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Adapting to
user behaviour
changes.Enabling better user
experience forecasting
and feedback loops to
generate demand.
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.
The increased velocity of marketplace
change is innovations, but these are
merely new tools. The manifestation of
this increased velocity is new customer
expectations.
5 Years.According the the IBM Retail Index, the
Covid pandemic has accelerated the
user journey from offline to online by
approximately 5 years.
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!
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.
EXPERIENCE
FORECASTING
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.
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.
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.
What
channel is
Arsenal v
Molde on?
Kick off
time, live
stream, and
latest team
news
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
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
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
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
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
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
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
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
Спасибо!
Dan Taylor
Head of Research & Development @ SALT.agency
dan@salt.agency <> https://salt.agency
https://dantaylor.online

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

  • 1. Adapting to user behaviour changes.Enabling better user experience forecasting and feedback loops to generate demand.
  • 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. 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.
  • 5. 5 Years.According the the IBM Retail Index, the Covid pandemic has accelerated the user journey from offline to online by approximately 5 years.
  • 6. 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!
  • 7. 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.
  • 9. 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.
  • 10. 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.
  • 11. 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.
  • 12. What channel is Arsenal v Molde on? Kick off time, live stream, and latest team news
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 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. 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
  • 21. Спасибо! Dan Taylor Head of Research & Development @ SALT.agency dan@salt.agency <> https://salt.agency https://dantaylor.online