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SearchLove Boston 2018 - Dewi Nawasari - Optimizing When Google is Your Competitor

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Google is increasingly trying to have answers to everything in order to make consumers' life easier. Part of these efforts include their expanding rich results, sitting pretty on the top of so many search results pages. This session aims to give some understanding on the challenges as well as tips on working in an industry where Google is also a player.

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SearchLove Boston 2018 - Dewi Nawasari - Optimizing When Google is Your Competitor

  1. 1. Optimising When Google is Your Competitor @dnawasari #SearchLove
  2. 2. Google’s Vision Statement Dewi Nawasari @dnawasari #SearchLoveSource: https://www.google.com/about/our-company/
  3. 3. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/
  4. 4. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/
  5. 5. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/
  6. 6. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/
  7. 7. Dewi Nawasari @dnawasari #SearchLove
  8. 8. Some stats • 93% of online experiences begin with a search engine – Forrester 2016 • Google currently holds 80.5% of total search engine market share (up from 65.5% in January 2016) – Net Marketshare • 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative – Hubspot • 81% of people perform some type of online research before making a large purchase – GE Capital Retail Bank Dewi Nawasari @dnawasari #SearchLovehttps://junto.digital/blog/seo-stats-2017/
  9. 9. Dewi Nawasari @dnawasari #SearchLove How
  10. 10. Dewi Nawasari @dnawasari #SearchLove How – understanding where the big demands are TOP 1,000 Keywords Average Monthly Searches *flights* 33 Million *hotels* 57 Million *things to do* 10 Million *concerts* 2.3 Million *jobs* 16.5 Million *adele* (singer) 733,000
  11. 11. How – understand user experience • Using Google User Experience Research • Do field interviews, visit markets, universities, local hangouts and ask why a user has a problem Dewi Nawasari @dnawasari #SearchLove
  12. 12. Dewi Nawasari @dnawasari #SearchLove How – Using technology and machine learning algorithm to power smarter search https://ai.google/ “We are now witnessing a new shift in computing: the move from a mobile-first to an AI-first world. And as before, it is forcing us to reimagine our products for a world that allows a more natural, seamless way of interacting with technology.”
  13. 13. Dewi Nawasari @dnawasari #SearchLove
  14. 14. 1. Better research experience for users 2. More levelled playing field for providers Dewi Nawasari @dnawasari #SearchLove
  15. 15. Dewi Nawasari @dnawasari #SearchLove BEFORE Flights – Page 1 Rankings AFTER And 300 airline and online travel agency partners 90% 30-40% 60%
  16. 16. Dewi Nawasari @dnawasari #SearchLove Above the fold on my Desktop Screen
  17. 17. Dewi Nawasari @dnawasari #SearchLove
  18. 18. Dewi Nawasari @dnawasari #SearchLove
  19. 19. Dewi Nawasari @dnawasari #SearchLove BEFORE Music – Page 1 Rankings AFTER LYRIC WEBSITES  Genius.com  Azlyrics.com VIDEO WEBSITES LYRIC WEBSITES  Genius.com  Azlyrics.com VIDEO WEBSITES 25-30% 60% 60-70% 30-40%
  20. 20. Dewi Nawasari @dnawasari #SearchLove Above the fold on my Desktop Screen
  21. 21. Dewi Nawasari @dnawasari #SearchLove
  22. 22. Dewi Nawasari @dnawasari #SearchLove BEFORE Job Searching – Page 1 Rankings AFTER 90% AND OTHER BIG JOB BOARDS AND JOB AGGREGATORS AND OTHER BIG JOB BOARDS AND JOB AGGREGATORS 25-30% 60%
  23. 23. Dewi Nawasari @dnawasari #SearchLove Above the fold on my Desktop Screen
  24. 24. Dewi Nawasari @dnawasari #SearchLove
  25. 25. Decreased traffic to optimised listing pages Dewi Nawasari @dnawasari #SearchLove Increased traffic to product detail pages Note: for those who used to dominate page 1
  26. 26. Product Details Used to receive long tail traffic Now receive mid-tail traffic Dewi Nawasari @dnawasari #SearchLove
  27. 27. Job details – for those who follow guidelines Dewi Nawasari @dnawasari #SearchLove Jan1,2018 Jan6,2018 Jan11,2018 Jan16,2018 Jan21,2018 Jan26,2018 Jan31,2018 Feb5,2018 Feb10,2018 Feb15,2018 Feb20,2018 Feb25,2018 Mar2,2018 Mar7,2018 Mar12,2018 Mar17,2018 Mar22,2018 Mar27,2018 Apr1,2018 Apr6,2018 Apr11,2018 Apr16,2018 Apr21,2018 Apr26,2018 May1,2018 May6,2018 May11,2018 May16,2018 May21,2018 May26,2018 May31,2018
  28. 28. How has this changed the playing field Dewi Nawasari @dnawasari #SearchLove
  29. 29. Mobile First Dewi Nawasari @dnawasari #SearchLove  Aggregated and de-duped  Less need for multi-tab browsing  Shorter steps to conversions
  30. 30. Content is King Relevant, Engaging & Complete Dewi Nawasari @dnawasari #SearchLove Engaging & Useful Content Product Listing Product Details
  31. 31. Dewi Nawasari @dnawasari #SearchLove https://developers.google.com/s earch/docs/data-types/music Music – product detail pages
  32. 32. Dewi Nawasari @dnawasari #SearchLove Job – product detail pages https://developers.google.com/search/ docs/data-types/job-posting
  33. 33. Dewi Nawasari @dnawasari #SearchLove Job – product detail pages https://developers.google.com/search/ docs/data-types/job-posting
  34. 34. Dewi Nawasari @dnawasari #SearchLove Flights - Product listing pages My website’s product listing experience vs Google’s Great Filters Great Price Insights Product Listings
  35. 35. Jobs - Product listing pages My website’s product listing experience vs Google’s Great Multi- select Filters De-deduped & user can apply to website of choice Dewi Nawasari @dnawasari #SearchLove Product Listings
  36. 36. Jobs - Product listing pages My website’s product listing experience vs Google’s Enhanced job details Dewi Nawasari @dnawasari #SearchLove Product Listings
  37. 37. Engaging & Useful Content Increase focus on Top of Funnel Content Dewi Nawasari @dnawasari #SearchLoveSecret! These are NOT affected by Google Industry Result Engaging & Useful Content
  38. 38. Dewi Nawasari @dnawasari #SearchLove Engaging & Useful Content GRAB ALL top of funnel conversions Engaging & Useful Content • Email sign-up • Newsletters subscription • Deals & Offers • Download whitepapers • Webinars / podcasts • Social media • Images / Quotes/ shareable content (65% info retention after 3 days - LifeLearn, 2015) • Videos (Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016) • Related Content
  39. 39. Diversify Focus into other search results • YouTube & other video results • App Store Optimisation • Partnerships Dewi Nawasari @dnawasari #SearchLove
  40. 40. Dewi Nawasari @dnawasari #SearchLove Last but not least Higher Overall Brand Investment
  41. 41. Dewi Nawasari @dnawasari #SearchLove Investment in Google New Products - Premium streaming subscription - Usage information can power better targeting in Google Advertising Network
  42. 42. Dewi Nawasari @dnawasari #SearchLove Investment in Google Enterprise Software All flight data straight to Google Flight Results
  43. 43. Investment in Google Dewi Nawasari @dnawasari #SearchLove PPC above the folds, especially on mobile
  44. 44. Dewi Nawasari @dnawasari #SearchLove Twitter: @dnawasari Linkedin: www.linkedin.com/in/dnawasari Thank You!

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