Wil Reynolds: Do SEO for People, Not Robots

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Wil Reynolds  is one of the world leaders in SEO . With over 15 years of experience, she has achieved leading status in the market with the creation of  SEER Interactive , digital marketing agency located in Philadelphia – USA.

SEER was founded in 2002, awarded several times for the quality of work performed and between different clients served in these 12 years are  Despegar.com , Linkedin, Harvard University and Aweber.

Wil wants you to remember, always, of one thing: behind every click on the Internet because there is a person. The US called for a more humanistic approach to digital marketing in his speech at the 2016 Summit RD.

“We, marketers, we hear a lot about people, but we heard a lot about tactics, Google, CRO, email, Inbound.”

He presented examples of successful actions of his agency to support his thesis.

Wil made it clear, however, that it is to focus on people to be good. Offer a better experience at the time of search translates into sales and revenue for your business – or client, if an agency.

The speaker was not only the concepts, showing the audience the Summit some situations in which obtained outstanding results with low investment. Let’s talk about them ahead, then read the post.

Watch below the full text of the lecture (in English).

Political, human beings and marketing

Wil Reynolds opened his speech by making some exciting provocations. Using Donald Trump’s election as an example, he noted that people make decisions more by feelings than by facts.

“Once people get emotional, logic, data, numbers and facts do not matter as much as we imagine.”

For him, we should be able to get in people’s minds, to understand what makes people click or not in content. “When their work goes against human nature, you are failing as a marketer,” he said.

He believes that, instead of asking how changes in SEO or content generated more clicks, we must ask what has changed in people when they noticed these differences and chose to click .

“I study more people, more human, than to study what Google does,” said Wil.

Tools used in error

The Wil questions continued:

“If you do something in marketing you hate it when you make, then it becomes part of the problem.”

He criticized the misuse of email automation, citing excess shipments in a short time.

Another problem for the speaker, is open wide for Lead that you know all about his actions on your website and your email. “It’s kind of scary,” he noted.

In short, he urged marketers always keep in mind that they are real people receiving your emails, even if automated . They are also real people who read your content, so invest in quality to produce them.

Learn more about:

  • eBook Marketing Automation: from theory to practice
  • post How to make marketing automation while being personal

Searches directed to human

After these first considerations, Wil Reynolds went to the central theme of his lecture: the SEO focused more human and less for machines.

“You need to have a strong desire to understand your consumer.”

He calls attention to the descriptions goal , for example. Although not make a difference on page SEO, those short descriptions below link on the Google results page are a first chance to speak directly to the consumer.

Wil suggests you talk to the CPC team (cost per click) your agency or company. “They do tests on ads to see what works,” he said. Write the meta description once and do not update it is wasting opportunities to win people over.

seo wil reynolds

Good examples …

The first example cited by Wil was a book. Among dozens of ordinary descriptions, one caught his attention: in a charity shop. She said that by buying the book through their website, the consumer would be helping to create jobs and change lives.

“You spend one more real to feel better? This connects with the hearts of people “asked the speaker. Wil suggested seek emotional triggers that awaken in people the desire to buy.

The following case was an old Volkswagen ad in magazines. He was introduced to be smaller than a tweet and pass a catchy message (see 20 minutes of video). “You need to be very good at telling stories very small,” Wil said.

… And a bad example

Then the conversation turned to the  The North Face , company clothing and accessories with style adventure sports. The brand has made a huge financial investment in an online tool that facilitated the identification of the ideal product for each consumer.

The idea was fantastic, working with natural language – the person who was typing activity to the climate and other data, to receive suggestions of clothing. However, when using Google to search citing the brand, the tool simply did not appear.

Wil said he presented this problem to a group of marketers studies, and even they took more than a minute to find the link. Ie, The North Face was not solving the problems of their clients in the best possible way.

“If you, marketer, can not find your link, then your dad and mom will not find.”

Guest Wil Reynolds

In the final stretch of the lecture, Wil presented successful cases of their own agency, SEER Interactive. The first involved a company selling wedding dresses. A small change in the description meta earned 200,000 US dollars in revenue .

The origin of the change was an insight offered by CPC staff: current brides want dresses, so it was included the information that the pieces were from the current collection. One of the client pages tripled the number of clicks, even without improving rankeamento.

Wil notes that the marketer needs to differentiate output and outcome . Getting rankeamento, links, engagement etc. They are outputs , but getting them is not their job. It is, in fact, bring revenue for their clients, developing their companies – the outcomes.

Another successful work involved SEER cloud computing . The customer had only a sales page, but people were looking for explanations. They did not know, therefore, what it was cloud computing.

“Everyone who is behind a click is a person, and you need to understand her problems to make the best possible marketing.”


In a last provocation, Wil Reynolds asks that we give to compete with Google’s algorithm.

“They have so many PhDs that will always be smarter than us,” he joked.

For him, the secret is to produce content and make optimizations thinking of the people and that truly stirs their emotions.

This was more a lecture last edition of our event (you can check here all lectures RD Summit 2016 published on the blog ).

Do not miss the 2017 edition of the Summit RD. This year will be 3-day event, more than 8000 participants, 8 stages of talks going on in parallel, more than 80 exhibitors, networking, entertainment and more.

Tickets are on sale now at this link .

Still not convinced? Then see how it was in 2016: