Needs into Wants: Amazon, Google and the Race for Rankings
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Google and Amazon don't appear to have much in common. But they're both heading in the same direction when it comes to rankings. They both have to address needs, and they have to do it by getting away from keyword-based algorithms. For us, that means a different approach to SEO. This presentation dives deeper than user-centric design and content and provides concrete tips and techniques for capitalizing on the new model. It also explores recent changes and how they all move towards a needs-driven algorithm. DON'T LET THE 150+ SLIDES SCARE YOU. It's a very fast read.
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Needs into Wants: Amazon, Google and the Race for Rankings
- 1. NEEDS INTO WANTS AMAZON & GOOGLE Racing for Rankings I ENDORSE THIS MESSAGE
- 2. Ian Lurie CEO Portent, Inc. @portentint 22 years
- 6. NOT ME
- 7. @portentint WE, ER, COLLECT RESULTS nothing to see here. Move the $#@! along.
- 8. @portentint You know what I want to do tonight I want to read some patents baby yeah that’s where it’s at also can I have another pitcher of coffee yeah thanks
- 9. @portentint SO, HOW ARE THE ALGORITHMS DOING, ANYWAY?
- 10. By Staxringold at en.wikipedia (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia Commons
- 12. Both Google and Amazon rank stuff based on language and user experience
- 13. Both start with needs
- 16. @portentint i just want my jeans!!!!
- 17. @portentint
- 18. @portentint
- 19. @portentint STRUCTURED DATA MAKES THIS EASIER FOR AMAZON
- 21. @portentint
- 22. @portentint
- 23. @portentint
- 24. @portentint WORD VECTORS NATURAL LANGUAGE PROCESSING & PEOPLE USE THESE WORDS TOGETHER A LOT. THEY’RE RELATED.
- 25. @portentint DENIM + PANTS = JEANS DENIM + SPANDEX = WTF DENIM – PANTS + BED = SHEETS
- 26. @portentint Costs you “crawl budget” Google: Rankbrain
- 28. @portentint WEDDING DRESSES + BRIDESMAID DRESSES
- 29. @portentint
- 30. @portentint FIREFLY + SHIP = SERENITY
- 32. @portentint “Remote Controlled Moose Call” 2016
- 33. @portentint “Remote Controlled Moose Call”
- 34. @portentint “Remote Controlled Moose Call” 2017
- 37. @portentint
- 38. @portentint Word vectors…? YEP. WORD VECTORS.
- 39. @portentint MOOSE + CALL = MOOSE CALL DEER + CALL = ANIMAL CALL
- 41. If search engines are trying to use vectors to assess needs, then we can use needs to determine vectors
- 42. Tactic 1 Research relationships, not keywords
- 44. @portentint Research DO NOT USE Google tools
- 45. @portentint Group your key phrases airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty
- 46. @portentint Find connections airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty
- 48. Write about them This is a perfect airbrush for miniatures and models.
- 49. Tactic 2 Answer the questions
- 50. @portentint Features a 0.35mm needle and drop-in self- centering nozzle combination comes with a large 1/3 oz gravity-feed cup Generous 1/3 oz sized cup is designed with a new funnel shape, which makes for easy clean up and more efficient paint flow Spray pattern - hairline to 2" (50-mm) round
- 52. @portentint
- 54. @portentint AIRBRUSH – CLEANUP = $##!@#$
- 55. @portentint Less clogging with a 0.35mm needle and drop-in self-centering nozzle combination and a large 1/3 oz gravity-feed cup Easy cleanup and more efficient paint flow with a generous 1/3 oz sized Versatile spray pattern for details and large areas - hairline to 2" (50-mm) round
- 58. @portentint FIREFLY + SHIP = SERENITY SERENITY + SHIP = FIREFLY SERENITY + FIREFLY = SHIP
- 59. @portentint FIND KNOWN ENTITY TYPES
- 60. @portentint LEARN A LITTLE PYTHON
- 61. Tactic 4 Write Like a Human
- 62. Old way My Dog My dog’s name is Alfred. He’s a great dog. Some small dog breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
- 63. New way My Dog My dog’s name is Alfred. He’s a great pup. Some small breeds are yappy. Not Alfred. He’s a Yorkie-Poo. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
- 64. Putting it all together
- 65. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces. New way
- 66. @portentint This Iwata hp-12432 airbrush is perfect for the hobbyist. Great for miniatures and models. A fantastic alternative to paintbrushes, especially on larger, smoother surfaces. New way Entity Related
- 68. Amazon must Turn needs into wants
- 69. REDUCED CORRELATION W/ REVIEWS
- 70. @portentint Quality + Count + Velocity + Votes - Simplicity– Patterns – Trends
- 71. Amazon Tactic 1 Stop it.
- 73. @portentint Cough Cough This (probably) won’t get you in trouble But Amazon devalues these reviews
- 74. @portentint
- 75. @portentint this jersey is too tight. must be the jersey’s fault
- 76. KEYWORD LENGTH REDUCED (FOR MOST CATEGORIES)
- 77. Amazon Tactic 2 Clean your keyword strategy
- 78. @portentint No repetition Top phrases in title, copy Use keywords field for less obvious stuff
- 79. @portentint Hoka One One Men’s Running Shoes Perfect shoes for over-pronators, the Hoka One One features this and that thing plus another neat feature Jogging sneakers run pronation Padding cushioned orthopoedic Mens 1
- 80. Amazon Tactic 3 Improve sales performance per query
- 81. @portentint Try some phrase targeting
- 82. @portentint “To buy my book, search ‘one trick consulting’ on Amazon”
- 83. @portentint One Trick + Consulting = One Trick Ponies Get Shot
- 84. @portentint vectors again?!!! Ian what the hell i thought we were done with that…
- 85. @portentint ohhh. vectors imply connections. in sales, that implies needs. i get it!!!
- 86. @portentint Answer questions in the bullets
- 87. @portentint Features a 0.35mm needle and drop-in self- centering nozzle combination comes with a large 1/3 oz gravity-feed cup Generous 1/3 oz sized cup is designed with a new funnel shape, which makes for easy clean up and more efficient paint flow Spray pattern - hairline to 2" (50-mm) round Emotional copywriting
- 88. @portentint Less clogging with a 0.35mm needle and drop-in self-centering nozzle combination and a large 1/3 oz gravity-feed cup Easy cleanup and more efficient paint flow with a generous 1/3 oz sized Versatile spray pattern for details and large areas - hairline to 2" (50-mm) round
- 90. Amazon Tactic 4 Narrow the field
- 93. @portentint 40,000 searches1,700 searches Lousy optimization
- 95. @portentint 40,000 searches1,700 searches Create a separate listing?
- 96. What’s Next
- 99. Strategy Answer questions, tightly connect products to queries to turn needs into wants
- 101. Google must Flawlessly address needs
- 102. @portentint Costs you “crawl budget” Quality (aka User Experience) i don’t control the content. i need to carefully measure user experience.
- 103. CLICKTHRU & POGO-STICKING MEASUREMENT
- 104. The Coming SSL Apocalypse Get on HTTPS by November, 2017
- 105. @portentint
- 106. @portentint
- 107. Google Tactic 1 Verify SSL
- 108. @portentint If not this, talk to your host Get it done by Fall http://portent.co/sslcheckr
- 109. Google Tactic 2 Avoid SSL Duplication
- 111. @portentint
- 112. @portentint
- 113. “The SEO Content”
- 114. “The blog posts”
- 115. “The blog posts” Love it
- 117. @portentint No.
- 118. Use Google Search Console Find Indexed, Low Interest
- 119. Hey, that was good content?! Rewrite/repurpose
- 120. These are related Combine and republish h/t @seo_theory
- 121. IN-SERP CONTENT FULFILLING NEEDS W/O A CLICK
- 122. @portentint
- 123. @portentint
- 124. @portentint
- 125. Google Tactic 4 Answer (different) questions
- 126. @portentint
- 130. Write pages that answer specific questions AnswerThePublic.com
- 131. Write pages that answer specific questions
- 133. Google Tactic 5 Change Your Key Phrase Approach
- 134. @portentint airbrush for miniatures airbrush for models airbrush maintenance airbrush warranty Opportunistic SEO Moving up for a high-volume phrase High ranking page value
- 135. Google Tactic 6 Build hubs around concepts
- 136. @portentint
- 137. @portentint Bike Trainers Home Cycling Sensors Heart Rate Monitors Bike Computers
- 142. @portentint
- 144. @portentint i don’t need a slow site
- 145. Google Tactic 7 Learn to Handle Images!!!!!
- 146. PNG format, 800 x 540: 1,000kb Use the right format
- 147. @portentint JPG: 30kb PNG: 13kb why won’t anyone do this?!!!
- 148. @portentint 700kb png 64kb jpg
- 149. @portentint 140kb png 40kb jpg
- 150. JPG = Photos PNG = Fewer colors, like logos
- 151. Compression tools Imageoptim (Mac) Caesium (PC) Fireworks/Photoshop
- 153. JPGs: Start with 60% PNGs: Start with 256 color
- 154. The Mobile-First Index Mobile Friendliness
- 155. Google Tactic 8 Get your site responsive
- 156. @portentint
- 157. @portentint
- 158. @portentint
- 162. Help Google give people what they need
- 164. @portentint I’m sorry, i have no idea wtf you just said.
- 165. @portentint
- 168. @portentint i gotta be me
- 169. @portentint AMAZON: TURN NEEDS INTO WANTS GOOGLE: PERFECTLY ANSWER NEEDS
- 170. If search engines are trying to assess and answer needs, then we can use needs to rank and sell
- 171. Next steps