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Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett

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Share16 Keynote giving by Chris Bennett. Chris discusses rich snippets, Google quick answers, content creation and TF-IDF. Case studies and step by step action items to help increase your sites visibility and traffic.

Published in: Marketing

Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett

  1. 1. Search Intent, Content & Customer Micro-Moments Chris bennett CEO/Founder
  2. 2. Presentation Topic // Presenter’s Name 2 Chris Bennett CEO/Founder /97thfloor @chrisbennett /97thfloor /97thfloor
  3. 3. There IS A major issue in OUR industry right now
  4. 4. We have no confidence http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf
  5. 5. http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf Even in our Organizations
  6. 6. I sympathize
  7. 7. There is always something new
  8. 8. We are wearing too many hats
  9. 9. @brightedge #share16@brightedge #share16 Spinning our wheels 61% of marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error.
  10. 10. Just keeping up with search is crazy
  11. 11. Machine Learning
  12. 12. Mobile
  13. 13. @brightedge #share16@brightedge #share16 This doesn’t work Noise strip away the
  14. 14. Stop worrying about the next update
  15. 15. @brightedge #share16@brightedge #share16 and go back to the beginning
  16. 16. @brightedge #share16@brightedge #share16 At the root of search is one thing.
  17. 17. The Search Engine that solves user’s questions is the Search Engine that wins.
  18. 18. The Content that solves user’s questions is the Content that wins.
  19. 19. - Eric Schmidt, 2011
  20. 20. @brightedge #share16@brightedge #share16 Google is always going to be improving this process Google will always be improving this http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
  21. 21. The buyer’s journey now starts before the click
  22. 22. #0 Rank ZERO
  23. 23. Extra Real Estate
  24. 24. Co-brand with Google
  25. 25. @brightedge #share16@brightedge #share16 Powerful
  26. 26. The buyer’s journey starts at Rank 0
  27. 27. Traffic Increased After Snippet
  28. 28. Tip to ensure click throughs
  29. 29. Snippet = Traffic
  30. 30. Lost Snippet = Lost Traffic http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
  31. 31. 9 steps to dominate quick answers
  32. 32. 1st, you have to rank on page 1
  33. 33. 2. Optimize the snippets you already have click on "Data Cube", enter in your domain, and then click on "content strategies" then click on "quick answers"
  34. 34. 3. Take your competitors snippets
  35. 35. Wiki’s and “how to” sites are your competitors too
  36. 36. 4. Answer questions in your content http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
  37. 37. The Content that solves user’s questions is the Content that wins.
  38. 38. 5. Use BrightEdge to see power questions you currently rank for Look at your regular KW rankings and filter by questions to find new opportunities
  39. 39. Look at your competitors KW rankings and filter by questions to find new opportunities 6. Use BrightEdge to see power questions your competitors rank for
  40. 40. 7. Grab outside data for ideas answerthepublic.com
  41. 41. Make the pathway easy for Google
  42. 42. 8. HTML Roles The roles, their characteristics, the states and properties they support, and specification of how they may be used in markup, shall be considered normative. http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
  43. 43. 8. HTML Roles http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
  44. 44. 9. Header Tags
  45. 45. Videos work too Quick Answers pulls from the audio transcription not the description
  46. 46. RECAP 1. Rank in top 10 2. Optimize existing snippets 3. Take competitors snippets 4. Answer questions 5. Find questions you already rank for (but no snippet) 6. Find questions your competitors rank for (but no Snippet) 7. Grab outside data 8. HTML Roles 9. Header tags/Meta data
  47. 47. Quick answers is now
  48. 48. @brightedge #share16 I want to finish with a look into the future lets take a trip to the future
  49. 49. @brightedge #share16 I want you to walk away 2 steps ahead of the competition I want you to walk away steps ahead of your competition
  50. 50. @brightedge #share16 With a formula that will ensure you are the best result for the query
  51. 51. TF-idf
  52. 52. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.115.8343&rep=rep1&type=pdf TF-IDF has been used for years by computer scientists
  53. 53. In fact it is referenced in Google Patents https://www.google.com/patents/US7996379
  54. 54. @brightedge #share16@brightedge #share16 Yet very few are focusing on it
  55. 55. Term Frequency (TF) - The number of times a term appears in a specific document - Measure of the importance of the term with in that document Inverse Document Frequency (IDF) - Measure how common the term is across an entire collection of documents TF-IDF https://97thfloor.com/term-frequecy-analysis
  56. 56. It Works!
  57. 57. It Works! https://draxe.com/coconut-oil-uses/
  58. 58. TF-IDF helps you identify missing themes in your content
  59. 59. @brightedge #share16@brightedge #share16 Full circle
  60. 60. Chris bennett CEO/Founder chris@97thfloor.com www.97thfloor.com@chrisbennett /97thfloor

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