In this webinar, Scott Messer talks about transforming people’s intent into action. The foundation of this begins when one acknowledges that ‘people never lie to the search bar.’ From there on, you can keep learning about your audience and build context, which is one of the most important aspects of engaging right. At the heart of context is taxonomy.
Scott also shares the layers and lenses techniques to improvise taxonomy that helps to know your audience further. IN the end, he talks about finding the right audience using methods like contextual expansion, similarity modeling, and non-endemic indexing.
(This webinar was live hosted on October 14 2020)