Your Customer Journey, and the role search plays in it
Wil ReynoldsAssociate
@wilreynolds
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@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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@wilreynolds
2012, Panda & Penguin
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@wilreynolds
Punished Scale +Fake Votes
@wilreynolds12@wilreynolds
@wilreynolds
End of search as we know it
@wilreynolds
Computers Learning
FROM COMPUTERS!
@wilreynolds
Google has always tried to replicate human evaluation
@wilreynolds
@wilreynoldsPhones, Tablets, Desktops17
@wilreynolds
What’s THIS???
@wilreynolds
Or…THIS???
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@wilreynolds
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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@wilreynolds24
Instant Answers
@wilreynolds
Or…THIS???
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@wilreynolds
Mobile can be a
different context
@wilreynolds27
@wilreynolds
Desktop Search Volume
@wilreynolds
Mobile Search Volume
@wilreynolds
Different context?
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
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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@wilreynolds
Google Gets Smarter
@wilreynolds
Tale of 2 searches(Location)
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@wilreynolds
Search #1 “SEO Company”
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@wilreynolds
7 – Philly2 – National1 – Review0 - Atlanta
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@wilreynolds
Search #2First search
“Things to do in Atlanta”Second search
“SEO Company”
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@wilreynolds
Impact CTR?
@wilreynolds
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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@wilreynolds
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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@wilreynolds
Lay of the land…now its content time!
@wilreynolds
I hate the phase…GO VIRAL
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@wilreynolds
I HATE the phase…GO VIRAL
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@wilreynolds
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
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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@wilreynolds
Do BIG Content
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@wilreynolds
Do
Sustainable Content
@wilreynolds
Sustainable?
@wilreynolds
“No
t Imp
res
se
d”
@wilreynolds
Spike vs Fail
@wilreynolds
Long Tail, Visitors
@wilreynolds
@wilreynolds
Long Tail, Visitors18 months later
@wilreynolds
Long Tail, Visitors
@wilreynolds
Didn't “Go VIRAL”
@wilreynolds
It
@wilreynolds
Went
@wilreynolds
“Helpful”
@wilreynolds
Addressing an unmet need
@wilreynolds
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
@wilreynolds
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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@wilreynolds
I need more
content!
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@wilreynolds
Journeydriven
content!
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@wilreynolds
Company Story
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
GetLinks
@wilreynolds
GetRankings
@wilreynolds
Build Community,Look for the obvious
@wilreynolds
@wilreynolds
@wilreynolds
Hey over there…
http://www.flickr.com/photos/lalunablanca/1058204843/sizes/o/
@wilreynolds
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@wilreynolds
Maybe the journey begins before GOGLE?
@wilreynolds
Google sees and rewards community building
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@wilreynolds
Long term, if you want to rank on Google
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@wilreynolds
Understanding JourneyStory + Community
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