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Turing 2016 - Using Search Data to Answer Questions Better

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Every query is a person, a person with a problem - I hope to show you basic ways to understand those problems better, produce more holistic content, and lastly to show how machine learning may cause you to lose more rankings if you don't holistically solve user problems.

Published in: Business
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Turing 2016 - Using Search Data to Answer Questions Better

  1. 1. The People Behind The Searches
  2. 2. Decided to go back to the classics - 1890’s
  3. 3. Belief Understanding how people make decisions is a skill that is Undisruptable
  4. 4. That is a… greater skill Than understanding how Google works
  5. 5. ©2016 Seer Interactive • p5 Started SEO August 1999 Every Day Since.
  6. 6. ©2016 Seer Interactive • p6 6,227 days 49,816 HOURS! But a LOT has changed
  7. 7. Remember 1999 = Livin’ La Vida Loca
  8. 8. ©2016 Seer Interactive • p8 I woke up Overweight How Google Works Underweight How People Work
  9. 9. The Best Marketers Understand People…
  10. 10. 1900
  11. 11. @wilreynolds https://www.flickr.com/photos/125261545@N03/ Worn Tires
  12. 12. @wilreynolds https://www.flickr.com/photos/anacronicos Get him to DRIVE MORE
  13. 13. @wilreynolds Content Marketing Since
  14. 14. Understand the Need (explore, new to talk about) Apply to the Business (sell tires)
  15. 15. Marketing AMPLIFIES Doesn’t Fix!!
  16. 16. Picnic Pants
  17. 17. Find the root of the customers problem: Look past head Keywords
  18. 18. Context Before Content!
  19. 19. ©2016 Seer Interactive • p21 What was the query BEFORE the query? - @jonoalderson
  20. 20. Fix Cracked iPhone
  21. 21. Fix Cracked iPhone
  22. 22. ©2016 Seer Interactive • p29 Search is THIS
  23. 23. ©2016 Seer Interactive • p31 Search is NOT THIS
  24. 24. ©2016 Seer Interactive • p32 1 - Search “Glasgow Vacation” 2 - Buy
  25. 25. ©2016 Seer Interactive • p33 Ignore top of funnel, long tail, recommendation, Keywords & Ignore TRUST building opportunities.
  26. 26. Google Giveth & Google Taketh
  27. 27. ©2016 Seer Interactive • p37 You might not like it if you are in travel BUT You LOVE it if you are traveling.
  28. 28. Image of word brand Matters!
  29. 29. ©2016 Seer Interactive • p41 Brand and Non Brand KWs Are you not in the Brand Consideration Set?
  30. 30. Google is Suggesting Brands after you search!
  31. 31. ©2016 Seer Interactive • p45 Make more content!!!
  32. 32. ©2016 Seer Interactive • p47 Make more COMPLETE content
  33. 33. “It’s Easier to speak then to type” -Google
  34. 34. Make people do fewer queries -Me
  35. 35. ©2016 Seer Interactive • p50 There is no cheaper, more comprehensive, research tool than Google + Your Eyes
  36. 36. ©2016 Seer Interactive • p55 How does that HAPPEN?
  37. 37. Exec’s are pissed
  38. 38. ©2016 Seer Interactive • p60 5 of top 10 concerns are answered on 1 page BUILDS TRUST
  39. 39. So much more!
  40. 40. What Motivates People?
  41. 41. What Motivates People? Like This Guy
  42. 42. © 2016 Seer Interactive • All Rights Reserved • Page 65 Make this case by reviewing OLDmarketing investments.
  43. 43. Minimize Bias!
  44. 44. Minimize Bias!
  45. 45. Minimize Bias!
  46. 46. Boring SEO
  47. 47. Works, doesn’t build TRUST or BRAND
  48. 48. Where is Taylor Made?
  49. 49. Understand the WHOLE customer problem
  50. 50. Minimize Bias!
  51. 51. ©2016 Seer Interactive • p78 The Role SEO Plays
  52. 52. ©2016 Seer Interactive • p81 How are our competitors?
  53. 53. © 2016 Seer Interactive • All Rights Reserved • Page 82 SEMRush + Excel
  54. 54. © 2016 Seer Interactive • All Rights Reserved • Page 83 Find a keyword you want to rank for Take the top results Drop each into SemRush Clean the data Top 5, brand name, asset
  55. 55. The Machines are Learning what we want
  56. 56. WE MUST UNDERSTAND INTENT + CONTENT
  57. 57. BASIC HUMAN BEHAVIOR
  58. 58. WE’D RATHER LEARN & BUY
  59. 59. THAN BE SOLD TO
  60. 60. All education
  61. 61. Dumb Money - Paid
  62. 62. Show cost of those keywords Expensive
  63. 63. Let’s Talk Machine Learning
  64. 64. WHAT!!!!!!
  65. 65. SEARCHER’S MISSION YOU ARE NOT FULFILLING
  66. 66. LOOKS LIKE A MODEL
  67. 67. THIS IS MORE LIKE IT…
  68. 68. THE ROBOTS ARE SMARTER THAN THE MARKETERS
  69. 69. Those PPC ads for Cloud Vs Organic
  70. 70. Are you ready to use your “SEO” skills to understand people better & build what they want?
  71. 71. If Not…The Robots Are Coming for Those who Don’t!!!
  72. 72. And they’re taking YOUR Traffic

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