InboundCon 2016 - The Modern SEO's Approach to winning with Google and People - Wil Reynolds

Decided to go back to the classics - 1890’s

BeliefUnderstanding how people make decisions is a skill that is

Undisruptable

That is a…

greater skillThan understanding how Google works

©2016 Seer Interactive • p4

Started SEO August 1999Every Day Since.


6,227 days 49,816 HOURS!

But a LOT has changed

Remember1999 = Livin’ La Vida Loca


I woke upOverweight

How Google WorksUnderweight

How People Work


That is what happens when you understand and write for PEOPLE!

@wilreynolds

Content Marketing Since


That is what happens when you understand connecting with PEOPLE can drive REVENUE!

Marketing AMPLIFIES

Doesn’t

Fix!!

Picnic Pants

This is what happenswhen you write for GOOGLE!

Drag picture to placeholder or click icon to add

Find the root of the customers problem:

Look past headKeywords


What was the query BEFORE the query?

- @jonoalderson

Fix Cracked iPhone

Fix Cracked iPhone


Search is

THIS


Search isNOT

THIS


1 - Search“Toronto Vacation”

2 - Buy


Ignore top of funnel, long tail, recommendation,

Keywords&

Ignore

TRUST building opportunities.

Google Giveth & Google Taketh

Click icon to add picture


Look for SERP Change

Image of word brand

Matters!


1-2 DaysSecure

Easy returnsHas my credit cardWorks on mobile


Brand and Non Brand KWsAre you not in the

Brand Consideration Set?


There is no cheaper, more comprehensive, research tool than

Google +

Your Eyes

SEMrushPinterestSlideshareRedditQuora

Brand Protection


More complete content = more trustworthy?


How does thatHAPPEN?


5 of top 10 concerns are answered on 1 page

BUILDS TRUST

So much more!


More…

Minimize Bias!

Minimize Bias!

The Machines are Learning what we want

WE MUST UNDERSTAND INTENT

All education

Dumb Money - Paid

Show cost of those keywords Expensive



WHAT!!!!!!

SEARCHER’S MISSIONYOU ARE NOT FULFILLINGRANKINGS, YOU WILL LOSE

LOOKS LIKE A MODEL

I LOOK MORE LIKE THIS

TakeawaysWhere you are not TRULY fulfilling the users mission, you:1 - make ranking harder2 – make it easier for competitors to disrupt3 – Associate your brand with poor answers, hurting brand equity, impacting CTRs & more.