Presented at Digital Dealer 26, Human-Centered Search Strategies explores the ways in which consumers are using search to research and make big purchasing decisions online. Moving forward into what human behavior can tell us about searcher intent, how this aligns with your content to improve action taken on your site. Plus, quick wins on site performance and the impact speed can have on SEO and user interactions now and in the future.

1. Human-Centered
Search Strategies
Jason Dodge
Founder
BlackTruck Media + Marketing
jason@blacktruckmedia.com

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Key Takeaways
● Identify with Customers
● Define the What
● Understanding the Why
● Supercharge Site Performance

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Industry
Trends

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12.1 Years
Average age of light vehicles in U.S.

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39%Want 61%Need

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39%Want 61%Need

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“65% of new car buyers
collect all information
within 2 months, from
start to purchase.

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Online / Offline

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Search
Landscape

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Content is King
Cultivate & Communicate

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19. Be The Local
Resource
Educate The Audience

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@dodgejd

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Content is
King
Or Is It?

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Human-Centered
Search Strategies
Optimize For The Journey

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Funnel’s
Broke

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Empathy
Mapping

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Why?
Reasoning

28. Keyword
Research
Blending What & Why

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Old Methods

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Create
Better Content
Connect with Users

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Frustration

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41. Website
Performance
Improve The Experience

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Let’s review
Identify with Customers
Meet them where they are at. Talk with them, not
at them. Human-centered approach.
Be The Resource
Be the brand they know and trust
in their community.
The What & The Why
Understand what customers want and why
they seek it.
Site Performance
Supercharge your site for optimal SEO

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using #DD26
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SPEAKER CONTACT INFO:
Jason Dodge
Founder
BlackTruck Media + Marketing
@dodgejd
jason@blacktruckmedia.com