©2017 Seer Interactive • p1
Rather be Thanked, Than RankedThen
Be thecontent
YOUwish
YOUFOUND!
3 things I’ve seenthat made me pivot
HARD!
Ranked, NO BIZ!
Mozcon 2011SEO CompanySEO AgencySEO Consultant
$$ Never Came
©2017 Seer Interactive • p7
140:1
Small Biz vs Mid Market78% are non-employer
52% home-based
Show Seer Clients
Not forme!!
Lost Rankings
Lost Traffic
Growing like crazy
Thanks, better than
Ranks
©2017 Seer Interactive • p12
The Speed of Machine Learning24 HOURS > 10 Years
©2017 Seer Interactive • p15
Kilimanjaro is a snow-covered mountain 19,710 feet high, and is said to be the highest mountain in Africa. Its western summit is called the Masai“Ngaje Ngai,” the House of God. Close to the western summit there is the dried and frozen carcass of a leopard. No one has explained what the leopard was seeking at that altitude.
Kilimanjaro is 19,710 feet of the mountain covered with snow, and it is said that the highest mountain in Africa. Top of the west, “Ngaje Ngai” in the Maasailanguage, has been referred to as the house of God. The top close to the west, there is a dry, frozen carcass of a leopard. Whether the leopard had what the demand at that altitude, there is no that nobody explained.
©2017 Seer Interactive • p16
Kilimanjaro is a snow-covered mountain 19,710 feet high, and is said to be the highest mountain in Africa. Its western summit is called the Masai“Ngaje Ngai,” the House of God. Close to the western summit there is the dried and frozen carcass of a leopard. No one has explained what the leopard was seeking at that altitude.
Kilimanjaro is a mountain of 19,710 feet covered with snow and is said to be the highest mountain in Africa. The summit of the west is called “Ngaje Ngai” in Masai, the house of God. Near the top of the west there is a dry and frozen dead body of leopard. No one has ever explained what leopard wanted at that altitude.
Hours!
©2017 Seer Interactive • p18
People are more thanKEYWORDS!
Google is startingto understandhow we feelabout what we find.
How it FEELSto find content
that ACTUALLYsolves your
PROBLEM!
Industry LeaderCouldn’t Rank
10x the links10x the content
10x the brandCrushed for a word they invented!
x
©2017 Seer Interactive • p23
Google Not Ranking On The Top 2 Pages for
“Search Engine”
Wil Reynolds Search
Wil Reynolds Searches
Look like a
model’s
body to you?
disappointmentto Some SEARCHERS.
Wil Reynolds Searches
©2017 Seer Interactive • p29
The computers
LEARNED what
Disappointmentlooked like.
©2017 Seer Interactive • p30
The Web is a disappointing place.
$5,000/mo
$1,000/mo
5000/mo4 BRPhilly
1000/mo1 BRPhilly
5000/mo1 BR, 900 SQFtNYC
©2017 Seer Interactive • p36
Content that doesn’t “guide” is disruptable.
©2017 Seer Interactive • p45
You can’t automate actually giving a fuck,but you can automate pretending to!
©2017 Seer Interactive • p49
23.2% Had Pricing Pages
52.2% Ranked a Demo or Contact Page for brand + pricing query
©2017 Seer Interactive • p50
27.2%company + pricing = answer boxes!
©2017 Seer Interactive • p51
But 83.82% of the answer boxes were from OTHER sites!!
How Hubspot looks at competitors that
don’t list pricing
BRAVEMarketers!
Are they being the
content they wish
they found?
Disruptive change is RARELY hidden.Often, it’s in PLAIN sight!
Disruptive change is RARELY hidden.Often, it’s in PLAIN sight!
We don't want to handle the conflictor reality that that truth provokes.
What is an SEO to do?
©2017 Seer Interactive • p60
LISTEN, Watch, Learn.
©2017 Seer Interactive • p62
SURVEYS Aren’t Good Enough.
“I’ll see if I can see any of them”Clicked on #1 skipped 2-5 #6. why?
Sell More!!!
Milkshakes!!!
Most Milkshakes Sold
©2017 Seer Interactive • p66
PERSONAS:Good start, but not enough…
©2017 Seer Interactive • p70
Talking to people, watching them, and asking questions gives you a competitive advantage that tools can’t give
you…
©2017 Seer Interactive • p72
“I’m divorced and building my credit.”
“I’m on a fixed income, and want to get a laptop for my grandson”
There’s much more to people than that:
Helps usunderstand asearcher’s“why”
Splinters
What have we been
ignoringall those years?
©2017 Seer Interactive • p79
Why did you click on that?Why didn’t you click on that?What would make this better?
What is it missing?
©2017 Seer Interactive • p80
Guidance
Dog BreakYourScreen Door?
©2017 Seer Interactive • p82
I want some content today!NO…
I got to fix my damn screen door!
GOING Viral!!!!
NO Excuses!
©2017 Seer Interactive • p87
Start getting your clues:Related Searches
Use yourbrain
©2017 Seer Interactive • p91
Looking for
Best (Guidance)
Brands (Zoho, Inisghtly, Salesforce)
Basics (What is it)
©2017 Seer Interactive • p92
Clue #2:People Also Ask
©2017 Seer Interactive • p94
PAAs tell you,at scale,
who is consistently the most likely to answer people’s questions well.
Tool: Getstat.com
©2017 Seer Interactive • p99
These are the sites people will end up on BEFORE they get to your product.
Banner AdsNewslettersSwap Pixels
Native
Tool: Search Query Report
Tool: Word Cloud Software
©2017 Seer Interactive • p101
Look at SQ reports with conversions uncover people’s why, compare to
ad / title & meta / landing page copy.
©2017 Seer Interactive • p103
The Problem with “Best”:What does that user want?
ReviewsBusinesses?
Or Reviews?
©2017 Seer Interactive • p106
Google Gets That!
Tool: Feedcheck.com or Outwit
(advanced)
NEW Tool: NGram Analyzer
http://bit.ly/seerngram
©2017 Seer Interactive • p116
Vs. Purple 1-2 Star Reviews
©2017 Seer Interactive • p121
People Search Differently by Region
California, low income
Austin, North vs South, Medicaid
©2017 Seer Interactive • p124
Optimize your EXISTING high ranking pages, by interviewing customers
Impact of Changing High
Ranking Pages AfterTalking to Users
Page optimized with Seer recommendations
Page optimized with Seer recommendations
The “satisfied searcher”leaves a strong
FINGERPRINT.
©2017 Seer Interactive • p130
What is possiblewhen you choose Guidance over Guides
$200,000
$1.2 Million
1.2 Million
Car can do this…
Ain’t never going to use sonar!
©2017 Seer Interactive • p142
Remarket to people who clicked on Militarywith different creative, copy, bids
Exclude people who have less than 2 executive offices
GiveGuidance
Smart Mofo
©2017 Seer Interactive • p147
Audience segmentsAdjust Bids
Negative Audiences
BE SMARTER!
Google’s not getting DUMBER!
Ready?
©2017 Seer Interactive • p151
We have a chance…
When you are
LOST…
We’ll guide you to the best answer.
Then we’ll re-target the heck outta you,
smartly.
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