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.


6,227 days 49,816 HOURS!

But a LOT has changed

Remember1999 = Livin’ La Vida Loca


I woke upOverweight

How Google WorksUnderweight

How People Work

The Best Marketers UnderstandPeople…

@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!


What was the query BEFORE the query?

- @jonoalderson

Fix Cracked iPhone


Search is

THIS


Search isNOT

THIS


1 - Search“Glasgow Vacation”

2 - Buy


Ignore top of funnel, long tail, recommendation,

Keywords&

Ignore

TRUST building opportunities.

Google Giveth & Google Taketh

Click icon to add picture


You might not like it if you are in travel

BUTYou LOVE it if you are traveling.

Image of word brand

Matters!


Brand and Non Brand KWsAre you not in the

Brand Consideration Set?

Google is Suggesting Brandsafter you search!


Make more content!!!


Make more COMPLETE content

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

Make people do

fewer queries-Me


There is no cheaper, more comprehensive, research tool than

Google +

Your Eyes


How does thatHAPPEN?

Exec’sare pissed


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 •

Make this case by reviewing

OLD marketing investments.

Minimize Bias!

Boring SEO

Works, doesn’t build TRUST or BRAND

Where is Taylor Made?

Understand the WHOLEcustomer problem

Minimize Bias!


The Role SEO Plays


How are our competitors?


SEMRush + Excel


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

Let’s Talk Machine Learning

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

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