Integration = The Future

I lead the way, and I failed.Missed the HUMAN element

My bet is on PEOPLE SIGNALSBecoming MOREProminent, not Less

©2016SeerInteractive•p7

What an SEO studied…

WhattheCROstudies

AsGoogleGetsBetteratunderstandingpeopletheSEOtoolset….

Thrown for a curve

Winning the SEARCH RACE is going to be about

solving PROBLEMS

Winning the SEARCH RACE is going to be about

building a TRUSTED BRAND

Your company is the womanYour content is the flowerContent + Brand is like this

©2016SeerInteractive•p16

Reality is Marketers are putting Conversions before Customers

What is an SEO to do?

JOIN FORCES

©2016SeerInteractive•p19

Why Am I Making This Bet?

©2016SeerInteractive•p20

I’ve seen the power of machines, learning

Wil Reynolds Searches

Wil Reynolds Searches

Wil Reynolds Searches

©2016SeerInteractive•p24

The Computers LEARNED what

DisappointmentLooked Like.

41-43 Hours

Solve My Problem

©2016SeerInteractive•p29

Every Conversion test starts with a hypothesis, #1 - not hitting enter helps you start that

#2 - Google leaves behind clues(Images, Carousel, Maps, Definitions, Local, Shopping)

Tool: Infinitesuggest.com

Tool: Eyes and Ears

©2016SeerInteractive•p35

“I don’t have a frame of reference, its not helpful”

Partner with other groups

Search = Driver’s Seat!

©2016SeerInteractive•p43

Separate out the “Guidance” Queries

PAA = TRUSTED as the BEST answer

©2016SeerInteractive•p45

Get Their Search Visibility

©2016SeerInteractive•p47

Tell the ad group to buy brand ads on those sites

©2016SeerInteractive•p48

Tell the content team to make content more like the top organic winners

©2016SeerInteractive•p52

NOT a comparison site…

©2016SeerInteractive•p54

Make sure PPC is using review extensions:

©2016SeerInteractive•p56

Tell your SEO team – Use SEMRush, ahrefs,Find where you are ranking for guidance queries use CRO skills.

©2016SeerInteractive•p57

Changes to Meta Descriptions=

BIG Wins

© 2017Seer Interactive • All Rights Reserved • Page 58

Speaking Less JargonUpdatingmetadatawithlesstechnicalterminologysawa57%increaseinCTRand59%increaseinconversionspostimplementation

VS.

©2016SeerInteractive•p59

Get your competitors heatmaps&

Where are they failing users?

©2016SeerInteractive•p62

More than meets the eye

©2016SeerInteractive•p64

There’s much more to people than that…“I’m divorced, and building my credit for the first time”

“I’m on a fixed income, and want to get a laptop for my grandson”“My identity got stolen, no one will give me credit, I still have things I want to buy”

Helps usunderstand asearcherswhy

©2016SeerInteractive•p66

2 Landing PagesTopic: Knee Surgery

Landing Page with a WHY!!

©2016SeerInteractive•p70

Mobile Discrepancy

Tool: SEMRush / Ahrefs

©2016SeerInteractive•p78

Find KWs you are ranking for with poor intent / user experienceUNLEASH CRO skills.

©2016SeerInteractive•p81

Compounding EffectSEO CTR Increase + CRO

My bet is on the machineslearning what contentPEOPLE like

©2016SeerInteractive•p83

Pop Ups, I LIKE!!

SAID NO ONE EVER

©2016SeerInteractive•p89

What if we used Pop-ups to…Put customers first

instead of conversions first

©2016SeerInteractive•p90

Make your Landing ExperiencesPredictive of the Next Step

©2016SeerInteractive•p92

Testing it Right Now

©2016SeerInteractive•p94

So Much Opportunity!

©2016SeerInteractive•p98

Keep your eyes peeled, the clues are thereBreak your silos, WIN in ways the others won’t.