It's not just about SEO. It's about the complete customer journey. Help users find you. Help users complete goals. Create a frictionless experience.

2. HELP USERS FIND YOU
HELP USERS COMPLETE AN
OBJECTIVE
MEASURE RESULTS AND USE
RESULTS TO IMPROVE FIRST 2
STEPS
MORE
THAN JUST
SEO

3. TRADITIONAL SEO
Links and content are still important
CONTENT
Unique, relevant, well
structured, mobile
friendly etc.
LINKS
Relevant, not spammy
etc.

4. RANK BRAIN

5. WHAT IS IT?
RankBrain is a machine learning (AI) algorithm that Google uses to sort the search results.
It also helps Google process and understand search queries.

6. HOW WE THINK IT WORKS
User Types Keyword into
Google
RankBrain Turns keyword
into Concepts
Shows a set of Results for
that Concept
No
Yes
Try another Page next time
Uprank that page
Did a page
Satisfy the User?

7. EXAMPLE

8. EXAMPLE

9. EXAMPLE

10. EXAMPLE

11. IMPROVEMENT
Compared to Google Engineers, Rank Brain is better at predicting the #1 result that users click
on more often
RANK BRAIN GOOGLE ENGINEERS
70%80%

12. INTENTDon’t focus on longtail keywords

13. IMPORTANCE OF FACTORS VARIES ON INTENT
 Exact Match (Brand/Specific product)
 Domain Authority (Important Information? Avoid spam)
 Freshness & Timeliness (Live sporting event? Weather?)
 Location (near me search?)
 Engagement (Event such as an Earthquake)
 Important Related Topics (Talking about horror movies
 Content Depth (Quick answer? Something that requires more
research?)
HELP USER FIND YOU
All 200 hundred rumoured factors are weighed differently with Rankbrain

14. ARE USERS
CLICKING?

15. CTR ON ORGANIC RESULTS
Emotional
Call to action
Quantitative
HELP USER FIND YOU

16. POGO STICKING

17. POGO STICKING
HELP USER FIND YOU

18. DWELL TIME

19. ABOVE THE FOLD
HELP USERS COMPLETE
AN OBJECTIVE

20. ARTICLE SUMMARY
HELP USERS COMPLETE
AN OBJECTIVE

21. LONG RELEVANT AND ORGANIZED
HELP USERS COMPLETE
AN OBJECTIVE

22. VOICE SEARCH

23. OPTIMISATION VOICE SEARCH
“Hey Google, find me a
lasagna recipe ”
Voice search is to mobile what mobile was to the internet
“Ok Google, what
time is it?”
“Ok Google, put
some music on?”
“Hey Google,
what’s the
weather today”
HELP USER FIND YOU

24. VOICE SEARCH RANKING INSIGHTS
Is the average voice search
result page load time
of Google Home
result pages are
secured with HTTPS.
Is the mean Ahrefs
domain Rating of a
Google home result
of all voice search
answers came from a
Featured Snippet.
HELP USER FIND YOU

25. VOICE SEARCH RANKING INSIGHTS
is the length of a typical voice
search result
The average Google voice search
result is written at a
Is the average word count of a voice search
result page
level.
HELP USER FIND YOU

26. INTERESTING FACTS
of voice search results come
from pages that use Schema
the average voice
search result has
of voice search
results rank in the
top 3 for that query.
Facebook shares
voice search results had the exact
query in their title tag
HELP USER FIND YOU

27. OPTIMISATION COOKING WITH GOOGLE
Google smart Display
The google team is currently working on a new
assistant model:
Google smart Display
which will allow users to receive a response
on a screen when they do a voice search.
“What was the
temperature?”
“Can I replace
baking soda with
baking powder”
“Set a timer for 10
minutes”
“How much
butter?”
HELP USERS COMPLETE
AN OBJECTIVE

28. MOBILE

29. A FEW STATISTICS
*Google Think Shopping 2018
Of mobile shoppers have
changed their mind about
which retailer or brand to buy
from after searching on
Google
Of women who shop for apparel on
their smartphone agree that
seeing images of products in
context positively influences their
purchase decision.
More searches like:
”where to buy″
”same day shipping”
More of « near
me » searches

30. STARTING WITH MOBILE FRIENDLINESS
HELP USER FIND YOU

31. SPEED IS THE KEY
HELP USERS COMPLETE
AN OBJECTIVE
Loss of
Of traffic per second
after 3 seconds of
loading me

32. FRICTIONLESS GOALS
OPTIMISATION OF
CHECKOUT PROCESS
HELP USERS COMPLETE
AN OBJECTIVE

33. GOOGLE MY BUSINESS OPTIMISATION
 Voice Search
 Local Search
HELP USER FIND YOU
85% of consumers trust online
reviews as much as personal
recommendations.
More of « near
me » searches
HELP USERS COMPLETE
AN OBJECTIVE

34. IN-STORE VISITS
When customers are of
the store and click on an ad, they are
to
than people over 5 miles away.
HELP USERS COMPLETE
AN OBJECTIVE
HELP USERS COMPLETE
AN OBJECTIVE

35. FRICTIONLESS GOALS
SERVING RELEVANT
CONTENT FAST
HELP USERS COMPLETE
AN OBJECTIVE

36. BUT SEO IS ONLY PART OF THE STRATEGY
HELP USERS FIND YOU
HELP USERS COMPLETE AN
OBJECTIVE

37. GLOBAL MARKETING STRATEGY
Source: Google
You need to look at the complete customer journey
SEO Social media
Search Ads
Reviews
In store
Newsletter
Remarketing
Mobile
Awareness Research Purchase Loyalty
Email
Influencers
Website
Conversion
Optimisation
Display

38. THANK YOU