search intent, content & customer micro-moments - share16 keynote, chris bennett
TRANSCRIPT
Search Intent, Content & Customer Micro-Moments
Chris bennett CEO/Founder
Presentation Topic // Presenter’s Name 2
Chris BennettCEO/Founder
/97thfloor
@chrisbennett
/97thfloor
/97thfloor
There IS A major issue in OUR industry right now
We have no confidence
http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf
http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf
Even in our Organizations
I sympathize
There is always something new
We are wearing too many hats
@brightedge #share16@brightedge #share16
Spinning our wheels
61% of marketers think that, for most companies, digital marketing approaches are a constant cycle of trial and error.
Just keeping up with search is crazy
Machine Learning
Mobile
@brightedge #share16@brightedge #share16
This doesn’t work
Noisestrip away the
Stop worrying about the next update
@brightedge #share16@brightedge #share16
and go back to the beginning
@brightedge #share16@brightedge #share16
At the root of search is one thing.
The Search Engine that solves user’s questions is the Search
Engine that wins.
The Content that solves user’s questions is the Content that
wins.
- Eric Schmidt, 2011
@brightedge #share16@brightedge #share16
Google is always going to be improving this process
Google will always be improving this
http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440
The buyer’s journey now starts before the click
#0Rank ZERO
Extra RealEstate
Co-brandwith Google
@brightedge #share16@brightedge #share16
Powerful
The buyer’s journey starts at Rank 0
Traffic Increased After Snippet
Tip to ensure click throughs
Snippet = Traffic
Lost Snippet = Lost Traffic
http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
9 steps to dominate quick answers
1st, you have to rank on page 1
2. Optimize the snippets you already have
click on "Data Cube", enter in your domain, and then click on "content strategies" then click on "quick answers"
3. Take your competitors snippets
Wiki’s and “how to” sites are your competitors too
4. Answer questions in your content
http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
The Content that solves user’s questions is the Content that
wins.
5. Use BrightEdge to see power questions you currently rank for
Look at your regular KW rankings and filter by questions to find new opportunities
Look at your competitors KW rankings and filter by questions to find new opportunities
6. Use BrightEdge to see power questions your competitors rank for
Make the pathway easy for Google
8. HTML Roles
The roles, their characteristics, the states and properties they support, and specification of how they may be used in markup, shall be considered normative.
http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
8. HTML Roles
http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
9. Header Tags
Videos work too
Quick Answers pulls from the audio transcription not the description
RECAP1. Rank in top 102. Optimize existing snippets3. Take competitors snippets4. Answer questions5. Find questions you already rank for (but no snippet)6. Find questions your competitors rank for (but no Snippet)7. Grab outside data8. HTML Roles9. Header tags/Meta data
Quick answers is now
@brightedge #share16
I want to finish with a look into the future
lets take a trip to the future
@brightedge #share16
I want you to walk away 2 steps ahead of the competitionI want you to walk away steps ahead of your
competition
@brightedge #share16
With a formula that will ensure you are the best result for the query
TF-idf
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.115.8343&rep=rep1&type=pdf
TF-IDF has been used for years by computer scientists
In fact it is referenced in Google Patents
https://www.google.com/patents/US7996379
@brightedge #share16@brightedge #share16Yet very few are focusing on it
Term Frequency (TF)- The number of times a term appears in a specific document- Measure of the importance of the term with in that
document
Inverse Document Frequency (IDF)- Measure how common the term is across an entire collection of documents
TF-IDF
https://97thfloor.com/term-frequecy-analysis
It Works!
It Works!
https://draxe.com/coconut-oil-uses/
TF-IDF helps you identify missing themes in your content
@brightedge #share16@brightedge #share16
Full circle
