Beyond Algorithms: customer-centric SEO as the key to long-term success

In this presentation, Julian explores the transformative approach of integrating customer experience into SEO strategies.

The presentation focuses on how a customer-centric SEO framework not only aligns with Google's evolving ranking factors but also serves as a defense against frequent algorithm updates.

Julian demonstrates how prioritizing the customer experience in SEO practices ensures long-term search engine visibility and resilience, future-proofing businesses.

Gain insights into actionable strategies that fuse SEO with customer experience, leading to sustainable organic growth.

Transcript

1. Asurion Public /in/julianhooks Beyond algorithms: Julian Hooks Asurion | Advertising Commissions LLC customer–centric SEO as the key to long–term success Speakerdeck.com/julianhooks
2. Asurion Public Julian Hooks Sr. SEO Manager SEO 2007 Started SEO $120K Best result month
3. Asurion Public 415 Bench 655 Deadlift 672 Squat
4. Asurion Public What is customer–centric SEO? Focus on User Needs Aligns with Google’s Mission Builds Trust and Loyalty
5. Asurion Public Do you need to understand Google's Algorithm?
6. Asurion Public 2011 2013 2015 2019 2012 2015 2018
7. Asurion Public Understanding Google's Mission
8. Asurion Public Google's Ultimate Goal is "To organize the world's information and make it universally accessible and useful"
9. Asurion Public User–Centric Google's algorithms aim to provide the best possible user outcomes Approach
10. Asurion Public Google's Ranking Systems Customer–Centric Tactics and
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12. Asurion Public BERT Bidirectional Encoder Representations from Transformers
13. Asurion Public BERT (Bidirectional Encoder Representations from Transformers) Understanding BERT BERT helps Google understand natural language and context Customer– Centric Tactics Actionable Tactic: Write in a conversational tone, addressing customer questions directly Benefit: Improves content relevance and matches user intent
14. Asurion Public CRISIS INFORMATION SYSTEMS
15. Asurion Public Crisis Information Systems Understanding Crisis Information Systems Offers immediate access to crisis support resources for personal crises (e.g., suicide, assault, substance use, poisoning) Customer–Centric Tactics Google's Role: Create supportive content for crisis topics in relevant sectors (healthcare, mental health, social services) Actionable Tactic:
16. Asurion Public Deduplication Systems
17. Asurion Public Deduplication Avoiding Duplicate Content Google filters out similar content to show the most relevant results Customer–Centric Tactics Actionable Tactic: Produce unique content Benefit: Boosts user experience and ranking potential Deduplication Deduplication Deduplication SYSTEMS Deduplication
18. Asurion Public Exact Match Domain System
19. Asurion Public Customer–Centric Tactics Actionable Tactic: Focus on brand building and high–quality content rather than domain tricks Benefit: Builds a trustworthy brand that attracts loyal customers Limitations of EMDs Exact match domains no longer guarantee high rankings Exact Match Domain System
20. Asurion Public Freshness System
21. Asurion Public Freshness System Importance of Fresh Content Google favors up–to–date information for certain queries Customer–Centric Tactics Actionable Tactic: Update content regularly and cover trends Benefit: Engages and informs your audience
22. Asurion Public Link Analysis Systems PageRank AND Search
23. Asurion Public … The objective is not to “make your links appear natural”; the objective is that your links are natural Matt Cutts
24. Asurion Public The Value of Backlinks Links act as endorsements from other sites Customer–Centric Tactics Actionable Tactic: • Create shareable, valuable content that others want to link to • Focus on links that drive traffic, not just rankings Benefit: • Builds authority and drives referral traffic Link Analysis Systems and PageRank
25. Asurion Public The goal of getting backlinks was for users to click them?
26. Asurion Public that don’t need Google loves websites
27. Asurion Public Original Content Systems
28. Asurion Public Original Content Systems Rewarding Originality Google prioritizes original reporting and content Customer– Centric Tactics Actionable Tactic: Invest in original research and unique perspectives Benefit: Differentiates your brand and provides unmatched value
29. Asurion Public Spam Detection System
30. Asurion Public Spam Detection System Fighting Spam Protects users from low–quality, deceptive content Customer–Centric Tactics Actionable Tactic: Follow ethical SEO practices and avoid manipulative tactics Benefit: Safeguards your site's integrity and user trust
31. Asurion Public Remember This?
32. Asurion Public What About This?
33. Asurion Public RankBrain
34. Asurion Public RankBrain Helps Google understand the intent behind queries Machine Learning in SEO Customer– Centric Tactics Actionable Tactic: Optimize for user intent, not just keywords Benefit: Enhances user satisfaction and engagement
35. Asurion Public Reliable Information Systems
36. Asurion Public Reliable Information Systems Emphasis on Trustworthy Content Google promotes authoritative and reliable sources Customer–Centric Tactics Actionable Tactic: Provide accurate, well– researched information Benefit: Builds credibility and trust with your audience
37. Asurion Public Reviews System
38. Asurion Public Customer–Centric Tactics Actionable Tactic: Encourage customers to leave honest, detailed reviews Benefit: Enhances reputation and provides social proof Importance of Quality Reviews Google values insightful, detailed reviews. Reviews System
39. Asurion Public Site Diversity System
40. Asurion Public Site Diversity System Variety in Search Results Prevents a single site from dominating results Customer–Centric Tactics Actionable Tactic: Focus on quality over quantity; avoid content cannibalization Benefit: Each page serves a unique purpose, improving user satisfaction
41. Asurion Public Search Intent Alignment
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44. Asurion Public Page Speed (Core Web Vitals) Speed is Important but Not Decisive Balanced Performance and Quality Minimize Layout Shifts (CLS), Largest Contentful Paint (LCP), and Ensure Quick Interaction (INP)
45. Asurion Public Quality Satisfies More Than Speed Alone Substance Over Speed:
46. Asurion Public Secure Website (HTTPS) Instils User Trust and Safety Positive SEO Signal Essential for Sensitive Transactions
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48. Asurion Public Clear Site Navigation and Internal Linking Easy–to–Find Information Logical Internal Linking Boosts Page Authority and SEO
49. Asurion Public Multimedia Elements Enhances User Experience Improves Content Retention Boosts Accessibility
50. Asurion Public What do these 3 all have in common?
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52. Asurion Public Accessibility Compliance Ensures Equal Access SEO and Legal Benefits Improves User Experience for Everyone
53. Asurion Public Structured Data (Schema Markup) Helps Search Engines Understand Content Enables Rich Snippets Optimizes for Voice Search and Knowledge Graphs
54. Asurion Public Prioritize User Experience Over Shortcuts Focus on Users, Not Just Algorithms Avoid Over– Optimization Use Intuition and Feedback
55. Asurion Public Implementing Customer–Centric Strategies Shifting to a Customer–First Mindset
56. Asurion Public Customers don't care about algorithms; they care about solutions to their problems
57. Asurion Public Develop Deep Customer Empathy Actionable Tactic: Create Detailed Buyer Personas Define Personas Methods: Surveys and Interviews Social Listening Customer Service Insights SEO Integration: Keyword Research Aligned with Personas
58. Asurion Public Lazy Customer Persona
59. Asurion Public Lazy Customer Persona
60. Asurion Public Useful Customer Persona Personal Information • Name: Emily Johnson • Age: 34 • Occupation: Elementary School Teacher • Location: Suburban area in Midwest USA • Family Status: Single mother of two children, ages 3 (Liam) and 5 (Sophie) Background and Story Emily Johnson is a dedicated single mother balancing a full-time job as an elementary school teacher with raising her two young children, Sophie and Liam. Living in a suburban area with limited public transportation, she relies on a dependable car for daily life. A few years ago, Emily was in a severe car accident that totaled her vehicle, leaving a lasting impact on her view of road safety. Fears of another accident, especially concerning her children’s safety, make her highly attentive to vehicle safety features.
61. Asurion Public Useful Customer Persona Financial Profile • Credit Score: 725 • Financial Habits: • Debt Aversion: Emily is uncomfortable with the concept of debt. She manages her finances carefully to avoid unnecessary loans. • Budget-Conscious: As a single parent, she needs to make every dollar count, balancing essential expenses with savings for emergencies. Driving Habits • Annual Mileage: Approximately 20,000 miles • Commute to Work: Daily drives to her school, about 15 miles each way. • Family Activities: Weekend trips to visit family, grocery shopping, children's extracurricular activities. • Vehicle Knowledge: Not automobile savvy; relies on others for maintenance advice and car-related decisions.
62. Asurion Public Useful Customer Persona Goals and Needs • Primary Goal: Find the safest car for her family within budget. • Safety Needs: • Advanced Features: Airbags, anti-lock brakes, stability control, lane departure and blind-spot alerts, automatic braking. • Top Safety Ratings: Prioritizes high ratings from agencies like IIHS and NHTSA. • Financial Needs: • Affordability: A budget-friendly car that avoids heavy loans. • Low Ownership Costs: Good fuel efficiency and low maintenance. • Emotional Needs: • Peace of Mind: Assurance of a safe environment for her children. • Confidence in Choice: Wants a secure, informed decision without extensive car knowledge. Challenges and Pain Points • Safety vs. Price Dilemma: Struggles with the uncomfortable choice between the safest car options and what she can afford. • Trauma from Past Accident: The previous car accident continues to cause anxiety, making the car- buying process emotionally taxing. • Lack of Automotive Expertise: Feels overwhelmed by technical jargon and the complexity of car features. • Debt Aversion: Hesitant to finance a vehicle purchase, which limits her options. • Time Constraints: Busy schedule with work and parenting leaves little time for extensive research or visiting multiple dealerships.
63. Asurion Public Useful Customer Persona Values and Motivations • Family Well-being: Her children’s safety and happiness are her top priorities. • Practicality: Prefers functional solutions over luxury or status symbols. • Financial Responsibility: Committed to living within her means and avoiding unnecessary debt. • Trust and Transparency: Values honest, straightforward information from reputable sources. Information Sources • Online Research: • Safety Reviews: Reads crash test results and safety reviews from trusted websites. • Parenting Forums: Engages with online communities for recommendations from other parents. • Word of Mouth: • Friends and Family: Seeks advice from people she trusts who have recently purchased cars. • Social Media: • Educational Content: Watches videos explaining car features in simple terms. • Consumer Advocacy Groups: • Consumer Reports: Relies on unbiased product evaluations.
64. Asurion Public Useful Customer Persona A Communication Strategies • Simplify Technical Information: • Use clear, jargon-free language to explain safety features. • Provide visual aids like infographics or videos demonstrating how features work. • Empathize with Her Situation: • Acknowledge the difficulty of balancing safety and affordability. • Share stories of other single parents who found suitable options. B Product Offerings • Affordable Safety: • Highlight vehicles that offer high safety ratings at lower price points. • Introduce certified pre-owned vehicles with extended warranties. • Financing Options: • Offer flexible financing plans with low-interest rates to minimize debt burden. • Provide information on special programs or discounts for teachers. How to Address Emily’s Needs C Support Services Consultative Sales Approach: Assign a knowledgeable, patient salesperson to guide her through options. Test Drives at Home: Offer to bring vehicles to her for test drives to accommodate her schedule. Educational Resources: Create a guide or workshop on car safety tailored for non- experts.
65. Asurion Public Useful Customer Persona Marketing Messages That Resonate • "Safety You Can Trust, Prices You Can Afford." • "Protect Your Family Without Compromising Your Budget." • "Expert Guidance for the Careful Mom." • "Drive with Confidence Knowing Your Loved Ones Are Safe." Potential Objections and Responses • Objection: "I can't afford a car with all these safety features." • Response: Introduce her to affordable models that still have top safety ratings or certified pre- owned options that include advanced safety features at a lower cost. • Objection: "I don't want to take on more debt." • Response: Discuss financing plans that fit her budget, including low down payments or leasing options that require less long-term commitment. • Objection: "I'm not sure which safety features are actually important." • Response: Provide a personalized consultation to explain each feature's benefits and help her prioritize based on her needs.
66. Asurion Public Useful Customer Persona Empathy Map • Says: • "I just want the safest car for my kids." • "I'm not sure I can afford what we need." • Thinks: • "Am I making the right choice?" • "I don't want to relive that accident ever again." • Does: • Spends evenings researching online. • Seeks advice from friends and online communities. • Feels: • Anxious about the buying process. • Overwhelmed by too many options. • Fearful of making the wrong decision. Goals for the Business • Build Trust: • Establish your brand as a reliable partner in her car-buying journey. • Educate and Empower: • Provide resources that make her feel confident in her decision. • Customer Satisfaction: • Ensure she feels supported before, during, and after the purchase. • Referrals: • A satisfied customer like Emily can become an advocate, recommending your business to others in her network.
67. Asurion Public Shifting Mindset
68. Asurion Public Shifting Mindset — Evolving from Tactics to Customer–Centric SEO Transition from Tricks to Trust Think Long– Term Over Quick Wins Embrace Google’s Core Mission
69. Asurion Public Map the Customer Journey Actionable Tactic: Customer Journey Mapping • Identify Touchpoints • Determine Customer Intent at Each Stage Content Strategy Based on Journey Stages: • Awareness Stage • Consideration Stage • Decision Stage
70. Asurion Public Solve Real Customer Problems Actionable Tactic: Content That Addresses Pain Points • Use FAQs • How–To Guides and Tutorials • Expert Insights SEO Integration: • Optimize for Featured Snippets and Voice Search
71. Asurion Public Foster Engagement and Build Relationships Actionable Tactic: Encourage Two–Way Communication • Interactive Content • Community Building SEO Integration: • User–Generated Content
72. Asurion Public Prioritize User Experience (UX) Actionable Tactic: Optimize Site for Usability • Mobile–Friendly Design • Site Speed Optimization • Easy Navigation SEO Integration: • Technical SEO Alignment: § Core Web Vitals § Structured Data
73. Asurion Public Tools and Resources to Support Customer–Centric SEO Internal Resources • Your Website’s Search Bar • Customer Service Department • Call Transcripts • NPS Surveys Additional Resources • Mining Google Reviews & Third– Party Review Sites • Industry Forums • Speaking Directly with Customers Clarity
74. Asurion Public The Payoff Sustainable Organic Growth Enhanced Brand Trust and Loyalty Resilience to Algorithm Updates
75. Asurion Public THANK YOU Julian Hooks Asurion | Advertising Commissions LLC /in/julianhooks Speakerdeck.com/julianhooks