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.

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