The Science Behind Search
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My presentation on search science and local search engine optimization strategies from the 2014 Dallas Digital Summit.
![INTRODUCTION
2
Upasna Gautam
[Oo-poss-na Gaw-thumb]
or
Pas
Manager, Search Strategy
Rockfish
@UpasnaGautam](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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The Science Behind Search
- 1. THE SCIENCE BEHIND SEARCH Dallas Digital Summit December 2014
- 2. INTRODUCTION 2 Upasna Gautam [Oo-poss-na Gaw-thumb] or Pas Manager, Search Strategy Rockfish @UpasnaGautam
- 3. AGENDA 3 Part 1: How the Scientific Method Applies to the Search Engine Optimization Process Part 2: Taking a Closer Look at the Experimental Phase with Targeted Formulas
- 5. SEARCH + SCIENCE 5 Observe Research Hypothesize Experiment Analyze & Conclude The Scientific Method
- 6. STEP 1: OBSERVE 6 • Determine business objectives • Discover consumer needs • Establish baseline performance statistics • Keyword optimization is NOT the first step Characterize the Overall State of Your Site
- 7. STEP 2: RESEARCH 7 • Comprehensive site audit will uncover conversion obstructions • Keyword research & analysis based upon correlations with gathered data Quantitative Data Analysis
- 8. STEP 3: HYPOTHESIZE 8 • Dependent Variable [output] + Independent Variable [input] • The independent variable influences CHANGE in the dependent variable Example: Using branded keyword phrases yields a 35% higher CTR than using unbranded keyword phrases Form a Testable Hypothesis Independent Variable Dependent Variable
- 9. STEP 4: EXPERIMENT 9 • Create a Baseline Report • Technical Development & Integration • Develop a Content Strategy • Be Patient Test Your Hypothesis
- 10. STEP 5: ANALYZE & CONCLUDE 10 • Report results based on KPI’s & business objectives • Inspect and adjust variables • True indicator of success = CONVERSION Measure Results & Optimize
- 11. REPEAT! 11 Observe Research Hypothesize Experiment Analyze & Conclude • Characterize the state of your site • Define key elements • Quantitative data analysis • Site audit • Keyword research • Example: “Using branded keyword phrases yields a 35% higher CTR than using unbranded keyword phrases” • Technical integration & development • Content strategy • Baseline report • PATIENCE! • Measure based on KPI’s • Inspect & adjust variables
- 13. 13 THE FORMULA [Brand + Unbranded Keyword Phrase + Location]
- 14. Use Your Brand Name 14 THE FORMULA • Boost authority • Increase relevancy • Build connections with unbranded entities Brand + Unbranded Keyword Phrase + Location
- 15. Natural Language Keyword Phrases 15 THE FORMULA • Understand search intent • Provide relevant answers to complex queries Brand + Unbranded Keyword Phrase + Location
- 16. Geo-Targeted Phrases 16 THE FORMULA • Deliver content to users based on locality • Always include city, state and zip code • Create separate pages for multiple locations Brand + Unbranded Keyword Phrase + Location
- 17. THE FORMULA 17 Building Content for the Long- Tail Hummingbird serves two masters: providing better answers for top-of-the funnel searches by understanding what the entity is and the overall intent of the search, and delivering more precise answers to more complex, long-tail queries.
- 18. 18 THE FORMULA [ Brand + Unbranded Keyword Phrase + Location ] [Constant] [Variable] [Constant] Meta Data On-Site Content Social Content
- 19. 19 Thank you!
Editor's Notes
- Credit the awesome Tony verre