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BRAND-FIRST, PEOPLE-FOCUSED SEO How Google’s changes are pushing SEOs to become better marketers Sheena Schleicher | @SheenaSchleichr

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Page 1: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRAND-FIRST, PEOPLE-FOCUSED SEOHow Google’s changes are pushing SEOs to become better marketers

Sheena Schleicher | @SheenaSchleichr

Page 2: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

ALGORITHM UPDATES

Page 3: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

ALGORITHM UPDATES

HOW WE OPTIMIZE FOR GOOGLE HASN’T CHANGED MUCH

Page 4: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

THAT IS, UNTIL RECENTLY…

Google SERP Features have changed the SEO game.

* SEMRush SERP Features

Page 5: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

But how much attention do we give to the ever-changing SERP Features or the hype surrounding Voice Search?

Page 6: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

This is what Google wants us to believe is going on…

https://www.youtube.com/watch?v=PVgFBcjBpMY

Page 7: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

This is what Google wants us to believe is going on…

Okay, Google. That’s not really happening.

https://www.youtube.com/watch?v=PVgFBcjBpMY

Page 8: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Future generations might only know voice commands.

Or is it?

https://youtu.be/F3GmfgKntqA

Page 9: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

• No reliable keyword research tools for voice searches

• SERP Features showcase crap content

• Google takes over as the answer

• Ads take up more and more real estate

THE CHALLENGE

Page 10: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

• No reliable keyword research tools for voice searches

• SERP Features showcase crap content

• Google takes over as the answer

• Ads take up more and more real estate

Keyword Research is NOT ENOUGH.

THE CHALLENGE

Page 11: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Google’s changes are requiring SEOs to more intimately know our audiences.

Page 12: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Google’s changes are requiring SEOs to more intimately know our audiences.

They’re pushing us to be better marketers.

Page 13: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

“When you don’t think of them as dummies, something amazing happens.”

https://www.youtube.com/watch?v=SkpaSe_Zj60

Page 14: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

“When you don’t think of them as dummies, something amazing happens.”

Page 15: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

What if our Keyword Research “TOOL” is natural conversations with our audience?

Page 16: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

What if our Keyword Research “TOOL” is natural conversations with our audience?

What if we stop thinking keywords and start thinking key audiences?

Page 17: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

But how do we get to know key audiences at scale?

Page 18: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Always putting the brand’s needs, goals, priorities BEFORE SEO. Often these overlap or support each other.

THINK BRAND-FIRST

Page 19: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Always putting the brand’s needs, goals, priorities BEFORE SEO. Often these overlap or support each other.

The point is to not create conflict or tension. You’re on the same team!

THINK BRAND-FIRST

Page 20: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Get to know the people behind the brand• Brand history, story, their people, their culture• The PEOPLE behind the brand influence the audience the brand attracts

START WITH THE BRAND

Page 21: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Get to know the people behind the brand• Brand history, story, their people, their culture• The PEOPLE behind the brand influence the audience the brand attracts

Visit brand partners in person• Not just about strengthening relationships with key contacts• Get to know the brand in ways you cannot capture over calls/websites• For retail, experience what the customer experiences — the good and bad

START WITH THE BRAND

Page 22: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Visiting a Napa Valley Winery PartnerStep 1: Figure out what airport to fly in to

No wonder it’s not straightforward! SFO, Oakland, Sacramento??

I need to get here

Page 23: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Visiting a Napa Valley Winery PartnerStep 1: Figure out what airport to fly in to

Whoa, apparently this is a common question…

Page 24: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Visiting a Napa Valley Winery PartnerStep 1: Figure out what airport to fly in to

Lots of unhelpful articles. No winery brands. Opportunity!

https://www.useloom.com/share/c361fb1db38f41528f782f2c6fc309df

Page 25: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Talking with Brand-side People-facing Teams

Page 26: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail, Sales Floor Staff “We have in-store visitor and customer tracking sheets our team maintains daily.”

Talking with Brand-side People-facing Teams

Break down those silos & barriers to critical insights!

Page 27: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail, Sales Floor Staff “We have in-store visitor and customer tracking sheets our team maintains daily.”

Sales, Business Development“We have B2B partnerships with hundreds of universities nationwide.”

Talking with Brand-side People-facing Teams

Break down those silos & barriers to critical insights!

Page 28: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail, Sales Floor Staff “We have in-store visitor and customer tracking sheets our team maintains daily.”

Sales, Business Development“We have B2B partnerships with hundreds of universities nationwide.”

PR, Communication“We make over 300 donations to children’s education and medical non-profits every year.”

Talking with Brand-side People-facing Teams

Break down those silos & barriers to critical insights!

Page 29: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Input from Customer Service Teams

Me:“Hey, let’s change this PDF button. It’s dated

and unnecessary.”

Page 30: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Input from Customer Service Teams

Me:“Hey, let’s change this PDF button. It’s dated

and unnecessary.”

CS Team:“No! We specifically

requested that be on our Visit Us page…”

Page 31: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Input from Customer Service Teams

CS Team:“Most people lose cell service on

their way here.”

Me:“Tell us everything…”

Page 32: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Online Communities

Page 33: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Online Communities of People

Affiliates + Paid InfluencersConsumers trust them more than brands.

You’re paying them, be sure you’re leveraging their insights.

From SEO to Business Consultant.

Page 34: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Online Communities of People

Affiliates + Paid InfluencersConsumers trust them more than brands.

You’re paying them, be sure you’re leveraging their insights.

Forums + Review SitesThe good, the bad, the ugly — your brand & competitors.

Yelp, GMB, Quora, Reddit

From SEO to Business Consultant.

Page 35: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail Partner Site UGC

Client Request:What are the product attributes we should include in our new Product Comparison Feature?

Keyword Research! Okay…

Page 36: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail Partner Site UGC

Client Request:What are the product attributes we should include in our new Product Comparison Feature?

Keyword Research! Okay…Competitive Research! Better…

Page 37: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail Partner Site UGC

Client Request:What are the product attributes we should include in our new Product Comparison Feature?

Keyword Research! Okay…Competitive Research! Better…

Talking with customers! Great, but difficult to scale…

Page 38: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail Partner Site UGC

Client Request:What are the product attributes we should include in our new Product Comparison Feature?

Keyword Research! Okay…Competitive Research! Better…

Talking with customers! Great, but difficult to scale…Amazon PDP Questions & Answers… Bingo!

eCommerce content strategy gold mine!

Page 39: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Retail Partner Site UGC

Client Request:What are the product attributes we should include in our new Product Comparison Feature?

Over 500 unique customer reviews and Q&As for ONE PRODUCT.

Page 40: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

You’ve taken a brand-first approach in getting to know the people behind the brand

Page 41: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

You’ve taken a brand-first approach in getting to know the people behind the brand

You’ve connected with brand-side people-facing teams to gain insights about what matters to your audience

Page 42: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

You’ve taken a brand-first approach in getting to know the people behind the brand

You’ve connected with brand-side people-facing teams to gain insights about what matters to your audience

You’ve dug into online communities where conversations relevant to your business are happening

Page 43: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

You’ve taken a brand-first approach in getting to know the people behind the brand

You’ve connected with brand-side people-facing teams to gain insights about what matters to your audience

You’ve dug into online communities where conversations relevant to your business are happening

You’ve leveraged brand-sponsored affiliate and influencer relationships to understand what motivates key audiences

Page 44: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

You’ve taken a brand-first approach in getting to know the people behind the brand

You’ve connected with brand-side people-facing teams to gain insights about what matters to your audience

You’ve dug into online communities where conversations relevant to your business are happening

You’ve leveraged brand-sponsored affiliate and influencer relationships to understand what motivates key audiences

You know your key audience and their behaviors better than Google or any competitor

Page 45: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

Let’s stop simply reacting to Google changes.

Page 46: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Let’s stop simply reacting to Google changes.

Let’s use our human intellect to understand the people behind the search.

BRINGING IT ALL HOME

Page 47: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

BRINGING IT ALL HOME

Let’s stop simply reacting to Google changes.

Let’s use our human intellect to understand the people behind the search.

Let’s be better Marketers.

Page 48: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

Outsidethebowl.org/donate

Page 49: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

THANK YOU!Outsidethebowl.org/donate

Page 50: BRAND-FIRST, PEOPLE-FOCUSED SEO · Get to know the people behind the brand • Brand history, story, their people, their culture • The PEOPLE behind the brand influencethe audience

https://searchengineland.com/8-major-google-algorithm-updates-explained-282627

https://www.semrush.com/kb/301-what-are-serp-features

https://www.youtube.com/watch?v=PVgFBcjBpMY

https://www.youtube.com/watch?v=SkpaSe_Zj60

https://www.useloom.com

CITATIONS