a more holistic view of search pages
TRANSCRIPT
@wilreynolds
Go Where the Users Are.Building a Holistic SERP StrategyWIL REYNOLDS
#theinbounder Ponencia en inglés - Ponte los
Basic Training
Open your eyes,Look at the Search Page!
DATA POINTS FOR EACH QUERY
© 2015 Seer Interactive • All Rights Reserved • Page 6
10 factors50 searches/mo10 years
60,000 Data Points
Google is Telling you what people want.
Google is Figuring out what people want
FAST!
What Motivates People?
answerthepublic.comNot For VolumeFor Understanding People
What Motivates People?
What Motivates People?
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The Machines are Learning what we want
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WHAT!!!!!!
SEARCHER’S MISSIONYOU ARE NOT FULFILLING
LOOKS LIKE A MODEL
DOESN’T!
THIS IS MORE LIKE IT…
Where are you NOT giving people what They want?
Google knows that!
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Expensive
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Distance From Philly: 1633.7 KM
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Distance From Philly:155 KM
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Distance From Philly:1932 KM
Organic Search Results are Local
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Organic: 85% Results LocalPaid: 20% Results LocalDisconnect!!! PPC is missing intent!
Organic: Algorithmic based on MERITPaid: Algorithmic based on $$$
Dumb Money
User Signals vs Domain Strength Signals
EDUCATION INTENT
RESEARCH / BUY& JOB PROSPECTING
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INVESTING & JOBS
IS IT WORTH RANKING?
BASIC HUMANBEHAVIOR
WE’D RATHER LEARN
THAN BE SOLD TO
All education
EducationNewsInvestment
Just Look at the SERP
Content StrategyEducation ContentImage StrategyNews StrategyWikipedia
Dumb Money - Paid
Show cost of those keywords Expensive
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Let’s get started…on what? I don’t even know what cloud computing is YET!
Hold up!
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Vs Organic
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We went from 22 to top 5 for one of the most competitive keywords.
Prioritized the USERS desire to learn (indicated by the SERP) over the marketers desire to Sell.
IF you get a flat tire, what do you want to do with it?
Understand the User
What to do?Update your content Local Query
Use Search Modifiers to get max CTR on sitelinks
Dumb Money - Paid
What Does Their Paid Landing Page Say?
SAYS NOTHING.
Organic Landing Page for same query Ranked #1…
This is what I wanted!!
Winning @ SearchLosing @ People?
#1Go check OLD content
Inuit example
#2LookCloselyAtPPCTests
Get Involved in Communities
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Lets look back
Stingy?Use RLSA!
Back to Basic Training
Look at the SERP outside of your rank tracking tool.
Basic Training
Get Involved In Communities
Use PPC Targeting Pre-Rank
@wilreynolds
Go Where the Users Are.Building a Holistic SERP StrategyWIL REYNOLDS
#theinbounder Ponencia en inglés - Ponte los