The Humanisation of SEO – Time to refocus

Joel Chudleigh

Stop fighting with machines

Ad Revenue $43 billion in 2012

but still crap customer service

It’s just wrong

It ain’t all bad news

Derek Sivers, Ex CEO of CD Baby

http://www.youtube.com/watch?v=M2IgkGtEx9M

What Derek did is SEO.

Wow customers = links and traffic

piss off customers = negative word of mouth.

SEO got fairly ugly

We made some mistakes

Those days are over

Review sites and travel guides

Google’s Mission:

To organise the world's information and make it universally accessible and useful

key to SEO in 2013 is understanding your unique business benefit (for humans)

Who does your business benefit most?

> Who should you be communicating with?

How can you benefit these people?

> What content, if any, do they need? How can your service be more beneficial to them?

What is the best way to reach these people?

> How do you carry out your outreach efforts?

“Why some ideas (and businesses) survive and others die.”

1) Why is Google a popular search engine?

”Because it helps people to find information quickly."

2) Why do people want to do that?

So that they can find answers to what they are looking for.

3) Why do people want these answers?

So that they can connect with people, achieve their goals and get closer to fulfilling their dreams.

Jonah Berger & Katherine Milkman

“What Makes Online Content Viral?” (2012)

6 key reasons things get shared on the internet:

1. Social currency - do people look cool for sharing?

2. Triggers - is it easily triggered by related things

3. Emotion - how strong an emotional reaction does it cause?

4. Public – Making things more visible5. Provides practical Value 6. Stories - is there an interesting one?