This document discusses how providing guidance to searchers, rather than just guides or rankings, can help websites and businesses better meet people's needs and wants. It encourages listening to and understanding searchers more fully through surveys, interviews, search query data analysis and optimizing pages based on user feedback. This hands-on approach of focusing on guidance over guides or rankings is suggested to provide better experiences for searchers and competitive advantages for businesses. Tools like keyword and related search data, people also ask questions, and search query reports are recommended resources for discovering what guidance people are seeking.

1. ©2017 Seer Interactive • p1
Rather be Thanked, Than Ranked
Then

2. Be the
content
YOU
wish
YOU
FOUND!

3. 3 things I’ve seen
that made me pivot
HARD!

4. Ranked, NO BIZ!

5. Mozcon 2011
SEO Company
SEO Agency
SEO Consultant

6. $$ Never Came

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140:1
Small Biz vs Mid Market
78% are non-employer
52% home-based

8. Show Seer Clients

9. Not for
me!!

10. Lost Rankings
Lost Traffic
Growing like crazy

11. Thanks, better than
Ranks

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The Speed of Machine Learning
24 HOURS > 10 Years

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Kilimanjaro is a snow-covered
mountain 19,710 feet high, and
is said to be the highest
mountain in Africa. Its western
summit is called the Masai
“Ngaje Ngai,” the House of God.
Close to the western summit
there is the dried and frozen
carcass of a leopard. No one
has explained what the leopard
was seeking at that altitude.
Kilimanjaro is 19,710 feet of the
mountain covered with snow,
and it is said that the highest
mountain in Africa. Top of the
west, “Ngaje Ngai” in the Maasai
language, has been referred to
as the house of God. The top
close to the west, there is a dry,
frozen carcass of a leopard.
Whether the leopard had what
the demand at that altitude,
there is no that nobody
explained.

16. ©2017 Seer Interactive • p16
Kilimanjaro is a snow-covered
mountain 19,710 feet high, and
is said to be the highest
mountain in Africa. Its western
summit is called the Masai
“Ngaje Ngai,” the House of God.
Close to the western summit
there is the dried and frozen
carcass of a leopard. No one
has explained what the leopard
was seeking at that altitude.
Kilimanjaro is a mountain of
19,710 feet covered with snow
and is said to be the highest
mountain in Africa. The summit
of the west is called “Ngaje Ngai”
in Masai, the house of God.
Near the top of the west there is
a dry and frozen dead body of
leopard. No one has ever
explained what leopard wanted
at that altitude.

17. Hours!

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People are more than
KEYWORDS!

19. Google is starting
to understand
how we feel
about what we find.

20. How it FEELS
to find content
that ACTUALLY
solves your
PROBLEM!

21. Industry Leader
Couldn’t Rank

22. 10x the links
10x the content
10x the brand
Crushed for a word they invented!
x

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Google Not Ranking
On The Top 2 Pages for
“Search Engine”

24. Wil Reynolds
Search

25. Wil Reynolds Searches

26. Look like a
model’s
body to you?

27. disappointment
to Some SEARCHERS.

28. Wil Reynolds Searches

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The computers
LEARNED what
Disappointment
looked like.

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The Web is a
disappointing place.

31. $5,000/mo
$1,000/mo

32. 5000/mo
4 BR
Philly

34. 1000/mo
1 BR
Philly

35. 5000/mo
1 BR, 900 SQFt
NYC

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Content that doesn’t “guide” is disruptable.

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You can’t automate actually giving a fuck,
but you can automate pretending to!

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23.2% Had Pricing Pages
52.2% Ranked a Demo or Contact Page for
brand + pricing query

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27.2%
company + pricing = answer boxes!

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But 83.82% of the answer boxes
were from OTHER sites!!

55. How Hubspot looks at competitors that
don’t list pricing

56. BRAVE
Marketers!
Are they being the
content they wish
they found?

57. Disruptive change is RARELY hidden.
Often, it’s in PLAIN sight!

58. Disruptive change is RARELY hidden.
Often, it’s in PLAIN sight!
We don't want to handle the conflict
or reality that that truth provokes.

59. What is an SEO to do?

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LISTEN, Watch, Learn.

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SURVEYS
Aren’t Good Enough.

63. “I’ll see if I can see any of them”
Clicked on #1 skipped 2-5 #6. why?

64. Sell More!!!
Milkshakes!!!

65. Most Milkshakes Sold

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PERSONAS:
Good start, but not enough…

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Talking to people, watching them, and asking questions
gives you a competitive advantage that tools can’t give
you…

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“I’m divorced and building my credit.”
“I’m on a fixed income, and
want to get a laptop for my grandson”
There’s much more to people than that:

73. Helps us
understand a
searcher’s
“why”

75. Splinters

77. What have we been
ignoring
all those years?

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Why did you click on that?
Why didn’t you click on that?
What would make this better?
What is it missing?

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Guidance

81. Dog
Break
Your
Screen
Door?

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I want some content today!
NO…
I got to fix my damn screen door!

84. GOING Viral!!!!

85. NO Excuses!

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Start getting your clues:
Related Searches

90. Use
your
brain

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Looking for
Best (Guidance)
Brands (Zoho, Inisghtly, Salesforce)
Basics (What is it)

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Clue #2:
People Also Ask

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PAAs tell you,
at scale,
who is consistently the most likely to answer people’s
questions well.

95. Tool: Getstat.com

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These are the sites people will end up on
BEFORE they get to your product.
Banner Ads
Newsletters
Swap Pixels
Native

100. Tool: Search Query Report
Tool: Word Cloud Software

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Look at SQ reports with conversions
uncover people’s why, compare to
ad / title & meta / landing page copy.

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The Problem with “Best”:
What does that user want?

104. ReviewsBusinesses?

105. Or Reviews?

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Google Gets That!

108. Tool: Feedcheck.com or Outwit
(advanced)

112. NEW Tool: NGram Analyzer
http://bit.ly/seerngram

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Vs. Purple 1-2 Star Reviews

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People Search Differently by Region

122. California, low income

123. Austin, North vs South, Medicaid

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Optimize your EXISTING high ranking
pages, by interviewing customers

125. Impact of Changing High
Ranking Pages After
Talking to Users

126. Page optimized with Seer recommendations

127. Page optimized with Seer recommendations

128. The “satisfied searcher”
leaves a strong
FINGERPRINT.

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What is possible
when you choose Guidance over Guides

131. $200,000

132. $1.2 Million

133. 1.2 Million

134. Car can do this…

136. Ain’t never going to use sonar!

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Remarket to people who clicked on Military
with different creative, copy, bids
Exclude people who have less than 2 executive offices

143. Give
Guidance

146. Smart
Mofo

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Audience segments
Adjust Bids
Negative Audiences
BE SMARTER!

148. Google’s not getting DUMBER!

150. Ready?

151. ©2017 Seer Interactive • p151
We have a chance…

152. When you are
LOST…

153. We’ll guide you to the best answer.

154. Then we’ll re-target the heck
outta you,
smartly.