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@wilreynolds
Go Where the Users Are.
Building a Holistic SERP
Strategy
WIL REYNOLDS
#theinbounder
Ponencia en inglés - Ponte los
Basic Training
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Open your eyes,
Look at the Search Page!
DATA POINTS FOR EACH QUERY
© 2015 Seer Interactive • All Rights Reserved • Page 6
10 factors
50 searches/mo
10 years
60,000
Data Points
Google is Telling you what people want.
Google is Figuring out what people want
FAST!
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
What Motivates People?
answerthepublic.com
Not For Volume
For Understanding People
What Motivates People?
What Motivates People?
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
The Machines are Learning what we want
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
WHAT!!!!!!
SEARCHER’S MISSION
YOU ARE NOT FULFILLING
LOOKS LIKE A MODEL
DOESN’T!
THIS IS MORE LIKE IT…
Where are you NOT giving people what They
want?
Google knows that!
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Expensive
Distance From Philly: 1633.7 KM
Distance From Philly:
155 KM
Distance From Philly:
1932 KM
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Organic Search Results are Local
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Organic: 85% Results Local
Paid: 20% Results Local
Disconnect!!! PPC is missing intent!
Organic: Algorithmic based on MERIT
Paid: Algorithmic based on $$$
Dumb Money
User Signals vs Domain Strength Signals
EDUCATION INTENT
RESEARCH / BUY
& JOB PROSPECTING
INVESTING & JOBS
IS IT WORTH RANKING?
BASIC
HUMAN
BEHAVIOR
WE’D RATHER LEARN
THAN BE SOLD TO
All education
Education
News
Investment
Just Look at the SERP
Content Strategy
Education Content
Image Strategy
News Strategy
Wikipedia
Dumb Money - Paid
Show cost of those keywords
Expensive
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Let’s get started…on what? I don’t even know
what cloud computing is YET!
Hold up!
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Vs Organic
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
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.
IF you get a flat tire, what do you want to do with it?
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Understand the User
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
What to do?
Update your content
Local Query
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Use Search Modifiers to get max CTR on sitelinks
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Dumb Money - Paid
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
What Does Their Paid Landing Page Say?
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
SAYS NOTHING.
Organic Landing Page for same
query Ranked #1…
This is what I wanted!!
Winning @ Search
Losing @ People?
#1
Go check OLD content
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Inuit example
#2
Look
Closely
At
PPC
Tests
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Get Involved in Communities
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Lets look back
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Stingy?
Use RLSA!
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Wil Reynolds en The Inbounder; 'Ir donde están los usuarios, construir una estrategia SERP'.
Back to Basic Training
Look at the SERP outside
of your rank tracking tool.
Basic Training
Get Involved In Communities
Use PPC Targeting Pre-Rank
@wilreynolds
Go Where the Users Are.
Building a Holistic SERP
Strategy
WIL REYNOLDS
#theinbounder
Ponencia en inglés - Ponte los

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