A More Holistic View of Search Pages

@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