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A More Holistic View of Search Pages
The document presents a talk by Wil Reynolds focused on developing a holistic SERP strategy that prioritizes user motivation and intent over traditional marketing tactics. It emphasizes the importance of understanding user desires and behaviors, particularly how educational content needs to align with search intent. The discussion critiques the effectiveness of paid advertising compared to organic search in addressing user needs and encourages a community-focused approach to improving search strategies.
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A More Holistic View of Search Pages
- 1. @wilreynolds Go Where theUsers Are. Building a Holistic SERP Strategy WIL REYNOLDS #theinbounder Ponencia en inglés - Ponte los
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- 4. Open your eyes, Lookat the Search Page!
- 5. DATA POINTS FOREACH QUERY
- 6. © 2015 SeerInteractive • All Rights Reserved • Page 6 10 factors 50 searches/mo 10 years 60,000 Data Points
- 7. Google is Tellingyou what people want.
- 8. Google is Figuringout what people want FAST!
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- 12. answerthepublic.com Not For Volume ForUnderstanding People
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- 16. The Machines areLearning what we want
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- 20. SEARCHER’S MISSION YOU ARENOT FULFILLING
- 21. LOOKS LIKE AMODEL
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- 23. THIS IS MORELIKE IT…
- 24. Where are youNOT giving people what They want? Google knows that!
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- 27. Distance From Philly:1633.7 KM
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- 32. Organic Search Resultsare Local
- 35. Organic: 85% ResultsLocal Paid: 20% Results Local Disconnect!!! PPC is missing intent!
- 36. Organic: Algorithmic basedon MERIT Paid: Algorithmic based on $$$
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- 38. User Signals vsDomain Strength Signals
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- 40. RESEARCH / BUY &JOB PROSPECTING
- 41.
- 42. IS IT WORTHRANKING?
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- 48. Just Look atthe SERP
- 49. Content Strategy Education Content ImageStrategy News Strategy Wikipedia
- 50. Dumb Money -Paid
- 51. Show cost ofthose keywords Expensive
- 54. Let’s get started…onwhat? I don’t even know what cloud computing is YET!
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- 63. We went from22 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.
- 64. IF you geta flat tire, what do you want to do with it?
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- 71. What to do? Updateyour content Local Query
- 73. Use Search Modifiersto get max CTR on sitelinks
- 75. Dumb Money -Paid
- 78. What Does TheirPaid Landing Page Say?
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- 82. Organic Landing Pagefor same query Ranked #1…
- 83. This is whatI wanted!!
- 84. Winning @ Search Losing@ People?
- 85. #1 Go check OLDcontent
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- 90. Get Involved inCommunities
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- 104.
- 107. Back to BasicTraining
- 108. Look at theSERP outside of your rank tracking tool. Basic Training
- 109. Get Involved InCommunities
- 110. Use PPC TargetingPre-Rank
- 111. @wilreynolds Go Where theUsers Are. Building a Holistic SERP Strategy WIL REYNOLDS #theinbounder Ponencia en inglés - Ponte los