Search isn’t rocket science, but it can be much better understood with a little bit of basic science background—the classic scientific method. At the most fundamental level, the method consists of five main steps: observe, research, hypothesize, experiment and draw a conclusion. Upasna Gautam, Digital Marketing Manager, Geek Powered Studios, showed the crowd at VendastaCon how to use targeted and formulaic strategies to achieve success in gaining greater search visibility and authority within the local search space. This one is a pdf, attached. Not sure how to convert it?

1. The Science
of Search
VendastaCon 2017

2. Introduction
Upasna Gautam
or
Pas
Manager, Digital Marketing at Geek Powered Studios
@UpasnaGautam

3. Objectives
• How the scientific method applies to the search experience
optimization process
• Analyze and optimize the experimental phase with targeted
formulas

4. Search + Science

5. Search + Science
Observe
Research
HypothesizeExperiment
Analyze &
Conclude
The Scientific Method

6. Step 1: Observe
Understand and Research Your Industry
• Determine business objectives and KPIs
• Discover consumer needs
• Understand and define consumer search intent
• Keyword optimization is NOT the first step

7. Step 2: Research
Quantitative & Technical Research
• Create need state categories based on consumer
behavior research (“keyword research”)
• Conduct comprehensive technical site audit to
uncover issues that may be obstructing the path to
conversion

8. Step 3: Hypothesize
Form a Testable Hypothesis
• Dependent variable [output] + independent variable [input]
• The input influences CHANGE in the output
Example:
Using branded keyword phrases yields a 35% higher CTR
than using unbranded keyword phrases
Output
Input

9. Step 4: Experiment
Test Your Hypothesis
• Devise a compelling content strategy based on
consumer need states
• Technical development and integration
• Create a Baseline Report
• Be patient

10. Step 5: Analyze & Conclude
Measure Results & Optimize
• Report results based on KPI’s and business objectives
• Inspect and adjust variables
• True indicator of success = CONVERSION

11. Repeat!
Observe
Research
HypothesizeExperiment
Analyze &
Conclude

12. Formulas for
Success

13. The Formula
BRAND + UNBRANDED KW PHRASE + LOCATION

14. The Formula
Use Your Brand Name
• Boost authority
• Increase relevancy
• Build connections with unbranded entities
BRAND + UNBRANDED KW PHRASE + LOCATION

15. The Formula
Natural Language KW Phrases
• Understand search intent
• Provide relevant answers to complex queries
BRAND + UNBRANDED KW PHRASE + LOCATION

16. The Formula
Geo-Targeted Phrases
• Deliver content to users based on locality
• Always include city, state, and zip code
• Create unique pages for multiple locations
BRAND + UNBRANDED KW PHRASE + LOCATION

17. The Formula
Building Content for the Long-Tail
Hummingbird serves 2 masters:
• Providing better answers for top-of-funnel searches by understanding
what the entity is and the intent of the search
• Delivering more precise answers to complex questions
BRAND + UNBRANDED KW PHRASE + LOCATION

18. The Formula
Building Content for the Long-Tail
BRAND + UNBRANDED KW PHRASE + LOCATION
[constant] [constant][variable]
Meta Data
Schema Markup
On-site Content
Information Architecture
Social Content

19. The End