0
Your Customer Journey, and
the role search plays in it
Wil Reynolds
Associate
@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
@wilreynolds
@wilreynolds
9
@wilreynolds
That worked for a while….
10
@wilreynolds
2012, Panda & Penguin
11
@wilreynolds
Punished
Scale
+
Fake Votes
@wilreynolds
12@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, Desktops
17
@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
@wilreynolds
24
Instant Answers
@wilreynolds
Or…THIS???
25
@wilreynolds
Mobile can be a
differentcontext
@wilreynolds
27
@wilreynolds
Desktop Search Volume
@wilreynolds
Mobile Search Volume
@wilreynolds
Different context?
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Better UX or Else,
<3, Google
@wilreynolds
You must understand the
customer journey…
@wilreynolds
NOT
STATIC
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 – Philly
2 – National
1 – Review
0 - Atlanta
44
@wilreynolds
Search #2
First 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 changes
1 – How we search
2 – What we see (vs Desktop)
@wilreynolds
@wilreynolds
Impact
On
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/
@wilreynolds http://www.flickr.com/photos/bayat/
This is the truth
@wilreynolds
No matter how
hard
You PRAY
http://www.flickr.com/photos/theenmoy
@wilreynolds
“NotImpressed”
@wilreynolds
@wilreynolds
Impressions
http://www.flickr.com/photos/bayat/
@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
On
The
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 http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds
Journey = Divorce, but it
starts here before it gets to
@wilreynolds
“Divorce Attorney Jacksonville”
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds
Way before 30 year mortgage
@wilreynolds
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM
83
@wilreynolds
Do BIGContent
84
@wilreynolds
Do
Sustainable
Content
@wilreynolds
Sustainable?
@wilreynolds
“NotImpressed”
@wilreynolds
Spike vs Fail
@wilreynolds
Long Tail, Visitors
@wilreynolds
@wilreynolds
Long Tail, Visitors
18 months later
@wilreynolds
Long Tail, Visitors
@wilreynolds
Didn't
“Go VIRAL”
@wilreynolds
It
@wilreynolds
Went
@wilreynolds
“Helpful”
@wilreynolds
Addressing an unmet need
@wilreynolds
HelpBusinesses
http://www.flickr.com/photos/bayat/
@wilreynolds
I can’t mention a
competitor!
@wilreynolds
Doesn’t change the fact
customer is looking for a
SOLUTION
@wilreynolds
@wilreynolds
@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
Journey
driven
content!
110
@wilreynolds
Company
Story
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Get
Links
@wilreynolds
Get
Rankings
@wilreynolds
Build Community,
Look for the obvious
@wilreynolds
@wilreynolds
@wilreynolds
Hey over there… 
http://www.flickr.com/photos/lalunablanca/105820
4843/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 Journey
Story + Community
About me.
@wilreynolds
facebook.com/wilreynolds
wilr@seerinteractive.com
Wil Reynolds
Founder
Understanding the customer journey, from a search perspective
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Understanding the customer journey, from a search perspective

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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.

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  • Myself Goutam Bagchi Executive Consultant Of Questkon Consultancy Service & Business Services .I am an educated person residing at Malda TownMaldah, West Bengal, India .Myself have complete the B.com/LLB Degree and having 27 years Sales & Marketing Experience in FMCG/Pharmaceuticals/OTC/Dairy/Petroleum Coke/Cosmetics Products Sales and Franchisee and Channel Development in Various Company in India. Being The Executive Consultant of Questkon Consultancy Services & Business Services I have develop several Blog, Questkon Consultancy Services Channel on You Tube,and Questkon Consultancy Services & Business Services Channel on You Tube,Member of Various Organization & Community
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Transcript of "Understanding the customer journey, from a search perspective"

  1. 1. Your Customer Journey, and the role search plays in it Wil Reynolds Associate @wilreynolds
  2. 2. 2 @wilreynolds
  3. 3. 3 @wilreynolds Use the word 2 more times and bold 1 of them, #1 on Altavista BABY!
  4. 4. @wilreynolds Google the upstart
  5. 5. 5 @wilreynolds “You must earn your ranking with votes across the web”
  6. 6. 6 @wilreynolds If I can get 50 more links with the word laptops, I win!
  7. 7. @wilreynolds @wilreynolds
  8. 8. @wilreynolds @wilreynolds
  9. 9. 9 @wilreynolds That worked for a while….
  10. 10. 10 @wilreynolds 2012, Panda & Penguin
  11. 11. 11 @wilreynolds Punished Scale + Fake Votes
  12. 12. @wilreynolds 12@wilreynolds
  13. 13. @wilreynolds End of search as we know it
  14. 14. @wilreynolds Computers Learning FROM COMPUTERS!
  15. 15. @wilreynolds Google has always tried to replicate human evaluation
  16. 16. @wilreynolds
  17. 17. @wilreynoldsPhones, Tablets, Desktops 17
  18. 18. @wilreynolds What’s THIS???
  19. 19. @wilreynolds Or…THIS??? 19
  20. 20. @wilreynolds Context ------------------ Content
  21. 21. @wilreynolds Friday, July 16th, 2010
  22. 22. @wilreynolds Relationships between words “I match queries to words” To “I match queries to concepts & intentions”
  23. 23. @wilreynolds Or…THIS??? 23
  24. 24. @wilreynolds 24 Instant Answers
  25. 25. @wilreynolds Or…THIS??? 25
  26. 26. @wilreynolds Mobile can be a differentcontext
  27. 27. @wilreynolds 27
  28. 28. @wilreynolds Desktop Search Volume
  29. 29. @wilreynolds Mobile Search Volume
  30. 30. @wilreynolds Different context?
  31. 31. @wilreynolds
  32. 32. @wilreynolds
  33. 33. @wilreynolds
  34. 34. @wilreynolds Better UX or Else, <3, Google
  35. 35. @wilreynolds You must understand the customer journey…
  36. 36. @wilreynolds NOT STATIC https://www.flickr.com/photos/leanderthal/
  37. 37. @wilreynolds Change in how we search
  38. 38. @wilreynolds Gmail Impacting Search
  39. 39. @wilreynolds Google Gets Smarter
  40. 40. 40 @wilreynolds Google Gets Smarter
  41. 41. @wilreynolds Tale of 2 searches (Location)
  42. 42. 42 @wilreynolds Search #1 “SEO Company”
  43. 43. 43 @wilreynolds 7 – Philly 2 – National 1 – Review 0 - Atlanta
  44. 44. 44 @wilreynolds Search #2 First search “Things to do in Atlanta” Second search “SEO Company”
  45. 45. 45 @wilreynolds Impact CTR?
  46. 46. @wilreynolds Amazon, Trusted + Prime
  47. 47. @wilreynolds Change behavior?
  48. 48. @wilreynolds You Betcha!
  49. 49. @wilreynolds Get more branded search? Probably get more rankings
  50. 50. 50 @wilreynolds Cut that TV campaign, rankings might slide…
  51. 51. 51 @wilreynolds This stuff is INTEGRATED!
  52. 52. @wilreynolds Mobile Search changes 1 – How we search 2 – What we see (vs Desktop)
  53. 53. @wilreynolds
  54. 54. @wilreynolds Impact On CTR? (Call + Map)
  55. 55. 55 @wilreynolds Lay of the land…now its content time!
  56. 56. @wilreynolds I hate the phase… GO VIRAL
  57. 57. 57 @wilreynolds I HATE the phase… GO VIRAL
  58. 58. 58 @wilreynolds Honestly, when you publish content
  59. 59. @wilreynolds http://www.flickr.com/photos/bayat/
  60. 60. @wilreynolds http://www.flickr.com/photos/bayat/ This is the truth
  61. 61. @wilreynolds No matter how hard You PRAY http://www.flickr.com/photos/theenmoy
  62. 62. @wilreynolds “NotImpressed” @wilreynolds
  63. 63. @wilreynolds Impressions http://www.flickr.com/photos/bayat/
  64. 64. @wilreynolds Losing the battle for ATTENTIONhttp://www.flickr.com/photos/theenmoy
  65. 65. @wilreynolds http://www.flickr.com/photos/theenmoy
  66. 66. @wilreynolds 90% of great ideas begin…
  67. 67. @wilreynolds On The Toilet https://www.flickr.com/photos/chantalle/
  68. 68. @wilreynolds Slow Down on the Enter Key
  69. 69. @wilreynolds Type stuff in and… WAIT!
  70. 70. @wilreynolds Search is a Non-Linear JOURNEY
  71. 71. @wilreynolds Your job, understand that journey better than anyone
  72. 72. @wilreynolds http://www.flickr.com/photos/theenmoy
  73. 73. @wilreynolds http://www.flickr.com/photos/theenmoy
  74. 74. @wilreynolds Journey = Divorce, but it starts here before it gets to
  75. 75. @wilreynolds “Divorce Attorney Jacksonville”
  76. 76. @wilreynolds http://www.flickr.com/photos/theenmoy
  77. 77. @wilreynolds Way before 30 year mortgage
  78. 78. @wilreynolds
  79. 79. @wilreynolds http://www.flickr.com/photos/theenmoy
  80. 80. @wilreynolds http://www.flickr.com/photos/theenmoy
  81. 81. @wilreynolds http://www.flickr.com/photos/theenmoy RCS.SEERINTERACTIVE.COM
  82. 82. 83 @wilreynolds Do BIGContent
  83. 83. 84 @wilreynolds Do Sustainable Content
  84. 84. @wilreynolds Sustainable?
  85. 85. @wilreynolds “NotImpressed” @wilreynolds Spike vs Fail
  86. 86. @wilreynolds Long Tail, Visitors
  87. 87. @wilreynolds
  88. 88. @wilreynolds Long Tail, Visitors 18 months later
  89. 89. @wilreynolds Long Tail, Visitors
  90. 90. @wilreynolds Didn't “Go VIRAL”
  91. 91. @wilreynolds It
  92. 92. @wilreynolds Went
  93. 93. @wilreynolds “Helpful”
  94. 94. @wilreynolds Addressing an unmet need
  95. 95. @wilreynolds HelpBusinesses http://www.flickr.com/photos/bayat/
  96. 96. @wilreynolds I can’t mention a competitor!
  97. 97. @wilreynolds Doesn’t change the fact customer is looking for a SOLUTION
  98. 98. @wilreynolds
  99. 99. @wilreynolds
  100. 100. @wilreynolds
  101. 101. @wilreynolds Go Onelogin! + Quora?
  102. 102. @wilreynolds Battle for Attention
  103. 103. @wilreynolds Is Social
  104. 104. @wilreynolds Is a Story http://www.flickr.com/photos/mateus27_24- 25/7066865871/
  105. 105. @wilreynolds Is Neighborlyhttp://www.flickr.com/photos/jspad/
  106. 106. @wilreynolds NOT……… THIS! http://www.flickr.com/photos/jspad/
  107. 107. 108 @wilreynolds I need more content!
  108. 108. 109 @wilreynolds Journey driven content!
  109. 109. 110 @wilreynolds Company Story
  110. 110. @wilreynolds
  111. 111. @wilreynolds
  112. 112. @wilreynolds
  113. 113. @wilreynolds Get Links
  114. 114. @wilreynolds Get Rankings
  115. 115. @wilreynolds Build Community, Look for the obvious
  116. 116. @wilreynolds
  117. 117. @wilreynolds
  118. 118. @wilreynolds Hey over there…  http://www.flickr.com/photos/lalunablanca/105820 4843/sizes/o/
  119. 119. @wilreynolds
  120. 120. 121 @wilreynolds Maybe the journey begins before GOGLE?
  121. 121. @wilreynolds Google sees and rewards community building
  122. 122. 123 @wilreynolds Long term, if you want to rank on Google
  123. 123. 124 @wilreynolds Understanding Journey Story + Community
  124. 124. About me. @wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com Wil Reynolds Founder
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