Every query is a person, a person with a problem - I hope to show you basic ways to understand those problems better, produce more holistic content, and lastly to show how machine learning may cause you to lose more rankings if you don't holistically solve user problems.

1. The People Behind
The Searches

2. Decided to go back to the classics -
1890’s

3. Belief
Understanding how people
make decisions is a skill that is
Undisruptable

4. That is a…
greater
skill
Than understanding
how Google works

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Started SEO August 1999
Every Day Since.

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6,227 days
49,816 HOURS!
But a LOT has changed

7. Remember
1999 =
Livin’ La Vida Loca

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I woke up
Overweight
How Google Works
Underweight
How People Work

11. The Best Marketers Understand
People…

12. 1900

13. @wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires

14. @wilreynolds https://www.flickr.com/photos/anacronicos
Get him to
DRIVE
MORE

15. @wilreynolds
Content Marketing Since

16. Understand the Need
(explore, new to talk about)
Apply to the Business
(sell tires)

17. Marketing
AMPLIFIES
Doesn’t
Fix!!

18. Picnic Pants

19. Find the root of the customers problem:
Look past head
Keywords

20. Context
Before
Content!

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What was the query
BEFORE the query?
- @jonoalderson

24. Fix Cracked iPhone

25. Fix Cracked iPhone

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Search is
THIS

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Search is
NOT
THIS

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1 - Search
“Glasgow Vacation”
2 - Buy

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Ignore
top of funnel, long tail, recommendation,
Keywords
&
Ignore
TRUST
building opportunities.

34. Google Giveth & Google Taketh

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You might not like it if you are in travel
BUT
You LOVE it if you are traveling.

38. Image of word brand
Matters!

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Brand and Non Brand KWs
Are you not in the
Brand Consideration Set?

43. Google is Suggesting Brands
after you search!

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Make more content!!!

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Make more COMPLETE content

48. “It’s Easier to
speak then to type”
-Google

49. Make people do
fewer queries
-Me

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There is no cheaper, more comprehensive, research
tool than
Google
+
Your Eyes

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How does that
HAPPEN?

56. Exec’s
are
pissed

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5 of top 10 concerns are answered on 1 page
BUILDS TRUST

62. So much more!

63. What Motivates People?

64. What Motivates People?
Like This Guy

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Make this case by reviewing
OLDmarketing investments.

68. Minimize Bias!

69. Minimize Bias!

70. Minimize Bias!

73. Boring
SEO

74. Works, doesn’t build
TRUST or BRAND

75. Where is Taylor Made?

76. Understand the
WHOLE
customer problem

77. Minimize Bias!

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The Role SEO Plays

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How are our competitors?

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SEMRush + Excel

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Find a keyword you want to rank for
Take the top results
Drop each into SemRush
Clean the data
Top 5, brand name, asset

85. The Machines are Learning what we want

86. WE MUST UNDERSTAND
INTENT + CONTENT

87. BASIC
HUMAN
BEHAVIOR

88. WE’D RATHER LEARN & BUY

89. THAN BE SOLD TO

90. All education

91. Dumb Money - Paid

92. Show cost of those keywords
Expensive

95. Let’s Talk
Machine Learning

98. WHAT!!!!!!

99. SEARCHER’S MISSION
YOU ARE NOT FULFILLING

100. LOOKS LIKE A MODEL

101. THIS IS MORE LIKE IT…

102. THE ROBOTS ARE
SMARTER THAN
THE MARKETERS

103. Those PPC ads for Cloud Vs Organic

106. Are you ready to use your “SEO” skills to
understand people better & build what they
want?

107. If Not…The Robots Are
Coming for
Those who Don’t!!!

108. And they’re taking
YOUR Traffic