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

Humanize

The

Query

@wilreynolds

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


Labels Matter

Words Matter

Data & facts mean

nothingonce emotions take over

3 GTFO’s


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


Google as a proxy for understanding what people

probably want.


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


Walk people through a process in a way that says

“I understand you”

Veryapt.com


Great Content Marketers will make it their

missionto minimize the # of searches from ask to answer.


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.

Recently

Injured

Runner

We are

missing searchers

why


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

more empathetic & holistic marketer


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


The Modern

Search ProfessionalCares about the person

&

Ranking Position

&

Ask to Answer


Start with Google

SEO’s are looking at PPC’ers like…

You are actually worse!!

1 mention

of popular modifiers!


1st Step:Leave your desk


2nd Step:Do I fit in??


Another way to be strategic

“Google Doesn’t Want You Here”


Where can we win?


3rd Step:get your competitors heatmaps


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


Client Story #1Failed Test:

Changed 8 pages

0 Rankings Improvements


We changed:

8 Meta Descriptions

After Looking at PPC Ad Copy


New Description:

2016 - RECENT

Gorgeous – FEELING


Best Performer

307%

Increase CTR


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


Look at the pages that show when you have to

EARN IT!

Show cost of those keywords

Expensive


You Can Win This Way!

Use Google to Understand People


Client Story #3 : Paragraphs, yuck

People Talked to: 6

Learning: “If this was easier to scan”

Revenue Impact: $200,000


Client Story #4: Constraints

People Talked to: 6

Learning: “I’m on Fixed Income”

Revenue Impact: TBD


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

exactly how he was thinking about it


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”


“Looks Easy, Its Got Tools, and Stuff”

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

about the features.


Notice:

She skipped the snippet

Clicked on the suggestion

“2017”


“I’ll see if I can see any of them”

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


“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?


Use Google, Be a Step Ahead.

Your Customers will Thank You.

Say

Goodbye to

Old School

Become

aModern

SEO

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

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