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Needs into Wants: Amazon, Google and the Race for Rankings

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Google and Amazon don't appear to have much in common. But they're both heading in the same direction when it comes to rankings. They both have to address needs, and they have to do it by getting away from keyword-based algorithms. For us, that means a different approach to SEO.

This presentation dives deeper than user-centric design and content and provides concrete tips and techniques for capitalizing on the new model. It also explores recent changes and how they all move towards a needs-driven algorithm.

DON'T LET THE 150+ SLIDES SCARE YOU. It's a very fast read.

Published in: Marketing
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Needs into Wants: Amazon, Google and the Race for Rankings

  1. NEEDS INTO WANTS AMAZON & GOOGLE Racing for Rankings I ENDORSE THIS MESSAGE
  2. Ian Lurie CEO Portent, Inc. @portentint 22 years
  3. “INTERESTING”
  4. @portentint @portentint facebook.com/ian.lurie portent.com/blog
  5. NOT ME
  6. @portentint WE, ER, COLLECT RESULTS nothing to see here. Move the $#@! along.
  7. @portentint You know what I want to do tonight I want to read some patents baby yeah that’s where it’s at also can I have another pitcher of coffee yeah thanks
  8. @portentint SO, HOW ARE THE ALGORITHMS DOING, ANYWAY?
  9. By Staxringold at en.wikipedia (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia Commons
  10. Both Google and Amazon rank stuff based on language and user experience
  11. Both start with needs
  12. @portentint NEEDS > WORDS
  13. @portentint i need jeans
  14. @portentint i just want my jeans!!!!
  15. @portentint
  16. @portentint
  17. @portentint STRUCTURED DATA MAKES THIS EASIER FOR AMAZON
  18. @portentint OR DOES IT?
  19. @portentint
  20. @portentint
  21. @portentint
  22. @portentint WORD VECTORS NATURAL LANGUAGE PROCESSING & PEOPLE USE THESE WORDS TOGETHER A LOT. THEY’RE RELATED.
  23. @portentint DENIM + PANTS = JEANS DENIM + SPANDEX = WTF DENIM – PANTS + BED = SHEETS
  24. @portentint Costs you “crawl budget” Google: Rankbrain
  25. @portentint “Wedding Dresses”
  26. @portentint WEDDING DRESSES + BRIDESMAID DRESSES
  27. @portentint
  28. @portentint FIREFLY + SHIP = SERENITY
  29. @portentint Amazon
  30. @portentint “Remote Controlled Moose Call” 2016
  31. @portentint “Remote Controlled Moose Call”
  32. @portentint “Remote Controlled Moose Call” 2017
  33. @portentint KEYWORD MATCH
  34. @portentint NO MATCH
  35. @portentint
  36. @portentint Word vectors…? YEP. WORD VECTORS.
  37. @portentint MOOSE + CALL = MOOSE CALL DEER + CALL = ANIMAL CALL
  38. @portentint WE’RE DOOMED
  39. If search engines are trying to use vectors to assess needs, then we can use needs to determine vectors
  40. Tactic 1 Research relationships, not keywords
  41. @portentint Research Keywordtool.io Moz MerchantWords SellerLabs
  42. @portentint Research DO NOT USE Google tools
  43. @portentint Group your key phrases airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty
  44. @portentint Find connections airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty
  45. @portentint Find connections
  46. Write about them This is a perfect airbrush for miniatures and models.
  47. Tactic 2 Answer the questions
  48. @portentint Features a 0.35mm needle and drop-in self- centering nozzle combination comes with a large 1/3 oz gravity-feed cup Generous 1/3 oz sized cup is designed with a new funnel shape, which makes for easy clean up and more efficient paint flow Spray pattern - hairline to 2" (50-mm) round
  49. @portentint AnswerThePublic.com
  50. @portentint
  51. @portentint AIRBRUSH + MINIATURES
  52. @portentint AIRBRUSH – CLEANUP = $##!@#$
  53. @portentint Less clogging with a 0.35mm needle and drop-in self-centering nozzle combination and a large 1/3 oz gravity-feed cup Easy cleanup and more efficient paint flow with a generous 1/3 oz sized Versatile spray pattern for details and large areas - hairline to 2" (50-mm) round
  54. Tactic 3 Target Entities
  55. @portentint “Serenity”
  56. @portentint FIREFLY + SHIP = SERENITY SERENITY + SHIP = FIREFLY SERENITY + FIREFLY = SHIP
  57. @portentint FIND KNOWN ENTITY TYPES
  58. @portentint LEARN A LITTLE PYTHON
  59. Tactic 4 Write Like a Human
  60. Old way My Dog My dog’s name is Alfred. He’s a great dog. Some small dog breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
  61. New way My Dog My dog’s name is Alfred. He’s a great pup. Some small breeds are yappy. Not Alfred. He’s a Yorkie-Poo. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
  62. Putting it all together
  63. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces. New way
  64. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces. New way Entity Related
  65. @portentint AMAZON UNIQUE CHANGES what?
  66. Amazon must Turn needs into wants
  67. REDUCED CORRELATION W/ REVIEWS
  68. @portentint Quality + Count + Velocity + Votes - Simplicity– Patterns – Trends
  69. Amazon Tactic 1 Stop it.
  70. @portentint Cough
  71. @portentint Cough Cough This (probably) won’t get you in trouble But Amazon devalues these reviews
  72. @portentint
  73. @portentint this jersey is too tight. must be the jersey’s fault
  74. KEYWORD LENGTH REDUCED (FOR MOST CATEGORIES)
  75. Amazon Tactic 2 Clean your keyword strategy
  76. @portentint No repetition Top phrases in title, copy Use keywords field for less obvious stuff
  77. @portentint Hoka One One Men’s Running Shoes Perfect shoes for over-pronators, the Hoka One One features this and that thing plus another neat feature Jogging sneakers run pronation Padding cushioned orthopoedic Mens 1
  78. Amazon Tactic 3 Improve sales performance per query
  79. @portentint Try some phrase targeting
  80. @portentint “To buy my book, search ‘one trick consulting’ on Amazon”
  81. @portentint One Trick + Consulting = One Trick Ponies Get Shot
  82. @portentint vectors again?!!! Ian what the hell i thought we were done with that…
  83. @portentint ohhh. vectors imply connections. in sales, that implies needs. i get it!!!
  84. @portentint Answer questions in the bullets
  85. @portentint Features a 0.35mm needle and drop-in self- centering nozzle combination comes with a large 1/3 oz gravity-feed cup Generous 1/3 oz sized cup is designed with a new funnel shape, which makes for easy clean up and more efficient paint flow Spray pattern - hairline to 2" (50-mm) round Emotional copywriting
  86. @portentint Less clogging with a 0.35mm needle and drop-in self-centering nozzle combination and a large 1/3 oz gravity-feed cup Easy cleanup and more efficient paint flow with a generous 1/3 oz sized Versatile spray pattern for details and large areas - hairline to 2" (50-mm) round
  87. @portentint Bundling
  88. Amazon Tactic 4 Narrow the field
  89. @portentint 40,000 searches
  90. @portentint 40,000 searches1,700 searches
  91. @portentint 40,000 searches1,700 searches Lousy optimization
  92. @portentint Irrelevant products
  93. @portentint 40,000 searches1,700 searches Create a separate listing?
  94. What’s Next
  95. @portentint Voice
  96. @portentint Oy vey.
  97. Strategy Answer questions, tightly connect products to queries to turn needs into wants
  98. @portentint GOOGLE UNIQUE CHANGES
  99. Google must Flawlessly address needs
  100. @portentint Costs you “crawl budget” Quality (aka User Experience) i don’t control the content. i need to carefully measure user experience.
  101. CLICKTHRU & POGO-STICKING MEASUREMENT
  102. The Coming SSL Apocalypse Get on HTTPS by November, 2017
  103. @portentint
  104. @portentint
  105. Google Tactic 1 Verify SSL
  106. @portentint If not this, talk to your host Get it done by Fall http://portent.co/sslcheckr
  107. Google Tactic 2 Avoid SSL Duplication
  108. @portentint ScreamingFrog
  109. @portentint
  110. @portentint
  111. “The SEO Content”
  112. “The blog posts”
  113. “The blog posts” Love it
  114. Google Tactic 3 Prune
  115. @portentint No.
  116. Use Google Search Console Find Indexed, Low Interest
  117. Hey, that was good content?! Rewrite/repurpose
  118. These are related Combine and republish h/t @seo_theory
  119. IN-SERP CONTENT FULFILLING NEEDS W/O A CLICK
  120. @portentint
  121. @portentint
  122. @portentint
  123. Google Tactic 4 Answer (different) questions
  124. @portentint
  125. @portentint Google Suggest
  126. @portentint Google Suggest
  127. @portentint Google Suggest
  128. Write pages that answer specific questions AnswerThePublic.com
  129. Write pages that answer specific questions
  130. Google Tactic 5 Change Your Key Phrase Approach
  131. @portentint airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty Opportunistic SEO Moving up for a high-volume phrase High ranking page value
  132. Google Tactic 6 Build hubs around concepts
  133. @portentint
  134. @portentint Bike Trainers Home Cycling Sensors Heart Rate Monitors Bike Computers
  135. @portentint Not clickable
  136. @portentint Instant hub
  137. @portentint Instant hub
  138. @portentint Instant hub
  139. @portentint
  140. @portentint SPEED SPEED SPEED SPEEDSPEED SPEED
  141. @portentint i don’t need a slow site
  142. Google Tactic 7 Learn to Handle Images!!!!!
  143. PNG format, 800 x 540: 1,000kb Use the right format
  144. @portentint JPG: 30kb PNG: 13kb why won’t anyone do this?!!!
  145. @portentint 700kb png 64kb jpg
  146. @portentint 140kb png 40kb jpg
  147. JPG = Photos PNG = Fewer colors, like logos
  148. Compression tools Imageoptim (Mac) Caesium (PC) Fireworks/Photoshop
  149. @portentint 40kb 25kb
  150. JPGs: Start with 60% PNGs: Start with 256 color
  151. The Mobile-First Index Mobile Friendliness
  152. Google Tactic 8 Get your site responsive
  153. @portentint
  154. @portentint
  155. @portentint
  156. @portentint http://portent.co/friendmobtest
  157. @portentint YAYYYY!!!!!
  158. @portentint AUUUGHHH!!!!!
  159. Help Google give people what they need
  160. @portentint Coming Soon…
  161. @portentint I’m sorry, i have no idea wtf you just said.
  162. @portentint
  163. @portentint back! Back, abomination! Back!
  164. @portentint WE’RE DOOMED?
  165. @portentint i gotta be me
  166. @portentint AMAZON: TURN NEEDS INTO WANTS GOOGLE: PERFECTLY ANSWER NEEDS
  167. If search engines are trying to assess and answer needs, then we can use needs to rank and sell
  168. Next steps
  169. ian@portent.com @portentint Slides & links www.portent.co/amazonseo Commence heckling

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