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The People Behind
The Searches
Decided to go back to the classics -
1890’s
Belief
Understanding how people
make decisions is a skill that is
Undisruptable
That is a…
greater
skill
Than understanding
how Google works
©2016 Seer Interactive • p5
Started SEO August 1999
Every Day Since.
©2016 Seer Interactive • p6
6,227 days
49,816 HOURS!
But a LOT has changed
Remember
1999 =
Livin’ La Vida Loca
©2016 Seer Interactive • p8
I woke up
Overweight
How Google Works
Underweight
How People Work
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
The Best Marketers Understand
People…
1900
@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
@wilreynolds https://www.flickr.com/photos/anacronicos
Get him to
DRIVE
MORE
@wilreynolds
Content Marketing Since
Understand the Need
(explore, new to talk about)
Apply to the Business
(sell tires)
Marketing
AMPLIFIES
Doesn’t
Fix!!
Picnic Pants
Find the root of the customers problem:
Look past head
Keywords
Context
Before
Content!
©2016 Seer Interactive • p21
What was the query
BEFORE the query?
- @jonoalderson
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Fix Cracked iPhone
Fix Cracked iPhone
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p29
Search is
THIS
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p31
Search is
NOT
THIS
©2016 Seer Interactive • p32
1 - Search
“Glasgow Vacation”
2 - Buy
©2016 Seer Interactive • p33
Ignore
top of funnel, long tail, recommendation,
Keywords
&
Ignore
TRUST
building opportunities.
Google Giveth & Google Taketh
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p37
You might not like it if you are in travel
BUT
You LOVE it if you are traveling.
Image of word brand
Matters!
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p41
Brand and Non Brand KWs
Are you not in the
Brand Consideration Set?
Turing 2016 - Using Search Data to Answer Questions Better
Google is Suggesting Brands
after you search!
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p45
Make more content!!!
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p47
Make more COMPLETE content
“It’s Easier to
speak then to type”
-Google
Make people do
fewer queries
-Me
©2016 Seer Interactive • p50
There is no cheaper, more comprehensive, research
tool than
Google
+
Your Eyes
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p55
How does that
HAPPEN?
Exec’s
are
pissed
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p60
5 of top 10 concerns are answered on 1 page
BUILDS TRUST
Turing 2016 - Using Search Data to Answer Questions Better
So much more!
What Motivates People?
What Motivates People?
Like This Guy
© 2016 Seer Interactive • All Rights Reserved • Page 65
Make this case by reviewing
OLDmarketing investments.
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Minimize Bias!
Minimize Bias!
Minimize Bias!
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Boring
SEO
Works, doesn’t build
TRUST or BRAND
Where is Taylor Made?
Understand the
WHOLE
customer problem
Minimize Bias!
©2016 Seer Interactive • p78
The Role SEO Plays
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
©2016 Seer Interactive • p81
How are our competitors?
© 2016 Seer Interactive • All Rights Reserved • Page 82
SEMRush + Excel
© 2016 Seer Interactive • All Rights Reserved • Page 83
Find a keyword you want to rank for
Take the top results
Drop each into SemRush
Clean the data
Top 5, brand name, asset
Turing 2016 - Using Search Data to Answer Questions Better
The Machines are Learning what we want
WE MUST UNDERSTAND
INTENT + CONTENT
BASIC
HUMAN
BEHAVIOR
WE’D RATHER LEARN & BUY
THAN BE SOLD TO
All education
Dumb Money - Paid
Show cost of those keywords
Expensive
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Let’s Talk
Machine Learning
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
WHAT!!!!!!
SEARCHER’S MISSION
YOU ARE NOT FULFILLING
LOOKS LIKE A MODEL
THIS IS MORE LIKE IT…
THE ROBOTS ARE
SMARTER THAN
THE MARKETERS
Those PPC ads for Cloud Vs Organic
Turing 2016 - Using Search Data to Answer Questions Better
Turing 2016 - Using Search Data to Answer Questions Better
Are you ready to use your “SEO” skills to
understand people better & build what they
want?
If Not…The Robots Are
Coming for
Those who Don’t!!!
And they’re taking
YOUR Traffic

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