Presentation to Seattle Search Meetup that tries to change the perspective of the search professional from channel specificity to customer journey centricity.

1. The Role of Searchin Customer Journey
Search Meetup – March 2018

4. Ballard
Animal
Clinic
$$
BluePearl
Animal
Hospital
$$$$$$$
Friday Sunday
My relationship with Ballard Animal Clinic started 15 years ago!
Saturday

5. Jan 11th Today

6. This journey
touched
8 sites and
7 companies

8. Why is My
Basement
Flooding
Cheap Downspout
Rooter & Inspection
in Ballard
Fewer Search Terms
More Keyword Volume
Lower Purchase Conversion
General Search Sites
More Search Terms
Smaller per Term Volume
Higher Purchase Conversion
Different Search Sites

9. Why is My
Basement
Flooding?
Cheap Downspout
Rooter & Inspection
in Ballard
Key Metrics
- Website visit
- Watch video
- Lead? Phone Call? Email? - Meh
Key Metrics
- Lead – Yes!
- Phone Call – Yes!
- Email – Yes!

10. Phase Awareness Research Choice Reduction Sign-Up/Attend Retention/Growth
Customer
Goal
• What can I do to
advance my career?
• Where can I network
in Seattle?
• What is the best
meetup for me?
• Is this really for me? • Join
• More events
Keywords • How do I advance
my career?
• What skills do I need
• Networking
opportunities in
Seattle
• Are meetup events
worth it?
• Meetup alternatives
• Where is the Search
Meetup on March
14th?
• Search Meetup
Events April
Key
Triggers,
Buy
Signals
• New Job/Lost Job
• Just moved to city
• Change in family
• Broad/Product Search
• Online
reviews/stories
• Visit Company Site
• Specific Term Search
(Google or On-site)
• Visit Class Webpage
• Start app process
• Email/call for info
• Enroll/Pay
• Attended Event
• Posted on Social
• Complete Survey
Key
Channels &
Systems
• TV commercials
• Out door/bus ads
• Display ads
• Organic Search
• Paid Search
• Contextual Display
• Company Website
• Retarrgeting
• Landing Page/Site
• Organic Search
• Paid Search
• Call Center (in/out)
• Company Site + RCS
• Email – Drip, Nurture
• Navigation Search
• Site Search
• Call Center
• University Website
• Contact Email
• Navigation
Search
• Site Search
• Email
• Social Profile
• In person help
Key
Metrics &
Indicators
• Impressions & Reach
• Clicks & CTR
• GRP’s
• Awareness (survey)
• Media Frequency
• Response Data
• Views & Clicks
• Site Visits & Metrics
• Specific page views
• Conversion rate
• Contact/Lead rate
• Application Starts
• App Completes
• Apps by Source
• Second event
within X months
• Paid for annual
• Repeat visitors to
site w/search
Company
Expect-
ations
• Aided Awareness
• Visit Website
• Engage content
• Watch video
• Repeat Visit to
Website
• Create an account
• Sign-up for first
event
• Attend first event
• Pay for first event
• Repeat buyer
• Tell a friend
• Rate highly
• Pay for annual

11. Device
(Implicit)
Keyword
(Explicit)
Location
(Implicit)
Type of Site
(Explicit)
Personalization
(Implicit)
Page
Content/Context
(Explicit)

12. • Talk to customers - not just about your interaction but the entire process
• Map experiences - especially sources of information, devices and associated services
• Inspect analytics - what does your analytics say about what people do based on how they get
to your site/service?
• Think about context – when searching on mobile, is that research or navigation? What is the
role of voice in your business?
• Align measurement to expectations – lead, website visit, e-commerce sale, capture a cookie?
• Partner appropriately – lead share and cross link with adjacent businesses
• Place value on up-stream content for Organic – video’s, how-to’s, personality, guides
• Follow through on an interaction – good or bad so that your brand is top of mind “next time”
• Continue to nurture the relationship – especially in a service oriented business.

13. Thank You!
@scottfasser
scott@tomorrow.me
scott@branddigital.net