Your Customer Journey, and the role search plays in it

Wil ReynoldsAssociate

@wilreynolds

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@wilreynolds

Use the word 2 more times and bold 1 of them, #1 on Altavista BABY!

@wilreynolds

Google the upstart

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@wilreynolds

“You must earn your ranking with votes across the web”

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@wilreynolds

If I can get 50 more links with the word laptops, I win!

@wilreynolds@wilreynolds

@wilreynolds@wilreynolds

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@wilreynolds

That worked for a while….

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2012, Panda & Penguin

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Punished Scale +Fake Votes

@wilreynolds12@wilreynolds

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End of search as we know it

@wilreynolds

Computers Learning

FROM COMPUTERS!

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Google has always tried to replicate human evaluation

@wilreynolds

@wilreynoldsPhones, Tablets, Desktops17

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What’s THIS???

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Or…THIS???

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Context------------------

Content

@wilreynolds

Friday, July 16th, 2010

@wilreynolds

Relationships between words

“I match queries to words”

To“I match queries to

concepts & intentions”

@wilreynolds

Or…THIS???

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Instant Answers

@wilreynolds

Or…THIS???

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Mobile can be a

different context

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Desktop Search Volume

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Mobile Search Volume

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Different context?

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Better UX or Else,

<3, Google

@wilreynolds

You must understand the customer journey…

@wilreynolds

NOTSTATIC

https://www.flickr.com/photos/leanderthal/

@wilreynolds

Change in how we search

@wilreynolds

Gmail Impacting Search

@wilreynolds

Google Gets Smarter

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Google Gets Smarter

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Tale of 2 searches(Location)

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Search #1 “SEO Company”

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7 – Philly2 – National1 – Review0 - Atlanta

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Search #2First search

“Things to do in Atlanta”Second search

“SEO Company”

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Impact CTR?

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Amazon, Trusted + Prime

@wilreynolds

Change behavior?

@wilreynolds

You Betcha!

@wilreynolds

Get more branded search?

Probably get more rankings

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@wilreynolds

Cut that TV campaign, rankings might slide…

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This stuff is INTEGRATED!

@wilreynolds

Mobile Search changes1 – How we search2 – What we see (vs Desktop)

@wilreynolds

@wilreynolds

ImpactOn

CTR?(Call + Map)

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Lay of the land…now its content time!

@wilreynolds

I hate the phase…GO VIRAL

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I HATE the phase…GO VIRAL

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Honestly, when you publish content

@wilreynolds http://www.flickr.com/photos/bayat/

@wilreynolds http://www.flickr.com/photos/bayat/

This is the truth

@wilreynolds

No matter how

hardYou PRAY

http://www.flickr.com/photos/theenmoy

@wilreynolds

“No

t Imp

res

se

d”

@wilreynolds

@wilreynolds

Impressions

http://www.flickr.com/photos/bayat/

@wilreynolds

Losing the battle for

ATTENTIONhttp://www.flickr.com/photos/theenmoy

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds

90% of great ideas begin…

@wilreynolds

OnThe

Toilet

https://www.flickr.com/photos/chantalle/

@wilreynolds

Slow Down on the Enter Key

@wilreynolds

Type stuff in and…

WAIT!

@wilreynolds

Search is a Non-Linear JOURNEY

@wilreynolds

Your job, understand that journey better than anyone

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds

Journey = Divorce, but it starts here before it gets to

@wilreynolds

“Divorce Attorney Jacksonville”

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds

Way before 30 year mortgage

@wilreynolds

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds http://www.flickr.com/photos/theenmoy

@wilreynolds http://www.flickr.com/photos/theenmoy

RCS.SEERINTERACTIVE.COM

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Do BIG Content

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Do

Sustainable Content

@wilreynolds

Sustainable?

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“No

t Imp

res

se

d”

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Spike vs Fail

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Long Tail, Visitors

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Long Tail, Visitors18 months later

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Long Tail, Visitors

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Didn't “Go VIRAL”

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It

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Went

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“Helpful”

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Addressing an unmet need

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He

lp B

us

ine

ss

es

http://www.flickr.com/photos/bayat/

@wilreynolds

I can’t mention a competitor!

@wilreynolds

Doesn’t change the factcustomer is looking for a

SOLUTION

@wilreynolds

@wilreynolds

@wilreynolds

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Go Onelogin!

+Quora?

@wilreynolds

Battle for

Attention

@wilreynolds

Is Social

@wilreynolds

Is a Story

http://www.flickr.com/photos/mateus27_24-25/7066865871/

@wilreynolds

Is Neighborlyhttp://www.flickr.com/photos/jspad/

@wilreynolds

NOT……… THIS!

http://www.flickr.com/photos/jspad/

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I need more

content!

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Journeydriven

content!

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Company Story

@wilreynolds

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GetLinks

@wilreynolds

GetRankings

@wilreynolds

Build Community,Look for the obvious

@wilreynolds

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Hey over there…

http://www.flickr.com/photos/lalunablanca/1058204843/sizes/o/

@wilreynolds

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Maybe the journey begins before GOGLE?

@wilreynolds

Google sees and rewards community building

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Long term, if you want to rank on Google

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Understanding JourneyStory + Community

About me.

@wilreynolds

facebook.com/wilreynolds

wilr@seerinteractive.com

Wil ReynoldsFounder