humanizing the serp, one word at a time

Humanize

The

SERP

@wilreynolds

A little bit about me, I was born for this…

Super Geeky

Sooo happy to be here

©2016 Seer Interactive • p5

MarketersI’m Geeking on Words

I’m Geeking on Understanding PeopleI’m Geeking on Solving Problems

---------------------------

MoneyI’m Geeking on Easy

I’m Geeking on Revenue

Word to describe the people in this picture?

Insurgents


What is the difference?

1st Word You Think Of

Refugee?

Baby?

Human?


Sufficiently Shocked?Lets Get Started.


Its not what you

SAYIt’s what people

HEAR

College studentI’m worried about my job opportunities


Today:

Understanding PeopleRational Thought


50-60%title & descriptions

don’t mention the word

Free to market to people


That’s why you must study words…

Eliminate: an estate tax, an inheritance tax, or a death tax.

Data & facts mean

nothingonce emotions &

associations take over

It’s A

RiggedSystem

Convinced People That….

System is rigged

for HER?

Logic, DataDON’T Matter

The words you

use when your

focus is people

The words you use when your focus is Google

Works 2 hrs/moMakes

$100,000

Not related to Duncan,Miss you Lyns

Atheist, whobuilt a best sellingBIBLE APP!!


Power of understanding UNDERSERVED Markets

&Minimizing your

BIASES


Are you getting rankings, and not serving your audience the optimal experience?


Look for missed opportunities, go delight someone


Mobile User Experience


Find Assets Someone Invested GREATLY InFind the Missed Questions!

Answerthepublic.com

The Easy Way To Get More Traffic & Revenue w/o Improving RankingsPart I


Failed Test:Changed 8 pages

0 Rankings Improvements


We changed:8 Meta Descriptions

After Looking at PPC Ad Copy


New Description:2016 - RECENTGorgeous – FEELING


Best Performer

307% Increase CTR


Client: 15 Minutes3 year Impact on 8 pages = $200k!!


Sound like a failed test to you?


Rankings = Output (didn’t improved)

Revenue = Outcome (improved)

http://bit.ly/wil-meta-ppc

The Easy Way To Get More Traffic & Revenue w/o Improving RankingsPart II

SEO’s are looking at PPC’ers like…

You are actually worse!!

1 mention

of popular modifiers!

Open Your Eyes!

Infinitesuggest.com


Ranking is NOT Enoughto Drive Success

Understand people’s

DEAL BREAKERS!


Would Keyword Research Uncover That?Does it impact conversions?

Craft a compelling Story?


Get Good at TellingSMALL

Stories


Your Purchase creates jobs and transforms lives, thank you.Vs

“Nearly New Condition”


I’m Ready Wil,Lets Start Telling Small Stories

Lets brainstorm some shit

Smart people, checkGender Balance, checkWhiteboard, CHECK!

Where is the customer?

Over Here

Over Here

What motivates her?


“I Like Lists Like This”to

“This is pretty low brow”in seconds


I assume they know what kind of move I am making

Impact of #’s enticed the click

No other sites put a number

#’s say this is comprehensiveGood Housekeeping Brand / ”Crowd” = value


Scrolled through page, couldn’t find the contentRealized it was a “Gallery”

All common sense, avoid tips like these, maybe.


1 word enticed the click…COMPLETE!

What am I going to get out of 3 tips


Feels like, yeah this is what I wantedBullet points

Week by week


“I’m Clicking on HGTV because they areREPUTABLE”


“I don’t like that”

“I don’t have time for a FOUR min. video”

Stopped Scrolling, Made assumptions about the content


“I used that company before!!They were expensive”

How you have treated your customer in the pastImpacts how they feel about clicking on your result


Paused, saw suggestionsQuery Refinement:“What to” vs “Best”


Lists are User Friendly, I like themFor a list I’m looking for bullet points

Run This Buzzfeed URL in SEMRush, build a better one

You don’t forget the frustrations, intonation,

etc, once you hear them


Every touchpoint is an opportunity, optimize them!!

Thanks for letting me

Geek out with you!

humanizing the serp, one word at a time

Marketing