Wil Reynolds – The Human Ranking Algorithm: The People Behind the Queries (Turing Fest 2016)

Transcript

1. Decided to go back to the classics - 1890’s
2. Belief Understanding how people make decisions is a skill that is Undisruptable
3. That is a… greater skill Than understanding how Google works
4. ©2016 Seer Interactive • p4 Started SEO August 1999 Every Day Since.
5. ©2016 Seer Interactive • p5 6,227 days 49,816 HOURS! But a LOT has changed
6. Remember 1999 = Livin’ La Vida Loca
7. ©2016 Seer Interactive • p7 I woke up Overweight How Google Works Underweight How People Work
10. The Best Marketers Understand People…
12. @wilreynolds https://www.flickr.com/photos/125261545@N03/ Worn Tires
13. @wilreynolds https://www.flickr.com/photos/anacronicos Get him to DRIVE MORE
14. @wilreynolds Content Marketing Since
15. Understand the Need (explore, new to talk about) Apply to the Business (sell tires)
16. Marketing AMPLIFIES Doesn’t Fix!!
17. Picnic Pants
18. Find the root of the customers problem: Look past head Keywords
19. Context Before Content!
20. ©2016 Seer Interactive • p20 What was the query BEFORE the query? - @jonoalderson
23. Fix Cracked iPhone
24. Fix Cracked iPhone
28. ©2016 Seer Interactive • p28 Search is THIS
30. ©2016 Seer Interactive • p30 Search is NOT THIS
31. ©2016 Seer Interactive • p31 1 - Search “Glasgow Vacation” 2 - Buy
32. ©2016 Seer Interactive • p32 Ignore top of funnel, long tail, recommendation, Keywords & Ignore TRUST building opportunities.
33. Google Giveth & Google Taketh
36. ©2016 Seer Interactive • p36 You might not like it if you are in travel BUT You LOVE it if you are traveling.
37. Image of word brand Matters!
40. ©2016 Seer Interactive • p40 Brand and Non Brand KWs Are you not in the Brand Consideration Set?
42. Google is Suggesting Brands after you search!
44. ©2016 Seer Interactive • p44 Make more content!!!
46. ©2016 Seer Interactive • p46 Make more COMPLETE content
47. “It’s Easier to speak then to type” -Google
48. Make people do fewer queries -Me
49. ©2016 Seer Interactive • p49 There is no cheaper, more comprehensive, research tool than Google + Your Eyes
54. ©2016 Seer Interactive • p54 How does that HAPPEN?
55. Exec’s are pissed
59. ©2016 Seer Interactive • p59 5 of top 10 concerns are answered on 1 page BUILDS TRUST
61. So much more!
62. What Motivates People?
63. What Motivates People? Like This Guy
64. © 2016 Seer Interactive • All Rights Reserved • Page 64 Make this case by reviewing OLD marketing investments.
67. Minimize Bias!
68. Minimize Bias!
69. Minimize Bias!
72. Boring SEO
73. Works, doesn’t build TRUST or BRAND
74. Where is Taylor Made?
75. Understand the WHOLE customer problem
76. Minimize Bias!
77. ©2016 Seer Interactive • p77 The Role SEO Plays
80. ©2016 Seer Interactive • p80 How are our competitors?
81. © 2016 Seer Interactive • All Rights Reserved • Page 81 SEMRush + Excel
82. © 2016 Seer Interactive • All Rights Reserved • Page 82 Find a keyword you want to rank for Take the top results Drop each into SemRush Clean the data Top 5, brand name, asset
84. The Machines are Learning what we want
85. WE MUST UNDERSTAND INTENT + CONTENT
86. BASIC HUMAN BEHAVIOR
87. WE’D RATHER LEARN & BUY
88. THAN BE SOLD TO
89. All education
90. Dumb Money - Paid
91. Show cost of those keywords Expensive
94. Let’s Talk Machine Learning
97. WHAT!!!!!!
98. SEARCHER’S MISSION YOU ARE NOT FULFILLING
99. LOOKS LIKE A MODEL
100. THIS IS MORE LIKE IT…
101. THE ROBOTS ARE SMARTER THAN THE MARKETERS
102. Those PPC ads for Cloud Vs Organic
105. Are you ready to use your “SEO” skills to understand people better & build what they want?
106. If Not…The Robots Are Coming for Those who Don’t!!!
107. And they’re taking YOUR Traffic