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Mozcon 2017 - I'd rather be Ranked, Then Ranked

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The role that doing great work and building a brand has, when combined with search visibility. How do we get to truly get to the problems people are experiencing and making sure we are truly solving THEIR issues.

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Mozcon 2017 - I'd rather be Ranked, Then Ranked

  1. 1. ©2017 Seer Interactive • p1 Rather be Thanked, Than Ranked Then
  2. 2. Be the content YOU wish YOU FOUND!
  3. 3. 3 things I’ve seen that made me pivot HARD!
  4. 4. Ranked, NO BIZ!
  5. 5. Mozcon 2011 SEO Company SEO Agency SEO Consultant
  6. 6. $$ Never Came
  7. 7. ©2017 Seer Interactive • p7 140:1 Small Biz vs Mid Market 78% are non-employer 52% home-based
  8. 8. Show Seer Clients
  9. 9. Not for me!!
  10. 10. Lost Rankings Lost Traffic Growing like crazy
  11. 11. Thanks, better than Ranks
  12. 12. ©2017 Seer Interactive • p12 The Speed of Machine Learning 24 HOURS > 10 Years
  13. 13. ©2017 Seer Interactive • p15 Kilimanjaro is a snow-covered mountain 19,710 feet high, and is said to be the highest mountain in Africa. Its western summit is called the Masai “Ngaje Ngai,” the House of God. Close to the western summit there is the dried and frozen carcass of a leopard. No one has explained what the leopard was seeking at that altitude. Kilimanjaro is 19,710 feet of the mountain covered with snow, and it is said that the highest mountain in Africa. Top of the west, “Ngaje Ngai” in the Maasai language, has been referred to as the house of God. The top close to the west, there is a dry, frozen carcass of a leopard. Whether the leopard had what the demand at that altitude, there is no that nobody explained.
  14. 14. ©2017 Seer Interactive • p16 Kilimanjaro is a snow-covered mountain 19,710 feet high, and is said to be the highest mountain in Africa. Its western summit is called the Masai “Ngaje Ngai,” the House of God. Close to the western summit there is the dried and frozen carcass of a leopard. No one has explained what the leopard was seeking at that altitude. Kilimanjaro is a mountain of 19,710 feet covered with snow and is said to be the highest mountain in Africa. The summit of the west is called “Ngaje Ngai” in Masai, the house of God. Near the top of the west there is a dry and frozen dead body of leopard. No one has ever explained what leopard wanted at that altitude.
  15. 15. Hours!
  16. 16. ©2017 Seer Interactive • p18 People are more than KEYWORDS!
  17. 17. Google is starting to understand how we feel about what we find.
  18. 18. How it FEELS to find content that ACTUALLY solves your PROBLEM!
  19. 19. Industry Leader Couldn’t Rank
  20. 20. 10x the links 10x the content 10x the brand Crushed for a word they invented! x
  21. 21. ©2017 Seer Interactive • p23 Google Not Ranking On The Top 2 Pages for “Search Engine”
  22. 22. Wil Reynolds Search
  23. 23. Wil Reynolds Searches
  24. 24. Look like a model’s body to you?
  25. 25. disappointment to Some SEARCHERS.
  26. 26. Wil Reynolds Searches
  27. 27. ©2017 Seer Interactive • p29 The computers LEARNED what Disappointment looked like.
  28. 28. ©2017 Seer Interactive • p30 The Web is a disappointing place.
  29. 29. $5,000/mo $1,000/mo
  30. 30. 5000/mo 4 BR Philly
  31. 31. 1000/mo 1 BR Philly
  32. 32. 5000/mo 1 BR, 900 SQFt NYC
  33. 33. ©2017 Seer Interactive • p36 Content that doesn’t “guide” is disruptable.
  34. 34. ©2017 Seer Interactive • p45 You can’t automate actually giving a fuck, but you can automate pretending to!
  35. 35. ©2017 Seer Interactive • p49 23.2% Had Pricing Pages 52.2% Ranked a Demo or Contact Page for brand + pricing query
  36. 36. ©2017 Seer Interactive • p50 27.2% company + pricing = answer boxes!
  37. 37. ©2017 Seer Interactive • p51 But 83.82% of the answer boxes were from OTHER sites!!
  38. 38. How Hubspot looks at competitors that don’t list pricing
  39. 39. BRAVE Marketers! Are they being the content they wish they found?
  40. 40. Disruptive change is RARELY hidden. Often, it’s in PLAIN sight!
  41. 41. Disruptive change is RARELY hidden. Often, it’s in PLAIN sight! We don't want to handle the conflict or reality that that truth provokes.
  42. 42. What is an SEO to do?
  43. 43. ©2017 Seer Interactive • p60 LISTEN, Watch, Learn.
  44. 44. ©2017 Seer Interactive • p62 SURVEYS Aren’t Good Enough.
  45. 45. “I’ll see if I can see any of them” Clicked on #1 skipped 2-5 #6. why?
  46. 46. Sell More!!! Milkshakes!!!
  47. 47. Most Milkshakes Sold
  48. 48. ©2017 Seer Interactive • p66 PERSONAS: Good start, but not enough…
  49. 49. ©2017 Seer Interactive • p70 Talking to people, watching them, and asking questions gives you a competitive advantage that tools can’t give you…
  50. 50. ©2017 Seer Interactive • p72 “I’m divorced and building my credit.” “I’m on a fixed income, and want to get a laptop for my grandson” There’s much more to people than that:
  51. 51. Helps us understand a searcher’s “why”
  52. 52. Splinters
  53. 53. What have we been ignoring all those years?
  54. 54. ©2017 Seer Interactive • p79 Why did you click on that? Why didn’t you click on that? What would make this better? What is it missing?
  55. 55. ©2017 Seer Interactive • p80 Guidance
  56. 56. Dog Break Your Screen Door?
  57. 57. ©2017 Seer Interactive • p82 I want some content today! NO… I got to fix my damn screen door!
  58. 58. GOING Viral!!!!
  59. 59. NO Excuses!
  60. 60. ©2017 Seer Interactive • p87 Start getting your clues: Related Searches
  61. 61. Use your brain
  62. 62. ©2017 Seer Interactive • p91 Looking for Best (Guidance) Brands (Zoho, Inisghtly, Salesforce) Basics (What is it)
  63. 63. ©2017 Seer Interactive • p92 Clue #2: People Also Ask
  64. 64. ©2017 Seer Interactive • p94 PAAs tell you, at scale, who is consistently the most likely to answer people’s questions well.
  65. 65. Tool: Getstat.com
  66. 66. ©2017 Seer Interactive • p99 These are the sites people will end up on BEFORE they get to your product. Banner Ads Newsletters Swap Pixels Native
  67. 67. Tool: Search Query Report Tool: Word Cloud Software
  68. 68. ©2017 Seer Interactive • p101 Look at SQ reports with conversions uncover people’s why, compare to ad / title & meta / landing page copy.
  69. 69. ©2017 Seer Interactive • p103 The Problem with “Best”: What does that user want?
  70. 70. ReviewsBusinesses?
  71. 71. Or Reviews?
  72. 72. ©2017 Seer Interactive • p106 Google Gets That!
  73. 73. Tool: Feedcheck.com or Outwit (advanced)
  74. 74. NEW Tool: NGram Analyzer http://bit.ly/seerngram
  75. 75. ©2017 Seer Interactive • p116 Vs. Purple 1-2 Star Reviews
  76. 76. ©2017 Seer Interactive • p121 People Search Differently by Region
  77. 77. California, low income
  78. 78. Austin, North vs South, Medicaid
  79. 79. ©2017 Seer Interactive • p124 Optimize your EXISTING high ranking pages, by interviewing customers
  80. 80. Impact of Changing High Ranking Pages After Talking to Users
  81. 81. Page optimized with Seer recommendations
  82. 82. Page optimized with Seer recommendations
  83. 83. The “satisfied searcher” leaves a strong FINGERPRINT.
  84. 84. ©2017 Seer Interactive • p130 What is possible when you choose Guidance over Guides
  85. 85. $200,000
  86. 86. $1.2 Million
  87. 87. 1.2 Million
  88. 88. Car can do this…
  89. 89. Ain’t never going to use sonar!
  90. 90. ©2017 Seer Interactive • p142 Remarket to people who clicked on Military with different creative, copy, bids Exclude people who have less than 2 executive offices
  91. 91. Give Guidance
  92. 92. Smart Mofo
  93. 93. ©2017 Seer Interactive • p147 Audience segments Adjust Bids Negative Audiences BE SMARTER!
  94. 94. Google’s not getting DUMBER!
  95. 95. Ready?
  96. 96. ©2017 Seer Interactive • p151 We have a chance…
  97. 97. When you are LOST…
  98. 98. We’ll guide you to the best answer.
  99. 99. Then we’ll re-target the heck outta you, smartly.

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