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Humanizing The Serp, One Word at a Time

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Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.

Published in: Marketing
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  • Thanks for your tips. Make sure, all pages hide your clients :)
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  • Thank you for your truly incredible talk. The highlight of my first SearchLove experience. From a fellow Human.
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Humanizing The Serp, One Word at a Time

  1. 1. Humanize The SERP @wilreynolds
  2. 2. A little bit about me, I was born for this…
  3. 3. Super Geeky Sooo happy to be here
  4. 4. ©2016 Seer Interactive • p5 Marketers I’m Geeking on Words I’m Geeking on Understanding People I’m Geeking on Solving Problems --------------------------- Money I’m Geeking on Easy I’m Geeking on Revenue
  5. 5. Word to describe the people in this picture?
  6. 6. Insurgents
  7. 7. ©2016 Seer Interactive • p8 What is the difference?
  8. 8. 1st Word You Think Of
  9. 9. Refugee? Baby? Human?
  10. 10. ©2016 Seer Interactive • p12 Sufficiently Shocked? Lets Get Started.
  11. 11. ©2016 Seer Interactive • p13 Its not what you SAY It’s what people HEAR
  12. 12. College student I’m worried about my job opportunities
  13. 13. ©2016 Seer Interactive • p16 Today: Understanding People Rational Thought
  14. 14. ©2016 Seer Interactive • p17 50-60% title & descriptions don’t mention the word
  15. 15. Free to market to people
  16. 16. ©2016 Seer Interactive • p19 That’s why you must study words…
  17. 17. Eliminate: an estate tax, an inheritance tax, or a death tax.
  18. 18. Data & facts mean nothing once emotions & associations take over
  19. 19. It’s A Rigged System
  20. 20. Convinced People That….
  21. 21. System is rigged for HER?
  22. 22. Logic, Data DON’T Matter
  23. 23. The words you use when your focus is people
  24. 24. The words you use when your focus is Google
  25. 25. Works 2 hrs/mo Makes $100,000
  26. 26. Not related to Duncan, Miss you Lyns
  27. 27. Atheist, who built a best selling BIBLE APP!!
  28. 28. ©2016 Seer Interactive • p34 Power of understanding UNDERSERVED Markets & Minimizing your BIASES
  29. 29. ©2016 Seer Interactive • p35 Are you getting rankings, and not serving your audience the optimal experience?
  30. 30. ©2016 Seer Interactive • p36 Look for missed opportunities, go delight someone
  31. 31. ©2016 Seer Interactive • p40 Mobile User Experience
  32. 32. ©2016 Seer Interactive • p41 Find Assets Someone Invested GREATLY In Find the Missed Questions!
  33. 33. Answerthepublic.com
  34. 34. The Easy Way To Get More Traffic & Revenue w/o Improving Rankings Part I
  35. 35. ©2016 Seer Interactive • p50 Failed Test: Changed 8 pages 0 Rankings Improvements
  36. 36. ©2016 Seer Interactive • p51 We changed: 8 Meta Descriptions After Looking at PPC Ad Copy
  37. 37. ©2016 Seer Interactive • p53 New Description: 2016 - RECENT Gorgeous – FEELING
  38. 38. ©2016 Seer Interactive • p54 Best Performer 307% Increase CTR
  39. 39. ©2016 Seer Interactive • p56 Client: 15 Minutes 3 year Impact on 8 pages = $200k!!
  40. 40. ©2016 Seer Interactive • p57 Sound like a failed test to you?
  41. 41. ©2016 Seer Interactive • p58 Rankings = Output (didn’t improved) Revenue = Outcome (improved)
  42. 42. http://bit.ly/wil-meta-ppc
  43. 43. The Easy Way To Get More Traffic & Revenue w/o Improving Rankings Part II
  44. 44. SEO’s are looking at PPC’ers like…
  45. 45. You are actually worse!!
  46. 46. 1 mention of popular modifiers!
  47. 47. Open Your Eyes!
  48. 48. Infinitesuggest.com
  49. 49. ©2016 Seer Interactive • p73 Ranking is NOT Enough to Drive Success
  50. 50. Understand people’s DEAL BREAKERS!
  51. 51. ©2016 Seer Interactive • p76 Would Keyword Research Uncover That? Does it impact conversions?
  52. 52. Craft a compelling Story?
  53. 53. ©2016 Seer Interactive • p78 Get Good at TellingSMALL Stories
  54. 54. ©2016 Seer Interactive • p80 Your Purchase creates jobs and transforms lives, thank you. Vs “Nearly New Condition”
  55. 55. ©2016 Seer Interactive • p81 I’m Ready Wil, Lets Start Telling Small Stories
  56. 56. Lets brainstorm some shit
  57. 57. Smart people, check Gender Balance, check Whiteboard, CHECK!
  58. 58. Where is the customer?
  59. 59. Over Here Over Here
  60. 60. What motivates her?
  61. 61. ©2016 Seer Interactive • p88 “I Like Lists Like This” to “This is pretty low brow” in seconds
  62. 62. ©2016 Seer Interactive • p90 I assume they know what kind of move I am making Impact of #’s enticed the click No other sites put a number #’s say this is comprehensive Good Housekeeping Brand / ”Crowd” = value
  63. 63. ©2016 Seer Interactive • p92 Scrolled through page, couldn’t find the content Realized it was a “Gallery” All common sense, avoid tips like these, maybe.
  64. 64. ©2016 Seer Interactive • p94 1 word enticed the click… COMPLETE! What am I going to get out of 3 tips
  65. 65. ©2016 Seer Interactive • p96 Feels like, yeah this is what I wanted Bullet points Week by week
  66. 66. ©2016 Seer Interactive • p98 “I’m Clicking on HGTV because they are REPUTABLE”
  67. 67. ©2016 Seer Interactive • p100 “I don’t like that” “I don’t have time for a FOUR min. video” Stopped Scrolling, Made assumptions about the content
  68. 68. ©2016 Seer Interactive • p102 “I used that company before!! They were expensive” How you have treated your customer in the past Impacts how they feel about clicking on your result
  69. 69. ©2016 Seer Interactive • p104 Paused, saw suggestions Query Refinement: “What to” vs “Best”
  70. 70. ©2016 Seer Interactive • p106 Lists are User Friendly, I like them For a list I’m looking for bullet points Run This Buzzfeed URL in SEMRush, build a better one
  71. 71. You don’t forget the frustrations, intonation, etc, once you hear them
  72. 72. ©2016 Seer Interactive • p109 Every touchpoint is an opportunity, optimize them!!
  73. 73. Thanks for letting me Geek out with you!

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