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Turing 2016 - Using Search Data to Answer Questions Better
The document discusses the importance of understanding human decision-making in marketing, emphasizing that it outweighs technical knowledge of tools like Google. It highlights the need for marketers to focus on the root problems of customers and create comprehensive content that addresses those needs. Additionally, it warns that failing to adapt to evolving search algorithms and consumer behaviors may lead to a loss of traffic to competitors who better understand these dynamics.
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Turing 2016 - Using Search Data to Answer Questions Better
- 1. The People Behind TheSearches
- 2. Decided to goback to the classics - 1890’s
- 3. Belief Understanding how people makedecisions is a skill that is Undisruptable
- 4. That is a… greater skill Thanunderstanding how Google works
- 5. ©2016 Seer Interactive• p5 Started SEO August 1999 Every Day Since.
- 6. ©2016 Seer Interactive• p6 6,227 days 49,816 HOURS! But a LOT has changed
- 7. Remember 1999 = Livin’ LaVida Loca
- 8. ©2016 Seer Interactive• p8 I woke up Overweight How Google Works Underweight How People Work
- 11. The Best MarketersUnderstand People…
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- 16. Understand the Need (explore,new to talk about) Apply to the Business (sell tires)
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- 19. Find the rootof the customers problem: Look past head Keywords
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- 21. ©2016 Seer Interactive• p21 What was the query BEFORE the query? - @jonoalderson
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- 29. ©2016 Seer Interactive• p29 Search is THIS
- 31. ©2016 Seer Interactive• p31 Search is NOT THIS
- 32. ©2016 Seer Interactive• p32 1 - Search “Glasgow Vacation” 2 - Buy
- 33. ©2016 Seer Interactive• p33 Ignore top of funnel, long tail, recommendation, Keywords & Ignore TRUST building opportunities.
- 34. Google Giveth &Google Taketh
- 37. ©2016 Seer Interactive• p37 You might not like it if you are in travel BUT You LOVE it if you are traveling.
- 38. Image of wordbrand Matters!
- 41. ©2016 Seer Interactive• p41 Brand and Non Brand KWs Are you not in the Brand Consideration Set?
- 43. Google is SuggestingBrands after you search!
- 45. ©2016 Seer Interactive• p45 Make more content!!!
- 47. ©2016 Seer Interactive• p47 Make more COMPLETE content
- 48. “It’s Easier to speakthen to type” -Google
- 49. Make people do fewerqueries -Me
- 50. ©2016 Seer Interactive• p50 There is no cheaper, more comprehensive, research tool than Google + Your Eyes
- 55. ©2016 Seer Interactive• p55 How does that HAPPEN?
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- 60. ©2016 Seer Interactive• p60 5 of top 10 concerns are answered on 1 page BUILDS TRUST
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- 64. What Motivates People? LikeThis Guy
- 65. © 2016 SeerInteractive • All Rights Reserved • Page 65 Make this case by reviewing OLDmarketing investments.
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- 74. Works, doesn’t build TRUSTor BRAND
- 75. Where is TaylorMade?
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- 78. ©2016 Seer Interactive• p78 The Role SEO Plays
- 81. ©2016 Seer Interactive• p81 How are our competitors?
- 82. © 2016 SeerInteractive • All Rights Reserved • Page 82 SEMRush + Excel
- 83. © 2016 SeerInteractive • 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
- 85. The Machines areLearning what we want
- 86. WE MUST UNDERSTAND INTENT+ CONTENT
- 87.
- 88. WE’D RATHER LEARN& BUY
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- 91. Dumb Money -Paid
- 92. Show cost ofthose keywords Expensive
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- 99. SEARCHER’S MISSION YOU ARENOT FULFILLING
- 100. LOOKS LIKE AMODEL
- 101. THIS IS MORELIKE IT…
- 102. THE ROBOTS ARE SMARTERTHAN THE MARKETERS
- 103. Those PPC adsfor Cloud Vs Organic
- 106. Are you readyto use your “SEO” skills to understand people better & build what they want?
- 107. If Not…The RobotsAre Coming for Those who Don’t!!!
- 108. And they’re taking YOURTraffic