Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett
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Share16 Keynote giving by Chris Bennett. Chris discusses rich snippets, Google quick answers, content creation and TF-IDF. Case studies and step by step action items to help increase your sites visibility and traffic.
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Search Intent, Content & Customer Micro-Moments - Share16 Keynote, Chris Bennett
- 1. Search Intent, Content & Customer Micro-Moments Chris bennett CEO/Founder
- 2. Presentation Topic // Presenter’s Name 2 Chris Bennett CEO/Founder /97thfloor @chrisbennett /97thfloor /97thfloor
- 7. There IS A major issue in OUR industry right now
- 8. We have no confidence http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf
- 9. http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf Even in our Organizations
- 10. I sympathize
- 11. There is always something new
- 12. We are wearing too many hats
- 13. @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.
- 14. Just keeping up with search is crazy
- 15. Machine Learning
- 16. Mobile
- 17. @brightedge #share16@brightedge #share16 This doesn’t work Noise strip away the
- 18. Stop worrying about the next update
- 19. @brightedge #share16@brightedge #share16 and go back to the beginning
- 20. @brightedge #share16@brightedge #share16 At the root of search is one thing.
- 22. The Search Engine that solves user’s questions is the Search Engine that wins.
- 23. The Content that solves user’s questions is the Content that wins.
- 24. - Eric Schmidt, 2011
- 25. @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
- 26. The buyer’s journey now starts before the click
- 28. #0 Rank ZERO
- 32. The buyer’s journey starts at Rank 0
- 37. Traffic Increased After Snippet
- 38. Tip to ensure click throughs
- 40. Lost Snippet = Lost Traffic http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
- 41. 9 steps to dominate quick answers
- 42. 1st, you have to rank on page 1
- 43. 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"
- 44. 3. Take your competitors snippets
- 45. Wiki’s and “how to” sites are your competitors too
- 46. 4. Answer questions in your content http://www.slideshare.net/ghergich/featured-snippets-are-the-most-exciting-thing-in-search
- 47. The Content that solves user’s questions is the Content that wins.
- 48. 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
- 49. 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
- 50. 7. Grab outside data for ideas answerthepublic.com
- 51. Make the pathway easy for Google
- 52. 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
- 54. 9. Header Tags
- 55. Videos work too Quick Answers pulls from the audio transcription not the description
- 56. RECAP 1. Rank in top 10 2. Optimize existing snippets 3. Take competitors snippets 4. Answer questions 5. Find questions you already rank for (but no snippet) 6. Find questions your competitors rank for (but no Snippet) 7. Grab outside data 8. HTML Roles 9. Header tags/Meta data
- 57. Quick answers is now
- 58. @brightedge #share16 I want to finish with a look into the future lets take a trip to the future
- 59. @brightedge #share16 I want you to walk away 2 steps ahead of the competition I want you to walk away steps ahead of your competition
- 60. @brightedge #share16 With a formula that will ensure you are the best result for the query
- 61. TF-idf
- 62. 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
- 63. In fact it is referenced in Google Patents https://www.google.com/patents/US7996379
- 64. @brightedge #share16@brightedge #share16 Yet very few are focusing on it
- 65. 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
- 68. It Works!
- 70. TF-IDF helps you identify missing themes in your content