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Your Customer Journey, and
the role search plays in it
Wil Reynolds
Associate
@wilreynolds
2
@wilreynolds
3
@wilreynolds
Use the word 2 more times
and bold 1 of them, #1 on
Altavista BABY!
@wilreynolds
Google the upstart
5
@wilreynolds
“You must earn your
ranking with votes across
the web”
6
@wilreynolds
If I can get 50 more links
with the word laptops, I win!
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
9
@wilreynolds
That worked for a while….
10
@wilreynolds
2012, Panda & Penguin
11
@wilreynolds
Punished
Scale
+
Fake Votes
@wilreynolds
12@wilreynolds
@wilreynolds
End of search as we know it
@wilreynolds
Computers
Learning
FROM COMPUTERS!
@wilreynolds
Google has always tried to
replicate human evaluation
@wilreynolds
@wilreynoldsPhones, Tablets, Desktops
17
@wilreynolds
What’s THIS???
@wilreynolds
Or…THIS???
19
@wilreynolds
Context
------------------
Content
@wilreynolds
Friday, July 16th,
2010
@wilreynolds
Relationships between words
“I match queries to words”
To
“I match queries to
concepts & intentions”
@wilreynolds
Or…THIS???
23
@wilreynolds
24
Instant Answers
@wilreynolds
Or…THIS???
25
@wilreynolds
Mobile can be a
differentcontext
@wilreynolds
27
@wilreynolds
Desktop Search Volume
@wilreynolds
Mobile Search Volume
@wilreynolds
Different context?
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Better UX or Else,
<3, Google
@wilreynolds
You must understand the
customer journey…
@wilreynolds
NOT
STATIC
https://www.flickr.com/photos/leanderthal/
@wilreynolds
Change in how we search
@wilreynolds
Gmail Impacting Search
@wilreynolds
Google Gets Smarter
40
@wilreynolds
Google Gets Smarter
@wilreynolds
Tale of 2 searches
(Location)
42
@wilreynolds
Search #1
“SEO Company”
43
@wilreynolds
7 – Philly
2 – National
1 – Review
0 - Atlanta
44
@wilreynolds
Search #2
First search
“Things to do in Atlanta”
Second search
“SEO Company”
45
@wilreynolds
Impact
CTR?
@wilreynolds
Amazon, Trusted + Prime
@wilreynolds
Change behavior?
@wilreynolds
You Betcha!
@wilreynolds
Get more branded search?
Probably get more rankings
50
@wilreynolds
Cut that TV campaign,
rankings might slide…
51
@wilreynolds
This stuff is INTEGRATED!
@wilreynolds
Mobile Search changes
1 – How we search
2 – What we see (vs Desktop)
@wilreynolds
@wilreynolds
Impact
On
CTR?
(Call + Map)
55
@wilreynolds
Lay of the land…now its
content time!
@wilreynolds
I hate the phase…
GO VIRAL
57
@wilreynolds
I HATE the phase…
GO VIRAL
58
@wilreynolds
Honestly, when you publish
content
@wilreynolds http://www.flickr.com/photos/bayat/
@wilreynolds http://www.flickr.com/photos/bayat/
This is the truth
@wilreynolds
No matter how
hard
You PRAY
http://www.flickr.com/photos/theenmoy
@wilreynolds
“NotImpressed”
@wilreynolds
@wilreynolds
Impressions
http://www.flickr.com/photos/bayat/
@wilreynolds
Losing the battle for
ATTENTIONhttp://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds
90% of great ideas begin…
@wilreynolds
On
The
Toilet
https://www.flickr.com/photos/chantalle/
@wilreynolds
Slow Down on the Enter Key
@wilreynolds
Type stuff in and…
WAIT!
@wilreynolds
Search is a Non-Linear JOURNEY
@wilreynolds
Your job, understand that
journey better than anyone
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds
Journey = Divorce, but it
starts here before it gets to
@wilreynolds
“Divorce Attorney Jacksonville”
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds
Way before 30 year mortgage
@wilreynolds
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM
Understanding the customer journey, from a search perspective
83
@wilreynolds
Do BIGContent
84
@wilreynolds
Do
Sustainable
Content
@wilreynolds
Sustainable?
@wilreynolds
“NotImpressed”
@wilreynolds
Spike vs Fail
@wilreynolds
Long Tail, Visitors
@wilreynolds
@wilreynolds
Long Tail, Visitors
18 months later
@wilreynolds
Long Tail, Visitors
@wilreynolds
Didn't
“Go VIRAL”
@wilreynolds
It
@wilreynolds
Went
@wilreynolds
“Helpful”
@wilreynolds
Addressing an unmet need
@wilreynolds
HelpBusinesses
http://www.flickr.com/photos/bayat/
@wilreynolds
I can’t mention a
competitor!
@wilreynolds
Doesn’t change the fact
customer is looking for a
SOLUTION
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Go
Onelogin!
+
Quora?
@wilreynolds
Battle for
Attention
@wilreynolds
Is Social
@wilreynolds
Is a Story
http://www.flickr.com/photos/mateus27_24-
25/7066865871/
@wilreynolds
Is Neighborlyhttp://www.flickr.com/photos/jspad/
@wilreynolds
NOT……… THIS!
http://www.flickr.com/photos/jspad/
108
@wilreynolds
I need
more
content!
109
@wilreynolds
Journey
driven
content!
110
@wilreynolds
Company
Story
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Get
Links
@wilreynolds
Get
Rankings
@wilreynolds
Build Community,
Look for the obvious
@wilreynolds
@wilreynolds
@wilreynolds
Hey over there… 
http://www.flickr.com/photos/lalunablanca/105820
4843/sizes/o/
@wilreynolds
121
@wilreynolds
Maybe the journey begins
before GOGLE?
@wilreynolds
Google sees and rewards
community building
123
@wilreynolds
Long term, if you want to
rank on Google
124
@wilreynolds
Understanding Journey
Story + Community
About me.
@wilreynolds
facebook.com/wilreynolds
wilr@seerinteractive.com
Wil Reynolds
Founder

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