When we talk about SEO, we talk a lot about the "users" coming to the site or the "audience" we are trying to target. But what about our customers? As the search landscape evolves and search behavior changes, we have to think about our customers and their experience with our business. They are no longer simply searching in Google - they are asking questions, talking on social, using review sites and making decisions based on what other people are saying. As search marketers, we need to understand this behavior to create more effective campaigns, write better content, and ensure our business is in the right place. In this session, we'll look at how the customer experience is changing, how it's impacting the search results and why marketers must adapt.

1. SEARCH
CUSTOMER EXPERIENCE
&
CASIE GILLETTE • KOMARKETING

2. Casie Gillette
Sr. Director, Digital Marketing at KoMarketing
@CASIEG
Likes: SEO, Dogs, Pizza, Netflix & Smiling…it’s my favorite.

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The average consumer mentions specific brand
names 60x per week in conversations.
~TalkTrack

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People are 4x more likely to make a purchase when referred by a friend.
~Nielsen

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WHY?

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WHO? WHAT? HOW? WHERE?

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KEYWORDS CONTENT LINKS

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KEYWORDS CONTENT LINKS
HOW DO THEY SEARCH FOR THINGS?

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KEYWORDS CONTENT LINKS
HOW CAN WE HELP THEM?

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STORYTELLING & VALUE.

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KEYWORDS CONTENT LINKS
WHERE DO YOU NEED TO BE?

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40%
USE MORE THAN THREE WORDS
via Statista

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The average query length for voice is 4.2 words.

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“How to” searches were up 140% since 2004.

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ANSWERS = VALUE = HAPPY CUSTOMERS

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ANSWER THE PUBLIC

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KEYWORDTOOL.IO

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KEYWORDTOOL.IO

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BUZZSUMO

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CONTENT & LINKS

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LINKS

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WE ARE CUSTOMERS
WE ARE MARKETERS

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BE THE BRAND PEOPLE LIKE

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THANKS!
CASIE@KOMARKETING.COM