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Understanding the customer journey, from a search perspective
The document discusses the evolving nature of search and its impact on the customer journey, emphasizing the importance of understanding user intent and context. It highlights how Google's algorithm changes, such as Panda and Penguin, have affected search rankings and user behavior. The document advocates for creating sustainable and relevant content that addresses unmet needs, fostering community engagement to improve search visibility.
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Understanding the customer journey, from a search perspective
- 1. Your Customer Journey,and the role search plays in it Wil Reynolds Associate @wilreynolds
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- 3. 3 @wilreynolds Use the word2 more times and bold 1 of them, #1 on Altavista BABY!
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- 5. 5 @wilreynolds “You must earnyour ranking with votes across the web”
- 6. 6 @wilreynolds If I canget 50 more links with the word laptops, I win!
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- 9. 9 @wilreynolds That worked fora while….
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- 13. @wilreynolds End of searchas we know it
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- 15. @wilreynolds Google has alwaystried to replicate human evaluation
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- 22. @wilreynolds Relationships between words “Imatch queries to words” To “I match queries to concepts & intentions”
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- 26. @wilreynolds Mobile can bea differentcontext
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- 34. @wilreynolds Better UX orElse, <3, Google
- 35. @wilreynolds You must understandthe customer journey…
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- 37. @wilreynolds Change in howwe search
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- 41. @wilreynolds Tale of 2searches (Location)
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- 43. 43 @wilreynolds 7 – Philly 2– National 1 – Review 0 - Atlanta
- 44. 44 @wilreynolds Search #2 First search “Thingsto do in Atlanta” Second search “SEO Company”
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- 49. @wilreynolds Get more brandedsearch? Probably get more rankings
- 50. 50 @wilreynolds Cut that TVcampaign, rankings might slide…
- 51. 51 @wilreynolds This stuff isINTEGRATED!
- 52. @wilreynolds Mobile Search changes 1– How we search 2 – What we see (vs Desktop)
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- 55. 55 @wilreynolds Lay of theland…now its content time!
- 56. @wilreynolds I hate thephase… GO VIRAL
- 57. 57 @wilreynolds I HATE thephase… GO VIRAL
- 58. 58 @wilreynolds Honestly, when youpublish content
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- 61. @wilreynolds No matter how hard YouPRAY http://www.flickr.com/photos/theenmoy
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- 64. @wilreynolds Losing the battlefor ATTENTIONhttp://www.flickr.com/photos/theenmoy
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- 66. @wilreynolds 90% of greatideas begin…
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- 68. @wilreynolds Slow Down onthe Enter Key
- 69. @wilreynolds Type stuff inand… WAIT!
- 70. @wilreynolds Search is aNon-Linear JOURNEY
- 71. @wilreynolds Your job, understandthat journey better than anyone
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- 74. @wilreynolds Journey = Divorce,but it starts here before it gets to
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- 77. @wilreynolds Way before 30year mortgage
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- 89. @wilreynolds Long Tail, Visitors 18months later
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- 97. @wilreynolds I can’t mentiona competitor!
- 98. @wilreynolds Doesn’t change thefact customer is looking for a SOLUTION
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- 116. @wilreynolds Build Community, Look forthe obvious
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- 119. @wilreynolds Hey over there… http://www.flickr.com/photos/lalunablanca/105820 4843/sizes/o/
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- 121. 121 @wilreynolds Maybe the journeybegins before GOGLE?
- 122. @wilreynolds Google sees andrewards community building
- 123. 123 @wilreynolds Long term, ifyou want to rank on Google
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