HACKING RANKBRAIN &
MACHINE LEARNING-ENABLED ALGOS:
The 5 SEO Strategies You’ll Need to Survive
SEO Judgment Day
AN AVERAGE DAY IN
THE NOT TOO FAR OFF
FUTURE…
BOOM!
SEO JUDGEMENT DAY:
Google Core Search
Algorithms All Based on
Machine Learning
Algos for Spam Detection, Image
Search, Video Search, Query
Interpretation, Core Ranking Algo
(etc.) All Machine-Learning
...
MILLIONS OF WEBSITES
IMPACTED
JOHN CONNOR,
Leader of the SEO
Rebellion in 2020.
WHAT IS MACHINE
LEARNING?
GOOGLE SEARCH TODAY: HEURISTIC
ALGORITHMS
Not Entirely Machine Learning Based
(Yet)Google Algorithm Change
History
• Machine Learning / AI-
Powered
• Checks if the search
results met user
expectations
• Make adjustments to query
& rankin...
WHERE DOES GOOGLE
USE MACHINE
LEARNING?
Ran
Google Cloud Vision API
Google Cloud Speech API
Google Cloud Translate API
Certain Search Verticals
Like Porn?
Google AdWords Entirely
Based on Machine Learning
for Ad Targeting
FACEBOOK NEWS FEED & AD
TARGETING
TWITTER ADS USE MACHINE
LEARNING
Machine Learning Systems
Pretty Much EVERYWHERE
Core Algo Changing?
Validation Signals?
WHO CARES! GET IN!
if
You Want
Your
Website
Rankings
To Live
Why Didn’t
They Just
Send Rand?
Three Random Facts
ABOUT ME
1. Expert Drone Pilot
2. STUDIED ELECTRICAL ENGINEERING FOR 5
YEARS
3. Built Suite of Long Tail Keyword
Research Tools
What is RankBrain??
Google: “RankBrain Used on Long
Tail Queries” ... “Query
Interpretation ... That Changes
Rank”
Last Year: RankBrain as It’s Own
Thing?
*Note: Not Official Google Diagram.
The
CORE
Algorit
hm!
Panda
Pengui
n
RankBra
in...
The
CORE
Algorit
hm!
The Future: RankBrain as a
Thing That Works Across
Multiple Things
*Note: Not Official Google Diagram...
How Does RankBrain REALLY Work??
Long Tail Query
Entered
RankBrain Makes a Guess and Re-Writes
The Query into Something it
Recognizes (Query Interpretation...
Searching For
RANKBRAIN
Organic Search Ranking
What’s A Good Click Through Rate
for Organic Search? (Spoiler
Alert: It’s in Flux)OrganicSearchClic...
Organic Search Ranking
What’s A Good Click Through Rate
for Organic Search? (Spoiler
Alert: It’s in Flux)OrganicSearchClic...
Organic Search Ranking
What’s A Good Click Through Rate
for Organic Search? (Spoiler
Alert: It’s in Flux)OrganicSearchClic...
Remember
The
Right
Side
Ads?
(RIP Ad
Spots 8-
11)
THE CTR vs RANKING CURVE is
BENDING!
WHY?
Theory
Impossible
Because
Elimination of Right Side Rail
Ads?
That Happened
in F...
THE CTR vs RANKING CURVE is
BENDING!
WHY?
Theory
Impossible
Because
Elimination of Right Side Rail
Ads?
That Happened
in F...
THE CTR vs RANKING CURVE is
BENDING!
WHY?
Theory
Impossible
Because
Elimination of Right Side Rail
Ads?
That Happened
in F...
What Came First:
The CTR or the Ranking??
+/- 3%
Increase in
Post
Engagement
+/- 1 Spot in
Organic
Position
RankBrain Rewards &
Penalties?
Outputs are The New Inputs!
A Simple CTR
Optimization Example
Behold The Power of CTR
Optimization
WHAT?
Page Title CTR Rank
Guerrilla Marketing: 20+ Examples &
Strategies to Stand Out...
Massive SEO Traffic
Impact!
Key Takeaway: ML (in General) Makes
Stuff Increasingly Winner-Take-All.
Larry’s RankBrain Theory: High CTR
Long Tail Ranki...
If True, What Should SEOs Do To
Prepare For RankBrain and Other ML-
Enabled Algos?
They’re Not Going To Tell
You Everything…
He’s Delusional. Do Nothing.
We Need To
Crush More
Auditions.
New ML-Algos
Tougher Than
Previous Ones…
Five SEO Weapons to
Survive SEO
Judgement Day
LARRY’S #1 SEO WEAPON
The CTR
Donkey Detector!
WHAT’S MY ORGANIC
CTR?
DOWNLOAD THIS QUERY DATA
What’s a Good Click Through
Rate?
CTR Study (2014) by. Philip Petrescu
for Moz.
SERP Differs
Greatly By
Industry
Use Your Own Data To Plot The Average CTR
for YOUR Industry!
Unicorns
Donkeys
CTR vs. Average Position
DONKEYS VS.
UNICORNS.
Unicorns are Up To 6x Better
Than Donkeys.
Avg. CTR
Donkey CTRs (Bottom 10%) = 3x Worse Than Avg.
Unicorn CTRs (Top 10%) =...
DONKEYS DETECTED.
How to Convert to Unicorn??
Larry’s #2 SEO Weapon:
DONKEY TO UNICORN
CONVERTER
These SEO
Title Tags
All Suck:
“SEO”
Headlines are
Like Dynamic
Keyword
Insertion
(DKI) for PPC
Keyword Headlines Using
Dynamic Keyword Insertion Do
OK, Not Great
Relative
Frequency
Average
CTR
Top 15% Top 5% Top 1%
Re...
Keyword-y Headlines Less Likely To
Be UnicornsRelative
Frequency
Top 5%
Ads without
DKI
Ads with DKI
Top 1%
Relative
CTR
Larry’s Unicorn
Research Lab
Leverage Emotional Triggers
I Know Now Why You Cry…
The Top 9 Emotions
That Make People
Click Like Crazy:
Step 1: Pick One of These
Emotional Triggers
• Laughter
• Amusement
...
Step 2. Write Headline
Copy From Perspective of
One of These Personas
The Bearer
of Bad News
The
Hero/Villai
n
The
Comedia...
3. Use This Title Template
Commonly Employed By
‘Viral’ Articles
Format
List post, quiz,
Infographic
Emotional
Hook
Emotio...
Unicorn Headlines = Top
10%
Odds of Finding Unicorn =
1:10
So Test 10 Different
Headlines
Quiz: How Many Headlines Do You
See Here?
It’s the Same Headline with
Different Capitalization,
Punctuation
Are We Learning Yet??
You Need 10 *Different*
Headlines!
How to Spot the Unicorn?
Use AdWords to Test
Headlines
Bid to Position (eg: Top
Spot)
OK To Target Cheaper Markets
Average Cost Per Click Around
The World
Greater than US Average CPC
Average US CPC
1-20% Less...
Use Broad Match Keyword
Match Type
• Identify Donkeys (Bottom 10%)
• Write 10 Different Headlines
• Test 10 Ads on AdWords
• Replace Old Headline With Winner...
The Same Emotions
That Make People to
Share Things Cause
High CTR.
elative Search CTR vs. Facebook Post Engagement Rat
Social Signals Were Suspected
Ranking Factors A Long Time
Ago!
Meaning: CTR As Ranking
Factor Has Been In Place
For a Long Time!
"In addition, click data
(the website links on
which a user actually
clicks) is important for
evaluating the quality
of th...
2. You
Can
Audition
Headline
s in
Facebook
and
Twitter
Ads,
Too!
3. The Grand Unified Unicorn
Quaternary Theory: They All Have
High Engagement in Common
SEO Unicorn
Paid/Organic
Social
Un...
4. Bonus (New) Featured Snippets!
Snippet Position CTR
most expensive google
adwords 1.1 0.6939
weight loss keywords 1 0.5595
insurance keywords 1 0.5408
mo...
A Note of Caution
Don’t Use Spam Sites Like
CrowdSearch.me
We’ve Got RankBrain By The
Balls
They Have a Back-Up
System…
We’ve Got Rankbrain By The
Balls
Seems to Have a Back-Up
System…
We’re Gonna Need Bigger
Guns..
LARRY’S #3 SEO WEAPON
Engagement Rate Unicorn/Donkey
Detector
Bounce Rate vs. Organic
Position
Pass:
Bounce
Rate Low
Enough
Fail:
Bounce
Rate Too
High
We Know Google Measures Dwell
Time
We Know Google Measures Dwell
Time
“Back” On Mobile Triggers “People
Also Search For”
Time on Site vs. Organic
Position
PASS: Good
Enough
Time On
Site
Fail: Time
on Site
not Good
Enough
Key Takeaway: “Task
Completion Rates” Used
To Validate CTR
Engagement Rate Donkey Detector
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45%
and Above
SHAREOFALLACCOUNTS
SE...
How to Turn
Conversion Rate
Donkeys into
Unicorns?
Larry Kim, Founder
WordStream, Inc.
SearchLove London, October 17, 2016
#searchlove@larrykim
Unicorn CRO!
1. On-Page Elements:
UX, Design, Images,
Copy, Fonts, Emotional
Triggers, Psychology,
Etc.
2. Brand Awareness...
RankBrain
Terminated
Now What?
Time Travel to Past:
Before Users Do Searches
Larry’s #4 SEO Weapo
FACEBOOK ADS and
Google Display
Network
Wait.. Advertising Impacts
Organic CTR and Conversion
Rates??
Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
Brand Affinity DRAMATICALLY Impacts
CONVERSION RATES (+2-3x!)
Facebook Ads
Impact
Clicks,
Conversions
from
Paid/Organic
Search
Warning: Facebook Ads Employ Machine
Learning Tech: So You Can’t Promote
Junk
Interests Targeting
Demographic Targeting
Behavioral Targeting
Custom Affinity Audiences in
Google Display Network
In Google
Display
Network
Targeting,
Set Keyword
Setting to
“Content”
Clone Existing Customer Lists
Time Travel to FUTURE:
Ensure Subsequent Searches
Go Your Way
I’LL BE
BACK
Larry’s #5 SEO
Weapon:
Remarketi
ng
LovePop
Cards:
3-Dimensional Pop-Up Cards
Unicorn Video Ads!
Returning
Visitors:
1. Existing Customers
2. 1-Day Remarketing
Audience
3. 7, 30, 180-day
Remarketing
Audiences
New Visito...
Delete Your “Bad
Neighborhoods”
Self Destruct Sequence
Initiated
Mission
Complet
e
What Does it All Mean?
Old SEO Tactics Clearly Don’t
Work Anymore
They Might Even Make Things
Worse!
Don’t Just Wait for RankBrain
& ML-Algos.
Better CTR & Conversion Rates -> More Clicks
& Conversions.
Improved CTR & CVR -> Better Rankings.
Better Rankings -> Even...
Terrible CTR & Engagement Rates -> Less
Clicks, Leads, Sales, etc.
Crappy User Engagement -> Terrible Rankings.
Terrible R...
How Marketing REALLY Works
STEP
1:
Promote Inspirational / Memorable Content about Your Brand
to your Target Market
STEP
2...
Be a Unicorn in a Sea of
Donkeys
Thank You, Will Critchlow &
SearchLove Team!
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO...
Upcoming SlideShare
Loading in …5
×

SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO Judgement Day’

5,337 views

Published on

Machine-learning based search algorithm, RankBrain, quietly debuted last year as Google's third most weighted ranking signal. It may displace links and on-page SEO factors as Google’s #1 SEO ranking factor some day in the distant future: SEO Judgement Day. This session will reverse engineer how RankBrain and other machine language enabled algorithms actually work, exposing critical vulnerabilities. We’ll also share unusual ways to greatly benefit from future updates. Attend this session if you want your rankings to live.

Published in: Marketing
  • Be the first to comment

SearchLove London 2016 | Larry Kim | Hacking RankBrain and Other Machine Learning Algorithms: 5 SEO Weapons to Survive SEO Judgement Day’

  1. 1. HACKING RANKBRAIN & MACHINE LEARNING-ENABLED ALGOS: The 5 SEO Strategies You’ll Need to Survive SEO Judgment Day
  2. 2. AN AVERAGE DAY IN THE NOT TOO FAR OFF FUTURE…
  3. 3. BOOM!
  4. 4. SEO JUDGEMENT DAY: Google Core Search Algorithms All Based on Machine Learning
  5. 5. Algos for Spam Detection, Image Search, Video Search, Query Interpretation, Core Ranking Algo (etc.) All Machine-Learning Enabled
  6. 6. MILLIONS OF WEBSITES IMPACTED
  7. 7. JOHN CONNOR, Leader of the SEO Rebellion in 2020.
  8. 8. WHAT IS MACHINE LEARNING?
  9. 9. GOOGLE SEARCH TODAY: HEURISTIC ALGORITHMS Not Entirely Machine Learning Based (Yet)Google Algorithm Change History
  10. 10. • Machine Learning / AI- Powered • Checks if the search results met user expectations • Make adjustments to query & rankings based on the outcome Google Search In The Future: MACHINE-LEARNING BASED
  11. 11. WHERE DOES GOOGLE USE MACHINE LEARNING?
  12. 12. Ran
  13. 13. Google Cloud Vision API Google Cloud Speech API Google Cloud Translate API
  14. 14. Certain Search Verticals Like Porn?
  15. 15. Google AdWords Entirely Based on Machine Learning for Ad Targeting
  16. 16. FACEBOOK NEWS FEED & AD TARGETING
  17. 17. TWITTER ADS USE MACHINE LEARNING
  18. 18. Machine Learning Systems Pretty Much EVERYWHERE
  19. 19. Core Algo Changing? Validation Signals? WHO CARES! GET IN!
  20. 20. if You Want Your Website Rankings To Live
  21. 21. Why Didn’t They Just Send Rand?
  22. 22. Three Random Facts ABOUT ME
  23. 23. 1. Expert Drone Pilot
  24. 24. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS
  25. 25. 3. Built Suite of Long Tail Keyword Research Tools
  26. 26. What is RankBrain??
  27. 27. Google: “RankBrain Used on Long Tail Queries” ... “Query Interpretation ... That Changes Rank”
  28. 28. Last Year: RankBrain as It’s Own Thing? *Note: Not Official Google Diagram. The CORE Algorit hm! Panda Pengui n RankBra in (New!) The CORE Algorit hm! Panda Pengui n
  29. 29. The CORE Algorit hm! The Future: RankBrain as a Thing That Works Across Multiple Things *Note: Not Official Google Diagram. Panda Pengui n RankBrain (New!)
  30. 30. How Does RankBrain REALLY Work??
  31. 31. Long Tail Query Entered RankBrain Makes a Guess and Re-Writes The Query into Something it Recognizes (Query Interpretation) Did The Result Satisfy The User? Great. Next Time I See Queries Like This, I’ll Put This Page at the Top. Larry’s Greatly Simplified RankBrain Diagram* *Note: Not Official Google Diagram. System Doesn’t Update in Real-Time (yet). Rats. Next Time I See a Query Like This, I’ll Try Some Other Page
  32. 32. Searching For RANKBRAIN
  33. 33. Organic Search Ranking What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux)OrganicSearchClickThroughRate
  34. 34. Organic Search Ranking What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux)OrganicSearchClickThroughRate CTRs Trending Higher in Top Positions CTRs Trending Lower in Lower Positions
  35. 35. Organic Search Ranking What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux)OrganicSearchClickThroughRate CTRs Trending Higher in Top Positions CTRs Trending Lower in Lower Positions
  36. 36. Remember The Right Side Ads? (RIP Ad Spots 8- 11)
  37. 37. THE CTR vs RANKING CURVE is BENDING! WHY? Theory Impossible Because Elimination of Right Side Rail Ads? That Happened in February
  38. 38. THE CTR vs RANKING CURVE is BENDING! WHY? Theory Impossible Because Elimination of Right Side Rail Ads? That Happened in February Increase in Featured Snippets? That would shift the curve outwards, not bend curve.
  39. 39. THE CTR vs RANKING CURVE is BENDING! WHY? Theory Impossible Because Elimination of Right Side Rail Ads? That Happened in February Increase in Featured Snippets? That would shift the curve outwards, not bend curve. Change in Mobile? 78% Desktop / 22% Mobile (+/- 0.5%)
  40. 40. What Came First: The CTR or the Ranking??
  41. 41. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position RankBrain Rewards & Penalties?
  42. 42. Outputs are The New Inputs!
  43. 43. A Simple CTR Optimization Example
  44. 44. Behold The Power of CTR Optimization WHAT? Page Title CTR Rank Guerrilla Marketing: 20+ Examples & Strategies to Stand Out 1% 8 20+ Jaw-Dropping Guerrilla Marketing Examples 4.19% 5
  45. 45. Massive SEO Traffic Impact!
  46. 46. Key Takeaway: ML (in General) Makes Stuff Increasingly Winner-Take-All. Larry’s RankBrain Theory: High CTR Long Tail Rankings Get *Additional* Bonus Ranking Boost
  47. 47. If True, What Should SEOs Do To Prepare For RankBrain and Other ML- Enabled Algos?
  48. 48. They’re Not Going To Tell You Everything…
  49. 49. He’s Delusional. Do Nothing.
  50. 50. We Need To Crush More Auditions.
  51. 51. New ML-Algos Tougher Than Previous Ones…
  52. 52. Five SEO Weapons to Survive SEO Judgement Day
  53. 53. LARRY’S #1 SEO WEAPON The CTR Donkey Detector!
  54. 54. WHAT’S MY ORGANIC CTR?
  55. 55. DOWNLOAD THIS QUERY DATA
  56. 56. What’s a Good Click Through Rate?
  57. 57. CTR Study (2014) by. Philip Petrescu for Moz.
  58. 58. SERP Differs Greatly By Industry
  59. 59. Use Your Own Data To Plot The Average CTR for YOUR Industry! Unicorns Donkeys CTR vs. Average Position
  60. 60. DONKEYS VS. UNICORNS.
  61. 61. Unicorns are Up To 6x Better Than Donkeys. Avg. CTR Donkey CTRs (Bottom 10%) = 3x Worse Than Avg. Unicorn CTRs (Top 10%) = +2x Better Avg.
  62. 62. DONKEYS DETECTED. How to Convert to Unicorn??
  63. 63. Larry’s #2 SEO Weapon: DONKEY TO UNICORN CONVERTER
  64. 64. These SEO Title Tags All Suck:
  65. 65. “SEO” Headlines are Like Dynamic Keyword Insertion (DKI) for PPC
  66. 66. Keyword Headlines Using Dynamic Keyword Insertion Do OK, Not Great Relative Frequency Average CTR Top 15% Top 5% Top 1% Relative CTR Ads without DKI Ads with DKI
  67. 67. Keyword-y Headlines Less Likely To Be UnicornsRelative Frequency Top 5% Ads without DKI Ads with DKI Top 1% Relative CTR
  68. 68. Larry’s Unicorn Research Lab
  69. 69. Leverage Emotional Triggers I Know Now Why You Cry…
  70. 70. The Top 9 Emotions That Make People Click Like Crazy: Step 1: Pick One of These Emotional Triggers • Laughter • Amusement • Curiosity • Awe • Anger • Fear • Joy • Empathy • Sadness
  71. 71. Step 2. Write Headline Copy From Perspective of One of These Personas The Bearer of Bad News The Hero/Villai n The Comedian The Feel Good Friend
  72. 72. 3. Use This Title Template Commonly Employed By ‘Viral’ Articles Format List post, quiz, Infographic Emotional Hook Emotional word or superlative Content Type Images, quotes, pictures, facts Topic Love, cats, dogs, fitness, health, Donald Trump 5 AWESOME SEO STRATEGIES TO DEFEAT RANKBRAIN
  73. 73. Unicorn Headlines = Top 10% Odds of Finding Unicorn = 1:10 So Test 10 Different Headlines
  74. 74. Quiz: How Many Headlines Do You See Here?
  75. 75. It’s the Same Headline with Different Capitalization, Punctuation Are We Learning Yet??
  76. 76. You Need 10 *Different* Headlines! How to Spot the Unicorn?
  77. 77. Use AdWords to Test Headlines
  78. 78. Bid to Position (eg: Top Spot)
  79. 79. OK To Target Cheaper Markets Average Cost Per Click Around The World Greater than US Average CPC Average US CPC 1-20% Less than Average US CP 21-40% Less than Average US CPC41-60% Less than Average US C 61-80% Less than Average US CPC>81% Less than Average US CPC Limited Data
  80. 80. Use Broad Match Keyword Match Type
  81. 81. • Identify Donkeys (Bottom 10%) • Write 10 Different Headlines • Test 10 Ads on AdWords • Replace Old Headline With Winner Larry’s Donkey to Unicorn Converter: Summary
  82. 82. The Same Emotions That Make People to Share Things Cause High CTR.
  83. 83. elative Search CTR vs. Facebook Post Engagement Rat
  84. 84. Social Signals Were Suspected Ranking Factors A Long Time Ago!
  85. 85. Meaning: CTR As Ranking Factor Has Been In Place For a Long Time!
  86. 86. "In addition, click data (the website links on which a user actually clicks) is important for evaluating the quality of the search results page.” Udi Manber, Google's former chief of search quality, Testimony to US Federal Trade Commission, Obtained by The Wall St. Journal, August 8, 2012
  87. 87. 2. You Can Audition Headline s in Facebook and Twitter Ads, Too!
  88. 88. 3. The Grand Unified Unicorn Quaternary Theory: They All Have High Engagement in Common SEO Unicorn Paid/Organic Social Unicorn CRO Unicorn PPC Unicorn
  89. 89. 4. Bonus (New) Featured Snippets!
  90. 90. Snippet Position CTR most expensive google adwords 1.1 0.6939 weight loss keywords 1 0.5595 insurance keywords 1 0.5408 most expensive adwords 1 0.5303 meta tags for seo 1.1 0.4768 how to increase ctr 1.5 0.4556 best call to action buttons 1.1 0.4503 meta tag for seo 1.4 0.4481 marketing buzz words 1 0.434 what is a good click through rate 1.1 0.4127 Theory: Unusually High CTR Appears to Play a Major Role in Snippet Selection. Beat Expected CTR by 50%
  91. 91. A Note of Caution
  92. 92. Don’t Use Spam Sites Like CrowdSearch.me
  93. 93. We’ve Got RankBrain By The Balls
  94. 94. They Have a Back-Up System…
  95. 95. We’ve Got Rankbrain By The Balls Seems to Have a Back-Up System… We’re Gonna Need Bigger Guns..
  96. 96. LARRY’S #3 SEO WEAPON Engagement Rate Unicorn/Donkey Detector
  97. 97. Bounce Rate vs. Organic Position Pass: Bounce Rate Low Enough Fail: Bounce Rate Too High
  98. 98. We Know Google Measures Dwell Time
  99. 99. We Know Google Measures Dwell Time
  100. 100. “Back” On Mobile Triggers “People Also Search For”
  101. 101. Time on Site vs. Organic Position PASS: Good Enough Time On Site Fail: Time on Site not Good Enough
  102. 102. Key Takeaway: “Task Completion Rates” Used To Validate CTR
  103. 103. Engagement Rate Donkey Detector
  104. 104. Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) What’s a Good Conversion Rate?
  105. 105. How to Turn Conversion Rate Donkeys into Unicorns?
  106. 106. Larry Kim, Founder WordStream, Inc. SearchLove London, October 17, 2016 #searchlove@larrykim
  107. 107. Unicorn CRO! 1. On-Page Elements: UX, Design, Images, Copy, Fonts, Emotional Triggers, Psychology, Etc. 2. Brand Awareness: People overwhelmingly favor the brands they're familiar with. 3.Growth Hack: Engineer an offer to be 10x more compelling and pull uses through the funnel 10x faster. Key Takeaway: Focus on All Three Areas! #searchlove@larrykim
  108. 108. RankBrain Terminated Now What?
  109. 109. Time Travel to Past: Before Users Do Searches
  110. 110. Larry’s #4 SEO Weapo FACEBOOK ADS and Google Display Network
  111. 111. Wait.. Advertising Impacts Organic CTR and Conversion Rates??
  112. 112. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
  113. 113. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
  114. 114. Facebook Ads Impact Clicks, Conversions from Paid/Organic Search
  115. 115. Warning: Facebook Ads Employ Machine Learning Tech: So You Can’t Promote Junk
  116. 116. Interests Targeting
  117. 117. Demographic Targeting
  118. 118. Behavioral Targeting
  119. 119. Custom Affinity Audiences in Google Display Network
  120. 120. In Google Display Network Targeting, Set Keyword Setting to “Content”
  121. 121. Clone Existing Customer Lists
  122. 122. Time Travel to FUTURE: Ensure Subsequent Searches Go Your Way
  123. 123. I’LL BE BACK Larry’s #5 SEO Weapon: Remarketi ng
  124. 124. LovePop Cards:
  125. 125. 3-Dimensional Pop-Up Cards
  126. 126. Unicorn Video Ads!
  127. 127. Returning Visitors: 1. Existing Customers 2. 1-Day Remarketing Audience 3. 7, 30, 180-day Remarketing Audiences New Visitors: 1. Lookalike Audiences 2. Interest, Behavior & Demographic- Based Audiences. Note: Exclude the overlap (duh). arry’s Ad Targeting Stack (Powered By Tim Travel)
  128. 128. Delete Your “Bad Neighborhoods” Self Destruct Sequence Initiated
  129. 129. Mission Complet e
  130. 130. What Does it All Mean?
  131. 131. Old SEO Tactics Clearly Don’t Work Anymore
  132. 132. They Might Even Make Things Worse!
  133. 133. Don’t Just Wait for RankBrain & ML-Algos.
  134. 134. Better CTR & Conversion Rates -> More Clicks & Conversions. Improved CTR & CVR -> Better Rankings. Better Rankings -> Even more clicks and Virtuous Cycle of Unicorn Land:
  135. 135. Terrible CTR & Engagement Rates -> Less Clicks, Leads, Sales, etc. Crappy User Engagement -> Terrible Rankings. Terrible Rankings -> Even Fewer Clicks & Sales. Vs. Death Spiral of RankBrain and Other ML- Algos
  136. 136. How Marketing REALLY Works STEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You.
  137. 137. Be a Unicorn in a Sea of Donkeys
  138. 138. Thank You, Will Critchlow & SearchLove Team!

×