Humanize
The
Query
@wilreynolds
Words?
Words?
©2016 Seer Interactive • p4
What’s the difference
Feelings
Matter
TaxesThere is a tax on your
money when you
pass $$ to your kids after
your pasing
Which do you
want to
Eliminate?
an estate tax,
an inheritance tax,
or a death tax.
Rich People Have Estates
&
Get Inheritances
All of us DIE
©2016 Seer Interactive • p13
Labels Matter
Words Matter
Data & facts mean
nothingonce emotions take over
3 GTFO’s
©2016 Seer Interactive • p20
Not only do words matter,
how we feel when we use words matters
TONE Matters
RELATIONSHIP Matters
CONTEXT Matters
Google is starting
to understand
how we feel
about what we find
50-60%
title & descriptions
don’t mention the word
Free to market to people
Must
Understand
Power of
The Brain,
Must
Study
Words
©2016 Seer Interactive • p25
Google as a proxy for understanding what people
probably want.
©2016 Seer Interactive • p28
Deeper Understanding of what comes next…
we love predictions, so we don’t have to
search again
learn a new UX again
sit through more ads again
©2016 Seer Interactive • p29
Walk people through a process in a way that says
“I understand you”
Veryapt.com
©2016 Seer Interactive • p31
Great Content Marketers will make it their
missionto minimize the # of searches from ask to answer.
©2016 Seer Interactive • p32
PAA’s, suggestions, etc are a peek into what someone
might be searching before or after your query, build your
content to predict what they are likely to ask next.
scam
scam
Recently
Injured
Runner
We are
missing searchers
why
©2016 Seer Interactive • p40
Don’t hit enter can make you a much broader strategist
more empathetic & holistic marketer
©2016 Seer Interactive • p44
So why was my client asking me to build links and help
them rank?
Old
School
SEO
That’s
Why
Old School
can become
New School
©2016 Seer Interactive • p47
The Modern
Search ProfessionalCares about the person
&
Ranking Position
&
Ask to Answer
©2016 Seer Interactive • p48
Start with Google
SEO’s are looking at PPC’ers like…
You are actually worse!!
1 mention
of popular modifiers!
©2016 Seer Interactive • p58
1st Step:Leave your desk
©2016 Seer Interactive • p62
2nd Step:Do I fit in??
©2016 Seer Interactive • p63
Another way to be strategic
“Google Doesn’t Want You Here”
©2016 Seer Interactive • p68
Where can we win?
©2016 Seer Interactive • p69
3rd Step:get your competitors heatmaps
©2016 Seer Interactive • p72
2 people
1 piece of content
Same sentiment
What we Learned when we
LISTENED
4 wins by
putting people first
More Traffic & Revenue
w/o Improving Rankings
Part I
Have coffee with your customer,
we heard the intonation the things that don’t show up
in keyword research
©2016 Seer Interactive • p79
Client Story #1Failed Test:
Changed 8 pages
0 Rankings Improvements
©2016 Seer Interactive • p80
We changed:
8 Meta Descriptions
After Looking at PPC Ad Copy
©2016 Seer Interactive • p81
New Description:
2016 - RECENT
Gorgeous – FEELING
©2016 Seer Interactive • p82
Best Performer
307%
Increase CTR
©2016 Seer Interactive • p84
Client Story #2No New Links
1 New Page
+300K + Visitors
WE’D RATHER LEARN
THAN BE SOLD TO
How many
different
intentionsdo you see?
Learning
4/10
Ignore what people want
Dumb Money - Paid
©2016 Seer Interactive • p101
Look at the pages that show when you have to
EARN IT!
Show cost of those keywords
Expensive
©2016 Seer Interactive • p103
You Can Win This Way!
Use Google to Understand People
©2016 Seer Interactive • p105
Client Story #3 : Paragraphs, yuck
People Talked to: 6
Learning: “If this was easier to scan”
Revenue Impact: $200,000
©2016 Seer Interactive • p106
Client Story #4: Constraints
People Talked to: 6
Learning: “I’m on Fixed Income”
Revenue Impact: TBD
©2016 Seer Interactive • p110
Prior, he talked about what he wanted, he typed in
exactly how he was thinking about it
©2016 Seer Interactive • p112
He skipped over the first 5 resultsCTR CURVE MY ASS!!
2016 sounded old
“2017 that’s more up to date”
“Plus I have an iPhone”
©2016 Seer Interactive • p114
“Looks Easy, Its Got Tools, and Stuff”
My Take: He saw enough of the screens to feel good
about the features.
©2016 Seer Interactive • p116
Notice:
She skipped the snippet
Clicked on the suggestion
“2017”
©2016 Seer Interactive • p118
“I’ll see if I can see any of them”
Clicked on #1 skipped 2-5 #6. why?
©2016 Seer Interactive • p120
“I don’t have a frame of reference, its not helpful”
I love it when the
technology is ahead
of my next step, isn’t it time
We did the same for our customer?
©2016 Seer Interactive • p122
Use Google, Be a Step Ahead.
Your Customers will Thank You.
Say
Goodbye to
Old School
Become
aModern
SEO