My 2013 Search university presentation talks about the side-effects that information overload has on the use of Google. About the decline of core searches and the benefit of using other verticals/ specific content platforms for your brand story. In the context of a Search University (Seminar by Bloovi) I focussed on how to use SEO-tactics in finding & optimizing the ideal context for your content.

1. Put your site on a diet
It’s just not healthy

2. A peak of what’s coming
› Is it a bird? Is it a plane?
› A fight Google can’t win (for you)
› Let’s talk future effectiveness
› Auf wiedersehen, Au revoir

3. It’s the man in front of you

4. Who am i?
Koen Verbrugge
› Senior consultant
@Invisible_puppy
› Specialised in
› Analysis
› Strategy
› Online marketing

5. 2012
That’s me
Fanuel
Mathieu
These people are not me

6. Question needs
Align your plans
Build your assets
Grow your Business
Focus your tools

7. Let’s get digital
clever
on digital

8. A fight Google can’t win for you

9. Not the competition
Bing?
Why not?
› Dominates
desktop & mobile
VS

10. Not the platforms
Devices?
Why not?
› Growing
OS’s & browsers
VS
VS

11. Not the platforms
Browsers?
Why not?
› Growing
OS’s & browsers
VS
VSVS

12. The user changes
Behaviour?
Info overload:
= Need for restricted
results.
› Switches from
core to vertical
searches.
› Growth in
specialised
platforms.

13. The user changes
Behaviour?
Info overload?
Difficulty a person can have understanding
an issue and making decisions, caused by
the presence of too much information.

14. The user changes
Behaviour?
0
2
4
6
8
10
12
14
16
18
20
2008 2009 2010 2011 2012
Vertical Search
Core Search
+8%
-3%
* In billion
Info overload:
› First year of non-
growth for core
searches.
› Verticals grow
faster since 2008.

15. The user changes
Behaviour?
Info overload:
› Searches per
searcher decline
(in core search).
› Specific searches
migrate to
verticals.

16. The user changes
Behaviour?
Info overload:
› Sites specialised
in 1 type of
content/sector
grow
› Specific searches
migrate to
verticals.

17. 0
2
4
6
8
10
12
14
16
18
20
2008 2009 2010 2011 2012
Vertical Search
Core Search
* In billion
The user changes
Behaviour?
Info overload:
Switches from core to
vertical searches.
› First year of non-
growth for core
search
› Verticals grow
faster since 2008.
& 2011?
> Upgrade Universal
search:
Integration of places
& social signals
> Launch of instant +
preview
More
relevant
=
Win More

18. Love google to find context
The fight:
Google is not losing in search:
Broad searches without preferred destination (brands are not destinations).
› Query intent helps Google to produce less information pollution.
› Universal search helps Google to deliver content in relevant format.
Platforms are winning in use:
› High relevancy context for a certain type of need.
› Functionalities that can be singleminded for the purpose of the network.
› Boosted by freemium network model: Bring advertised content, we bring the platform.

19. Love google to find context
The fight:
Google is not losing in search:
Broad searches without preferred destination (brands are not destinations).
› Query intent helps Google to produce less information pollution.
› Universal search helps Google to deliver content in relevant format.
Platforms are winning in use:
› High relevancy context for a certain type of need.
› Functionalities that can be singleminded for the purpose of the network.
› Boosted by freemium network model: Bring advertised content, we bring the platform.
They are not loosing
But...
Are you?

20. Love Google to find context
Conclusion:
People try to minimize overload by:
› Trusting editors to filter
Starting at trusted verticals/blogs/magazines.
› Searching in smaller datasets
Searching inside of freemium content networks / Apps / Stores.
› Refining search in smaller datasets
Searching for info + name of freemium content networks / Apps / Stores.
›
Loosing out
on
short tail
&exposure.
Loosing out
on mid tail

21. Love Google to find context
Conclusion:
People try to minimize overload by:
› Trusting editors to filter
Starting at trusted verticals/blogs/magazines.
› Searching in smaller datasets
Searching inside of freemium content networks / Apps / Stores.
› Refining search in smaller datasets
Searching for info + name of freemium content networks / Apps / Stores.
›
Loosing out
on
short tail
&exposure.
Loosing out
on mid tail
More importantly:
Are you loosing influence?
/ Are you their new gatekeeper?

22. Use context to provide leads
Conclusion:
Marketeers need to adapt by:
› Using the right context for content
Your website is NOT a one stop shop!
› Combine content for social & search
Silo’s are dead. Act like it (or start learning).
› Link each context = focus on needs/behaviour.
Where does the external content lead? What is your stepstone theory?.
The new
funnel
Regain
visibility
Align
tactics

23. Before you run

24. IF YOU LIKE TO BELIEVE THIS?
It’ all about massaging the same message
through all mediums
...

25. IF YOU LIKE TO BELIEVE THIS:
It’ all about massaging the same message
through all mediums
LEAVE THIS ROOM + THE INTERNET
(You stalker)

26. Let’s get digital
clever
on digital

27. Let’s talk effectiveness

28. Impact the new behaviour:
Since people have a growing opportunity of different contexts
to search in you will need:
› Targeted findability
› Engaging content
› Good Information Architecture

29. Ways to advance:
› Advance you
Keyword
research
› Research your
verticals
› Ask your users
How about getting found?

30. Ways to advance:
› Research your
silo’s
› Segment your
modifiers
› Add your
context filters
How about getting found?
1. Advance your keyword research
Basic research
• Products
• Needs
• Ambitions
• Problems
• ...
Modifiers
• Branded vs not
• Local vs not
• Mobile vs laptop
• Info vs price
• ...
Verticals
• Distribution
• Content
• Reference
• Social
• ...
What? Why? Where?

31. Ways to advance:
How about getting found?
2. Research your verticals
Placement
• Distribution
• Content
• Reference
• Social
• ...
› Are you available in the online shops?
Are they in need of help?
› Are they looking for your product on a content network?
Can you be there too?
› Are they verifying your product on a ‘reference’-site?
Do you have content/links suitable for Wikipedia, ea.
› Are they looking to interact on your core proposition?

32. Ways to advance:
› Segment on
needs
› Ask for uses of
product
› Ask for use of
platforms
How about getting found?
3. Ask your customers
Get audience
You’re
researching a
market. Not
your users
Get insight
A combination of
indepth interviews
& workshops help.
Why do they go to
brand X.
Get use
Use
questionnaires
to get more info
on demo- &
psychografics +
tech use

33. Ways to advance:
› Map topics &
relation.
› Mark external
topics
How about getting found?
For: Spaas – By AB Creations & assisted by Invisible Puppy

34. Ways to advance:
› Map topics
+ platforms
› Link with
deeper
segments
How about getting found?
For: StuBru– By Wijs & assisted by Invisible Puppy

35. Conclusions:
› Advance you
Keyword
research
› Research your
verticals
› Ask your
users
How about getting found?
Research intent
› & where they think to find it.
Research opportunity
› What platforms to use
› What platforms to build
› What partners to claim.
Target, target, Link
› Don’t research 10 top-taks
...if your tageted audience is not
there!
› Don’t make cute content.
...if the interested buyer has no
incentive to go deeper.

36. How about stepping stones?

37. Step into my goal:
› Create a journey
› From external to
internal
How about stepping stones?
Now that you know about your content-needs...
› What where: Some content is more appropriate on other platforms.
› What how: You know the content of the platform + what’s there
› What’s needed: The customer research helps you get some insights.
...You should ask: How does this translate into clients?

38. Step into my goal:
› Create a journey
› From external to
internal
How about stepping stones?

39. Step into my goal:
› Create a journey
› See last year’s
presentation:
bit.ly/Socialtimes
How about stepping stones?
1. Know your Brand story

40. Step into my goal:
Info sources:
› PPC/Analytics
› User research
› Brand story
How about stepping stones?
1. Know your Brand story

41. 1. Know your Brand story2. Know your User behaviour
Step into my goal:
Combine
› Your topic-
journey
› Your keyword
research
› Your customer
insights
How about stepping stones?
Placement
• Distribution
• Content
• Reference
• Social
• ...
Get use
Use
questionnaires
to get more info
on demo- &
psychografics +
tech use

42. Step into my goal:
Make
› Their needs
› Their behaviour
How about stepping stones?
3. Map the customer behaviour
Painpoints Solutions Conversions
Inspiration
Styles & Influencers.
(direct)
Picturals,
(Magazines
/Portfolio)
Intrigued by
materials.
(search/link)
Needs
Needs & challenges
(search)
Use cases
(Specialised press)
Testing reliability
(Search/ask/link)
Buying
Certificates & costs
(Search)
Validation by
suppliers &
contractors
(Distribution/Product
)
Buying
For: Ecca – By ClickLinks & assisted by Invisible Puppy

43. 4. Focus the content creation
Step into my goal:
Make
› Their needs
› Their behaviour
Into
› Your targeted
story
› Your conversions
How about stepping stones?
Painpoints Solutions Conversions
Inspiration
Cases with focus on
images.
(Reach)
Spotlight specific
possibilities...
Specific
productsearch.
(search/link)
Needs
Documented uses
with sections
(Query traffic)
Cases with technical
essays &
illustrations
(Referral)
Evidence
on forums/ social
Buying
Certificates &
Average costs
(download
comparisons)
Validation by
suppliers &
contractors
(B2B Documentation)
Specification texts
for plans
(download)
For: Ecca – By ClickLinks & assisted by Invisible Puppy

44. Conclusions:
› Advance you
Keyword
research
› Research your
verticals
› Ask your
users
How about getting found?
Line up your topics
› How does the user search,
› Can you cover the topics.
Focus you content
› Where is you topic needed?
› Does your content play its role?
› Does each generate CTR?
Don’t clusterf*ck me
› Create contexts to spare
options, NOT to confuse people
› It’s not easy: Having different
placements, dimensions, etc.
› Metadata can help.

45. Redundant
ads /
informatio
n scares
visitors
Don’t screw up your own site
Removing half of a website's words
=
Double the amount of info that users get.
~ Jakob Nielsen
Checked your
dead weight
ratio?
bit.ly/Socialtimes
Can that
content be
more
targeted?

46. IA 2.0:
› What we know
› Info pollution
› What we can use
How about rewiring?

47. IA 2.0:
How about rewiring?
1. What we know allready?
› We need a recognisable sitestructure
› We need silo’s with internal linking
› We need link- /likebait pages
› We need converting landing pages
Can we
take it
beyond
sites?

48. IA 2.0:
How about rewiring?
1. What we know allready?
Owned
& earned
Earned
& Partnered
Digitally
connected
For: StuBru– By Wijs & assisted by Invisible Puppy
Can we
take it
beyond
sites?

49. IA 2.0:
How about rewiring?
2. Info pollution: Complexity rises
Can we
take it
beyond
sites?

50. IA 2.0:
How about rewiring?
2. Info pollution: Brands still want 1 place
VS VS
Can we
take it
beyond
sites?

51. IA 2.0:
How about rewiring?
2. Info pollution: People need ‘places’
› Even if they are not real.

52. IA 2.0:
How about rewiring?
the contamination of information supply with
irrelevant, redundant, unsolicited and low-value
information.
The spread of useless and undesirable information can
have a detrimental effect on human activities.
~ ORMAN, L., 1984. Fighting Information Pollution with Decision Support Systems
2. Info pollution 101

53. IA 2.0:
› Get your
requirements
straight!
How about rewiring?
Your IA should know:
› If people search your service via mobile
you need a mobile site for that purpose.
› If people search your service in the app
store you will need an app for that
purpose.

54. IA 2.0:
› Think synergy!
1+1=3 or more
How about rewiring?
2. Info pollution: Stops here
› If people search your service via mobile
you need a mobile site for that purpose.
› If people search your service in the app
store you will need an app for that
purpose. They càn cooperate
Start now!

55. “The brands make the stories,
the customer decides how to
go through it.”
Jim Louderback
CEO at Revision 3

56. IA 2.0:
How about rewiring?
3. What we can use?
› Know your service/product mix
› Make a matching webmix
› Product portfolio marketing has done it
for years
That’s why Nike Golf and Basket have different outlets?
That’s why Red Bull Music Academy
is not promoted by the mini cooper girls?
That’s why Pentium & Celeron both have intel inside?

57. IA 2.0:
› Creating
relevance &
Differentiation
= nothing new
How about rewiring?
3. What we can use?

58. IA 2.0:
› Synergy
comes from
planning.
Not just technical
planning.
How about rewiring?
3. What we can use?

59. Don’t forget?

60. Stop the info overload
› Stop putting all content on your site
› Look for destination sites in core search.
› Look for dead pages on you site.
› Know where customers want what.
› Map the journey & specify your targeted domains/content-needs
› 1+1 = 3 when digital assets have synergie
› Track CTR when possible. Reach is only 1/3rd of the job.
› Think of digital presence instead webvisits
› Measure return on digital assets instead of webvisits
› Get one plan for your different tactics
› Adapt KPI’s.

61. Info@invisiblepuppy.com @Invisible_PuppyContact us:
The
Thanks you!