Video Transcript: Search Marketing - Part 2

So welcome back to our next lecture on search marketing, and at the end of our  last lecture, we were talking about or illustrating the differences in search  marketing between Statements of Intent and statements of context. Intent and  context. Now trance are translated these different search engines translate  intent and context into very specific search queries. Google, for example, start a  vegetable garden. You'll notice how to start a vehicle. Start a vegan diet, how to  start whatever. But they have on here a historic Bed and Breakfast on the next  slide. This is about creating assets which meet that intent and context. In other  words, they're referring to the search results here. Intent, what's the prospect  searching for. Context is, why are they searching for it? And then the assets.  And the third point here is the assets are the different, different content pages  that they've indexed that are going to come back and satisfy that particular  search. And then four is the channel where should that asset be? In other  words, is that asset going to be in social media? Is it going to be on a website?  Where is it going to be? Asset blog post channel in Google? You can see on  here, they got all the different stuff down here about starting a vegetable garden. Another asset is Google My Business listing. You notice that they have different  channel or different content that's coming back on businesses near you that talk  about starting a vegetable garden, they have businesses that are Bed and  Breakfast in an immediate location. So they pop those up, and then they will  also display a map so different channels, different content that's coming back  based on the intent, based on the context of your search query. Another asset is  the Pinterest pin in the channel. Here is Pinterest, and you can see the different  content that's coming back based on, in this case, starting the vegetable garden. Another asset is in an Amazon product page, and the channel here is Amazon.  So starting the vegetable garden, you can start seeing all of the content related  or products on Amazon related to actually getting a vegetable garden underway.  TripAdvisor listing, they have St Louis bed and breakfasts on here. So all this, all this content, whether it's Amazon or whether it's TripAdvisor or Pinterest or  whatever, all this stuff gets indexed by Google as well. So they can kind of tell,  do we just throw up a list of people who are near, near this searcher to talk  about historic home and bed and breakfasts or what? So they can kind of tell  from that context now that in the intent of what kind of search results, what sort  of search content is going to come back, videos on YouTube, and it's all In and  again, this is all about optimization and ascension. If you think about the next  step beyond the search results, it's about helping you move the people in your  value journey from one step to the next, and we're going to take them to the  optimization phase, where the prospect is going to find the assets, they're going  to find exactly the assets that solve their immediate need. And then you start  figuring out what's the next step to get them to actually place an order. So four,  excuse me, six different steps in this whole search marketing process here, the  intent, the context, the asset, the specific channel, what kind of information are 

we going to make relevant optimization and then the ascension? What's the next step in the customer journey? Title Tag is always opt is optimized. And you'll see here, it's optimized so that it comes back, communicating exactly what that  person is searching for. The Ascension path is very clear, and on this particular.  Blog page, you can see that content that's on the right hand side, and it's  showing people specific products there that they can purchase. You know, if  you're interested in this and this blog article, it resonates with you. Here's your  next step. You can buy this thing here for this amount of money, video titles are  always optimized to the specific intent, the specific context of the search query.  So the titles, whether it's a video title, whether it's a web page title, is the  optimization of that to the best combination of search queries is critical. So in  other words, you don't want to just optimize a title on a video or web page or  blog content to some sort of a search query that nobody ever uses. So that's  part of the process is making search queries or titles that are really relevant, that people are actually searching for, essentially, again, the ascension path is clear.  You got stuff down here that is actually an offer that people can respond to it  makes, or the next step that you want them to take. Here's where you can get  more information. Here's where you can buy the product, whatever. So what  we're going to do is, let's take it spend a few minutes. We're going to take a look at the whole system in action from the very beginning, YouTube, you've done a  search on here and says, tile my bathroom, and you're going to look for a how to article and how to or how to video, and exactly how to do that. So you kind of  have the intent and the context there. The intent is, tile my bathroom and you  have a video that comes back says how to tile a bathroom floor. And the asset is this specific video says how to tile a bathroom floor from the Home Depot. And  the channel happens, as you can see with the red box happens to be YouTube.  The optimization is the specific keywords that you have throughout this  particular listing that you see here, it says tile bathroom floor, which very  conveniently happens to almost identically match the search query. And then in  the text down below, you also are kind of reinforcing the fact that this is about  tiling a bathroom floor ascension process. You have the ability to click onto other assets and take next step actions here. So that kind of brings just an initial  glance. We're going to follow up with more information on our next lecture.