A More Holistic View of Search Pages
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Presented at TheInbounder 2016 Get to know your users better, then give them what they want. There's a person behind every keyword, an intent, a context - all of which traditional keyword research often misses. This presentation is for people trying to gain a better understanding of the people behind the searches, not with fancy tools, but basically stopping to look at Google's results and leveraging the machines to better understand the people, then how to turn that into a content strategy.
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A More Holistic View of Search Pages
- 1. @wilreynolds Go Where the Users Are. Building a Holistic SERP Strategy WIL REYNOLDS #theinbounder Ponencia en inglés - Ponte los
- 4. Open your eyes, Look at the Search Page!
- 5. DATA POINTS FOR EACH QUERY
- 6. © 2015 Seer Interactive • All Rights Reserved • Page 6 10 factors 50 searches/mo 10 years 60,000 Data Points
- 7. Google is Telling you what people want.
- 8. Google is Figuring out what people want FAST!
- 12. answerthepublic.com Not For Volume For Understanding People
- 16. The Machines are Learning what we want
- 19. WHAT!!!!!!
- 20. SEARCHER’S MISSION YOU ARE NOT FULFILLING
- 21. LOOKS LIKE A MODEL
- 22. DOESN’T!
- 23. THIS IS MORE LIKE IT…
- 24. Where are you NOT giving people what They want? Google knows that!
- 26. Expensive
- 27. Distance From Philly: 1633.7 KM
- 28. Distance From Philly: 155 KM
- 29. Distance From Philly: 1932 KM
- 32. Organic Search Results are Local
- 35. Organic: 85% Results Local Paid: 20% Results Local Disconnect!!! PPC is missing intent!
- 36. Organic: Algorithmic based on MERIT Paid: Algorithmic based on $$$
- 37. Dumb Money
- 38. User Signals vs Domain Strength Signals
- 39. EDUCATION INTENT
- 40. RESEARCH / BUY & JOB PROSPECTING
- 41. INVESTING & JOBS
- 42. IS IT WORTH RANKING?
- 45. THAN BE SOLD TO
- 46. All education
- 48. Just Look at the SERP
- 49. Content Strategy Education Content Image Strategy News Strategy Wikipedia
- 50. Dumb Money - Paid
- 51. Show cost of those keywords Expensive
- 54. Let’s get started…on what? I don’t even know what cloud computing is YET!
- 55. Hold up!
- 57. Vs Organic
- 63. 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.
- 64. IF you get a flat tire, what do you want to do with it?
- 71. What to do? Update your content Local Query
- 73. Use Search Modifiers to get max CTR on sitelinks
- 75. Dumb Money - Paid
- 78. What Does Their Paid Landing Page Say?
- 81. SAYS NOTHING.
- 82. Organic Landing Page for same query Ranked #1…
- 83. This is what I wanted!!
- 84. Winning @ Search Losing @ People?
- 85. #1 Go check OLD content
- 87. Inuit example
- 90. Get Involved in Communities
- 97. Lets look back
- 104. Stingy? Use RLSA!
- 107. Back to Basic Training
- 108. Look at the SERP outside of your rank tracking tool. Basic Training
- 109. Get Involved In Communities
- 110. Use PPC Targeting Pre-Rank
- 111. @wilreynolds Go Where the Users Are. Building a Holistic SERP Strategy WIL REYNOLDS #theinbounder Ponencia en inglés - Ponte los