searchlove san diego 2017 | wil reynolds | intonation matters: a new approach to search ux

Humanize

The

Query

@wilreynolds

Words?

Words?

©2016 Seer Interactive • p4

What’s the difference

Feelings

Matter

TaxesThere is a tax on your

money when you

pass $$ to your kids after

your pasing

Which do you

want to

Eliminate?

an estate tax,

an inheritance tax,

or a death tax.

Rich People Have Estates

&

Get Inheritances

All of us DIE

©2016 Seer Interactive • p13

Labels Matter

Words Matter

Data & facts mean

nothingonce emotions take over

3 GTFO’s

©2016 Seer Interactive • p20

Not only do words matter,

how we feel when we use words matters

TONE Matters

RELATIONSHIP Matters

CONTEXT Matters

Google is starting

to understand

how we feel

about what we find

50-60%

title & descriptions

don’t mention the word

Free to market to people

Must

Understand

Power of

The Brain,

Must

Study

Words

©2016 Seer Interactive • p25

Google as a proxy for understanding what people

probably want.

©2016 Seer Interactive • p28

Deeper Understanding of what comes next…

we love predictions, so we don’t have to

search again

learn a new UX again

sit through more ads again

©2016 Seer Interactive • p29

Walk people through a process in a way that says

“I understand you”

Veryapt.com

©2016 Seer Interactive • p31

Great Content Marketers will make it their

missionto minimize the # of searches from ask to answer.

©2016 Seer Interactive • p32

PAA’s, suggestions, etc are a peek into what someone

might be searching before or after your query, build your

content to predict what they are likely to ask next.

scam

scam

Recently

Injured

Runner

We are

missing searchers

why

©2016 Seer Interactive • p40

Don’t hit enter can make you a much broader strategist

more empathetic & holistic marketer

©2016 Seer Interactive • p44

So why was my client asking me to build links and help

them rank?

Old

School

SEO

That’s

Why

Old School

can become

New School

©2016 Seer Interactive • p47

The Modern

Search ProfessionalCares about the person

&

Ranking Position

&

Ask to Answer

©2016 Seer Interactive • p48

Start with Google

SEO’s are looking at PPC’ers like…

You are actually worse!!

1 mention

of popular modifiers!

©2016 Seer Interactive • p58

1st Step:Leave your desk

©2016 Seer Interactive • p62

2nd Step:Do I fit in??

©2016 Seer Interactive • p63

Another way to be strategic

“Google Doesn’t Want You Here”

©2016 Seer Interactive • p68

Where can we win?

©2016 Seer Interactive • p69

3rd Step:get your competitors heatmaps

©2016 Seer Interactive • p72

2 people

1 piece of content

Same sentiment

What we Learned when we

LISTENED

4 wins by

putting people first

More Traffic & Revenue

w/o Improving Rankings

Part I

Have coffee with your customer,

we heard the intonation the things that don’t show up

in keyword research

©2016 Seer Interactive • p79

Client Story #1Failed Test:

Changed 8 pages

0 Rankings Improvements

©2016 Seer Interactive • p80

We changed:

8 Meta Descriptions

After Looking at PPC Ad Copy

©2016 Seer Interactive • p81

New Description:

2016 - RECENT

Gorgeous – FEELING

©2016 Seer Interactive • p82

Best Performer

307%

Increase CTR

©2016 Seer Interactive • p84

Client Story #2No New Links

1 New Page

+300K + Visitors

WE’D RATHER LEARN

THAN BE SOLD TO

How many

different

intentionsdo you see?

Learning

4/10

Ignore what people want

Dumb Money - Paid

©2016 Seer Interactive • p101

Look at the pages that show when you have to

EARN IT!

Show cost of those keywords

Expensive

©2016 Seer Interactive • p103

You Can Win This Way!

Use Google to Understand People

©2016 Seer Interactive • p105

Client Story #3 : Paragraphs, yuck

People Talked to: 6

Learning: “If this was easier to scan”

Revenue Impact: $200,000

©2016 Seer Interactive • p106

Client Story #4: Constraints

People Talked to: 6

Learning: “I’m on Fixed Income”

Revenue Impact: TBD

©2016 Seer Interactive • p110

Prior, he talked about what he wanted, he typed in

exactly how he was thinking about it

©2016 Seer Interactive • p112

He skipped over the first 5 resultsCTR CURVE MY ASS!!

2016 sounded old

“2017 that’s more up to date”

“Plus I have an iPhone”

©2016 Seer Interactive • p114

“Looks Easy, Its Got Tools, and Stuff”

My Take: He saw enough of the screens to feel good

about the features.

©2016 Seer Interactive • p116

Notice:

She skipped the snippet

Clicked on the suggestion

“2017”

©2016 Seer Interactive • p118

“I’ll see if I can see any of them”

Clicked on #1 skipped 2-5 #6. why?

©2016 Seer Interactive • p120

“I don’t have a frame of reference, its not helpful”

I love it when the

technology is ahead

of my next step, isn’t it time

We did the same for our customer?

©2016 Seer Interactive • p122

Use Google, Be a Step Ahead.

Your Customers will Thank You.

Say

Goodbye to

Old School

Become

aModern

SEO