Mozcon 2017 - I'd rather be Ranked, Then Ranked

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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

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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

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The Speed of Machine Learning24 HOURS > 10 Years

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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.

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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!

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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

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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

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The computers

LEARNED what

Disappointmentlooked like.

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The Web is a disappointing place.

$5,000/mo

$1,000/mo

5000/mo4 BRPhilly

1000/mo1 BRPhilly

5000/mo1 BR, 900 SQFtNYC

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Content that doesn’t “guide” is disruptable.

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You can’t automate actually giving a fuck,but you can automate pretending to!

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23.2% Had Pricing Pages

52.2% Ranked a Demo or Contact Page for brand + pricing query

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27.2%company + pricing = answer boxes!

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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?

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LISTEN, Watch, Learn.

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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

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PERSONAS:Good start, but not enough…

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Talking to people, watching them, and asking questions gives you a competitive advantage that tools can’t give

you…

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“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?

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Why did you click on that?Why didn’t you click on that?What would make this better?

What is it missing?

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Guidance

Dog BreakYourScreen Door?

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I want some content today!NO…

I got to fix my damn screen door!

GOING Viral!!!!

NO Excuses!

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Start getting your clues:Related Searches

Use yourbrain

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Looking for

Best (Guidance)

Brands (Zoho, Inisghtly, Salesforce)

Basics (What is it)

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Clue #2:People Also Ask

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PAAs tell you,at scale,

who is consistently the most likely to answer people’s questions well.

Tool: Getstat.com

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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

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Look at SQ reports with conversions uncover people’s why, compare to

ad / title & meta / landing page copy.

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The Problem with “Best”:What does that user want?

ReviewsBusinesses?

Or Reviews?

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Google Gets That!

Tool: Feedcheck.com or Outwit

(advanced)

NEW Tool: NGram Analyzer

http://bit.ly/seerngram

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Vs. Purple 1-2 Star Reviews

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People Search Differently by Region

California, low income

Austin, North vs South, Medicaid

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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.

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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!

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Remarket to people who clicked on Militarywith different creative, copy, bids

Exclude people who have less than 2 executive offices

GiveGuidance

Smart Mofo

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Audience segmentsAdjust Bids

Negative Audiences

BE SMARTER!

Google’s not getting DUMBER!

Ready?

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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.