stretching your search skills - stephanie chang - searchlove boston
DESCRIPTION
TRANSCRIPT
![Page 1: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/1.jpg)
we are drowning in content
@stephpchang
![Page 2: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/2.jpg)
…in 5 years, the amount of digital information created &
shared has exploded.
@stephpchang
![Page 4: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/4.jpg)
by 2015, there will
9 zettabytes of content on the web
@stephpchang
![Page 5: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/5.jpg)
this makes search increasingly more important
@stephpchang
![Page 6: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/6.jpg)
we need search to help find content
@stephpchang
![Page 7: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/7.jpg)
that is most relevant to
specific individuals
@stephpchang
![Page 8: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/8.jpg)
search technology will evolve to meet that need
@stephpchang
![Page 9: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/9.jpg)
and show more personalized results
@stephpchangShow a result
![Page 10: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/10.jpg)
whatIs the future of search?
@stephpchangAdd a Hummingbird image
![Page 11: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/11.jpg)
targeted messaging
@stephpchang
![Page 12: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/12.jpg)
founded on data
@stephpchang
![Page 13: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/13.jpg)
such as the demographic and
user behavior of the individual
@stephpchang
![Page 14: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/14.jpg)
howdoes this affect search
marketers….today?@stephpchang
![Page 16: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/16.jpg)
Stretching Your Search Skills
STEPHANIE CHANG
![Page 17: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/17.jpg)
search values
findability@stephpchang
![Page 18: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/18.jpg)
findability used to look like this
@stephpchang
![Page 19: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/19.jpg)
@stephpchang
![Page 20: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/20.jpg)
getting to page 1 for a given keyword
isn’t enough anymore
@stephpchang
![Page 21: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/21.jpg)
@stephpchang
same query – different results
![Page 22: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/22.jpg)
search is no longer just
transactional@stephpchang
![Page 23: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/23.jpg)
it’s becoming more personal
@stephpchang
![Page 24: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/24.jpg)
user demographics are becoming more
important@stephpchang
![Page 25: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/25.jpg)
our goal is to befindable to the
right people@stephpchang
![Page 26: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/26.jpg)
1. user research
@stephpchang
![Page 27: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/27.jpg)
2. testing targeted messaging
@stephpchang
![Page 28: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/28.jpg)
3. applying learnings to search
@stephpchang
![Page 29: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/29.jpg)
4. integrating core message onto multiple
channels
@stephpchang
![Page 30: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/30.jpg)
we need to focus on
our users@stephpchang
![Page 31: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/31.jpg)
user research
![Page 32: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/32.jpg)
first, who are the
consumers?@stephpchang
![Page 33: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/33.jpg)
and what do we know about them?
@stephpchang
![Page 34: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/34.jpg)
and how can we target them effectively
through search?
@stephpchang
![Page 35: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/35.jpg)
look at consumer behavior
![Page 36: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/36.jpg)
use the digital footprints they leave behind
![Page 37: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/37.jpg)
to help us
understandour core audience
@stephpchang
![Page 38: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/38.jpg)
using the tools we have at our disposal
![Page 39: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/39.jpg)
Consumer Barometer provides insights on purchasing behavior
@stephpchanghttp://www.consumerbarometer.com
![Page 40: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/40.jpg)
and how much research goes into the process
@stephpchanghttp://www.consumerbarometer.com
![Page 41: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/41.jpg)
and the type of devices and sources users use to conduct research
@stephpchanghttp://www.consumerbarometer.com
![Page 42: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/42.jpg)
@stephpchang
to determine the type of content
we should be prioritizing
this is the 3rd result that appears for “is [company] legit?”
![Page 43: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/43.jpg)
@stephpchang
first goal:
build pages
second goal:
improve engagement on the page to measure trustworthiness
![Page 44: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/44.jpg)
we can also use this data
@stephpchang
![Page 45: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/45.jpg)
in combination with demographics data
in Google Analytics
@stephpchang
![Page 46: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/46.jpg)
@stephpchang
![Page 47: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/47.jpg)
to test different intents
@stephpchang
![Page 48: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/48.jpg)
like using Google’s Display Planner
@stephpchang
![Page 49: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/49.jpg)
and targetingdefined
in-market buyer
segments
@stephpchang
![Page 50: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/50.jpg)
what do we do with this data?
@stephpchang
![Page 51: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/51.jpg)
create tailored messages
@stephpchang
![Page 52: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/52.jpg)
that resonates with your core audience
@stephpchang
![Page 53: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/53.jpg)
targeted messaging
![Page 54: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/54.jpg)
“Voted #1 specialist in [product] for [core audience]”
@stephpchang
Version 1vs.“Over 5 million switched to
[product] because of [uvp]”
version 1 resulted in 4x the CTR and 5x
the number of conversions
Version 2
![Page 55: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/55.jpg)
usinguser
triggers@stephpchang
![Page 56: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/56.jpg)
depending on your core product
@stephpchang
![Page 57: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/57.jpg)
@stephpchang
![Page 58: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/58.jpg)
high involvement / think product
![Page 59: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/59.jpg)
high involvement / feel product
![Page 60: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/60.jpg)
low involvement / think product
![Page 61: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/61.jpg)
low involvement / feel product
![Page 62: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/62.jpg)
when a user
knows what he/she
wants, you are there@stephpchang
![Page 63: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/63.jpg)
how do you know when you have the right
messaging?
![Page 64: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/64.jpg)
through testing
![Page 65: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/65.jpg)
analyze the most common questions
people ask about your product
@stephpchang
![Page 66: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/66.jpg)
by setting up an advanced
filter in Google Analytics
**see link below on how to set up the filter
@stephpchangSource
![Page 67: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/67.jpg)
and match questions up to the customer buying cycle
@stephpchangSource: Adria Saracino
![Page 68: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/68.jpg)
test messagesvia paid
social promotion
@stephpchang
![Page 69: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/69.jpg)
because you can target a
specific demographic
@stephpchang
![Page 70: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/70.jpg)
@stephpchangSource: Stephen Croome
![Page 71: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/71.jpg)
this provides instant feedback on your
messaging and target audience
@stephpchang
![Page 72: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/72.jpg)
and also builds the initial community prior
to launch
@stephpchang
![Page 73: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/73.jpg)
sample client:
education software
![Page 74: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/74.jpg)
target demographic
female age 24-45 not tech savvy use the product for in-house training
@stephpchang
![Page 75: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/75.jpg)
Use this information to target
specific segments
@stephpchang
![Page 76: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/76.jpg)
keyword queries site received
elearning software instructional design
@stephpchang
![Page 77: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/77.jpg)
questions received in Google Analytics included:
@stephpchang
![Page 78: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/78.jpg)
how is this (product) more effective than other
forms of learning?
(141 visits with a 60% bounce rate)
@stephpchang
![Page 79: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/79.jpg)
how to record high quality audio using (product)?
(309 visits & 82% bounce rate)
@stephpchang
![Page 80: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/80.jpg)
use data collected on common concerns / behavior & create tailored messages to test
@stephpchang
Gender/Age Product Behavior
Female (age 24-45) High involvement / think Heavy percentage of users research online via search engines before purchasing
Ease of use with existing software within the organization
No seasonality
![Page 81: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/81.jpg)
each question matches up
to a different stage in the funnel
@stephpchang
![Page 82: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/82.jpg)
@stephpchang
How is this product more effective than other forms of learning?
How do I record high-quality audio using the product?
![Page 83: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/83.jpg)
now, we have to make this target message more
findable to the right people
@stephpchang
![Page 84: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/84.jpg)
apply findings to search
![Page 85: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/85.jpg)
this product is a high involvement / think
product
@stephpchang
![Page 86: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/86.jpg)
create landing pages to answer questions that
have high bounce rates and lots of visits
@stephpchang
![Page 87: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/87.jpg)
incorporate rating snippets onto the site
or positive
reviews from 3rd party trusted
reviewers
@stephpchang
![Page 88: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/88.jpg)
have benefits of the product clearly stated on the site
@stephpchang
![Page 89: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/89.jpg)
test out paid search ad copy to speak to potential
customer concerns
@stephpchang
![Page 90: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/90.jpg)
to optimize for search based on the
target audience
@stephpchang
![Page 91: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/91.jpg)
these are ways we can become findable to the
right target audience
@stephpchang
![Page 92: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/92.jpg)
using search
@stephpchang
![Page 93: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/93.jpg)
but don’t STOP there
@stephpchang
![Page 94: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/94.jpg)
as search becomes
more targeted
@stephpchang
![Page 95: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/95.jpg)
for it to be truly effective,
@stephpchang
![Page 96: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/96.jpg)
it must integrate with other marketing channels
@stephpchang
![Page 97: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/97.jpg)
marketing integration
![Page 98: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/98.jpg)
why integration?
@stephpchang
![Page 99: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/99.jpg)
effective frequency
@stephpchang
![Page 100: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/100.jpg)
what does effective frequency mean?
@stephpchang
![Page 101: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/101.jpg)
Viewers need to see a message
several** times
**ranges from 3-11 times
@stephpchang
![Page 102: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/102.jpg)
in order for the message to receive
maximum impact
@stephpchang
![Page 103: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/103.jpg)
this doesn’t necessarily mean showing the same
ad over and over again
@stephpchang
![Page 104: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/104.jpg)
@stephpchang
![Page 105: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/105.jpg)
we want to see the same message reinforced in
different ways
@stephpchang
![Page 106: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/106.jpg)
examples of marketing integration
![Page 107: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/107.jpg)
let’s apply this process to a real business
@stephpchang
![Page 108: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/108.jpg)
b2b company that made asset tags
@stephpchang
![Page 109: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/109.jpg)
niche product with a small target audience
@stephpchang
![Page 110: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/110.jpg)
busy office administrators in corporate businesses or
government@stephpchang
![Page 111: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/111.jpg)
don’t do a lot of research online
@stephpchang
![Page 112: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/112.jpg)
heavily price-focused
@stephpchang
![Page 113: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/113.jpg)
just want the product to work
@stephpchang
![Page 114: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/114.jpg)
low involvement / think product
@stephpchang
![Page 115: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/115.jpg)
questions they ask
@stephpchang
![Page 116: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/116.jpg)
does the product on curved surfaces?
@stephpchang
![Page 117: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/117.jpg)
FAQ section on the site that address these questions
@stephpchang
![Page 118: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/118.jpg)
we didn’t want to stop there
@stephpchang
![Page 119: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/119.jpg)
we didn’t want just tactics, but a full campaign
@stephpchang
![Page 120: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/120.jpg)
significant portion of the target demographic
@stephpchang
![Page 121: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/121.jpg)
lived in urban or suburban
@stephpchang
![Page 122: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/122.jpg)
@stephpchang
what would be useful to this target demographic?
![Page 123: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/123.jpg)
@stephpchang
that solved a pain point
![Page 124: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/124.jpg)
@stephpchang
show the product works
![Page 125: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/125.jpg)
@stephpchang
the concept was the creation of
a consumer-facing tool
![Page 126: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/126.jpg)
@stephpchang
free bike registry
![Page 127: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/127.jpg)
@stephpchang
show effectiveness of product
![Page 128: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/128.jpg)
@stephpchang
bikes work on curved surfaces
![Page 129: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/129.jpg)
@stephpchang
QR codes work to track a valuable product
![Page 130: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/130.jpg)
@stephpchang
partner with government agencies & getting the product right in
front of them
![Page 131: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/131.jpg)
@stephpchang
because this is not solely a search campaign
![Page 132: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/132.jpg)
integrate several marketing channels
@stephpchang
![Page 133: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/133.jpg)
@stephpchang
built landing pages for both organic and paid
search
![Page 134: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/134.jpg)
content to support community and press
@stephpchang
![Page 135: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/135.jpg)
video & social
@stephpchang
![Page 136: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/136.jpg)
@stephpchang
outreach to bike communities and
non-profits
![Page 137: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/137.jpg)
across different sectors
@stephpchang
![Page 138: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/138.jpg)
@stephpchang
we are expanding our reach
![Page 139: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/139.jpg)
@stephpchang
as an extension of search
![Page 140: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/140.jpg)
@stephpchang
and thus, achieving
effective frequency
because wherever they look
![Page 141: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/141.jpg)
@stephpchang
you are there
![Page 142: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/142.jpg)
@stephpchang
whether or not they
search for you
![Page 143: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/143.jpg)
you are findable
@stephpchang
![Page 144: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/144.jpg)
you are
![Page 145: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/145.jpg)
results
![Page 146: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/146.jpg)
project is a year old and
has received more partnerships and press
over time
@stephpchang
![Page 147: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/147.jpg)
@stephpchang
visits new visits average visit duration
direct conversions
non-direct conversions
13,000+ 79% 4 minutes 2 103
![Page 148: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/148.jpg)
key takeaways
![Page 149: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/149.jpg)
search is more important than ever
@stephpchang
![Page 150: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/150.jpg)
the emphasis needs to be switched to the
individual** user**see Justin Cutroni’s presentation
@stephpchang
![Page 151: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/151.jpg)
we need to develop a better understanding of user
behavior @stephpchang
![Page 152: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/152.jpg)
and how to integrate our learnings in search and
other channels
@stephpchang
![Page 153: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/153.jpg)
in order for it to truly be effective
@stephpchangInsert cheesy picture
![Page 154: Stretching Your Search Skills - Stephanie Chang - SearchLove Boston](https://reader035.vdocuments.us/reader035/viewer/2022081412/53fa1c908d7f729c2e8b4f11/html5/thumbnails/154.jpg)
let’s make it personal !
@stephpchang