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SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach to Search UX

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Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.

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SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach to Search UX

  1. 1. Humanize The Query @wilreynolds
  2. 2. Words?
  3. 3. Words?
  4. 4. ©2016 Seer Interactive • p4 What’s the difference
  5. 5. Feelings Matter
  6. 6. Taxes There is a tax on your money when you pass $$ to your kids after your pasing
  7. 7. Which do you want to Eliminate? an estate tax, an inheritance tax, or a death tax.
  8. 8. Rich People Have Estates & Get Inheritances
  9. 9. All of us DIE
  10. 10. ©2016 Seer Interactive • p13 Labels Matter Words Matter
  11. 11. Data & facts mean nothing once emotions take over
  12. 12. 3 GTFO’s
  13. 13. ©2016 Seer Interactive • p20 Not only do words matter, how we feel when we use words matters TONE Matters RELATIONSHIP Matters CONTEXT Matters
  14. 14. Google is starting to understand how we feel about what we find
  15. 15. 50-60% title & descriptions don’t mention the word
  16. 16. Free to market to people
  17. 17. Must Understand Power of The Brain, Must Study Words
  18. 18. ©2016 Seer Interactive • p25 Google as a proxy for understanding what people probably want.
  19. 19. ©2016 Seer Interactive • p28 Deeper Understanding of what comes next… we love predictions, so we don’t have to search again learn a new UX again sit through more ads again
  20. 20. ©2016 Seer Interactive • p29 Walk people through a process in a way that says “I understand you” Veryapt.com
  21. 21. ©2016 Seer Interactive • p31 Great Content Marketers will make it their mission to minimize the # of searches from ask to answer.
  22. 22. ©2016 Seer Interactive • p32 PAA’s, suggestions, etc are a peek into what someone might be searching before or after your query, build your content to predict what they are likely to ask next.
  23. 23. scam
  24. 24. scam
  25. 25. Recently Injured Runner
  26. 26. We are missing searchers why
  27. 27. ©2016 Seer Interactive • p40 Don’t hit enter can make you a much broader strategist more empathetic & holistic marketer
  28. 28. ©2016 Seer Interactive • p44 So why was my client asking me to build links and help them rank?
  29. 29. Old School SEO That’s Why
  30. 30. Old School can become New School
  31. 31. ©2016 Seer Interactive • p47 The Modern Search Professional Cares about the person & Ranking Position & Ask to Answer
  32. 32. ©2016 Seer Interactive • p48 Start with Google
  33. 33. SEO’s are looking at PPC’ers like…
  34. 34. You are actually worse!!
  35. 35. 1 mention of popular modifiers!
  36. 36. ©2016 Seer Interactive • p58 1st Step: Leave your desk
  37. 37. ©2016 Seer Interactive • p62 2nd Step: Do I fit in??
  38. 38. ©2016 Seer Interactive • p63 Another way to be strategic “Google Doesn’t Want You Here”
  39. 39. ©2016 Seer Interactive • p68 Where can we win?
  40. 40. ©2016 Seer Interactive • p69 3rd Step: get your competitors heatmaps
  41. 41. ©2016 Seer Interactive • p72 2 people 1 piece of content Same sentiment
  42. 42. What we Learned when we LISTENED
  43. 43. 4 wins by putting people first
  44. 44. More Traffic & Revenue w/o Improving Rankings Part I
  45. 45. Have coffee with your customer, we heard the intonation the things that don’t show up in keyword research
  46. 46. ©2016 Seer Interactive • p79 Client Story #1 Failed Test: Changed 8 pages 0 Rankings Improvements
  47. 47. ©2016 Seer Interactive • p80 We changed: 8 Meta Descriptions After Looking at PPC Ad Copy
  48. 48. ©2016 Seer Interactive • p81 New Description: 2016 - RECENT Gorgeous – FEELING
  49. 49. ©2016 Seer Interactive • p82 Best Performer 307% Increase CTR
  50. 50. ©2016 Seer Interactive • p84 Client Story #2 No New Links 1 New Page +300K + Visitors
  51. 51. WE’D RATHER LEARN
  52. 52. THAN BE SOLD TO
  53. 53. How many different intentions do you see?
  54. 54. Learning 4/10
  55. 55. Ignore what people want Dumb Money - Paid
  56. 56. ©2016 Seer Interactive • p101 Look at the pages that show when you have to EARN IT!
  57. 57. Show cost of those keywords Expensive
  58. 58. ©2016 Seer Interactive • p103 You Can Win This Way! Use Google to Understand People
  59. 59. ©2016 Seer Interactive • p105 Client Story #3 : Paragraphs, yuck People Talked to: 6 Learning: “If this was easier to scan” Revenue Impact: $200,000
  60. 60. ©2016 Seer Interactive • p106 Client Story #4: Constraints People Talked to: 6 Learning: “I’m on Fixed Income” Revenue Impact: TBD
  61. 61. ©2016 Seer Interactive • p110 Prior, he talked about what he wanted, he typed in exactly how he was thinking about it
  62. 62. ©2016 Seer Interactive • p112 He skipped over the first 5 results CTR CURVE MY ASS!! 2016 sounded old “2017 that’s more up to date” “Plus I have an iPhone”
  63. 63. ©2016 Seer Interactive • p114 “Looks Easy, Its Got Tools, and Stuff” My Take: He saw enough of the screens to feel good about the features.
  64. 64. ©2016 Seer Interactive • p116 Notice: She skipped the snippet Clicked on the suggestion “2017”
  65. 65. ©2016 Seer Interactive • p118 “I’ll see if I can see any of them” Clicked on #1 skipped 2-5 #6. why?
  66. 66. ©2016 Seer Interactive • p120 “I don’t have a frame of reference, its not helpful”
  67. 67. I love it when the technology is ahead of my next step, isn’t it time We did the same for our customer?
  68. 68. ©2016 Seer Interactive • p122 Use Google, Be a Step Ahead. Your Customers will Thank You.
  69. 69. Say Goodbye to Old School
  70. 70. Become a Modern SEO

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