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SearchLove Boston 2019 - Daniel Russell - How the Big Dogs Optimize for Searcher Intent

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Google wants us to match our content with user intent and drive engagement with our web interfaces. Where to start? Well the biggest brands have the biggest budgets, the biggest teams, and the most on the line when it comes to their web interfaces. Their processes and tricks can be invaluable for small, big and every business in between. Learn from Amazon, Home Depot, and Allstate's websites and come away with how you can replicate optimization tactics that the big dogs use with their huge resources.

SearchLove Boston 2019 - Daniel Russell - How the Big Dogs Optimize for Searcher Intent

  1. 1. HOW THE BIG DOGS OPTIMIZE FOR SEARCHER INTENT DANIEL RUSSELL @dnlRussell
  2. 2. @dnlRussell
  3. 3. @dnlRussell
  4. 4. @dnlRussell
  5. 5. @dnlRussell
  6. 6. @dnlRussell
  7. 7. IN THE BUSINESS WORLD, BIG DOGS HAVE… @dnlRussell
  8. 8. BIGGEST BUDGETS @dnlRussell
  9. 9. BIGGEST TEAMS @dnlRussell
  10. 10. MOST TO LOSE @dnlRussell
  11. 11. @dnlRussell SEARCHER INTENT
  12. 12. NAVIGATIONAL @dnlRussell INFORMATIONAL TRANSACTIONAL
  13. 13. NAVIGATIONAL GO @dnlRussell
  14. 14. INFORMATIONAL WHAT WHY WHO @dnlRussell
  15. 15. TRANSACTIONAL DO @dnlRussell
  16. 16. @dnlRussell
  17. 17. @dnlRussell
  18. 18. @dnlRussell GOOGLE’S OWN ACTIONS
  19. 19. GOOGLE TESTED 41 SHADES OF BLUE FOR ITS LINKS @dnlRussell
  20. 20. @dnlRussell
  21. 21. @dnlRussell
  22. 22. IMAGINE WHERE WE’D BE IF GOOGLE DIDN’T GO DOWN THIS PATH @dnlRussell
  23. 23. @dnlRussell
  24. 24. @dnlRussell
  25. 25. No “Top Stories” No social integration No Knowledge Graph results No featured snippets @dnlRussell
  26. 26. PAUL HAAHR PRINCIPAL RANKING ENGINEER
  27. 27. @dnlRussell “Ranking Engineers … either look for new signals or combine old signals in new ways” SMX West 2016
  28. 28. @dnlRussell “Where do our metrics come from? … live experiments and human rater experiments”
  29. 29. @dnlRussell “It’s rare that you do a search on Google and you’re not in at least one experiment”
  30. 30. SEARCHER INTENT MATCH CONTENT ENGAGING INTERFACE @dnlRussell
  31. 31. SOME PROVISOS @dnlRussell
  32. 32. HAVING WORKED WITH SOME BIG DOGS… @dnlRussell
  33. 33. THEY DON’T ALWAYS KNOW WHAT THEY’RE DOING @dnlRussell
  34. 34. SOMETIMES WHOEVER SETS BUDGETS DOESN’T CARE ABOUT MARKETING @dnlRussell
  35. 35. SOMETIMES THEY’RE NOT PAYING ATTENTION @dnlRussell
  36. 36. @dnlRussell AMAZON
  37. 37. @dnlRussell 1995
  38. 38. 2004 @dnlRussell
  39. 39. 2011 @dnlRussell
  40. 40. @dnlRussell
  41. 41. @dnlRussell FEDEX
  42. 42. @dnlRussell
  43. 43. @dnlRussell
  44. 44. @dnlRussell
  45. 45. @dnlRussell
  46. 46. @dnlRussell
  47. 47. @dnlRussell
  48. 48. @dnlRussell
  49. 49. @dnlRussell
  50. 50. @dnlRussell WAIT, I HAVE A PROBLEM
  51. 51. MY TEAM IS TOO SMALL TO MAKE REGULAR WEBSITE CHANGES @dnlRussell
  52. 52. NOT ENOUGH VISITORS COME TO MY WEBSITE 
 TO MAKE A SIGNIFICANT SAMPLE SIZE @dnlRussell
  53. 53. I DON’T HAVE A MONTH TO A/B TEST @dnlRussell
  54. 54. @dnlRussell HERE COME THE BIG DOGS
  55. 55. 2017 MARKETING SPEND Source: Statista @dnlRussell
  56. 56. ALLSTATE @dnlRussell
  57. 57. FEATURE FIGHTS @dnlRussell
  58. 58. @dnlRussell VS
  59. 59. @dnlRussell WINNER
  60. 60. @dnlRussell VS
  61. 61. @dnlRussell WINNER
  62. 62. @dnlRussell VS
  63. 63. @dnlRussell WINNER
  64. 64. ALLSTATE AUTO
  65. 65. @dnlRussell VS
  66. 66. @dnlRussell WINNER
  67. 67. ESURANCE @dnlRussell
  68. 68. @dnlRussell VS
  69. 69. @dnlRussell WINNER
  70. 70. @dnlRussell VS VS
  71. 71. @dnlRussell VS VS
  72. 72. @dnlRussell WINNER
  73. 73. @dnlRussell VS
  74. 74. @dnlRussell WINNER
  75. 75. PROGRESSIVE @dnlRussell
  76. 76. VS. @dnlRussell
  77. 77. @dnlRussell LIBERTY MUTUAL
  78. 78. @dnlRussell VS
  79. 79. @dnlRussell WINNER
  80. 80. @dnlRussell VS
  81. 81. @dnlRussell WINNER
  82. 82. VS @dnlRussell
  83. 83. @dnlRussell WINNER
  84. 84. @dnlRussell VS
  85. 85. @dnlRussell WINNER
  86. 86. VS @dnlRussell
  87. 87. @dnlRussell WINNER
  88. 88. @dnlRussell WHAT HAVE WE SEEN?
  89. 89. @dnlRussell NOT EVERYONE ALLOWS CREATIVITY
  90. 90. BIG DOGS MAKE CHANGES EVERY 3-4 DAYS @dnlRussell
  91. 91. CELEBRITY SEEMS TO HAVE CRO VALUE @dnlRussell
  92. 92. NO STATIC ICONS ABOVE FOLD, KEEP THEM SELECTABLE @dnlRussell
  93. 93. SPECIFICITY WITHOUT WORDINESS @dnlRussell
  94. 94. CREATE PERSONAS @dnlRussell COMMON SOLUTIONS USER TESTING GO THROUGH THE CUSTOMER JOURNEY YOURSELF 1 2 3
  95. 95. @dnlRussell WAYBACK MACHINE PAY FOR USER TESTING ON COMPETITORS SITES COMPARE POSITION 1-3 CONTENT TO 4-10 CONTENT 1 2 3 LESS COMMON SOLUTIONS
  96. 96. @dnlRussell PROCTER & GAMBLE
  97. 97. @dnlRussell LESSONS FROM PRODUCT DEVELOPMENT
  98. 98. WHAT PROBLEM DOES YOUR PRODUCT SOLVE? PAGE @dnlRussell
  99. 99. WHAT PROBLEM DOES YOUR PRODUCT SOLVE? WHAT QUERY DOES YOUR PAGE SOLVE? @dnlRussell
  100. 100. DEFINE THE PROBLEM DEFINE THE QUERY @dnlRussell
  101. 101. HOW WELL IS THE PROBLEM ALREADY ADDRESSED? BY WHOM? WHO ELSE RANKS FOR THIS QUERY AND HOW WELL ARE THEY DOING IT? @dnlRussell
  102. 102. HOW WILL YOUR SOLUTION BE BETTER? HOW WILL YOUR PAGE BE BETTER? @dnlRussell
  103. 103. WHO’S YOUR TARGET CUSTOMER AND HOW WILL THEY BENEFIT @dnlRussell
  104. 104. WHO’S YOUR TARGET CUSTOMER AND HOW WILL THEY BENEFIT @dnlRussell
  105. 105. WHO HAS ANSWERED IT? 1 DEFINE THE QUERY HOW WILL YOUR CONTENT BE BETTER? 2 HOW WILL YOUR TARGET CUSTOMER BENEFIT? 3 4 @dnlRussell
  106. 106. IN CONCLUSION @dnlRussell
  107. 107. TREAT PAGE CONTENT LIKE P&G APPROACHES PRODUCTS @dnlRussell
  108. 108. BUT YOU CAN USUALLY TELL WHO DOES @dnlRussell NOT ALL BIG DOGS KNOW WHAT THEY’RE DOING
  109. 109. BIG COMPANIES HAVE MORE RESOURCES… @dnlRussell AND YOU CAN USE THEM
  110. 110. daniel@gofishdigital.com @dnlRussell Thank You

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