Presented at TheInbounder 2016 Get to know your users better, then give them what they want. There's a person behind every keyword, an intent, a context - all of which traditional keyword research often misses. This presentation is for people trying to gain a better understanding of the people behind the searches, not with fancy tools, but basically stopping to look at Google's results and leveraging the machines to better understand the people, then how to turn that into a content strategy.

1. @wilreynolds
Go Where the Users Are.
Building a Holistic SERP
Strategy
WIL REYNOLDS
#theinbounder
Ponencia en inglés - Ponte los

2. Basic Training

4. Open your eyes,
Look at the Search Page!

5. DATA POINTS FOR EACH QUERY

6. © 2015 Seer Interactive • All Rights Reserved • Page 6
10 factors
50 searches/mo
10 years
60,000
Data Points

7. Google is Telling you what people want.

8. Google is Figuring out what people want
FAST!

11. What Motivates People?

12. answerthepublic.com
Not For Volume
For Understanding People

13. What Motivates People?

14. What Motivates People?

16. The Machines are Learning what we want

19. WHAT!!!!!!

20. SEARCHER’S MISSION
YOU ARE NOT FULFILLING

21. LOOKS LIKE A MODEL

22. DOESN’T!

23. THIS IS MORE LIKE IT…

24. Where are you NOT giving people what They
want?
Google knows that!

26. Expensive

27. Distance From Philly: 1633.7 KM

28. Distance From Philly:
155 KM

29. Distance From Philly:
1932 KM

32. Organic Search Results are Local

35. Organic: 85% Results Local
Paid: 20% Results Local
Disconnect!!! PPC is missing intent!

36. Organic: Algorithmic based on MERIT
Paid: Algorithmic based on $$$

37. Dumb Money

38. User Signals vs Domain Strength Signals

39. EDUCATION INTENT

40. RESEARCH / BUY
& JOB PROSPECTING

41. INVESTING & JOBS

42. IS IT WORTH RANKING?

43. BASIC
HUMAN
BEHAVIOR

44. WE’D RATHER LEARN

45. THAN BE SOLD TO

46. All education

47. Education
News
Investment

48. Just Look at the SERP

49. Content Strategy
Education Content
Image Strategy
News Strategy
Wikipedia

50. Dumb Money - Paid

51. Show cost of those keywords
Expensive

54. Let’s get started…on what? I don’t even know
what cloud computing is YET!

55. Hold up!

57. Vs Organic

63. We went from 22 to top 5 for one of the most competitive keywords.
Prioritized the USERS desire to learn (indicated by the SERP) over the
marketers desire to Sell.

64. IF you get a flat tire, what do you want to do with it?

67. Understand the User

71. What to do?
Update your content
Local Query

73. Use Search Modifiers to get max CTR on sitelinks

75. Dumb Money - Paid

78. What Does Their Paid Landing Page Say?

81. SAYS NOTHING.

82. Organic Landing Page for same
query Ranked #1…

83. This is what I wanted!!

84. Winning @ Search
Losing @ People?

85. #1
Go check OLD content

87. Inuit example

88. #2
Look
Closely
At
PPC
Tests

90. Get Involved in Communities

97. Lets look back

104. Stingy?
Use RLSA!

107. Back to Basic Training

108. Look at the SERP outside
of your rank tracking tool.
Basic Training

109. Get Involved In Communities

110. Use PPC Targeting Pre-Rank

111. @wilreynolds
Go Where the Users Are.
Building a Holistic SERP
Strategy
WIL REYNOLDS
#theinbounder
Ponencia en inglés - Ponte los