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"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017

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Search engine algorithms are always changing, it can feel impossible to keep up. But the goal behind every Google search result has always stayed the same—to give people exactly what they want and need. If that’s Google’s #1 goal, then why would we cater to search engines instead of working harder to make our audience happy? Great SEO that results in better visibility and higher conversions always maps back to the people behind the keywords. In this talk, Chris will show you practical SEO techniques and approaches you can use to make sure your content is helpful, relevant, and findable, too.

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"Empathy Behind the Algorithms" by Chris Corak - Now What? Conference 2017

  1. 1. Empathy Behind the Algorithms CREATING PEOPLE-DRIVEN SEO Now What? Conference 2017 by @CHRIS_CORAK
  2. 2. vs.
  3. 3. Offsite spammy tactics
  4. 4. Difference between low and high quality content
  5. 5. The entire interconnected experience
  6. 6. Voice, changing the tone ½ of teens + 41% of adults use voice search daily
  7. 7. 15% of searches in Google have never been searched for before
  8. 8. RankBrain, a machine learning (artificial intelligence) technology
  9. 9. Google’s priority on mobile: Mobilegeddon (AKA Mobile-friendly update)
  10. 10. Determining ranking factors from your mobile UX first, over desktop view
  11. 11. Behavioral data is part of Google’s algorithm and these factors just keep getting more important. @RANDFISH
  12. 12. Google doesn’t just give you search results online, they track real life actions offline, too. The takeaway: real life actions can impact your search visibility.
  13. 13. If Google’s #1 goal is to give people what they want, then why would we cater to algorithms instead of working harder to make users happy? #NOWWHAT17 - @CHRIS_CORAK
  14. 14. 4 key steps GETTING STARTED WITH HUMAN- CENTERED SEO
  15. 15. Step 1: Understand search intent WHAT IS WHAT’S POSSIBLE IDENTIFY THEMES
  16. 16. Understanding intent: One method to improve content quality + UX
  17. 17. Using search data to gain empathy
  18. 18. “Active intent is the intent that is explicitly described by the query syntax…You MUST satisfy active intent immediately.” @ajkohn Active Intent
  19. 19. “Passive intent is the intent that is implicitly described.” @ajkohn Passive Intent
  20. 20. Helps us understand from where and on what device Seeing what is in current state analytics
  21. 21. Helps us understand from where and on what device Google Search Console to see how users are finding you now
  22. 22. On-site search analytics to see what’s common or hard to find
  23. 23. Seeing what’s possible throughout an entire industry
  24. 24. Choose your weapon Moz Keyword Explorer http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png Link: Keywordtool.io
  25. 25. My favorite, KeywordTool.io
  26. 26. How they capture the long tail
  27. 27. Test scenario: Imagine we’re a provider of Supplemental Insurance
  28. 28. Cost + Quotes
  29. 29. Validation
  30. 30. Taxable
  31. 31. Meaning
  32. 32. Local agents
  33. 33. Value
  34. 34. Themes we’ve identified ✓ Cost + Quotes ✓ Validation ✓ Taxable ✓ Meaning ✓ Local Agents ✓ Value
  35. 35. Step 2: Improve tools, features, and navigation HIGH LEVEL NAVIGATION TOOLS + FUNCTIONALITY CONTENT TOPICS
  36. 36. User intent data can help us win budget, gain internal alignment, and make changes that have the biggest impact on our users. #NOWWHAT17 - @CHRIS_CORAK
  37. 37. Search intent on “Supplemental Insurance” Summing up the search volume for each theme can: ✓ Prove value ✓ Help prioritize themes THEMES OF INTENT 1.7 MILLION MONTHLY SEARCHES
  38. 38. Intent analysis informs information architecture
  39. 39. Priority on Me, low priority on “Local Agent” intent
  40. 40. Higher priority on User, including “Local Agent” intent
  41. 41. High priority on “Local Agent” intent
  42. 42. “Local Agent” level content boosting visibility in local search
  43. 43. 45% + in Organic traffic since
  44. 44. Satisfying “Value + Cost” intent through interactive tools
  45. 45. Step 3: Make content more helpful ANSWER QUESTIONS SATISFY PASSIVE INTENT CREATE SEMANTIC RELEVANCE
  46. 46. SEO CMS Plugins Only focus on keyword targeting
  47. 47. SEO Browser Extensions Also offer no tips for optimizing for People
  48. 48. Gathering questions Moz Keyword Explorer http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png Link: Keywordtool.io
  49. 49. Great for presentations
  50. 50. 57 Questions on ✓ Cost effective ✓ FDA approved ✓ Insurance ✓ Procedure ✓ Videos ✓ Pros + cons ✓ Duration ✓ Where ✓ Nerve damage? ✓ Types of surgeries
  51. 51. Satisfying passive intent + answering questions in content
  52. 52. Content for special circumstances
  53. 53. Content for special circumstances
  54. 54. 28% improvement in bounce rates + 53% increase in people asking for a quote
  55. 55. Step 4: Use smart metadata and markup TITLES META DESCRIPTIONS STRUCTRED MARKUP
  56. 56. Of traffic comes from Organic Search. While 29% start directly on your site.47% CONDUCTOR, ENTERPRISE ANALYTICS STUDY
  57. 57. Not readable or helpful Reads well and is extremely helpful Ensure it’s Readable and Helpful
  58. 58. Helpful description More marketing focused than UX Ensure it’s Readable and Helpful
  59. 59. Structured markup
  60. 60. Entity optimization How Google understands your brand
  61. 61. IMDB An example in structured markup
  62. 62. Schema.org by type Product Local business Reviews Organization Images & videos More… Healthcare & Medical Finance & Banking Real estate Travel & tourism Arts & music Software More… Schema.org by industry
  63. 63. Impacting the appearance in search
  64. 64. Ratings / Reviews + Product markup Event markup Structured markup enhancing UX + CTR
  65. 65. Step #1: Markup your home page w/ Schema.org/Organization
  66. 66. “Organization” markup can influence the Knowledge Graph
  67. 67. Download code + implement on home page: > bit.ly/organization-markup-example Start with the basics
  68. 68. Link to Google’s testing tool > bit.ly/markup-testing-tool Paste your code here to test
  69. 69. Step #2: Add semantic relevance, research in-depth markup on Schema.org
  70. 70. People-driven SEO THE WRAP UP
  71. 71. 4 key steps GETTING STARTED WITH HUMAN-CENTERED SEO 1 – Understand search intent 2 – Improve tools, features and navigation 3 – Make content helpful 4 – Use smart metadata and markup
  72. 72. Takes a team to achieve a success SEO outcome Successful SEO Outcome Content Dev / IT UX Design Creative Digital Marketing SEO Expertise Region or Business Unit Stakeholders Executive Stakeholders Analytics Social Media + PR
  73. 73. Staying up to speed in SEO For latest news https://www.seroundtable.com Google patents + implications http://www.seobythesea.com @iPullRank A great article: moz.com/blog/the- technical-seo-renaissance Mike King on technical SEO
  74. 74. Real world application Moz Blog https://moz.com/blog Whiteboard Friday https://moz.com/blog/category/whiteboard-friday
  75. 75. SEOs with human considerations Rand Fishkin @randfish moz.com/blog AJ Kohn @ajkohn blindfiveyearold.com
  76. 76. Now What? Conference 2017, “Empathy Behind the Algorithms,” @CHRIS_CORAK Questions? www.onwardand.co

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