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WordCamp KC 2018 - A Non-SEO's Guide to the Power of Search Behavior
- 1. A Non-SEO’s Guide to the Power of Search Behavior #WCKC@MyNameIsTylor 1 Tylor Hermanson
- 2. 2@MyNameIsTylor #WCKC let’s hash this out #WCKC @MyNameIsTylor
- 3. ABOUT SEX 3@MyNameIsTylor #WCKC survey results
- 9. 9@MyNameIsTylor #WCKC Audience Research Measuring Stick Measurable Contextual Economic
- 10. 10@MyNameIsTylor #WCKC Audience Research Measuring Stick Measurable Contextual Economic Accurate
- 11. 11@MyNameIsTylor #WCKC Surveys Denver Residents Say they voted in last mayoral election Actually voted in last mayoral election U of M Students Actually graduated with lower than a 2.5 GPA Say they graduated with lower than a 2.5 GPA 36% 13% 11% <2% Everybody Lies Seth Stephens-Davidowitz
- 12. 12@MyNameIsTylor #WCKC Audience Research Measuring Stick Measurable Contextual Economic Accurate
- 14. 14@MyNameIsTylor #WCKC Surveys Measurable Contextual Accurate Economic Tylor’s 100% Un-Biased, Entirely Scientific Score: 10/16
- 16. 16@MyNameIsTylor #WCKC Focus Groups Measurable Contextual Accurate Economic Tylor’s 100% Un-Biased, Entirely Scientific Score: 8/16
- 18. 18@MyNameIsTylor #WCKC Neuro Measurements Measurable Contextual Accurate Economic Tylor’s 100% Un-Biased, Entirely Scientific Score: 8/16
- 20. 1 : 1 20@MyNameIsTylor #WCKC Social Behavior 1 : 1 1 : 1 Everybody Lies Seth Stephens-Davidowitz
- 21. 27 : 1 21@MyNameIsTylor #WCKC Social Behavior 1 : 1 1 : 1 Everybody Lies Seth Stephens-Davidowitz
- 22. 22@MyNameIsTylor #WCKC Social Behavior https://twitter.com/BearcatOnBeer/status/975046198099922945
- 28. 28@MyNameIsTylor #WCKC Social Behavior Measurable Contextual Accurate Economic Tylor’s 100% Un-Biased, Entirely Scientific Score: 9/16
- 29. NTIVEINCEI 29 I
- 30. 30@MyNameIsTylor #WCKC Predicting Voter Turnout Registration Rates Early Voting Numbers Voting Polls Everybody Lies Seth Stephens-Davidowitz
- 31. 31@MyNameIsTylor #WCKC Predicting Election Results https://www.nytimes.com/2016/10/23/opinion/campaign-stops/if-they-google-you-do-you-win.html
- 33. 33@MyNameIsTylor #WCKC Search Behavior Measurable Contextual Accurate Economic Tylor’s 100% Un-Biased, Entirely Scientific Score: 12/16
- 34. 34@MyNameIsTylor #WCKC Search Behavior Limitations context https://twitter.com/dr_pete/status/972230249965588480
- 35. 35@MyNameIsTylor #WCKC Search Behavior Limitations dimensionality + confirmation bias
- 36. 36@MyNameIsTylor #WCKC Search Behavior Limitations a penchant for the repugnant Everybody Lies Seth Stephens-Davidowitz https://neilpatel.com/ubersuggest/
- 37. 37@MyNameIsTylor #WCKC Search Behavior Limitations often only used for SEM
- 39. 39@MyNameIsTylor #WCKC Using keyword research just for SEO is like using duct tape just to fix leaks
- 44. 44@MyNameIsTylor #WCKC KEYWORD RESEARCH DIGITAL TRUTH SERUM
- 45. 45@MyNameIsTylor #WCKC KEYWORD RESEARCH DIGITAL TRUTH SERUM AGGREGATED MIND READING
- 46. 46@MyNameIsTylor #WCKC KEYWORD RESEARCH DIGITAL TRUTH SERUM AGGREGATED MIND READING
- 48. 48@MyNameIsTylor #WCKC Gordy’s Ground Covers a landscaping company
- 49. 49@MyNameIsTylor #WCKC The FIRST rule of keywords is don’t start with keywords
- 50. 50@MyNameIsTylor #WCKC Gordy’s Ground Covers a landscaping company customer conversations social listening focus groups testing insights surveys stakeholder interviews secondary research forums/message boards
- 51. 51@MyNameIsTylor #WCKC Gordy’s Ground Covers a landscaping company customer conversations social listening focus groups testing insights surveys stakeholder interviews secondary research forums/message boards Unsightly areas (bald spots, exposed drains) the right mix: light and water What about when Fido has to go… you know? Drainage/flood prevention is critical
- 53. 53@MyNameIsTylor #WCKC Find out what’s already paying the bills
- 57. 57@MyNameIsTylor #WCKC Landscape architect Kansas City, KC, North KC, Shawnee KS Landscape design Lawn and landscape Backyard landscaping Lawn mowing Sod installation Lawn care Lawn aeration Winter lawn damage Leaf removal service Prairie fire tree/crabapple Insect repellent plants Twig plant Original Research Current Performance Bald spots Exposed drains Drainage solutions Flood prevention Dog potty area Open/full/partial shade Lighting design Water features
- 58. 58@MyNameIsTylor #WCKC PLANT a seed. BUILD a list.
- 59. 59@MyNameIsTylor #WCKC Ideas plans, pictures, ideas, examples, design, images Price cheap, cost, on a budget, inexpensive, low cost Yard Types small, huge, paved, sloped, slanted, large, hilly, flat, steep Extras gardens, oasis, patio, with pool, rocks, firepit DIY easy, simple, DIY, do it yourself, quick Company with kids, for entertaining, hosting
- 71. 71@MyNameIsTylor #WCKC Keyword Grouping Keyword Volume Category Sub Category Funnel small yard landscaping on a budget 10 Yard Type Small Consideration huge backyard ideas 100 Yard Type Large Awareness landscaping for sloped backyards 5 Yard Type Sloped Consideration sloped yard designs 5 Yard Type Sloped Awareness small yard design plans 5 Yard Type Small Awareness landscaping for hilly backyards 50 Yard Type Hilly Consideration landscaping ideas for a big yard 50 Yard Type Large Awareness
- 72. 72@MyNameIsTylor #WCKC Keyword Evaluation Volume Relevance Difficulty YOU isearchfrom.com
- 73. 73@MyNameIsTylor #WCKC Explicit vs. Implicit Query Meaning Explicit information Implicit Information concerned about safety likely first-time parents wants more than one crib to choose from wants to know what makes cribs (un)safe looking for 2018 article knows standards change over time in research phase with future intent to buy possibly looking to buy other nursery items in tandem safety may be more important than cost or aesthetics likely looking for list of cribs ranked by safety rating https://www.searchenginejournal.com/seo-101/why-keywords-important-seo/
- 75. 75@MyNameIsTylor #WCKC 10 Ways to Use Search Data for Anything BUT SEO
- 76. 76@MyNameIsTylor #WCKC Job Postings 1 landscaper jobs landscape architect jobs Do candidates even know what a landscaping job entails? BLS, LinkedIn and CollegeGrad.com = a more educated audience The salary differences are significant
- 78. 78@MyNameIsTylor #WCKC Customer Service 2 Ideas and plans Billing questions Pricing Light and water Slanted yards References Drainage Leaf removal Search Behavior Customer Support Slanted yards Ideas and plans Leaf removal Pricing Privacy plants Light and water Drainage Outdoor dog potty area
- 79. 79@MyNameIsTylor #WCKC Campaign Development 3 DIMY Do it (mostly) yourself
- 82. 82@MyNameIsTylor #WCKC Finding Your Niche 6 hilly
- 88. 88@MyNameIsTylor #WCKC KEYWORD RESEARCH DIGITAL TRUTH SERUM EXECUTABLE MULTI-FUNCTIONAL
- 90. Tylor Hermanson @MyNameIsTylor SandboxSEO.com Sr. Manager, Search Strategy Intouch Solutions 90@MyNameIsTylor #WCKC
- 91. Image Sources • http://www.complex.com/pop-culture/2015/02/study-says-emoji-users-have-more-sex • https://www.flaticon.com • https://audiobookstore.com/audiobooks/everybody-lies.aspx • https://alchetron.com/cdn/Meet-the-Parents-series-images-1407b6e9-4dc1-41ed-b2ef-a0b7a964166.jpg • https://www.nytimes.com/interactive/2018/01/27/technology/social-media-bots.html • https://cdn.theatlantic.com/assets/media/img/issues/2016/02/01/0316_Cover_RGB/840.jpg?1454344864 • http://78.media.tumblr.com/4ebc71979028de292c4b58bd03d427fc/tumblr_p2q3advCRn1tj0d4uo1_1280.jpg • https://twitter.com/BearcatOnBeer/status/975046198099922945 • https://www.instagram.com/celestebarber • https://themiddleflipper.blogspot.com/2014_08_01_archive.html • http://www.everydaykiss.com/pic-dump/20-alternative-uses-for-duct-tape-you-might-never-experienced-before.html/#.WrbFi4jwaUm • https://www.askideas.com/cat-with-duct-tape-cap-funny-picture/ • http://zimmermanfamilyalaska.blogspot.com/2011/08/when-you-run-out-of-diapers-in-alaska.html • https://www.highsnobiety.com/2017/07/31/brad-pitt-fight-club-workout/ • https://www.webcraft.ie/post/benefits-of-using-google-search-console • http://www.lake-elsinore.org/Home/ShowImage?id=6224&t=636305518238600000 91@MyNameIsTylor #WCKC