Wil Reynolds puts Seer's Signals™ Cloud-Based Data Platform to the Test

What Keywords Will be Most Disrupted by Chat-Driven Search?

Presentation Inspiration

Dr. Pete, Marketing Scientist at Moz, guides us on how to listen to Google when they announce algorithm changes, but without panicking! With all the disruptions rolling in - TikTok, Chat GPT-3, etc - Google is trying to keep up without tanking it's content creation engine.

Over the past 5 years, Google started giving more information on algo updates and rolling those updates out at a slower pace. This helps give businesses time to adjust and avoids major brand websites tanking when a full blown update goes from 0 to 100.

Wil's Analysis

In Q&A, Wil asked Dr. Pete if he were going to attempt get ahead of the disruption of Chat GPT-3 on search, where would he start?

Dr. Pete's answer:

Look at the trend over time of how often you're showing the knowledge graph

Knowledge graphs are a similar search feature to Chat GPT-3 in that they both provide instant answers. So the hypothesis is that search queries that show a knowledge graph will be first up on the Chat GPT-3 disruption list.

So Wil built it inside Seer Interactive's Supernova cloud-based data platform and we now have it available for all Seer clients today:

Now we can plan with our clients instead of panic as Dr. Pete guided us to.

For client #11, we'd likely advise:

- 11% of your search terms show a knowledge graph

- 6% of your PPC spend is going towards those terms

- But only 5% of your conversions come from those terms

- What % of conversions would you start to get concerned about and want to tackle this? 10%? 20%

Then after we get that answer, we'll set-up an alert in Supernova™ to let us know when we're getting close and it's time to plan to tackle that shift.

For client #9, we'd likely advise:

- 5% of your search terms show a knowledge graph

- 42% of your PPC spend is going towards those terms

- A whopping 70% of your conversions come from those terms

We recommend we work together to create and execute on a strategy to live into that disruption.

Digital PR: Find Buzzworthy Client Themes

Presentation Inspiration

Carrie Rose, Founder and CEO of Rise at Seven, shared the 3 C's of Digital PR with us:

Creativity: Creating stories, not marketing or prospecting

Commerciality: Make your product relevant to the NOW - what trends are happening that you can attach onto?

Clicks: Focus on a 60 /40 follow to no follow profile

Wil's Analysis

Commerciality was what inspired Wil here. 

How could I look at where daily mall, buzzfeed, etc are showing up for my clients to identify buzzworthy topics?

So Wil built it inside Seer Interactive's Supernova cloud-based data platform and we now have it available for all Seer clients today:

This dashboard is now deployed to all Seer clients so their teams can understand how much we're spending on those search terms in paid (i.e. we now have a $ amount that we know the client is willing to spend to capture this traffic), and layering in titles and descriptions helps us understand the themes that are buzzworthy.

Now we can add to this, look at where we've been ranking in a stale position and try to improve that position.