Successfully reported this slideshow.
Your SlideShare is downloading. ×

Using Search Data To Create Better User Forecasts (& Then Fulfil Experiences), Dan Taylor - Leeds Trinity Business Network November 2020

Ad

Adapting to
user behaviour
changes.Enabling better user
experience forecasting
and feedback loops to
generate demand.

Ad

Leeds Trinity Alumni (2013)
Head of R&D @ SALT.agency
2018 TechSEO Boost Innovation Award Winner
Speaker: Brighton, Boston...

Ad

The increased velocity of marketplace
change is innovations, but these are
merely new tools. The manifestation of
this inc...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Check these out next

1 of 21 Ad
1 of 21 Ad

More Related Content

Using Search Data To Create Better User Forecasts (& Then Fulfil Experiences), Dan Taylor - Leeds Trinity Business Network November 2020

  1. 1. Adapting to user behaviour changes.Enabling better user experience forecasting and feedback loops to generate demand.
  2. 2. Leeds Trinity Alumni (2013) Head of R&D @ SALT.agency 2018 TechSEO Boost Innovation Award Winner Speaker: Brighton, Boston, Paris, Oslo, Moscow. New York SEO Meetup Organiser Author @ Search Engine Journal, et al Editor @ RussianSearchNews.com SEJ Top 140 SEOs (Global List) I specialise in demand generation, and optimisation for search engines.
  3. 3. The increased velocity of marketplace change is innovations, but these are merely new tools. The manifestation of this increased velocity is new customer expectations.
  4. 4. 5 Years.According the the IBM Retail Index, the Covid pandemic has accelerated the user journey from offline to online by approximately 5 years.
  5. 5. THEDIGITAL TRANSFORMATIONPANIC BUTTONS! WEBSITE Let’s build a new one! SOCIAL Let’s build up our social media and show the world our awesomeness! GLOBAL Let’s take our website international and sell to the world! BRANDING! We need to appeal to a modern customer base!
  6. 6. Jinan Liu’s Fine Needle Shop, Song Dynasty China - 960-1279 We buy high quality steel rods and make fine quality needles that are ready for use at home in no time.
  7. 7. EXPERIENCE FORECASTING
  8. 8. When a user is looking to purchase a product or service, your digital transformation should be focused on enabling and then fulfilling a positive user experience forecast. There are variables you can, and can’t control. Enabling & fulfilling is a holistic business effort.
  9. 9. Through organic search, we can see these user patterns change over time in both how users search, and the types of results that Google displays on it’s search results. As it introduces new features, it reaffirms that there are improvements to be made in the user journey and how we present information - e.g. passage indexing.
  10. 10. This is where some SEOs fall down, as they see a linear relationship between keywords, rankings, traffic, and conversions. Thanks to technology and changes in user lifestyle, even pre-COVID, no user journey is linear. Good content incorporates keywords and related entities, not for rankings, but to enable an accurate experience forecast.
  11. 11. What channel is Arsenal v Molde on? Kick off time, live stream, and latest team news
  12. 12. MQL/SQL Marketing Qualified Leads & Sales Qualified Leads. Feedback Loop. CHURN Reducing the number of one off or short-term customers. LTV/CAC Lifetime value per customer/Customer Acquisition Cost. >3.0
  13. 13. Conversion is important; but you need to know when to stop chasing a loss. It’s impossible to run at 100%, so rather than putting 60% into 100% of leads, put 100% into 60% of leads. Automate. Structure. Record. Create an MQL/SQL feedback loop. THE60/100RULE
  14. 14. The music industry is extremely competitive, as it relies on two consumer investments, time and money. The former being inelastic, and the latter relatively inelastic. Pearl Jam understood this, and between 2001 and 2002, they released 72 live music albums targeting their existing fan base. All 72 albums made a profit. EXAMPLE:PEARLJAM
  15. 15. In team sports/morale building exercises we were always taught that you’re only as fast as your slowest team member. We market to the more educated consumers as they’re seen as a quicker, easier sell - and we focus on our customer personas. The opportunity cost of the slowest is huge. STARTMARKETINGTO EVERYONE
  16. 16. Content for the fringe persona. Content for research/the wider topic. Content to make the life of your customer easier in communicating stuff within the org, such as people with the money. Content to be present as a brand, so your competitors aren’t. NOTALLCONTENTHASTO SELL
  17. 17. Whilst the products are technical, not all businesses and decision makers are. Learning centres focused around the topic area, designed to educate, and be problem lead increased product accessibility and brand visibility. The numbers for one learning centre: ● est. 177,969 ranking keywords ○ ~12k in positions 1-3 ○ ~21k featured snippets ● est. 1.7m monthly traffic (organic only) EXAMPLE:CLOUDFLARE LEARNINGCENTRES
  18. 18. Reviews are underutilised and underappreciated in terms of value to a business. ● Brand experience ● Customer experience ● Product experience With the right review collection & display tactics, you can help enable better forecasting. YOURREVIEWSSTRATEGY
  19. 19. Reviews are underutilised and underappreciated in terms of value to a business. ● Brand experience ● Customer experience ● Product experience With the right review collection & display tactics, you can help enable better forecasting. YOURREVIEWSSTRATEGY
  20. 20. Спасибо! Dan Taylor Head of Research & Development @ SALT.agency dan@salt.agency <> https://salt.agency https://dantaylor.online

×