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©2018 Seer Interactive • p1 Rankings are the Start!

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Page 1: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p1

Rankings arethe Start!

Page 2: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p2

Don’t get fooledinto thinking you are

winningBecause you got a top

ranking

Page 3: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 4: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p4

Complete the JOB!

Page 5: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Layovers Suck

Page 6: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Already bought a ticket

Page 7: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 8: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Be thecontent

YOUwish

YOUFOUND!

Page 9: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Things I’ve seenthat made me pivot

HARD!

Page 10: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Ranked, NO BIZ!

Page 11: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Mozcon 2011SEO CompanySEO AgencySEO Consultant

Page 12: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

$$ Never Came

Page 13: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Show Seer Clients

Page 14: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Not forme!!

Page 15: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Lost Rankings

Lost Traffic

Growing like

crazy

Page 16: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p16

The Speed of Machine Learning24 HOURS > 10 Years

Page 17: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 18: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 19: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p19

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, “NgajeNgai” in the Maasai language, 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.

Page 20: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p20

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.

Page 21: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Hours!

Page 22: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Industry LeaderCouldn’t Rank

Page 23: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p23

Up until about 3 years ago NONE of these companies ranked in the top 10 for the word cloud computing

Page 24: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 25: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

The Great Ranking Chase

Page 26: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p26

Mistake #1:Is it even worth chasing?

Page 27: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 28: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 29: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 30: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p30

GET MORE DATA!!!!

Page 31: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p31

1.7 Million Queries

Page 32: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 33: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 34: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

KWs Top 3 position, where PPC CTR is much higher

Page 35: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

KWs Top 3 position, where PPC CTR is lower

Page 36: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p36

Might that change your keyword priority?

Page 37: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p37

MISTAKE #2:Ask client,

“Who are your competitors?”

Page 38: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Dumbest Question Ever!

Page 39: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 40: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p40

I’m not going to talk about how to get rankings, but instead how to solve

problems for people.

Page 41: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

What would you Google to find this?

Page 42: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 43: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 44: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

Searcher has evolved

Page 45: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

2007

Page 46: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

2018

Page 47: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p47

What’s impacting rank, that you don’t see, personalization!

Page 48: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 49: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 50: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p50

Getting people to your site during the early parts of the funnel may lead to your site ranking higher during later parts of their

journey(converting keywords).

Page 51: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p51

Effectiveness of Branded search is going to

become super important to monitor

Page 52: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 53: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p53

Protect the house!!!

Page 54: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 55: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 56: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p56

Mistake #3Ranking as a KPI can be a big problem

Page 57: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 58: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 59: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 60: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p60

Snippets!!

Page 61: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 62: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 63: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 64: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p64

EagleLocal in San Diego

vsLocal in Philadelphia

Page 65: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 66: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 67: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p67

Pluralize it (in San Diego)

Page 68: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 69: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p69

Mobilize it

Page 70: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 71: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p71

Snippets +

Location+

Device--------------------CRAZYPANTS!

Page 72: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

We MUST evolve

Page 73: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 74: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p74

Get Cracking on your existing rankings, testing how to pull more clicks to your organic!!!

Page 75: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p75

Look at competitors @ Scale,am I the right answer?

Page 76: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 77: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p77

Build Strategy By Categorizing Competitors

Page 78: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 79: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p79

Advice / Comparison Sites

Page 80: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 81: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p81

PR/SEO Outreach

Page 82: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!
Page 83: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

North face

Page 84: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p84

3 Different Strategies

Page 85: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p85

1 – Shift mindset on ranking as KPI2 - Augment Keyword Research with Other data

PPC, GSC, Hotjar, Analytics, Screaming Frog3 - Use Big Data Tools (not Excel)

Page 86: Rankings are the Start! - Friends of Search EN · 2018-02-12 · Layovers Suck. Already bought a ticket. Be the content YOU wish YOU FOUND! Things I’ve seen that made me pivot HARD!

©2018 Seer Interactive • p86

Thank you!@wilreynolds