Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett
-
Upload
97th-floor -
Category
Marketing
-
view
241 -
download
2
Transcript of Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett
![Page 1: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/1.jpg)
Search Intent, Content & Customer Micro-Moments
Chris bennett CEO/Founder
![Page 2: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/2.jpg)
Presentation Topic // Presenter’s Name 2
Chris BennettCEO/Founder
/97thfloor
@chrisbennett
/97thfloor
/97thfloor
![Page 3: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/3.jpg)
![Page 4: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/4.jpg)
![Page 5: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/5.jpg)
![Page 6: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/6.jpg)
![Page 7: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/7.jpg)
There IS A major issue in OUR industry right now
![Page 8: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/8.jpg)
We have no confidence
http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf
![Page 9: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/9.jpg)
http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf
Even in our Organizations
![Page 10: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/10.jpg)
I sympathize
![Page 11: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/11.jpg)
There is always something new
![Page 12: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/12.jpg)
We are wearing too many hats
![Page 13: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/13.jpg)
@brightedge #share16@brightedge #share16
Spinning our wheels
61% of marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error.
![Page 14: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/14.jpg)
Just keeping up with search is crazy
![Page 15: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/15.jpg)
Machine Learning
![Page 16: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/16.jpg)
Mobile
![Page 17: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/17.jpg)
@brightedge #share16@brightedge #share16
This doesn’t work
Noisestrip away the
![Page 18: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/18.jpg)
Stop worrying about the next update
![Page 19: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/19.jpg)
@brightedge #share16@brightedge #share16
and go back to the beginning
![Page 20: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/20.jpg)
@brightedge #share16@brightedge #share16
At the root of search is one thing.
![Page 21: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/21.jpg)
![Page 22: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/22.jpg)
The Search Engine that solves user’s questions is the Search
Engine that wins.
![Page 23: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/23.jpg)
The Content that solves user’s questions is the Content that
wins.
![Page 24: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/24.jpg)
- Eric Schmidt, 2011
![Page 25: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/25.jpg)
@brightedge #share16@brightedge #share16
Google is always going to be improving this process
Google will always be improving this
http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
![Page 26: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/26.jpg)
The buyer’s journey now starts before the click
![Page 27: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/27.jpg)
![Page 28: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/28.jpg)
#0Rank ZERO
![Page 29: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/29.jpg)
Extra RealEstate
![Page 30: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/30.jpg)
Co-brandwith Google
![Page 31: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/31.jpg)
@brightedge #share16@brightedge #share16
Powerful
![Page 32: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/32.jpg)
The buyer’s journey starts at Rank 0
![Page 33: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/33.jpg)
![Page 34: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/34.jpg)
![Page 35: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/35.jpg)
![Page 36: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/36.jpg)
![Page 37: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/37.jpg)
Traffic Increased After Snippet
![Page 38: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/38.jpg)
Tip to ensure click throughs
![Page 39: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/39.jpg)
Snippet = Traffic
![Page 40: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/40.jpg)
Lost Snippet = Lost Traffic
http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
![Page 41: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/41.jpg)
9 steps to dominate quick answers
![Page 42: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/42.jpg)
1st, you have to rank on page 1
![Page 43: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/43.jpg)
2. Optimize the snippets you already have
click on "Data Cube", enter in your domain, and then click on "content strategies" then click on "quick answers"
![Page 44: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/44.jpg)
3. Take your competitors snippets
![Page 45: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/45.jpg)
Wiki’s and “how to” sites are your competitors too
![Page 46: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/46.jpg)
4. Answer questions in your content
http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
![Page 47: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/47.jpg)
The Content that solves user’s questions is the Content that
wins.
![Page 48: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/48.jpg)
5. Use BrightEdge to see power questions you currently rank for
Look at your regular KW rankings and filter by questions to find new opportunities
![Page 49: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/49.jpg)
Look at your competitors KW rankings and filter by questions to find new opportunities
6. Use BrightEdge to see power questions your competitors rank for
![Page 51: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/51.jpg)
Make the pathway easy for Google
![Page 52: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/52.jpg)
8. HTML Roles
The roles, their characteristics, the states and properties they support, and specification of how they may be used in markup, shall be considered normative.
http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
![Page 53: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/53.jpg)
8. HTML Roles
http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
![Page 54: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/54.jpg)
9. Header Tags
![Page 55: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/55.jpg)
Videos work too
Quick Answers pulls from the audio transcription not the description
![Page 56: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/56.jpg)
RECAP1. Rank in top 102. Optimize existing snippets3. Take competitors snippets4. Answer questions5. Find questions you already rank for (but no snippet)6. Find questions your competitors rank for (but no Snippet)7. Grab outside data8. HTML Roles9. Header tags/Meta data
![Page 57: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/57.jpg)
Quick answers is now
![Page 58: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/58.jpg)
@brightedge #share16
I want to finish with a look into the future
lets take a trip to the future
![Page 59: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/59.jpg)
@brightedge #share16
I want you to walk away 2 steps ahead of the competitionI want you to walk away steps ahead of your
competition
![Page 60: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/60.jpg)
@brightedge #share16
With a formula that will ensure you are the best result for the query
![Page 61: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/61.jpg)
TF-idf
![Page 62: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/62.jpg)
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.115.8343&rep=rep1&type=pdf
TF-IDF has been used for years by computer scientists
![Page 63: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/63.jpg)
In fact it is referenced in Google Patents
https://www.google.com/patents/US7996379
![Page 64: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/64.jpg)
@brightedge #share16@brightedge #share16Yet very few are focusing on it
![Page 65: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/65.jpg)
Term Frequency (TF)- The number of times a term appears in a specific document- Measure of the importance of the term with in that
document
Inverse Document Frequency (IDF)- Measure how common the term is across an entire collection of documents
TF-IDF
https://97thfloor.com/term-frequecy-analysis
![Page 66: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/66.jpg)
![Page 67: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/67.jpg)
![Page 68: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/68.jpg)
It Works!
![Page 69: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/69.jpg)
It Works!
https://draxe.com/coconut-oil-uses/
![Page 70: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/70.jpg)
TF-IDF helps you identify missing themes in your content
![Page 71: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/71.jpg)
![Page 72: Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett](https://reader036.fdocuments.us/reader036/viewer/2022062522/5871f8bf1a28ab5c348b7107/html5/thumbnails/72.jpg)
@brightedge #share16@brightedge #share16
Full circle