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Understanding the customer journey, from a search perspective

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Wil Reynolds
Wil Reynolds

The presentation here starts with a brief history of "how to rank" and quickly moves into how to use research to understand the customer journey and the role search engines play in that journey. We also show how personalized search changes things to greater personalize each journey, making it more and more unique based on social factors. When Google changes its layout, how does that impact the customer journey and are you ready? Other than just "SEO" we look at the role of having a story, engaging with community, having a brand, all play in winning the search engine game.

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Your Customer Journey, and the role search plays in it Wil Reynolds Associate @wilreynolds
2 @wilreynolds
3 @wilreynolds Use the word 2 more times and bold 1 of them, #1 on Altavista BABY!
@wilreynolds Google the upstart
5 @wilreynolds “You must earn your ranking with votes across the web”
6 @wilreynolds If I can get 50 more links with the word laptops, I win!
@wilreynolds @wilreynolds
@wilreynolds @wilreynolds
9 @wilreynolds That worked for a while….
10 @wilreynolds 2012, Panda & Penguin
11 @wilreynolds Punished Scale + Fake Votes
@wilreynolds 12@wilreynolds
@wilreynolds End of search as we know it
@wilreynolds Computers Learning FROM COMPUTERS!
@wilreynolds Google has always tried to replicate human evaluation
@wilreynolds
@wilreynoldsPhones, Tablets, Desktops 17
@wilreynolds What’s THIS???
@wilreynolds Or…THIS??? 19
@wilreynolds Context ------------------ Content
@wilreynolds Friday, July 16th, 2010
@wilreynolds Relationships between words “I match queries to words” To “I match queries to concepts & intentions”
@wilreynolds Or…THIS??? 23
@wilreynolds 24 Instant Answers
@wilreynolds Or…THIS??? 25
@wilreynolds Mobile can be a differentcontext
@wilreynolds 27
@wilreynolds Desktop Search Volume
@wilreynolds Mobile Search Volume
@wilreynolds Different context?
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds Better UX or Else, <3, Google
@wilreynolds You must understand the customer journey…
@wilreynolds NOT STATIC https://www.flickr.com/photos/leanderthal/
@wilreynolds Change in how we search
@wilreynolds Gmail Impacting Search
@wilreynolds Google Gets Smarter
40 @wilreynolds Google Gets Smarter
@wilreynolds Tale of 2 searches (Location)
42 @wilreynolds Search #1 “SEO Company”
43 @wilreynolds 7 – Philly 2 – National 1 – Review 0 - Atlanta
44 @wilreynolds Search #2 First search “Things to do in Atlanta” Second search “SEO Company”
45 @wilreynolds Impact CTR?
@wilreynolds Amazon, Trusted + Prime
@wilreynolds Change behavior?
@wilreynolds You Betcha!
@wilreynolds Get more branded search? Probably get more rankings
50 @wilreynolds Cut that TV campaign, rankings might slide…
51 @wilreynolds This stuff is INTEGRATED!
@wilreynolds Mobile Search changes 1 – How we search 2 – What we see (vs Desktop)
@wilreynolds
@wilreynolds Impact On CTR? (Call + Map)
55 @wilreynolds Lay of the land…now its content time!
@wilreynolds I hate the phase… GO VIRAL
57 @wilreynolds I HATE the phase… GO VIRAL
58 @wilreynolds Honestly, when you publish content
@wilreynolds http://www.flickr.com/photos/bayat/
@wilreynolds http://www.flickr.com/photos/bayat/ This is the truth
@wilreynolds No matter how hard You PRAY http://www.flickr.com/photos/theenmoy
@wilreynolds “NotImpressed” @wilreynolds
@wilreynolds Impressions http://www.flickr.com/photos/bayat/
@wilreynolds Losing the battle for ATTENTIONhttp://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds 90% of great ideas begin…
@wilreynolds On The Toilet https://www.flickr.com/photos/chantalle/
@wilreynolds Slow Down on the Enter Key
@wilreynolds Type stuff in and… WAIT!
@wilreynolds Search is a Non-Linear JOURNEY
@wilreynolds Your job, understand that journey better than anyone
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds Journey = Divorce, but it starts here before it gets to
@wilreynolds “Divorce Attorney Jacksonville”
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds Way before 30 year mortgage
@wilreynolds
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy RCS.SEERINTERACTIVE.COM
83 @wilreynolds Do BIGContent
84 @wilreynolds Do Sustainable Content
@wilreynolds Sustainable?
@wilreynolds “NotImpressed” @wilreynolds Spike vs Fail
@wilreynolds Long Tail, Visitors
@wilreynolds
@wilreynolds Long Tail, Visitors 18 months later
@wilreynolds Long Tail, Visitors
@wilreynolds Didn't “Go VIRAL”
@wilreynolds It
@wilreynolds Went
@wilreynolds “Helpful”
@wilreynolds Addressing an unmet need
@wilreynolds HelpBusinesses http://www.flickr.com/photos/bayat/
@wilreynolds I can’t mention a competitor!
@wilreynolds Doesn’t change the fact customer is looking for a SOLUTION
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds Go Onelogin! + Quora?
@wilreynolds Battle for Attention
@wilreynolds Is Social
@wilreynolds Is a Story http://www.flickr.com/photos/mateus27_24- 25/7066865871/
@wilreynolds Is Neighborlyhttp://www.flickr.com/photos/jspad/
@wilreynolds NOT……… THIS! http://www.flickr.com/photos/jspad/
108 @wilreynolds I need more content!
109 @wilreynolds Journey driven content!
110 @wilreynolds Company Story
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds Get Links
@wilreynolds Get Rankings
@wilreynolds Build Community, Look for the obvious
@wilreynolds
@wilreynolds
@wilreynolds Hey over there…  http://www.flickr.com/photos/lalunablanca/105820 4843/sizes/o/
@wilreynolds
121 @wilreynolds Maybe the journey begins before GOGLE?
@wilreynolds Google sees and rewards community building
123 @wilreynolds Long term, if you want to rank on Google
124 @wilreynolds Understanding Journey Story + Community
About me. @wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com Wil Reynolds Founder

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