Are puppies a ranking factor?

If ‘brand’ and ‘user experience’ are what separates the winners from the losers, what does that mean for our strategies, tactics, and responsibilities? As an industry, we focus on words, websites, links and adverts… but what if we’re missing other types of opportunities?

Transcript

1. Jono Alderson Independent technical SEO consultant Are puppies a ranking factor? Willow
2. Jono Alderson Independent technical SEO consultant Image source: LINK I think that we’re all set up for failure
3. Jono Alderson Independent technical SEO consultant Image source: LINK What if…
4. Jono Alderson Independent technical SEO consultant Image source: LINK Really…?
5. Jono Alderson Independent technical SEO consultant Image source: LINK Oh, and…
6. Jono Alderson Independent technical SEO consultant Image source: LINK What if…
7. Jono Alderson Independent technical SEO consultant Image source: LINK Dubious?
8. Jono Alderson Independent technical SEO consultant Image source: LINK What if…
9. Jono Alderson Independent technical SEO consultant Image source: LINK What if…
10. Jono Alderson Independent technical SEO consultant Image source: LINK What if…
11. Jono Alderson Independent technical SEO consultant Image source: LINK What if…
12. Jono Alderson Independent technical SEO consultant Image source: LINK I think we need to change how we think and how we work
13. Jono Alderson Independent technical SEO consultant Once upon a time…
14. Jono Alderson Independent technical SEO consultant Image source: LINK A grand library was constructed
15. Jono Alderson Independent technical SEO consultant Image source: LINK “Which is the best toga maker?”
16. Jono Alderson Independent technical SEO consultant Image source: LINK So, knowing everything about every toga maker in the city…
17. Jono Alderson Independent technical SEO consultant Image source: LINK And business boomed
18. Jono Alderson Independent technical SEO consultant Image source: LINK …At the expense of others
19. Jono Alderson Independent technical SEO consultant Image source: LINK Until one day…
20. Jono Alderson Independent technical SEO consultant Image source: LINK And he was smart!
21. Jono Alderson Independent technical SEO consultant Image source: LINK But what worked for one…
22. Jono Alderson Independent technical SEO consultant Image source: LINK They created a sea of sameness
23. Jono Alderson Independent technical SEO consultant Image source: LINK Across all industries
24. Jono Alderson Independent technical SEO consultant Image source: LINK So he would try to prioritise by author
25. Jono Alderson Independent technical SEO consultant Image source: LINK He’d seek out new ideas
26. Jono Alderson Independent technical SEO consultant Image source: LINK But none of this solved a deeper problem…
27. Jono Alderson Independent technical SEO consultant Image source: LINK So he’d analyse the readers, instead of just the books
28. Jono Alderson Independent technical SEO consultant Image source: LINK The end?
29. Jono Alderson Independent technical SEO consultant The story is an oversimplification
30. Jono Alderson Independent technical SEO consultant None of that matters, because…
31. Jono Alderson Independent technical SEO consultant Image source: LINK We live in a golden age
32. Jono Alderson Independent technical SEO consultant Image source: LINK And all human culture(s)
33. Jono Alderson Independent technical SEO consultant Image source: LINK To succeed, you must influence the system
34. Jono Alderson Independent technical SEO consultant Image source: LINK We call that ‘marketing’
35. Jono Alderson Independent technical SEO consultant Image source: LINK (and marketing works, but…)
36. Jono Alderson Independent technical SEO consultant Image source: LINK The smart way…
37. Jono Alderson Independent technical SEO consultant Image source: LINK We call that ‘branding’
38. Jono Alderson Independent technical SEO consultant Image source: LINK Branding is hard work
39. Jono Alderson Independent technical SEO consultant So what does good look like, in this future?
40. Jono Alderson Independent technical SEO consultant Image source: LINK Imagine a new trend
41. Jono Alderson Independent technical SEO consultant nielsen.com/insights/2016/were-ruled-by-our-emotions-and-so-are-the-ads-we-watch/
42. Jono Alderson Independent technical SEO consultant ama.org/2024/09/10/happy-words-higher-clicks-harnessing-consumer-emotion-to-boost-paid-search-ads/
43. Jono Alderson Independent technical SEO consultant Image source: LINK Now the intent changes
44. Jono Alderson Independent technical SEO consultant Image source: LINK The system reacts
45. Jono Alderson Independent technical SEO consultant Image source: LINK Memory activation
46. Jono Alderson Independent technical SEO consultant Image source: LINK simplypsychology.org/mere-exposure-effect.html
47. Jono Alderson Independent technical SEO consultant Image source: LINK psycnet.apa.org/record/1990-00422-001
48. Jono Alderson Independent technical SEO consultant Image source: LINK Now we’re trending
49. Jono Alderson Independent technical SEO consultant Image source: LINK Feedback loops
50. Jono Alderson Independent technical SEO consultant Image source: LINK Accidental winners
51. Jono Alderson Independent technical SEO consultant Image source: LINK …Or maybe not?
52. Jono Alderson Independent technical SEO consultant Image source: LINK Strategy
53. Jono Alderson Independent technical SEO consultant This story is also flawed
54. Jono Alderson Independent technical SEO consultant Image source: LINK The coffee shop problem
55. Jono Alderson Independent technical SEO consultant Image source: LINK The system in action
56. Jono Alderson Independent technical SEO consultant Image source: LINK Perception vs reality
57. Jono Alderson Independent technical SEO consultant Image source: LINK The feedback loop begins
58. Jono Alderson Independent technical SEO consultant Image source: LINK What this means for us
59. Jono Alderson Independent technical SEO consultant Image source: LINK
60. Jono Alderson Independent technical SEO consultant Image source: LINK Or… hack behaviour
61. Jono Alderson Independent technical SEO consultant Let’s zoom out
62. Jono Alderson Independent technical SEO consultant Image source: LINK It’s not about content or links; it’s about influence
63. Jono Alderson Independent technical SEO consultant Image source: LINK Influence humans to influence the system
64. Jono Alderson Independent technical SEO consultant Image source: LINK Look beyond your website
65. Jono Alderson Independent technical SEO consultant Image source: LINK sparktoro.com
66. Jono Alderson Independent technical SEO consultant Image source: LINK “Are puppies a ranking factor?”
67. Jono Alderson Independent technical SEO consultant Image source: LINK “Is experience a ranking factor?”
68. Jono Alderson Independent technical SEO consultant Image source: LINK “Might [this thing] affect how people feel about my brand, in a way alters their behaviour?"
69. Jono Alderson Independent technical SEO consultant Image source: LINK Times have changed
70. Jono Alderson Independent technical SEO consultant Image source: LINK
71. Jono Alderson Independent technical SEO consultant Good luck