Folks, when Google send its algorithm changes, they’re not always sending the best. They’re bringing bugs, they’re bringing spline. They’re matrix, and some, I assume, are graph theory. And yet, when those changes come tumbling down, in Jersey City, thousands and thousands of people are cheering. And the guy who writes these algorithms… His father was with Lee Harvey Oswald prior to him being shot. Maybe we should call for a total and complete shutdown of algorithms entering the search space until our country's representatives can figure out what the hell is going on? Discover the truth about what’s really happening in search from industry pioneer Mike Grehan. Everything in this presentation appeared on the internet. So you can be assured that it is completely fact checked and indisputably correct.

1. Global Headquarters: Empire State Building, New York
NEW YORK | LONDON | SINGAPORE
Mike Grehan
CMO & Managing Director
Chairman

3. This year’s Founders' Letter - April 28, 2016
“When Larry and Sergey founded Google in 1998,
there were about 300 million people online. By and
large, they were sitting in a chair, logging on to a
desktop machine, typing searches on a big keyboard
connected to a big, bulky monitor. Today, that number
is around 3 billion people, many of them searching
for information on tiny devices they carry with them
wherever they go.”
Sundar Pichai, CEO, Google

6. What Do You Mean?

7. !
?

8. Intention is a state of mind. A driving force behind human
behavior, powered by belief, desire and goal (and often also
referred to as thinking/feeling/doing).
It has been studied much in such disciplines
as philosophy and psychology.
And now, intent computing is a growing area
of research, particularly in the field of digital marketing.
Intent: A State of Mind

9. A Taxonomy of Web Search
• Informational
• Navigational
• Transactional
Professor Andrei Broder,
Distinguished Scientist,
Google.

10. See/Think/Do – Discern Intent.
SEE/The total addressable audience:
potential customers within the entire
marketplace.
THINK/The actively interested audience:
Potential customers actively researching
solutions.
DO/The decision focused audience:
Potential customers ready to make a
purchase decision.

11. Google Uses Many Signals To Determine Intent.
Query expansion techniques
semantically tagging search
queries
Query chains
Matching click graph curves with
user behavior

12. A subfield of artificial intelligence (AI)
Concerned with algorithms that allow
computers to learn stuff.
Keeping it simple, an algorithm is given
a set of data and infers information about
the properties of the data.
And that information allows it to make
Predictions about other data that it
might see in the future.
Machine Learning

13. Purchase Funnel: Theoretical Customer Journey

14. The Buying Process is no Longer Linear
“According to Google, Intuit, Sephora, SAP
and Visa the primary problem with the
funnel is that the buying process is no longer
linear. Prospects don’t just enter at the top of
the funnel; instead, they come in at any stage.
Furthermore, they often jump stages, stay in
a stage indefinitely, or move back and forth
between them.”

15. New Shopping Paths: Device, Location, Intent
The traditional purchase diagram, one which any marketer could sketch from memory, is officially dead. The singular,
orderly sequence of purchase stages has been scrambled, and marketers need to conform.
Consumers are changing the way they research and purchase online, and new shopping paths
are emerging depending on behavior, device, location and intent.

16. 60 Year Old Methodologies & Metrics
Reach: The total number of individuals or households
exposed to an advertisement at least once during a
given period of time.
Frequency: Curiosity, recognition and decision.
Demographics: Involves the statistical study of
human populations. A very general science.

17. This is personal!
The future of marketing communications will become less focused on
“audience” messaging and more focused on “one-to-one” messaging.
Your personal, connected device is just that: It’s an extension of you.
It’s not about an audience. It’s about you personally.

18. I Want To…

19. THINKWITHGOOGLE
• Mike Grehan published on Think with
Google
• “An Agency Perspective: How Leading
with Intent Changes the Agency
Conversation”

20. Search Content Strategy
DOTHINK
KEYWORDS
MESSAGE
CONTENT
4th of July party
ideas
Grass seed
quality
Scotts Kentucky
Bluegrass Seeds
SEE
Inspirational Content or
Content Gaps

21. From SEO to CEA
There will be a natural shift from search engine optimization (SEO)
to Content Experience Analyst (CEA). The role will become more
focused on identifying and fulfilling content gaps to provide a more
useful experience and more extensive visibility and touch-points on
the end user path to conversion.