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A More Holistic View of Search Pages

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Presented at TheInbounder 2016
Get to know your users better, then give them what they want.

There's a person behind every keyword, an intent, a context - all of which traditional keyword research often misses. This presentation is for people trying to gain a better understanding of the people behind the searches, not with fancy tools, but basically stopping to look at Google's results and leveraging the machines to better understand the people, then how to turn that into a content strategy.

Published in: Marketing

A More Holistic View of Search Pages

  1. 1. @wilreynolds Go Where the Users Are. Building a Holistic SERP Strategy WIL REYNOLDS #theinbounder Ponencia en inglés - Ponte los
  2. 2. Basic Training
  3. 3. Open your eyes, Look at the Search Page!
  4. 4. DATA POINTS FOR EACH QUERY
  5. 5. © 2015 Seer Interactive • All Rights Reserved • Page 6 10 factors 50 searches/mo 10 years 60,000 Data Points
  6. 6. Google is Telling you what people want.
  7. 7. Google is Figuring out what people want FAST!
  8. 8. What Motivates People?
  9. 9. answerthepublic.com Not For Volume For Understanding People
  10. 10. What Motivates People?
  11. 11. What Motivates People?
  12. 12. The Machines are Learning what we want
  13. 13. WHAT!!!!!!
  14. 14. SEARCHER’S MISSION YOU ARE NOT FULFILLING
  15. 15. LOOKS LIKE A MODEL
  16. 16. DOESN’T!
  17. 17. THIS IS MORE LIKE IT…
  18. 18. Where are you NOT giving people what They want? Google knows that!
  19. 19. Expensive
  20. 20. Distance From Philly: 1633.7 KM
  21. 21. Distance From Philly: 155 KM
  22. 22. Distance From Philly: 1932 KM
  23. 23. Organic Search Results are Local
  24. 24. Organic: 85% Results Local Paid: 20% Results Local Disconnect!!! PPC is missing intent!
  25. 25. Organic: Algorithmic based on MERIT Paid: Algorithmic based on $$$
  26. 26. Dumb Money
  27. 27. User Signals vs Domain Strength Signals
  28. 28. EDUCATION INTENT
  29. 29. RESEARCH / BUY & JOB PROSPECTING
  30. 30. INVESTING & JOBS
  31. 31. IS IT WORTH RANKING?
  32. 32. BASIC HUMAN BEHAVIOR
  33. 33. WE’D RATHER LEARN
  34. 34. THAN BE SOLD TO
  35. 35. All education
  36. 36. Education News Investment
  37. 37. Just Look at the SERP
  38. 38. Content Strategy Education Content Image Strategy News Strategy Wikipedia
  39. 39. Dumb Money - Paid
  40. 40. Show cost of those keywords Expensive
  41. 41. Let’s get started…on what? I don’t even know what cloud computing is YET!
  42. 42. Hold up!
  43. 43. Vs Organic
  44. 44. We went from 22 to top 5 for one of the most competitive keywords. Prioritized the USERS desire to learn (indicated by the SERP) over the marketers desire to Sell.
  45. 45. IF you get a flat tire, what do you want to do with it?
  46. 46. Understand the User
  47. 47. What to do? Update your content Local Query
  48. 48. Use Search Modifiers to get max CTR on sitelinks
  49. 49. Dumb Money - Paid
  50. 50. What Does Their Paid Landing Page Say?
  51. 51. SAYS NOTHING.
  52. 52. Organic Landing Page for same query Ranked #1…
  53. 53. This is what I wanted!!
  54. 54. Winning @ Search Losing @ People?
  55. 55. #1 Go check OLD content
  56. 56. Inuit example
  57. 57. #2 Look Closely At PPC Tests
  58. 58. Get Involved in Communities
  59. 59. Lets look back
  60. 60. Stingy? Use RLSA!
  61. 61. Back to Basic Training
  62. 62. Look at the SERP outside of your rank tracking tool. Basic Training
  63. 63. Get Involved In Communities
  64. 64. Use PPC Targeting Pre-Rank
  65. 65. @wilreynolds Go Where the Users Are. Building a Holistic SERP Strategy WIL REYNOLDS #theinbounder Ponencia en inglés - Ponte los

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