turing 2016 - using search data to answer questions better

The People BehindThe Searches

Decided to go back to the classics - 1890’s

BeliefUnderstanding how people make decisions is a skill that is

Undisruptable

That is a…

greater skillThan understanding how Google works

©2016 Seer Interactive • p5

Started SEO August 1999Every Day Since.

©2016 Seer Interactive • p6

6,227 days 49,816 HOURS!

But a LOT has changed

Remember1999 = Livin’ La Vida Loca

©2016 Seer Interactive • p8

I woke upOverweight

How Google WorksUnderweight

How People Work

The Best Marketers UnderstandPeople…

1900

@wilreynolds https://www.flickr.com/photos/125261545@N03/

Worn Tires

@wilreynolds https://www.flickr.com/photos/anacronicos

Get him toDRIVE

MORE

@wilreynolds

Content Marketing Since

Understand the Need (explore, new to talk about)Apply to the Business (sell tires)

Marketing AMPLIFIES

Doesn’t

Fix!!

Picnic Pants

Find the root of the customers problem:

Look past headKeywords

Context Before Content!

©2016 Seer Interactive • p21

What was the query BEFORE the query?

- @jonoalderson

Fix Cracked iPhone

Fix Cracked iPhone

©2016 Seer Interactive • p29

Search is

THIS

©2016 Seer Interactive • p31

Search isNOT

THIS

©2016 Seer Interactive • p32

1 - Search“Glasgow Vacation”

2 - Buy

©2016 Seer Interactive • p33

Ignore top of funnel, long tail, recommendation,

Keywords&

Ignore

TRUST building opportunities.

Google Giveth & Google Taketh

Click icon to add picture

Click icon to add picture

©2016 Seer Interactive • p37

You might not like it if you are in travel

BUTYou LOVE it if you are traveling.

Image of word brand

Matters!

©2016 Seer Interactive • p41

Brand and Non Brand KWsAre you not in the

Brand Consideration Set?

Google is Suggesting Brandsafter you search!

©2016 Seer Interactive • p45

Make more content!!!

©2016 Seer Interactive • p47

Make more COMPLETE content

“It’s Easier to speak then to type” -Google

Make people do

fewer queries-Me

©2016 Seer Interactive • p50

There is no cheaper, more comprehensive, research tool than

Google +

Your Eyes

©2016 Seer Interactive • p55

How does thatHAPPEN?

Exec’sare pissed

©2016 Seer Interactive • p60

5 of top 10 concerns are answered on 1 page

BUILDS TRUST

So much more!

What Motivates People?

What Motivates People?

Like This Guy

© 2016 Seer Interactive • All Rights Reserved • Page 65

Make this case by reviewing

OLD marketing investments.

Minimize Bias!

Minimize Bias!

Minimize Bias!

Boring SEO

Works, doesn’t build TRUST or BRAND

Where is Taylor Made?

Understand the WHOLEcustomer problem

Minimize Bias!

©2016 Seer Interactive • p78

The Role SEO Plays

©2016 Seer Interactive • p81

How are our competitors?

© 2016 Seer Interactive • All Rights Reserved • Page 82

SEMRush + Excel

© 2016 Seer Interactive • All Rights Reserved • Page 83

Find a keyword you want to rank forTake the top results Drop each into SemRushClean the dataTop 5, brand name, asset

The Machines are Learning what we want

WE MUST UNDERSTAND INTENT + CONTENT

BASIC HUMANBEHAVIOR

WE’D RATHER LEARN & BUY

THAN BE SOLD TO

All education

Dumb Money - Paid

Show cost of those keywords Expensive

Click icon to add picture

Let’s Talk Machine Learning

Click icon to add picture

WHAT!!!!!!

SEARCHER’S MISSIONYOU ARE NOT FULFILLING

LOOKS LIKE A MODEL

THIS IS MORE LIKE IT…

THE ROBOTS ARESMARTER THANTHE MARKETERS

Those PPC ads for Cloud Vs Organic

Click icon to add picture

Are you ready to use your “SEO” skills to understand people better & build what they want?

If Not…The Robots Are Coming for Those who Don’t!!!

And they’re takingYOUR Traffic