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SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for
REVERSE-ENGINEERING
GOOGLE’S RESEARCH
How to target the right content to the right
customers at the right time.
@STATrob
#SearchLove
DO YOU REMEMBER THE NAME OF
THE ACTOR FROM THAT SCIFI
MOVIE WITH THE SHORT OLD GUY
WITH WEIRD EARS?
@STATrob
REMEMBER BEFORE GOOGLE?
How did you get the answers you needed?
@STATrob
INSTANT GRATIFICATION IS THE
NAME OF THE GAME FOR GOOGLE.
Their goal is to give you the answers you need. Fast.
@STATrob
THEY’VE CHANGED THE WORLD.
And they’ve changed human behaviour.
@STATrob
[NAME OF BAD GUY 

FROM HUDSON HAWK]
Google isn’t good at this query. They totally suck, right?
@STATrob
GOOGLE IS A VICTIM OF 

THEIR OWN SUCCESS.
They have changed our expectations for information
retrieval and they have to adapt to those changes.
@STATrob
GOOGLE IS CHANGING THE RULES.
BUT, THEY ALSO HAVE TO PLAY BY
THE NEW RULES.
@STATrob
IT’S LIKE A GIANT DRAWING A
MAP WHILE ITS FOOTSTEPS
ALTER THE LANDSCAPE.
@STATrob
SERPS ARE THE FRONTEND TO
GOOGLE’S MULTI-BILLION-DOLLAR
CONSUMER RESEARCH MACHINE.
@STATrob
BY PAYING ATTENTION TO THE
SERPS, WE CAN SNOOP ON
GOOGLE’S RESEARCH.
And we can learn what our customers are 

looking for when they search for something.
@STATrob
LET’S TALK INTENT.
@STATrob
CONSUMER SEARCH INTENT.
There are three key stages of search intent 

when making consumer searches online.
@STATrob
SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for
SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for
THE INFORMATIONAL STAGE IS
THE START OF THE PATH TO
PURCHASE.
@STATrob
SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for
SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for
AT EACH STAGE OF THE FUNNEL,
THE SEARCHER HAS A
DIFFERENT INTENT.
@STATrob
“…demographics don't help us
understand what we really need to
know — what consumers are looking
for in an exact moment or where
they are looking to find it.”
THINK WITH GOOGLE
@STATrob
SEARCHER INTENT IS THE
NEW DEMOGRAPHICS.
@STATrob
INTENT BEATS IDENTITY.
IMMEDIACY BEATS LOYALTY.
In order to be where the searcher is looking, we need
to understand their intent.
@STATrob
THE RESEARCH
@STATrob
14 PRODUCT CATEGORIES, 

542 QUERIES:
• Music (40 core queries)
• Computers (42 core queries)
• Sports & outdoors (38 core queries)
• And so on.
@STATrob
EXAMPLE KEYWORD MODIFICATIONS
APPLIANCES ELECTRONICS PET SUPPLIES
INFORMATIONAL blender lcd tv cat brush
COMMERCIAL blender reviews best lcd tv compare cat brushes
TRANSACTIONAL buy blender lcd tv free shipping cat brush coupons
KEYWORD RESEARCH IS 

MORE ART THAN SCIENCE.
Your keyword lists will be more nuanced than ours.
@STATrob
SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for
SIMPLE SHARE OF VOICE SCORING
WEIGHT SEARCH VOLUME SHARE OF VOICE SCORE
Rank 1 1 x 1000 = 1000
Rank 2 0.9 x 1000 = 900
Rank 3 0.8 x 1000 = 800
… … … …
Rank 10 0.1 x 1000 = 100
DON’T FORGET
THE DATA FROM OUR RESEARCH
IS SPECIFIC TO OUR KEYWORD
SET. YOUR RESULTS WILL DIFFER.
@STATrob
I’M HERE TO SHOW YOU WHAT’S
POSSIBLE. FOCUS ON THESE
METHODS, RATHER THAN THE DATA.
@STATrob
FOR EACH STAGE OF INTENT, 

WE MAPPED THE SERP.
@STATrob
FEATURED SNIPPETS
IMAGES
NEWS
PLACES
PEOPLE ALSO ASK
VIDEO
SHOPPING
QUESTION ONE
HOW CAN WE UNLOCK GOOGLE’S
INSIGHTS INTO WHAT SEARCHERS
ARE LOOKING FOR AT EACH STAGE?
@STATrob
QUESTION TWO
WHAT POINTS OF LEVERAGE DO
WE HAVE IN EACH STAGE TO MAKE
SURE WE’RE VISIBLE AND USEFUL?
@STATrob
QUESTION THREE
CAN WE REVERSE-ENGINEER THE
WINNING STRATEGIES OF KEY
COMPETITORS AT EACH STAGE?
@STATrob
HERE’S A 10,000-FOOT VIEW
OF WHAT WE FOUND.
@STATrob
ORGANIC RESULTS RULE.
10%
90%
ORGANIC
ALL OTHERS
BE THERE. BE USEFUL. BE QUICK.
The core organic algorithm does an amazing job of
determining which results are most useful to a given
searcher’s intent.
@STATrob
BUT SHOPPING BOXES 

ARE MAAAAAAJOR.
40%
60%
SHOPPING
NON-SHOPPING
THESE ARE OUR 

POINTS OF LEVERAGE.
7%
7%
9%
23%
25%
29% IMAGES
VIDEO
ANSWERS
PLACES
PEOPLE ALSO ASK
NEWS
INFORMATIONAL
INTENT STAGE.
@STATrob
TOPOLOGY OF THE
INFORMATIONAL SERP
5%
5%
8%
18%
21%
42%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SHOPPING RESULTS FOR OUR
KEYWORDS IN THE
INFORMATIONAL STAGE.
42%
@STATrob
IMMEDIACY BEATS LOYALTY.
Google knows that some people just want it now. 

Fast and cheap.
@STATrob
IMAGE RESULTS FOR 

OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
21%
@STATrob
IMAGES ARE A GREAT UX 

FOR UNREFINED QUERIES.
They’re an easy way to find the exact 

model, style or colour you’re looking for.
@STATrob
The view when a searcher clicks on an image.
VIDEO RESULTS FOR 

OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
8%
@STATrob
Video pack/carousel
Stand-alone video result
7 SITES WITH VIDEO RESULTS
Results
0
35
70
YOUTUBE PCGAMER LIFEHACKER VICE EBAY MASHABLE STANCE
111122
62
FEATURED SNIPPET RESULTS
FOR OUR KEYWORDS IN THE
INFORMATIONAL STAGE.
5%
@STATrob
LET’S LOOK AT THE POTENTIAL 

OF GOING AFTER THESE
FEATURED SNIPPETS.
@STATrob
WHICH STYLE OF FEATURED SNIPPET 

IS THE MOST COMMON?
Results
0
10
20
30
40
50
LIST PARAGRAPH TABLE
2
39
1
AVERAGE SEARCH VOLUME PER
FEATURED SNIPPET RESULT FOR
OUR INFORMATIONAL KEYWORDS.
23,300
@STATrob
WIKIPEDIA IS THE OBVIOUS INCUMBENT HERE.
Results
0
5
10
15
20
WIKIPEDIA.ORG AMAZON.COM BESTBUY.COM XEROX.COM OFFICEDEPOT.COM
1
22
3
17
WHAT HAVE WE LEARNED 

ABOUT THE SERPS FOR OUR
INFORMATIONAL KEYWORDS?
@STATrob
LESSON 1
RECOGNIZE WHEN YOU’LL NEED A
PAID STRATEGY TO WIN.
@STATrob
THE PREVALENCE OF SHOPPING
BOXES CAN’T BE IGNORED.
We need a paid strategy to give searchers what they
want here.
@STATrob
LESSON 2
LOOK FOR STRONG BIAS
TOWARDS CERTAIN SITES.
@STATrob
CAN YOU DISPLACE AN
INCUMBENT LIKE WIKIPEDIA?
They dominate the featured snippets in this stage. 

Is there really room for us to win there?
@STATrob
LESSON 3
LOOKING AT THE SERP TOPOLOGY
TELLS US WHAT GOOGLE THINKS
THESE SEARCHERS WANT.
@STATrob
IN THIS STAGE, WE SAW
SEARCHER NEEDS BEING MET BY
NEWS, IMAGES, AND ORGANIC.
This is what Google has determined is the best
outcome for these searches.
@STATrob
COMMERCIAL 

INTENT STAGE.
@STATrob
TOPOLOGY OF THE
COMMERCIAL SERP
12%
13%
10%
59%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
WHAT’S THE AVERAGE SHARE OF VOICE
CONTRIBUTION PER RESULT?
SHAREOFVOICESCORE
0
1,500
3,000
4,500
6,000
SHOPPING IMAGES NEWS VIDEOS P.A.A. ANSWERS PLACES
16
1,946
44188
5,184
53
704
LET’S REVERSE-ENGINEER 

THE WINNING STRATEGIES 

IN THIS STAGE.
@STATrob
WHO HAS THE MOST SHARE OF VOICE 

IN THIS STAGE?
SHAREOFVOICESCORE
0
100,000
200,000
300,000
400,000
CONSUMER REPORTS TECHRADAR AMAZON CNET PCMAG
308K321K
352K
374K376K
BUT WHO HAS THE MOST RANKINGS?RANKINGS
0
1,750
3,500
CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG
204230
3,117
138299
WHO IS WINNING WHERE?
SHAREOFVOICESCORE
0K
100K
200K
300K
400K
CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG
NEWS
VIDEO
ANSWERS
ORGANIC
SEGMENT BY THE QUERY
MODIFIER TO SEE WHICH 

RESULT TYPES GOOGLE LIKES.
@STATrob
SERP TOPOLOGY FOR
“BEST” QUERIES
29%
12%
5%
50%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SERP TOPOLOGY FOR
“COMPARE” QUERIES
8%
6%
42%
10%
34%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
SERP TOPOLOGY FOR
“NEW” QUERIES
4%
12%
7%
27%
50%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
DON’T FORGET
GO DEEPER THAN THE SURFACE
DATA. DIG INTO SHARE OF VOICE.
@STATrob
WHAT HAVE WE LEARNED 

ABOUT THE SERPS FOR OUR
COMMERCIAL KEYWORDS?
@STATrob
LESSON 1
BY USING SHARE OF VOICE,
MEASURE WHICH DOMAINS ARE
WINNING.
@STATrob
WITH ALMOST 3,000 FEWER
RANKINGS, TECHRADAR STILL 

BEAT AMAZON.
Focusing on share-of-voice winners makes the
analysis easier.
@STATrob
LESSON 2
PERFORM SHARE OF VOICE
ANALYSIS ON RESULT TYPES TO
ASSESS THEIR POTENTIAL.
@STATrob
WE CAN REVERSE ENGINEER
TECHRADAR’S WINNING STRATEGY:
FEATURED SNIPPETS.
@STATrob
LESSON 3
SEGMENT EVEN DEEPER ON
QUERY MODIFIERS LIKE “BEST”
TO SEE HOW THE SERPS ADAPT.
@STATrob
FOR “BEST” SEARCHERS WANT
SNIPPETS. FOR “COMPARE” THEY
WANT VIDEOS.
This is where you get some of the most actionable insight
into searcher intent.
@STATrob
TRANSACTIONAL
INTENT STAGE.
@STATrob
TOPOLOGY OF THE
TRANSACTIONAL SERP
9%
7%
11%
69%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
WHO HAS THE MOST SHARE OF VOICE 

IN THIS STAGE?
SHAREOFVOICESCORE
0K
125K
250K
375K
500K
AMAZON.COM WALMART.COM OVERSTOCK.COM BESTBUY.COM SEARSOUTLET.COM
104K
165K
205K
397K400K
WHO IS WINNING WHERE?
SHAREOFVOICESCORE
0K
100K
200K
300K
400K
AMAZON.COM WALMART.COM OVERSTOCK.COM BESTBUY.COM SEARSOUTLET.COM
ORGANIC
NEWS
VIDEO
ANSWERS
TWEETABLE TIP
THE FURTHER DOWN THE
FUNNEL YOU GO, THE MORE
DISTILLED THE SERP BECOMES.
@STATrob
THIS IS GOOD OL’ FASHIONED SEO!
(Ok, and PPC.)
@STATrob
ARE YOU RANKING HIGH? 

RANKING THE RIGHT CONTENT?
@STATrob
WHAT KIND OF CONTENT 

IS AMAZON RANKING?
RANKINGS
0
400
800
1200
1600
CATEGORY PRODUCT COUPON OTHER
104
706
1,590
WHAT ABOUT WALMART’S CONTENT?
RANKINGS
0
400
800
1200
1600
CATEGORY PRODUCT
162
1,008
AND OVERSTOCK’S CONTENT?
RANKINGS
0
400
800
1200
1600
CATEGORY PRODUCT BUYERS' GUIDE
1011
422
WHAT HAVE WE LEARNED 

ABOUT THE SERPS FOR OUR
TRANSACTIONAL KEYWORDS?
@STATrob
LESSON 1
THE DEEPER YOU GO IN THE
FUNNEL, THE MORE YOU HAVE 

TO RELY ON ORGANIC RANKINGS.
@STATrob
ORGANIC RESULTS WERE THE BEST
WAY TO PUSH TRAFFIC IN THIS STAGE.
Catering content towards universal results isn’t going to win
the day when searchers are this low in the funnel.
@STATrob
LESSON 2
ANALYZE RANKING URLS TO FIND
OUT WHAT UX SATISFIES THE
SEARCHER’S INTENT.
@STATrob
THE MAJORITY OF PAGES WE 

SAW RANKING HIGHEST WERE
CATEGORY PAGES.
We also identified a few potential areas, like coupons,
where we might be able to develop new content.
@STATrob
SO WHAT CONCLUSIONS
HAVE WE REACHED?
@STATrob
GOOGLE’S ADVICE
YOU HAVE TO BE THERE, BE
USEFUL, AND BE QUICK.
@STATrob
HOW TO “BE THERE”
QUALITY KEYWORD RESEARCH
AND THOROUGH SEGMENTATION
BY INTENT STAGES IS CRUCIAL.
@STATrob
HOW TO “BE THERE”
YOU KNOW IF YOU’RE “THERE” 

BY MEASURING SHARE OF VOICE.
You can break this out by stage or result type.
@STATrob
HOW TO “BE USEFUL”
LOOK AT SERP TOPOLOGIES TO
FIND OUT WHAT GOOGLE THINKS
IS USEFUL TO SEARCHERS.
@STATrob
SERP TOPOLOGY FOR
“COMPARE” QUERIES
8%
6%
42%
10%
34%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
HOW TO “BE USEFUL”
CREATE STRATEGIC CONTENT
EXPERIENCES THAT SATISFY
SEARCHERS’ IMMEDIATE NEEDS.
@STATrob
HOW TO “BE QUICK”
OPTIMIZE SITE SPEED AND 

GET RIGHT TO THE POINT.
Omit everything that distracts from the immediate
needs of the searcher.
@STATrob
HOW MANY UNIVERSAL RESULTS 

ARE THERE IN EACH STAGE?
0%
50%
100%
INFORMATIONAL COMMERCIAL TRANSACTIONAL
10%11%15%
TOPOLOGY OF THE
INFORMATIONAL SERP
5%
5%
8%
18%
21%
42%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
TOPOLOGY OF THE
COMMERCIAL SERP
12%
13%
10%
59%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
TOPOLOGY OF THE
TRANSACTIONAL SERP
9%
7%
11%
69%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
WHICH RESULT TYPE HAS 

THE HIGHEST AVERAGE SHARE OF VOICE?SHAREOFVOICESCORE
0
1,500
3,000
4,500
6,000
ORGANIC SHOPPING EVERYTHING ELSE
2,997
5,312
1,992
KEY TAKEAWAY
OPTIMIZING FOR UNIVERSAL
RESULTS IS THE BEST WAY TO
ENSURE YOU’RE SATISFYING
SEARCHER INTENT.
@STATrob
KEY TAKEAWAY
WE CAN SNOOP INTO GOOGLE’S
FINDINGS ON SEARCH INTENT BY
LOOKING AT SERP TOPOLOGY.
@STATrob
KEY TAKEAWAY
AS WE MOVE DOWN THE INTENT
FUNNEL, DIFFERENT RESULT TYPES
RISE AND FALL IN VALUE.
@STATrob
KEY TAKEAWAY
WITH KNOWLEDGE OF INTENT, WE
CAN CRAFT THE RIGHT CONTENT
FOR THE RIGHT MOMENT OF THE
SEARCHER’S JOURNEY.
@STATrob
THIS ANALYSIS IS EASY TO DO. 

HERE’S WHAT YOU NEED:
• A SERP tracking tool that can break out result types
• Search volume data
• A share of voice model of your choosing
• Excel or SQL
@STATrob
DOWNLOAD THE 

WHITEPAPER:
GETSTAT.COM/SEARCHLOVE
ONE MORE THING…
@STATrob
WOULD YOU LIKE TO SEE SOME FRESH
FEATURED SNIPPET RESEARCH?
@STATrob
WE WERE CURIOUS ABOUT FEATURED
SNIPPET VOLATILITY.
So, naturally, we ran the numbers!
@STATrob
THREE TYPES OF VOLATILITY
• Featured snippet disappearing
• Featured snippet reappearing after it’s disappeared
• Featured snippet URL changing
@STATrob
WE TRACKED THE DATA FOR 20 DAYS
• 232,451 keywords that showed snippets on day one
• Tracked on a smartphone device
• Tracked in Los Angeles, California
@STATrob
GOOD NEWS!
Most snippets are actually quite stable.
@STATrob
68% OF SNIPPETS WERE
UNCHANGED OVER 20 DAYS.
68%
@STATrob
89% OF QUERIES HAVE SNIPPETS
THAT APPEARED EVERY DAY.
89%
@STATrob
MOST OF THE VOLATILITY WE SAW
WAS DUE TO URL CHANGES.
When SERPs have a snippet, it looks like they stick around.
@STATrob
SNIPPETS ARE SELECTED FROM UP TO
THREE DIFFERENT SOURCE URLS
98% of snippets are sourced from up to three different URLs.
@STATrob
STABLE SNIPPETS PULL MOSTLY FROM
RANKS THREE & FOUR.
If you spot a snippet pulling from below rank four, you have a
better chance of stealing it.
@STATrob
PARAGRAPH SNIPPETS ARE THE MOST
STABLE FORMAT.
Table snippets are Google’s least favourite format.
@STATrob
KEY TAKEAWAY: TRACK THE SNIPPETS
IN YOUR SPACE.
See how snippet appearance and formats are changing, track
their volatility, and see what three URLs are your competition.
@STATrob
READ MORE: 

GETSTAT.COM/VOLATILITY
@STATrob
SearchLove London 2017 | Rob Bucci | Reverse-Engineering Google's Research on What Searchers are Looking for

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