The humanisation of seo
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Transcript of The humanisation of seo
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The Humanisation of SEO – Time to refocus
Joel Chudleigh
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Stop fighting with machines
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Ad Revenue $43 billion in 2012
but still crap customer service
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It’s just wrong
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It ain’t all bad news
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Derek Sivers, Ex CEO of CD Baby
http://www.youtube.com/watch?v=M2IgkGtEx9M
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What Derek did is SEO.
Wow customers = links and traffic
piss off customers = negative word of mouth.
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SEO got fairly ugly
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We made some mistakes
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Those days are over
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Review sites and travel guides
Google’s Mission:
To organise the world's information and make it universally accessible and useful
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key to SEO in 2013 is understanding your unique business benefit (for humans)
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Who does your business benefit most?
> Who should you be communicating with?
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How can you benefit these people?
> What content, if any, do they need? How can your service be more beneficial to them?
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What is the best way to reach these people?
> How do you carry out your outreach efforts?
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“Why some ideas (and businesses) survive and others die.”
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1) Why is Google a popular search engine?
”Because it helps people to find information quickly."
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2) Why do people want to do that?
So that they can find answers to what they are looking for.
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3) Why do people want these answers?
So that they can connect with people, achieve their goals and get closer to fulfilling their dreams.
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Jonah Berger & Katherine Milkman
“What Makes Online Content Viral?” (2012)
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6 key reasons things get shared on the internet:
1. Social currency - do people look cool for sharing?
2. Triggers - is it easily triggered by related things
3. Emotion - how strong an emotional reaction does it cause?
4. Public – Making things more visible5. Provides practical Value 6. Stories - is there an interesting one?
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