eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson
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Transcript of eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson
![Page 1: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/1.jpg)
Searching higher up the funnel @jonoalderson
Searching Higher Up The FunnelJono Alderson, Head of Insight @ Linkdex
Jono Alderson
Head of Insight @ Linkdex@jonoalderson
![Page 2: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/2.jpg)
Searching higher up the funnel @jonoalderson
I my day job
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Searching higher up the funnel @jonoalderson
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Searching higher up the funnel @jonoalderson
![Page 5: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/5.jpg)
Searching higher up the funnel @jonoalderson
![Page 6: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/6.jpg)
Searching higher up the funnel @jonoalderson
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Searching higher up the funnel @jonoalderson
“That sounds really boring, Jono.”- Will Critchlow
Distilled, 2015
![Page 8: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/8.jpg)
Searching higher up the funnel @jonoalderson
![Page 9: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/9.jpg)
Searching higher up the funnel @jonoalderson
This sounds familiar...
![Page 10: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/10.jpg)
Searching higher up the funnel @jonoalderson
Getting stuff done
Marketing in your sleep
Cracking the SEO code of 2015
Behind Your Integrated Marketing Strategy
Existential Crisis Management
And it looks familiar...
![Page 11: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/11.jpg)
Searching higher up the funnel @jonoalderson
?
![Page 12: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/12.jpg)
Searching higher up the funnel @jonoalderson
Let’s do this.
![Page 13: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/13.jpg)
Searching higher up the funnel @jonoalderson
![Page 14: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/14.jpg)
Searching higher up the funnel @jonoalderson
![Page 15: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/15.jpg)
Searching higher up the funnel @jonoalderson
28 types!
![Page 16: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/16.jpg)
Searching higher up the funnel @jonoalderson
![Page 17: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/17.jpg)
Searching higher up the funnel @jonoalderson
Everything we know about SEO is lies-to-children.
![Page 18: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/18.jpg)
Searching higher up the funnel @jonoalderson
This oversimplification is why we sometimes feel a bit stuck.
![Page 19: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/19.jpg)
Searching higher up the funnel @jonoalderson
It’s why we’re going through an identity crisis.
![Page 20: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/20.jpg)
Searching higher up the funnel @jonoalderson
SEO IS DEAD! / LONG LIVE SEO!
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Searching higher up the funnel @jonoalderson
Content Marketing?
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Searching higher up the funnel @jonoalderson
Content MarketingInbound Marketing?
![Page 23: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/23.jpg)
Searching higher up the funnel @jonoalderson
Content MarketingInbound MarketingSEO?
![Page 24: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/24.jpg)
Searching higher up the funnel @jonoalderson
Content MarketingInbound MarketingSEOMarketing?
![Page 25: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/25.jpg)
Searching higher up the funnel @jonoalderson
Content MarketingInbound MarketingSEOMarketingGrowth Hackers?
![Page 26: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/26.jpg)
Searching higher up the funnel @jonoalderson
Content MarketingInbound MarketingSEOMarketingGrowth Hackers???
![Page 27: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/27.jpg)
Searching higher up the funnel @jonoalderson
It’s why we struggle to achieve our ambitions.
![Page 28: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/28.jpg)
Searching higher up the funnel @jonoalderson
It’s why we strugglein-house / in an agency / freelancing
![Page 29: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/29.jpg)
Searching higher up the funnel @jonoalderson
It’s why we’re culpable.
![Page 30: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/30.jpg)
Searching higher up the funnel @jonoalderson
It’s getting harder.
![Page 31: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/31.jpg)
Searching higher up the funnel @jonoalderson
“Knowing SEO” is no longer enough.
![Page 32: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/32.jpg)
Searching higher up the funnel @jonoalderson
Your success in 2015 and beyond depends on how you think about
(and beyond) SEO.
![Page 33: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/33.jpg)
Searching higher up the funnel @jonoalderson
Today’s mission:1. Share my version of “the truth”2. Overcome the technical challenges3. Touch on the business challenges4. Consider the human challenges
![Page 34: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/34.jpg)
Searching higher up the funnel @jonoalderson
Ready?
![Page 35: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/35.jpg)
Searching higher up the funnel @jonoalderson
The first lie...
SEO is tactical.
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Searching higher up the funnel @jonoalderson
> a trillion searches per year
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Searching higher up the funnel @jonoalderson
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Searching higher up the funnel @jonoalderson
34.7%
17.5%
10.3%
6.7%
4.7%
![Page 39: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/39.jpg)
Searching higher up the funnel @jonoalderson
Keyword Search Vol Rank Competition Est Visits
Keyword 1 439 38 High 101
Keyword 2 7,500 7 High 1,950
Keyword 3 659 5 Medium 152
Keyword 4 7,827 44 High 1,644
Keyword 5 7,979 28 Low 2,075
Keyword 6 5,953 10 Low 1,251
Keyword 7 4,803 10 Medium 1,345
Keyword 8 4,270 15 Low 1,239
Keyword 9 5,480 32 High 1,096
Keyword 10 4,702 5 High 1,035
Keyword 11 3,906 47 Medium 1,172
Search volume / projected rank / average CTR= potential traffic / CR * AOV = potential revenue
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Searching higher up the funnel @jonoalderson
“Find the most profitable niche!”
![Page 41: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/41.jpg)
Searching higher up the funnel @jonoalderson
![Page 42: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/42.jpg)
Searching higher up the funnel @jonoalderson
“So, where are my results?”
![Page 43: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/43.jpg)
Searching higher up the funnel @jonoalderson
This creates reactive cultures
1. Everybody’s chasing rankings for the same keywords, rather than
chasing (or creating) their ideal customer.
2. Teams are KPI’d on the wrong behaviour; bad experiences all round.
3. All strategies, agencies, and priorities are transient and driven by fear.
![Page 44: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/44.jpg)
Searching higher up the funnel @jonoalderson
The second lie...
SEO is strategic.
![Page 45: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/45.jpg)
Searching higher up the funnel @jonoalderson
![Page 46: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/46.jpg)
Searching higher up the funnel @jonoalderson
The Zero Moment of Truth
![Page 47: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/47.jpg)
Searching higher up the funnel @jonoalderson
This positions content marketing and inbound marketing techniques as
powerful tools
![Page 48: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/48.jpg)
Searching higher up the funnel @jonoalderson
The problem is…Not all searches have
obviously valuable outcomes “cheapest panasonic 32 inch tv”
“best new lcd tv”“lcd vs plasma tv guide”“fuzzy sound on TV”
![Page 49: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/49.jpg)
Searching higher up the funnel @jonoalderson
The only brand in the mix!
![Page 50: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/50.jpg)
Searching higher up the funnel @jonoalderson
Your content marketing isn’t clever, sexy or effective if you manage it like paid search.
You’re missing the point.
![Page 51: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/51.jpg)
Searching higher up the funnel @jonoalderson
AttributionMarketing by moment
![Page 52: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/52.jpg)
Searching higher up the funnel @jonoalderson
![Page 53: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/53.jpg)
Searching higher up the funnel @jonoalderson
![Page 54: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/54.jpg)
Searching higher up the funnel @jonoalderson
As a concept, this feels cheesy right....but how do we make this a useful framework?And if marketing is about Moments, how do I win?
death to the funnel
![Page 55: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/55.jpg)
Searching higher up the funnel @jonoalderson
“Moments are behaviours or psychological states exhibited by
consumers as they interact with search engines.”
A better definition?
![Page 56: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/56.jpg)
Searching higher up the funnel @jonoalderson
Can we infer and classify the moment from keywords/topics?
“best lcd tv” vs “compare cheap 32inch tvs”
![Page 57: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/57.jpg)
Searching higher up the funnel @jonoalderson
You have to get all of the relevant keywords.
Moments [10’s]Topics [100’s]
Keywords [1000’s]
![Page 58: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/58.jpg)
Searching higher up the funnel @jonoalderson
What about implicit / compound / natural language
complex queries?
![Page 59: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/59.jpg)
Searching higher up the funnel @jonoalderson
“Young Drivers Insurance”keyword
6.6k search volume
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Searching higher up the funnel @jonoalderson
“Young Drivers Insurance”top (266 keywords…)
65k search volume
![Page 61: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/61.jpg)
Searching higher up the funnel @jonoalderson
Define topic rules“best lcd tvs”
Modifier - Quality
List refinement - Quality Product type refinement - LCD
Plural
![Page 62: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/62.jpg)
Searching higher up the funnel @jonoalderson
![Page 63: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/63.jpg)
Searching higher up the funnel @jonoalderson
[A shortcut]
![Page 64: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/64.jpg)
Searching higher up the funnel @jonoalderson
http://labs.linkdex.com/term-tagger/
Early (discontinued) prototype, but good for proof of concept!
![Page 65: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/65.jpg)
Searching higher up the funnel @jonoalderson
Define topic rules“best lcd tvs”
Modifier - Quality
List refinement - Quality Product type refinement - LCD
Plural
![Page 66: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/66.jpg)
Searching higher up the funnel @jonoalderson
Define moment rules
Behaviour - Comparing
“best lcd tvs”Modifier - Quality
List refinement - Quality Product type refinement - LCD
Plural
Evaluating
![Page 67: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/67.jpg)
Searching higher up the funnel @jonoalderson
What if we turn this inwards to look at site performance and
share of market?
![Page 68: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/68.jpg)
Searching higher up the funnel @jonoalderson
Tiny market share of huge opportunity!
![Page 69: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/69.jpg)
Searching higher up the funnel @jonoalderson
To win, you need to engage with (lots of) different keywords moments
To be visible, to influence, to win hearts and minds, at scale
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Searching higher up the funnel @jonoalderson
● This is high-level strategy; beyond your pay-grade, and the scale of it is terrifying.
● The commercial and resource models don’t allow for this level of research.
● Retailer & brands can’t compete with publishers on research-level content
● Where does responsibility start or stop? Who owns ‘success’?
Your SEO team can’t impact performance
![Page 71: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/71.jpg)
Searching higher up the funnel @jonoalderson
The third lie...SEO is integrated digital marketing.
![Page 72: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/72.jpg)
Searching higher up the funnel @jonoalderson
![Page 73: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/73.jpg)
Searching higher up the funnel @jonoalderson
Imagine you’re responsible for SEO at Argos.
![Page 74: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/74.jpg)
Searching higher up the funnel @jonoalderson
*click*
*click*
*think*
*search*
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Searching higher up the funnel @jonoalderson
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Searching higher up the funnel @jonoalderson
![Page 77: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/77.jpg)
Searching higher up the funnel @jonoalderson
“I’m not the expert”For all considered purchases, manage how the
user becomes an expert.
![Page 78: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/78.jpg)
Searching higher up the funnel @jonoalderson
You win by managing the ecosystem and the perceptions
which searchers developChange the way you think about SEO
![Page 79: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/79.jpg)
Searching higher up the funnel @jonoalderson
To do this, you have to understand what they want, and
match (exceed!) their expectations.
![Page 80: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/80.jpg)
Searching higher up the funnel @jonoalderson
Let’s get practical.
![Page 81: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/81.jpg)
Searching higher up the funnel @jonoalderson
Imagine you’re responsible for SEO at Samsung.
You’re tasked with selling more televisions
![Page 82: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/82.jpg)
Searching higher up the funnel @jonoalderson
The UK TVs Market
● Over 8,600 distinct keywords, which collectively
represent ~3.5 million searches per month, with
a media value of ~£1 million per month.
● 95 topic groups representing brands, product
attributes (e.g., screen size), types of phrasing
(e.g. questions) and TV-related concepts.
● Inferred behaviours and psychological states
spanning 9 moments.
![Page 83: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/83.jpg)
Searching higher up the funnel @jonoalderson
In the TVs market, the List Building moment accounts for most searches
LED Large TVs Small TVs Smart TVs UHD Total
Broad Search 243,670
Knowledge Acquiring 270 510 4,940 1,570 16,680
List Building 49,650 368,610 48,070 209,270 127,130 1,571,446
Evaluating 2,640 6,840 710 3,930 2,610 133,200
Shopping 650 3,050 10 7,080 3,760 207,560
Cost Reducing 2,770 10,100 70 9,100 3,570 83,680
Monthly Searches by Moment / Topic
![Page 84: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/84.jpg)
Searching higher up the funnel @jonoalderson
Samsung and its primary competitors attract only ~5%of visits within the market.
Total Monthly Searches:3,487,679
samsung.com, Est. Organic Visits: 71,617 (2%)
lg.com, Est. Organic Visits: 48,335 (1.4%)
sony.co.uk, Est. Organic Visits: 39,873 (1.1%)
philips.co.uk, Est. Organic Visits: 6,746 (0.2%)
The biggest brands’ domains account for very little market.
![Page 85: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/85.jpg)
Searching higher up the funnel @jonoalderson
Let’s reflect on that for a moment.
Your own domain is only one small piece of the experience.
![Page 86: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/86.jpg)
Searching higher up the funnel @jonoalderson
39% of total List Building market size
![Page 87: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/87.jpg)
Searching higher up the funnel @jonoalderson
So how do we use this tactically?
![Page 88: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/88.jpg)
Searching higher up the funnel @jonoalderson
Top Pages Est. Visits Media Value
Large Screen TVs (32" and over) 102,290 (6.5%) £22,209
Televisions - Smart LED, 4K, OLED TVs & Accessories 54,583 (3.5%) £12,099
TVs, DVD & Blu Ray, Home Cinema & Gaming 28,609 (1.8%) £7,133
Small Screen TVs (up to 32") Deals 14,951 (1.0%) £3,414
Large Screen TVs (32" and over) Deals 10,599 (0.7%) £3,833
4K Ultra HD TVs – Experience 4x Definition 9,097 (0.6%) £1,574
Samsung Smart TV Range 6,623 (0.4%) £81
Samsung U8500 UHD Curved TV 6,495 (0.4%) £592
LG OLED TV – Explore LG LED & OLED TV Range 6,371 (0.4%) £858
Total (282 Pages) 277,942 £171,220
So, which pages are most visible, visited, influential in the purchase decision?
![Page 89: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/89.jpg)
Searching higher up the funnel @jonoalderson
Top Pages Est. Visits Media Value
4K TV and Ultra HD: Everything you need to know 18,435 (1.2%) £15,298
Best TV 2015: what TV should you buy? 11,676 (0.7%) £7,950
5 best UHD 4K TVs of 2015 11,227 (0.7%) £9,194
Cheap TVs: The best TV deals in June 2015 9,010 (0.6%) £9,059
10 best 60-65-inch TVs in the world today 7,837 (0.5%) £3,641
10 best 50 and 55-inch TVs in the world today 7,312 (0.5%) £4,175
12 best 40 and 42-inch TVs in the world today 5,893 (0.4%) £3,304
4 best Smart TVs in the world 2015 4,576 (0.3%) £3,538
13 best 32-inch TVs in the world today 3,108 (0.2%) £1,624
Total (93 Pages) 88,312 £64,559
And what about pages which are most visible for people who are researching technologies?
![Page 90: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/90.jpg)
Searching higher up the funnel @jonoalderson
18k views per month for just one article - and he’s written over 4,000.
Where does all this content come from?
![Page 91: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/91.jpg)
Searching higher up the funnel @jonoalderson
“What about me, my site, and directly transactional behaviour?”
The end of the funnel is still important.
![Page 92: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/92.jpg)
Searching higher up the funnel @jonoalderson
When you understand moments, you can turbo-charge your
content strategies.Here’s the process...
![Page 93: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/93.jpg)
Searching higher up the funnel @jonoalderson
Example (fake) data for ‘Ford’
![Page 94: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/94.jpg)
Searching higher up the funnel @jonoalderson
Pro tip: the ‘Query’ function in Google Sheets is awesome.
![Page 95: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/95.jpg)
Searching higher up the funnel @jonoalderson
Waaaaaaaaaaaait.This may be a trap.
![Page 96: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/96.jpg)
Searching higher up the funnel @jonoalderson
What are we trying to achieve?“Right results, right content, right person, right moment”
![Page 97: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/97.jpg)
Searching higher up the funnel @jonoalderson
![Page 98: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/98.jpg)
Searching higher up the funnel @jonoalderson
http://bit.ly/linkdex-pageflow
![Page 99: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/99.jpg)
Searching higher up the funnel @jonoalderson
[SHHH!]
![Page 100: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/100.jpg)
Searching higher up the funnel @jonoalderson
Now what?Test. Do. Tailor. Improve.
![Page 101: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/101.jpg)
Searching higher up the funnel @jonoalderson
This doesn’t just apply to ‘Enterprise SEO’
Visits don’t occur in isolation. People research.
![Page 102: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/102.jpg)
Searching higher up the funnel @jonoalderson
Turn content marketing into a targeted,Tangible Thing.
This approach enables you to...
![Page 103: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/103.jpg)
Searching higher up the funnel @jonoalderson
This approach enables you to...Stop talking and worrying about keyword
rankings, and start thinking about opportunity and market share
![Page 104: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/104.jpg)
Searching higher up the funnel @jonoalderson
This approach enables you to...Capture consumers* higher up the funnel,
earlier in the decision-making process
![Page 105: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/105.jpg)
Searching higher up the funnel @jonoalderson
This approach enables you to...Actively steal competitor market share by
targeting higher up the funnel
![Page 106: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/106.jpg)
Searching higher up the funnel @jonoalderson
This approach enables you to...Tactically use partners & affiliates to be where
you can’t, or use paid media to fill gaps throughout the buying cycle
![Page 107: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/107.jpg)
Searching higher up the funnel @jonoalderson
This approach enables you to...Make friends (and steal budget from) the PR
and brand guys.
![Page 108: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/108.jpg)
Searching higher up the funnel @jonoalderson
This approach enables you to...Put forecasts and business cases against familiar metrics like ‘visibility’ and ‘share of
market’ in a meaningful way
![Page 109: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/109.jpg)
Searching higher up the funnel @jonoalderson
The Truth?
![Page 110: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/110.jpg)
Searching higher up the funnel @jonoalderson
The only thing that matters is that somebody has searched;
what did they see?
![Page 111: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/111.jpg)
Searching higher up the funnel @jonoalderson
“Good SEO* is when you manage the experience and the opinions that users form when they search.”
digital marketing / growth hacking / whatever
![Page 112: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/112.jpg)
Searching higher up the funnel @jonoalderson
People don’t do this because... their data is too shallow
![Page 113: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/113.jpg)
Searching higher up the funnel @jonoalderson
People don’t do this because... it’s not SEO(?)
![Page 114: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/114.jpg)
Searching higher up the funnel @jonoalderson
Actually, maybe, we’ve overcomplicated it, not
oversimplified it*?
![Page 115: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/115.jpg)
Searching higher up the funnel @jonoalderson
This elevates SEO from a ‘channel’ to a sophisticated marketing &
business intelligence function......which gets budget, buy-in, and success.
![Page 116: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/116.jpg)
Searching higher up the funnel @jonoalderson
Except… Does it?
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Searching higher up the funnel @jonoalderson
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Searching higher up the funnel @jonoalderson
Today’s mission:1. Share my version of “the truth”2. Overcome the technical challenges3. Touch on the business challenges4. Consider the human challenges
![Page 119: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/119.jpg)
Searching higher up the funnel @jonoalderson
The ‘business bit’ is really easyGetting buy-in in 60 seconds.
http://bit.ly/kpiframework
![Page 120: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/120.jpg)
Searching higher up the funnel @jonoalderson
Use your data to build an awesome strategy
Don’t underestimate the power of your vision
![Page 121: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/121.jpg)
Searching higher up the funnel @jonoalderson
A strategy must…Increase revenue, decrease costs, increase brand
![Page 122: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/122.jpg)
Searching higher up the funnel @jonoalderson
Best Strategy != Right StrategyPragmatism > Perfectionism
![Page 123: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/123.jpg)
Searching higher up the funnel @jonoalderson
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Searching higher up the funnel @jonoalderson
Put your awesome, achievable strategy in a measurement
framework
Purpose < Objective < Goal < KPI > Segments > Performance
![Page 125: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/125.jpg)
Searching higher up the funnel @jonoalderson
http://bit.ly/kpiframework
![Page 126: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/126.jpg)
Searching higher up the funnel @jonoalderson
Today’s mission:1. Share my version of “the truth”2. Overcome the technical challenges3. Touch on the business challenges4. Consider the human challenges
![Page 127: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/127.jpg)
Searching higher up the funnel @jonoalderson
The ‘people bit’ is harderUnderstand motivationsAnticipate objections
Give yourself permission to be a rockstar
![Page 128: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/128.jpg)
Searching higher up the funnel @jonoalderson
C-levelBe in control
“I can set a binding vision”
MarketingMinimise risk“I can change our
priorities”
FinanceMinimise cost
“I can agree to spend, to accumulate”
Third parties & other SEOs
Defend themselves“I can challenge the
status quo”Tech & Legal
Maintain status quo“I can veto anything”
bit.ly/linkdex-videos
![Page 129: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/129.jpg)
Searching higher up the funnel @jonoalderson
And what about you?The T-shaped marketer is not enough.
![Page 130: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/130.jpg)
Searching higher up the funnel @jonoalderson
That’s probably all we have time for.
![Page 131: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/131.jpg)
Searching higher up the funnel @jonoalderson
Some thoughts, to leave you with.
![Page 132: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/132.jpg)
Searching higher up the funnel @jonoalderson
This kind of thinking is quietly disrupting industries nowTelecoms | Travel | Finance | Insurance
![Page 133: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/133.jpg)
Searching higher up the funnel @jonoalderson
This is a seismic, ideological shift for most organisations.
Take baby steps. Introduce concepts like Moments into things like campaign briefs. Grow it slowly.
![Page 134: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/134.jpg)
Searching higher up the funnel @jonoalderson
We only work (and are measured) the way we work, because that’s
the way we work.And it only changes if we change it.
![Page 135: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/135.jpg)
Searching higher up the funnel @jonoalderson
The only brand in the mix!
![Page 136: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/136.jpg)
@jonoaldersonTurbo-charging your WordPress website (bit.ly/turbo-charge-wordpress)
WIN
![Page 137: eStudio34 presents Search Love London 2015 | Searching higher up the funnel by Jono Alderson](https://reader036.fdocuments.us/reader036/viewer/2022070519/58f2eac01a28ab520b8b45cb/html5/thumbnails/137.jpg)
Searching higher up the funnel @jonoalderson
Jono Alderson
Head of Insight @ Linkdex@jonoalderson