SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Content to the Right Customers at the Right Time
Google is telling us what our customers are looking for; they've spent billions doing the research. All we have to do is pay attention. In this session, Rob will provide a guide for how you can take cues from Google, and create better strategies for gaining the attention of your customers at each stage of the purchase funnel.
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SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Searcher Intent: How to Target the Right Content to the Right Customers at the Right Time
8. [NAME OF BAD GUY
FROM HUDSON HAWK]
Google isn’t good at this query. They totally suck, right?
@STATrob
9. 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
10. GOOGLE IS CHANGING THE RULES.
BUT, THEY ALSO HAVE TO PLAY BY
THE NEW RULES.
@STATrob
11. IT’S LIKE A GIANT DRAWING A
MAP WHILE ITS FOOTSTEPS
ALTER THE LANDSCAPE.
@STATrob
12. SERPS ARE THE FRONTEND TO
GOOGLE’S MULTI-BILLION-DOLLAR
CONSUMER RESEARCH MACHINE.
@STATrob
13. 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
19. LET’S MAKE SMOOTHIES!
INFORMATIONAL STAGE:
• [blenders]
• [smoothie blenders]
• [what is a food processor]
• [difference between blender and juicer]
@STATrob
20.
21. “They are not directly transactional,
and may never result in an exchange of
goods, services, or monies, but they’re
not purely informational either.”
RAND FISHKIN, MOZ
@STATrob
22. LET’S MAKE SMOOTHIES!
COMMERCIAL STAGE:
• [quiet blenders]
• [heavy duty blender review]
• [best blender for smoothies]
• [combined blender and juicer]
@STATrob
25. AT EACH STAGE OF THE FUNNEL,
THE SEARCHER HAS A
DIFFERENT INTENT.
@STATrob
26. “…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
50. 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
83. 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
84. LESSON 3
LOOKING AT THE SERP TOPOLOGY
TELLS US WHAT GOOGLE THINKS
THESE SEARCHERS WANT.
@STATrob
85. 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
92. 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
93. BUT WHO HAS THE MOST RANKINGS?RANKINGS
0
1,750
3,500
CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG
204230
3,117
138299
94. WHO IS WINNING WHERE?
SHAREOFVOICESCORE
0K
100K
200K
300K
400K
CONSUMER REPORTS TECHRADAR AMAZON.COM CNET PCMAG
NEWS
VIDEO
ANSWERS
ORGANIC
95. SEGMENT BY THE QUERY
MODIFIER TO SEE WHICH
RESULT TYPES GOOGLE LIKES.
@STATrob
96. SERP TOPOLOGY FOR
“BEST” QUERIES
29%
12%
5%
50%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
97. SERP TOPOLOGY FOR
“COMPARE” QUERIES
8%
6%
42%
10%
34%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
98. SERP TOPOLOGY FOR
“NEW” QUERIES
4%
12%
7%
27%
50%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
99. SERP TOPOLOGY FOR
“REVIEWS” QUERIES
26%
24%
4%
42%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
101. WHAT HAVE WE LEARNED
ABOUT THE SERPS FOR OUR
COMMERCIAL KEYWORDS?
@STATrob
102. LESSON 1
BY USING SHARE OF VOICE,
MEASURE WHICH DOMAINS ARE
WINNING.
@STATrob
103. WITH ALMOST 3,000 FEWER
RANKINGS, TECHRADAR STILL
BEAT AMAZON.
Focusing on share-of-voice winners makes the
analysis easier.
@STATrob
104. LESSON 2
PERFORM SHARE OF VOICE
ANALYSIS ON RESULT TYPES TO
ASSESS THEIR POTENTIAL.
@STATrob
105. WE CAN REVERSE ENGINEER
TECHRADAR’S WINNING STRATEGY:
FEATURED SNIPPETS.
@STATrob
106. LESSON 3
SEGMENT EVEN DEEPER ON
QUERY MODIFIERS LIKE “BEST”
TO SEE HOW THE SERPS ADAPT.
@STATrob
107. 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
110. 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
111. WHO IS WINNING WHERE?
SHAREOFVOICESCORE
0K
100K
200K
300K
400K
AMAZON.COM WALMART.COM OVERSTOCK.COM BESTBUY.COM SEARSOUTLET.COM
ORGANIC
NEWS
VIDEO
ANSWERS
118. WHAT HAVE WE LEARNED
ABOUT THE SERPS FOR OUR
TRANSACTIONAL KEYWORDS?
@STATrob
119. LESSON 1
THE DEEPER YOU GO IN THE
FUNNEL, THE MORE YOU HAVE
TO RELY ON ORGANIC RANKINGS.
@STATrob
120. 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
122. 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
125. HOW TO “BE THERE”
QUALITY KEYWORD RESEARCH
AND THOROUGH SEGMENTATION
BY INTENT STAGES IS CRUCIAL.
@STATrob
126. 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
127. HOW TO “BE USEFUL”
LOOK AT SERP TOPOLOGIES TO
FIND OUT WHAT GOOGLE THINKS
IS USEFUL TO SEARCHERS.
@STATrob
128. SERP TOPOLOGY FOR
“COMPARE” QUERIES
8%
6%
42%
10%
34%
SHOPPING
IMAGES
NEWS
VIDEOS
PEOPLE ALSO ASK
ANSWERS
PLACES
129. HOW TO “BE USEFUL”
CREATE STRATEGIC CONTENT
EXPERIENCES THAT SATISFY
SEARCHERS’ IMMEDIATE NEEDS.
@STATrob
130. 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
131. HOW MANY UNIVERSAL RESULTS
ARE THERE IN EACH STAGE?
0%
50%
100%
INFORMATIONAL COMMERCIAL TRANSACTIONAL
10%11%15%
135. 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
136. KEY TAKEAWAY
OPTIMIZING FOR UNIVERSAL
RESULTS IS THE BEST WAY TO
ENSURE YOU’RE SATISFYING
SEARCHER INTENT.
@STATrob
137. KEY TAKEAWAY
WE CAN SNOOP INTO GOOGLE’S
FINDINGS ON SEARCH INTENT BY
LOOKING AT SERP TOPOLOGY.
@STATrob
138. KEY TAKEAWAY
AS WE MOVE DOWN THE INTENT
FUNNEL, DIFFERENT RESULT TYPES
RISE AND FALL IN VALUE.
@STATrob
139. KEY TAKEAWAY
WITH KNOWLEDGE OF INTENT, WE
CAN CRAFT THE RIGHT CONTENT
FOR THE RIGHT MOMENT OF THE
SEARCHER’S JOURNEY.
@STATrob
140. 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