1.
Your Customer Journey, and
the role search plays in it
Wil Reynolds
Associate
@wilreynolds

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2
@wilreynolds

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@wilreynolds
Use the word 2 more times
and bold 1 of them, #1 on
Altavista BABY!

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@wilreynolds
Google the upstart

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@wilreynolds
“You must earn your
ranking with votes across
the web”

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@wilreynolds
If I can get 50 more links
with the word laptops, I win!

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@wilreynolds
@wilreynolds

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@wilreynolds
@wilreynolds

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@wilreynolds
That worked for a while….

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@wilreynolds
2012, Panda & Penguin

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@wilreynolds
Punished
Scale
+
Fake Votes

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@wilreynolds
12@wilreynolds

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@wilreynolds
End of search as we know it

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@wilreynolds
Computers
Learning
FROM COMPUTERS!

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@wilreynolds
Google has always tried to
replicate human evaluation

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@wilreynolds

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@wilreynoldsPhones, Tablets, Desktops
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@wilreynolds
What’s THIS???

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@wilreynolds
Or…THIS???
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@wilreynolds
Context
------------------
Content

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@wilreynolds
Friday, July 16th,
2010

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@wilreynolds
Relationships between words
“I match queries to words”
To
“I match queries to
concepts & intentions”

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@wilreynolds
Or…THIS???
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@wilreynolds
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Instant Answers

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@wilreynolds
Or…THIS???
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@wilreynolds
Mobile can be a
differentcontext

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@wilreynolds
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@wilreynolds
Desktop Search Volume

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@wilreynolds
Mobile Search Volume

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@wilreynolds
Different context?

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
Better UX or Else,
<3, Google

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@wilreynolds
You must understand the
customer journey…

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@wilreynolds
NOT
STATIC
https://www.flickr.com/photos/leanderthal/

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@wilreynolds
Change in how we search

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@wilreynolds
Gmail Impacting Search

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@wilreynolds
Google Gets Smarter

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@wilreynolds
Google Gets Smarter

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@wilreynolds
Tale of 2 searches
(Location)

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@wilreynolds
Search #1
“SEO Company”

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@wilreynolds
7 – Philly
2 – National
1 – Review
0 - Atlanta

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@wilreynolds
Search #2
First search
“Things to do in Atlanta”
Second search
“SEO Company”

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@wilreynolds
Impact
CTR?

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@wilreynolds
Amazon, Trusted + Prime

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@wilreynolds
Change behavior?

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@wilreynolds
You Betcha!

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@wilreynolds
Get more branded search?
Probably get more rankings

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@wilreynolds
Cut that TV campaign,
rankings might slide…

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@wilreynolds
This stuff is INTEGRATED!

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@wilreynolds
Mobile Search changes
1 – How we search
2 – What we see (vs Desktop)

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@wilreynolds

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@wilreynolds
Impact
On
CTR?
(Call + Map)

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@wilreynolds
Lay of the land…now its
content time!

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@wilreynolds
I hate the phase…
GO VIRAL

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@wilreynolds
I HATE the phase…
GO VIRAL

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@wilreynolds
Honestly, when you publish
content

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@wilreynolds http://www.flickr.com/photos/bayat/

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@wilreynolds http://www.flickr.com/photos/bayat/
This is the truth

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@wilreynolds
No matter how
hard
You PRAY
http://www.flickr.com/photos/theenmoy

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@wilreynolds
“NotImpressed”
@wilreynolds

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@wilreynolds
Impressions
http://www.flickr.com/photos/bayat/

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@wilreynolds
Losing the battle for
ATTENTIONhttp://www.flickr.com/photos/theenmoy

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@wilreynolds http://www.flickr.com/photos/theenmoy

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@wilreynolds
90% of great ideas begin…

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@wilreynolds
On
The
Toilet
https://www.flickr.com/photos/chantalle/

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@wilreynolds
Slow Down on the Enter Key

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@wilreynolds
Type stuff in and…
WAIT!

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@wilreynolds
Search is a Non-Linear JOURNEY

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@wilreynolds
Your job, understand that
journey better than anyone

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@wilreynolds http://www.flickr.com/photos/theenmoy

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@wilreynolds http://www.flickr.com/photos/theenmoy

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@wilreynolds
Journey = Divorce, but it
starts here before it gets to

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@wilreynolds
“Divorce Attorney Jacksonville”

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@wilreynolds http://www.flickr.com/photos/theenmoy

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@wilreynolds
Way before 30 year mortgage

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@wilreynolds

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@wilreynolds http://www.flickr.com/photos/theenmoy

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@wilreynolds http://www.flickr.com/photos/theenmoy

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@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM

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@wilreynolds
Do BIGContent

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@wilreynolds
Do
Sustainable
Content

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@wilreynolds
Sustainable?

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@wilreynolds
“NotImpressed”
@wilreynolds
Spike vs Fail

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@wilreynolds
Long Tail, Visitors

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@wilreynolds

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@wilreynolds
Long Tail, Visitors
18 months later

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@wilreynolds
Long Tail, Visitors

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@wilreynolds
Didn't
“Go VIRAL”

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@wilreynolds
It

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@wilreynolds
Went

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@wilreynolds
“Helpful”

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@wilreynolds
Addressing an unmet need

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@wilreynolds
HelpBusinesses
http://www.flickr.com/photos/bayat/

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@wilreynolds
I can’t mention a
competitor!

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@wilreynolds
Doesn’t change the fact
customer is looking for a
SOLUTION

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
Go
Onelogin!
+
Quora?

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@wilreynolds
Battle for
Attention

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@wilreynolds
Is Social

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@wilreynolds
Is a Story
http://www.flickr.com/photos/mateus27_24-
25/7066865871/

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@wilreynolds
Is Neighborlyhttp://www.flickr.com/photos/jspad/

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@wilreynolds
NOT……… THIS!
http://www.flickr.com/photos/jspad/

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@wilreynolds
I need
more
content!

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@wilreynolds
Journey
driven
content!

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@wilreynolds
Company
Story

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
Get
Links

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@wilreynolds
Get
Rankings

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@wilreynolds
Build Community,
Look for the obvious

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@wilreynolds

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@wilreynolds

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@wilreynolds
Hey over there… 
http://www.flickr.com/photos/lalunablanca/105820
4843/sizes/o/

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@wilreynolds

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@wilreynolds
Maybe the journey begins
before GOGLE?

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@wilreynolds
Google sees and rewards
community building

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@wilreynolds
Long term, if you want to
rank on Google

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@wilreynolds
Understanding Journey
Story + Community

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About me.
@wilreynolds
facebook.com/wilreynolds
wilr@seerinteractive.com
Wil Reynolds
Founder