynolds27

@wilreynolds

Desktop Search Volume

@wilreynolds

Mobile Search Volume

@wilreynolds

Different context?

@wilreynolds

@wilreynolds

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

@wilreynolds

Gmail Impacting Search

@wilreynolds

Google Gets Smarter

40

@wilreynolds

Google Gets Smarter

@wilreynolds

Tale of 2 searches(Location)

42

@wilreynolds

Search #1 “SEO Company”

43

@wilreynolds

7 – Philly2 – National1 – Review0 - Atlanta

44

@wilreynolds

Search #2First search

“Things to do in Atlanta”Second search

“SEO Company”

45

@wilreynolds

Impact CTR?

@wilreynolds

Amazon, Trusted + Prime

@wilreynolds

Change behavior?

@wilreynolds

You Betcha!

@wilreynolds

Get more branded search?

Probably get more rankings

50

@wilreynolds

Cut that TV campaign, rankings might slide…

51

@wilreynolds

This stuff is INTEGRATED!

@wilreynolds

Mobile Search changes1 – How we search2 – What we see (vs Desktop)

@wilreynolds

@wilreynolds

ImpactOn

CTR?(Call + Map)

55

@wilreynolds

Lay of the land…now its content time!

@wilreynolds

I hate the phase…GO VIRAL

57

@wilreynolds

I HATE the phase…GO VIRAL

58

@wilreynolds

Honestly, when you publish content

@wilreynolds http://www.flickr.com/photos/bayat/

http://www.flickr.com/photos/bayat/

@wilreynolds http://www.flickr.com/photos/bayat/

This is the truth


@wilreynolds

No matter how

hardYou PRAY

http://www.flickr.com/photos/theenmoy

@wilreynolds

“No

t Imp

res

se

d”

@wilreynolds

@wilreynolds

Impressions



@wilreynolds

Losing the battle for

ATTENTIONhttp://www.flickr.com/photos/theenmoy

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds

90% of great ideas begin…

@wilreynolds

OnThe

Toilet

https://www.flickr.com/photos/chantalle/

@wilreynolds

Slow Down on the Enter Key

@wilreynolds

Type stuff in and…

WAIT!

@wilreynolds

Search is a Non-Linear JOURNEY

@wilreynolds

Your job, understand that journey better than anyone

@wilreynolds

Journey = Divorce, but it starts here before it gets to

@wilreynolds

“Divorce Attorney Jacksonville”

@wilreynolds

Way before 30 year mortgage

@wilreynolds


RCS.SEERINTERACTIVE.COM

83

@wilreynolds

Do BIG Content

84

@wilreynolds

Do

Sustainable Content

@wilreynolds

Sustainable?

@wilreynolds

“No

t Imp

res

se

d”

@wilreynolds

Spike vs Fail

@wilreynolds

Long Tail, Visitors

@wilreynolds

@wilreynolds

Long Tail, Visitors18 months later

@wilreynolds

Long Tail, Visitors

@wilreynolds

Didn't “Go VIRAL”

@wilreynolds

It

@wilreynolds

Went

@wilreynolds

“Helpful”

@wilreynolds

Addressing an unmet need

@wilreynolds

He

lp B

us

ine

ss

es



@wilreynolds

I can’t mention a competitor!

@wilreynolds

Doesn’t change the factcustomer is looking for a

SOLUTION

@wilreynolds

@wilreynolds

Go Onelogin!

+Quora?

@wilreynolds

Battle for

Attention

@wilreynolds

Is Social

@wilreynolds

Is a Story

http://www.flickr.com/photos/mateus27_24-25/7066865871/

@wilreynolds

Is Neighborlyhttp://www.flickr.com/photos/jspad/

@wilreynolds

NOT……… THIS!

http://www.flickr.com/photos/jspad/

108

@wilreynolds

I need more

content!

109

@wilreynolds

Journeydriven

content!

110

@wilreynolds

Company Story

@wilreynolds

@wilreynolds

GetLinks

@wilreynolds

GetRankings

@wilreynolds

Build Community,Look for the obvious

@wilreynolds

@wilreynolds

Hey over there…

http://www.flickr.com/photos/lalunablanca/1058204843/sizes/o/

@wilreynolds

121

@wilreynolds

Maybe the journey begins before GOGLE?

@wilreynolds

Google sees and rewards community building

123

@wilreynolds

Long term, if you want to rank on Google

124

@wilreynolds

Understanding JourneyStory + Community

About me.

@wilreynolds

facebook.com/wilreynolds

[email protected]

Wil ReynoldsFounder