Searchlove London 2016 This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.

1. Humanize
The
SERP
@wilreynolds

2. A little bit about me, I was born for this…

4. Super Geeky
Sooo happy to be here

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Marketers
I’m Geeking on Words
I’m Geeking on Understanding People
I’m Geeking on Solving Problems
---------------------------
Money
I’m Geeking on Easy
I’m Geeking on Revenue

6. Word to describe the people in this picture?

7. Insurgents

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What is the difference?

10. 1st Word You Think Of

11. Refugee?
Baby?
Human?

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Sufficiently Shocked?
Lets Get Started.

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Its not what you
SAY
It’s what people
HEAR

14. College student
I’m worried about my job opportunities

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Today:
Understanding People
Rational Thought

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50-60%
title & descriptions
don’t mention the word

18. Free to market to people

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That’s why you must study words…

20. Eliminate:
an estate tax,
an inheritance tax,
or a death tax.

21. Data & facts mean
nothing
once emotions &
associations take over

22. It’s A
Rigged
System

25. Convinced People That….

26. System is rigged
for HER?

27. Logic, Data
DON’T Matter

28. The words you
use when your
focus is people

30. The words you use when your focus is Google

31. Works 2
hrs/mo
Makes
$100,000

32. Not related to Duncan,
Miss you Lyns

33. Atheist, who
built a
best selling
BIBLE APP!!

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Power of understanding
UNDERSERVED Markets
&
Minimizing your
BIASES

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Are you getting rankings, and not serving your audience
the optimal experience?

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Look for missed opportunities,
go delight someone

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Mobile User
Experience

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Find Assets Someone Invested GREATLY In
Find the Missed Questions!

45. Answerthepublic.com

49. The Easy Way To Get More
Traffic & Revenue w/o
Improving Rankings
Part I

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Failed Test:
Changed 8 pages
0 Rankings Improvements

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We changed:
8 Meta Descriptions
After Looking at PPC Ad Copy

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New Description:
2016 - RECENT
Gorgeous – FEELING

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Best Performer
307%
Increase CTR

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Client: 15 Minutes
3 year Impact on 8 pages = $200k!!

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Sound like a failed test to you?

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Rankings = Output
(didn’t improved)
Revenue = Outcome
(improved)

60. http://bit.ly/wil-meta-ppc

61. The Easy Way To Get More
Traffic & Revenue w/o
Improving Rankings
Part II

68. SEO’s are looking at PPC’ers like…

69. You are actually worse!!

70. 1 mention
of popular modifiers!

71. Open Your Eyes!

72. Infinitesuggest.com

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Ranking is NOT Enough
to Drive Success

74. Understand people’s
DEAL BREAKERS!

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Would Keyword Research Uncover That?
Does it impact conversions?

77. Craft a compelling Story?

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Get Good at TellingSMALL
Stories

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Your Purchase creates jobs and transforms lives, thank
you.
Vs
“Nearly New Condition”

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I’m Ready Wil,
Lets Start Telling Small Stories

82. Lets brainstorm
some shit

83. Smart people, check
Gender Balance, check
Whiteboard, CHECK!

84. Where is the customer?

85. Over Here
Over Here

86. What motivates her?

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“I Like Lists Like This”
to
“This is pretty low brow”
in seconds

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I assume they know what kind of move I am making
Impact of #’s enticed the click
No other sites put a number
#’s say this is comprehensive
Good Housekeeping Brand / ”Crowd” = value

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Scrolled through page, couldn’t find the content
Realized it was a “Gallery”
All common sense, avoid tips like these, maybe.

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1 word enticed the click…
COMPLETE!
What am I going to get out of 3 tips

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Feels like, yeah this is what I wanted
Bullet points
Week by week

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“I’m Clicking on HGTV because they are
REPUTABLE”

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“I don’t like that”
“I don’t have time for a FOUR min. video”
Stopped Scrolling,
Made assumptions about the content

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“I used that company before!!
They were expensive”
How you have treated your customer in the past
Impacts how they feel about clicking on your result

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Paused, saw suggestions
Query Refinement:
“What to” vs “Best”

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Lists are User Friendly, I like them
For a list I’m looking for bullet points
Run This Buzzfeed URL in SEMRush, build a better one

107. You don’t forget the frustrations, intonation,
etc, once you hear them

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Every touchpoint is an opportunity,
optimize them!!

110. Thanks for letting me
Geek out with you!