1.
HOW THE BIG DOGS
OPTIMIZE FOR
SEARCHER INTENT
DANIEL RUSSELL @dnlRussell

2.
@dnlRussell

3.
@dnlRussell

4.
@dnlRussell

5.
@dnlRussell

6.
@dnlRussell

7.
IN THE BUSINESS
WORLD, BIG DOGS
HAVE…
@dnlRussell

8.
BIGGEST
BUDGETS
@dnlRussell

9.
BIGGEST
TEAMS
@dnlRussell

10.
MOST
TO LOSE
@dnlRussell

11.
@dnlRussell
SEARCHER INTENT

12.
NAVIGATIONAL
@dnlRussell
INFORMATIONAL
TRANSACTIONAL

13.
NAVIGATIONAL
GO
@dnlRussell

14.
INFORMATIONAL
WHAT WHY WHO
@dnlRussell

15.
TRANSACTIONAL
DO
@dnlRussell

16.
@dnlRussell

17.
@dnlRussell

18.
@dnlRussell
GOOGLE’S OWN ACTIONS

19.
GOOGLE TESTED 41
SHADES OF BLUE
FOR ITS LINKS
@dnlRussell

20.
@dnlRussell

21.
@dnlRussell

22.
IMAGINE WHERE WE’D BE
IF GOOGLE DIDN’T GO
DOWN THIS PATH
@dnlRussell

23.
@dnlRussell

24.
@dnlRussell

25.
No
“Top Stories”
No social
integration
No Knowledge
Graph results
No featured
snippets
@dnlRussell

26.
PAUL HAAHR
PRINCIPAL RANKING ENGINEER

27.
@dnlRussell
“Ranking Engineers … either
look for new signals or combine
old signals in new ways”
SMX West 2016

28.
@dnlRussell
“Where do our metrics come
from? … live experiments and
human rater experiments”

29.
@dnlRussell
“It’s rare that you do a search
on Google and you’re not in at
least one experiment”

30.
SEARCHER
INTENT
MATCH
CONTENT
ENGAGING
INTERFACE
@dnlRussell

31.
SOME PROVISOS
@dnlRussell

32.
HAVING WORKED
WITH SOME BIG
DOGS…
@dnlRussell

33.
THEY DON’T
ALWAYS KNOW
WHAT THEY’RE
DOING
@dnlRussell

34.
SOMETIMES
WHOEVER SETS
BUDGETS DOESN’T
CARE ABOUT
MARKETING
@dnlRussell

35.
SOMETIMES
THEY’RE NOT
PAYING ATTENTION
@dnlRussell

36.
@dnlRussell
AMAZON

37.
@dnlRussell
1995

38.
2004
@dnlRussell

39.
2011
@dnlRussell

40.
@dnlRussell

41.
@dnlRussell
FEDEX

42.
@dnlRussell

43.
@dnlRussell

44.
@dnlRussell

45.
@dnlRussell

46.
@dnlRussell

47.
@dnlRussell

48.
@dnlRussell

49.
@dnlRussell

50.
@dnlRussell
WAIT, I HAVE A
PROBLEM

51.
MY TEAM IS TOO SMALL
TO MAKE REGULAR
WEBSITE CHANGES
@dnlRussell

52.
NOT ENOUGH VISITORS
COME TO MY WEBSITE
TO MAKE A SIGNIFICANT
SAMPLE SIZE
@dnlRussell

53.
I DON’T HAVE A MONTH
TO A/B TEST
@dnlRussell

54.
@dnlRussell
HERE COME THE
BIG DOGS

55.
2017 MARKETING SPEND
Source: Statista
@dnlRussell

56.
ALLSTATE
@dnlRussell

57.
FEATURE FIGHTS
@dnlRussell

58.
@dnlRussell
VS

59.
@dnlRussell
WINNER

60.
@dnlRussell
VS

61.
@dnlRussell
WINNER

62.
@dnlRussell
VS

63.
@dnlRussell
WINNER

64.
ALLSTATE AUTO

65.
@dnlRussell
VS

66.
@dnlRussell
WINNER

67.
ESURANCE
@dnlRussell

68.
@dnlRussell
VS

69.
@dnlRussell
WINNER

70.
@dnlRussell
VS VS

71.
@dnlRussell
VS
VS

72.
@dnlRussell
WINNER

73.
@dnlRussell
VS

74.
@dnlRussell
WINNER

75.
PROGRESSIVE
@dnlRussell

76.
VS.
@dnlRussell

77.
@dnlRussell
LIBERTY MUTUAL

78.
@dnlRussell
VS

79.
@dnlRussell
WINNER

80.
@dnlRussell
VS

81.
@dnlRussell
WINNER

82.
VS
@dnlRussell

83.
@dnlRussell
WINNER

84.
@dnlRussell
VS

85.
@dnlRussell
WINNER

86.
VS
@dnlRussell

87.
@dnlRussell
WINNER

88.
@dnlRussell
WHAT HAVE WE
SEEN?

89.
@dnlRussell
NOT EVERYONE ALLOWS
CREATIVITY

90.
BIG DOGS MAKE
CHANGES EVERY 3-4 DAYS
@dnlRussell

91.
CELEBRITY SEEMS TO
HAVE CRO VALUE
@dnlRussell

92.
NO STATIC ICONS ABOVE FOLD,
KEEP THEM SELECTABLE
@dnlRussell

93.
SPECIFICITY WITHOUT
WORDINESS
@dnlRussell

94.
CREATE
PERSONAS
@dnlRussell
COMMON SOLUTIONS
USER
TESTING
GO THROUGH THE
CUSTOMER JOURNEY
YOURSELF
1 2 3

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.
@dnlRussell
PROCTER &
GAMBLE

97.
@dnlRussell
LESSONS FROM
PRODUCT
DEVELOPMENT

98.
WHAT PROBLEM DOES YOUR
PRODUCT SOLVE?
PAGE
@dnlRussell

99.
WHAT PROBLEM DOES
YOUR PRODUCT SOLVE?
WHAT QUERY DOES YOUR
PAGE SOLVE?
@dnlRussell

100.
DEFINE THE PROBLEM
DEFINE THE QUERY
@dnlRussell

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.
HOW WILL YOUR SOLUTION
BE BETTER?
HOW WILL YOUR PAGE BE
BETTER?
@dnlRussell

103.
WHO’S YOUR TARGET
CUSTOMER AND HOW WILL
THEY BENEFIT
@dnlRussell

104.
WHO’S YOUR TARGET
CUSTOMER AND HOW WILL
THEY BENEFIT
@dnlRussell

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.
IN CONCLUSION
@dnlRussell

107.
TREAT PAGE CONTENT
LIKE P&G APPROACHES
PRODUCTS
@dnlRussell

108.
BUT YOU CAN USUALLY
TELL WHO DOES
@dnlRussell
NOT ALL BIG DOGS KNOW
WHAT THEY’RE DOING

109.
BIG COMPANIES
HAVE MORE RESOURCES…
@dnlRussell
AND YOU CAN USE THEM

110.
daniel@gofishdigital.com
@dnlRussell
Thank You