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NEEDS INTO WANTS
AMAZON & GOOGLE
Racing for Rankings
I ENDORSE THIS
MESSAGE
Ian Lurie
CEO Portent, Inc.
@portentint
22 years
Needs into Wants: Amazon, Google and the Race for Rankings
“INTERESTING”
@portentint
@portentint
facebook.com/ian.lurie
portent.com/blog
NOT ME
@portentint
WE, ER, COLLECT RESULTS
nothing to see
here. Move the
$#@! along.
@portentint
You know what I want to do tonight I
want to read some patents baby yeah
that’s where it’s at also can I have
another pitcher of coffee yeah thanks
@portentint
SO, HOW ARE THE ALGORITHMS
DOING, ANYWAY?
By Staxringold at en.wikipedia (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC-BY-SA-3.0
(http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia Commons
Needs into Wants: Amazon, Google and the Race for Rankings
Both Google and Amazon rank stuff
based on language and user experience
Both start with needs
@portentint
NEEDS > WORDS
@portentint
i need jeans
@portentint
i just want my
jeans!!!!
@portentint
@portentint
@portentint
STRUCTURED DATA MAKES
THIS EASIER FOR AMAZON
@portentint
OR DOES IT?
@portentint
@portentint
@portentint
@portentint
WORD VECTORS
NATURAL LANGUAGE PROCESSING &
PEOPLE USE THESE
WORDS TOGETHER A
LOT. THEY’RE
RELATED.
@portentint
DENIM + PANTS = JEANS
DENIM + SPANDEX = WTF
DENIM – PANTS + BED = SHEETS
@portentint
Costs you “crawl budget”
Google: Rankbrain
@portentint
“Wedding Dresses”
@portentint
WEDDING DRESSES +
BRIDESMAID DRESSES
@portentint
@portentint
FIREFLY + SHIP = SERENITY
@portentint
Amazon
@portentint
“Remote Controlled Moose Call” 2016
@portentint
“Remote Controlled Moose Call”
@portentint
“Remote Controlled Moose Call” 2017
@portentint
KEYWORD MATCH
@portentint
NO MATCH
@portentint
@portentint
Word vectors…?
YEP. WORD VECTORS.
@portentint
MOOSE + CALL = MOOSE CALL
DEER + CALL = ANIMAL CALL
@portentint
WE’RE DOOMED
If search engines are trying to use
vectors to assess needs, then we
can use needs to determine vectors
Tactic 1
Research relationships, not keywords
@portentint
Research
Keywordtool.io
Moz
MerchantWords
SellerLabs
@portentint
Research
DO NOT USE
Google tools
@portentint
Group your key phrases
airbrush for miniatures
airbrush for models
airbrush maintenance
airbrush warranty
@portentint
Find connections
airbrush for miniatures
airbrush for models
airbrush maintenance
airbrush warranty
@portentint
Find connections
Write about them
This is a perfect airbrush for miniatures and models.
Tactic 2
Answer the questions
@portentint
Features a 0.35mm needle and drop-in self-
centering nozzle combination comes with a large
1/3 oz gravity-feed cup
Generous 1/3 oz sized cup is designed with a new
funnel shape, which makes for easy clean up and
more efficient paint flow
Spray pattern - hairline to 2" (50-mm) round
@portentint
AnswerThePublic.com
@portentint
@portentint
AIRBRUSH + MINIATURES
@portentint
AIRBRUSH – CLEANUP = $##!@#$
@portentint
Less clogging with a 0.35mm needle and drop-in
self-centering nozzle combination and a large 1/3 oz
gravity-feed cup
Easy cleanup and more efficient paint flow with a
generous 1/3 oz sized
Versatile spray pattern for details and large areas -
hairline to 2" (50-mm) round
Tactic 3
Target Entities
@portentint
“Serenity”
@portentint
FIREFLY + SHIP = SERENITY
SERENITY + SHIP = FIREFLY
SERENITY + FIREFLY = SHIP
@portentint
FIND KNOWN ENTITY TYPES
@portentint
LEARN A LITTLE PYTHON
Tactic 4
Write Like a Human
Old way
My Dog
My dog’s name is Alfred. He’s a great dog. Some small
dog breeds are yappy. Not Alfred. He’s a total prince.
Except when he pees everywhere. And chases the cats.
And wakes me up at 3am. Actually, sometimes I seriously
consider jamming him in the microwave. But that dog is
so damned adorable I just can't wedge him in there.
New way
My Dog
My dog’s name is Alfred. He’s a great pup. Some small
breeds are yappy. Not Alfred. He’s a Yorkie-Poo. He’s a
total prince. Except when he pees everywhere. And chases
the cats. And wakes me up at 3am. Actually, sometimes I
seriously consider jamming the mutt in the microwave.
But he's so damned adorable I just can't wedge him in
there.
Putting it all together
@portentint
This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for
miniatures and models. A fantastic alternative to paintbrushes,
especially on larger, smoother surfaces.
New way
@portentint
This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for
miniatures and models. A fantastic alternative to paintbrushes,
especially on larger, smoother surfaces.
New way
Entity
Related
@portentint
AMAZON
UNIQUE CHANGES
what?
Amazon must
Turn needs into wants
REDUCED CORRELATION W/ REVIEWS
@portentint
Quality + Count + Velocity + Votes
- Simplicity– Patterns – Trends
Amazon Tactic 1
Stop it.
@portentint
Cough
@portentint
Cough Cough
This (probably) won’t get you in trouble
But Amazon devalues these reviews
@portentint
@portentint
this jersey is too
tight. must be the
jersey’s fault
KEYWORD LENGTH REDUCED
(FOR MOST CATEGORIES)
Amazon Tactic 2
Clean your keyword strategy
@portentint
No repetition
Top phrases in title, copy
Use keywords field for less obvious stuff
@portentint
Hoka One One Men’s Running Shoes
Perfect shoes for over-pronators, the
Hoka One One features this and that
thing plus another neat feature
Jogging sneakers run pronation
Padding cushioned orthopoedic
Mens 1
Amazon Tactic 3
Improve sales performance per query
@portentint
Try some phrase targeting
@portentint
“To buy my book, search
‘one trick consulting’ on Amazon”
@portentint
One Trick + Consulting = One Trick Ponies Get Shot
@portentint
vectors
again?!!! Ian what
the hell i thought we
were done with
that…
@portentint
ohhh. vectors
imply connections. in
sales, that implies
needs. i get it!!!
@portentint
Answer questions in the bullets
@portentint
Features a 0.35mm needle and drop-in self-
centering nozzle combination comes with a large
1/3 oz gravity-feed cup
Generous 1/3 oz sized cup is designed with a new
funnel shape, which makes for easy clean up and
more efficient paint flow
Spray pattern - hairline to 2" (50-mm) round
Emotional copywriting
@portentint
Less clogging with a 0.35mm needle and drop-in
self-centering nozzle combination and a large 1/3 oz
gravity-feed cup
Easy cleanup and more efficient paint flow with a
generous 1/3 oz sized
Versatile spray pattern for details and large areas -
hairline to 2" (50-mm) round
@portentint
Bundling
Amazon Tactic 4
Narrow the field
@portentint
40,000 searches
@portentint
40,000 searches1,700 searches
@portentint
40,000 searches1,700 searches
Lousy optimization
@portentint
Irrelevant products
@portentint
40,000 searches1,700 searches
Create a separate
listing?
What’s Next
@portentint
Voice
@portentint
Oy vey.
Strategy
Answer questions, tightly connect
products to queries to turn
needs into wants
@portentint
GOOGLE
UNIQUE CHANGES
Google must
Flawlessly address needs
@portentint
Costs you “crawl budget”
Quality (aka User Experience)
i don’t
control the
content. i need to
carefully measure
user experience.
CLICKTHRU & POGO-STICKING MEASUREMENT
The Coming SSL Apocalypse
Get on HTTPS by November, 2017
@portentint
@portentint
Google Tactic 1
Verify SSL
@portentint
If not this, talk to your host
Get it done by Fall
http://portent.co/sslcheckr
Google Tactic 2
Avoid SSL Duplication
@portentint
ScreamingFrog
@portentint
@portentint
“The SEO Content”
“The blog posts”
“The blog posts”
Love it
Google Tactic 3
Prune
@portentint
No.
Use Google Search Console
Find Indexed, Low Interest
Hey, that was good content?!
Rewrite/repurpose
These are related
Combine and republish
h/t @seo_theory
IN-SERP CONTENT
FULFILLING NEEDS W/O A CLICK
@portentint
@portentint
@portentint
Google Tactic 4
Answer (different) questions
@portentint
@portentint
Google Suggest
@portentint
Google Suggest
@portentint
Google Suggest
Write pages that answer specific questions
AnswerThePublic.com
Write pages that answer specific questions
Needs into Wants: Amazon, Google and the Race for Rankings
Google Tactic 5
Change Your Key Phrase Approach
@portentint
airbrush for miniatures
airbrush for models
airbrush maintenance
airbrush warranty
Opportunistic SEO
Moving up for a high-volume phrase
High ranking page value
Google Tactic 6
Build hubs around concepts
@portentint
@portentint
Bike Trainers
Home
Cycling Sensors
Heart Rate Monitors
Bike Computers
@portentint
Not clickable
@portentint
Instant hub
@portentint
Instant hub
@portentint
Instant hub
@portentint
@portentint
SPEED
SPEED
SPEED
SPEEDSPEED
SPEED
@portentint
i don’t need a
slow site
Google Tactic 7
Learn to Handle Images!!!!!
PNG format, 800 x 540: 1,000kb
Use the right format
@portentint
JPG: 30kb
PNG: 13kb
why won’t
anyone do
this?!!!
@portentint
700kb png 64kb jpg
@portentint
140kb png 40kb jpg
JPG = Photos
PNG = Fewer colors, like logos
Compression tools
Imageoptim (Mac)
Caesium (PC)
Fireworks/Photoshop
@portentint
40kb 25kb
JPGs: Start with 60%
PNGs: Start with 256 color
The Mobile-First Index
Mobile Friendliness
Google Tactic 8
Get your site responsive
@portentint
@portentint
@portentint
@portentint
http://portent.co/friendmobtest
@portentint
YAYYYY!!!!!
@portentint
AUUUGHHH!!!!!
Help Google give people what they need
@portentint
Coming Soon…
@portentint
I’m sorry, i have
no idea wtf you
just said.
@portentint
@portentint
back! Back,
abomination! Back!
@portentint
WE’RE DOOMED?
@portentint
i gotta be me
@portentint
AMAZON: TURN NEEDS INTO WANTS
GOOGLE: PERFECTLY ANSWER NEEDS
If search engines are trying to
assess and answer needs, then we
can use needs to rank and sell
Next steps
ian@portent.com
@portentint
Slides & links
www.portent.co/amazonseo
Commence heckling

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