Big Brands, Mobile SEO and You by John Shehata - #SEJSummit New York City
Creating Behavior-Changing Content by Grant Simmons - #SEJSummit Atlanta
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Transcript of Creating Behavior-Changing Content by Grant Simmons - #SEJSummit Atlanta
Sebas&an Wenzel, Webanaly&csbook
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• SEO Since 1997 • Joined Homes.com 2014 • Worked with Fox Sports, Red Bull,
Sams Club, Move, Paramount Pictures, Warner Bros, Disney
• SEO Since 1997 • Joined Homes.com 2014 • Worked with Fox Sports, Red Bull,
Sams Club, Move, Paramount Pictures, Warner Bros, Disney
• NOT the GEICO Gecko
• 20+M Visitors a Month • 4th Largest Real Estate
portal in US • Established 1993 • Positioned on ‘quality’
through better targeting
1. Keys to understanding your users’ behavior
2. What kind of content connects with
3. Leveraging to create content that influences Tickles
Triggers
1. Keys to understanding your users’ behavior
2. What kind of content connects with
3. Leveraging to create content that influences
Three shall be the number thou shalt count, and the number of the coun&ng shall be three
Monty Python Marke-ng
Tickles
Triggers
#SEJSummit #Searchmetrics @simmonet
Filling Your Funnel Why are people actively searching for your product?
Where & how / What answers are they searching for?
Triggers!
#SEJSummit #Searchmetrics @simmonet
Filling Your Funnel Where are people who could use your product online?
What stimulus will inspire prospects for your product / service?
Tickles!
#SEJSummit #Searchmetrics @simmonet
Why Do People Move?
0%
10%
20%
Foreclosure / Evic&on
BeGer neighborhood
Own home / not rent
Cheaper housing
New or beGer home / apt
Other
0%
10%
20%
Foreclosure / Evic&on
BeGer neighborhood
Own home / not rent
Cheaper housing
New or beGer home / apt
Other
#SEJSummit #Searchmetrics @simmonet
Why Do People Move?
0%
10%
20%
Foreclosure / Evic&on
BeGer neighborhood
Own home / not rent
Cheaper housing
New or beGer home / apt
Other
#SEJSummit #Searchmetrics @simmonet
Why Do People Move?
Trigger: “I’ve been evicted”
#SEJSummit #Searchmetrics @simmonet
Homebuyers Guide • Resource
• Online • Downloadable
• Altruistic • Build trust • Social presence • Links
#SEJSummit #Searchmetrics @simmonet
Lots and Lots of How Tos • Resource
• Value • Altruistic
• Build trust • Links
• Partner • Amplify • Grow reach
#SEJSummit #Searchmetrics @simmonet
SEO was always about thinking like search engines, now search engines want to think like us. So really… we should just think like us. gran-sm
#SEJSummit #Searchmetrics @simmonet
Passive Searches Goals 1. Get your brand into their consideration set 2. Inspire them to search for your product / service
? ? ?
#SEJSummit #Searchmetrics @simmonet
Why Do People Move?
0%
10%
20%
Foreclosure / Evic&on
BeGer neighborhood
Own home / not rent
Cheaper housing
New or beGer home / apt
Other
#SEJSummit #Searchmetrics @simmonet
Why Do People Move?
0%
10%
20%
Foreclosure / Evic&on
BeGer neighborhood
Own home / not rent
Cheaper housing
New or beGer home / apt
Other
#SEJSummit #Searchmetrics @simmonet
Why Do People Move?
0%
10%
20%
Foreclosure / Evic&on
BeGer neighborhood
Own home / not rent
Cheaper housing
New or beGer home / apt
Other
Tickle Research: “What does a better
neighborhood mean to you?”
Tickle Tools / Methods • In Person • Email surveys • Online surveys • By Phone • Site surveys
#SEJSummit #Searchmetrics @simmonet
#SEJSummit #Searchmetrics @simmonet
Buy Audiences • Survey Monkey • Fluid Survey • Survey Gizmo (Cint) • SodaHead • Google Consumer
Surveys
#SEJSummit #Searchmetrics @simmonet
Inspire • You deserve better • Here’s an idea for you • Lifestyle expectation • Financial affordability
#SEJSummit #Searchmetrics @simmonet
Inspire • You deserve better • Here’s an idea for you • Lifestyle expectation • Financial affordability
It’s about the dream!
#SEJSummit #Searchmetrics @simmonet
Influence • Peers / Reviews • Relationship • Educators • Parents • Media / Advertising • Social / UGC
#SEJSummit #Searchmetrics @simmonet
Influence • Peers / Reviews • Relationship • Educators • Parents • Media / Advertising • Social / UGC • Speakers J
#SEJSummit #Searchmetrics @simmonet
Inform • Personal Growth
• Salary studies • Scarcity
• Only 3 days left! • Contribution
• Charity stories
#SEJSummit #Searchmetrics @simmonet
How to Tickle? Leverage user survey responses
• Best <anything> in Neighborhood… • Best, top, awards, safest,
user reviews etc. • School data / information • Restaurants / activities • GEO-based studies
• Jobs / economy • Commute etc.
#SEJSummit #Searchmetrics @simmonet
USA Today / Media Planet
• Print / digital partnership • New audiences • Right audiences
#SEJSummit #Searchmetrics @simmonet
IsHaunted.com • DVD promotion • PR with Fox • Audience • Awareness
#SEJSummit #Searchmetrics @simmonet
IsHaunted.com • DVD promotion • PR with Fox • Audience • Awareness
#SEJSummit #Searchmetrics @simmonet
IsHaunted.com • DVD promotion • PR with Fox • Audience • Awareness
First 20 days – 80,000 page views
1. Your users’ are both passively & actively searching for solutions
2. You cannot create demand situations, but you can connect to them with Triggers
3. You can leverage Tickles to Tickle users into your funnel, and your brand into their consideration set
Tickles Triggers
Tickle
1. Your users’ are both passively & actively searching for solutions
2. You cannot create demand situations, but you can connect to them with Triggers
3. You can leverage Tickles to Tickle users into your funnel, and your brand into their consideration set
Success is not final, failure is not fatal: it is the courage to con&nue that counts. Winston Churchill Marke-ng
Tickles Triggers
Tickle