This document discusses strategies for optimizing when Google is your main competitor. It recommends focusing on understanding user needs through research, using technology like machine learning to power search, and providing high-quality content experiences. Specifically, it suggests optimizing product listings and details, diversifying into other search results like video, and increasing overall brand investment including in Google products and pay-per-click advertising. The goal is to improve the user experience while gaining more traffic from search.

1. Optimising When Google is Your
Competitor
@dnawasari
#SearchLove

2. Google’s Vision Statement
Dewi Nawasari @dnawasari #SearchLoveSource: https://www.google.com/about/our-company/

3. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/

4. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/

5. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/

6. Dewi Nawasari @dnawasari #SearchLovehttps://www.google.com/intl/en/about/products/

7. Dewi Nawasari @dnawasari #SearchLove

8. Some stats
• 93% of online experiences begin with a search engine –
Forrester 2016
• Google currently holds 80.5% of total search engine market
share (up from 65.5% in January 2016) – Net Marketshare
• 57% of B2B marketers stated that SEO generates more leads
than any other marketing initiative – Hubspot
• 81% of people perform some type of online research before
making a large purchase – GE Capital Retail Bank
Dewi Nawasari @dnawasari #SearchLovehttps://junto.digital/blog/seo-stats-2017/

9. Dewi Nawasari @dnawasari #SearchLove
How

10. Dewi Nawasari @dnawasari #SearchLove
How – understanding where the big demands are
TOP 1,000 Keywords Average Monthly
Searches
*flights* 33 Million
*hotels* 57 Million
*things to do* 10 Million
*concerts* 2.3 Million
*jobs* 16.5 Million
*adele* (singer) 733,000

11. How – understand user experience
• Using Google User Experience
Research
• Do field interviews, visit
markets, universities, local
hangouts and ask why a user
has a problem
Dewi Nawasari @dnawasari #SearchLove

12. Dewi Nawasari @dnawasari #SearchLove
How – Using technology and machine learning algorithm
to power smarter search https://ai.google/
“We are now witnessing a new shift in computing: the move from
a mobile-first to an AI-first world. And as before, it is forcing us to
reimagine our products for a world that allows a more natural,
seamless way of interacting with technology.”

13. Dewi Nawasari @dnawasari #SearchLove

14. 1. Better research experience for users
2. More levelled playing field for
providers
Dewi Nawasari @dnawasari #SearchLove

15. Dewi Nawasari @dnawasari #SearchLove
BEFORE
Flights – Page 1 Rankings
AFTER
And 300
airline and
online travel
agency
partners
90%
30-40%
60%

16. Dewi Nawasari @dnawasari #SearchLove
Above the fold on
my Desktop Screen

17. Dewi Nawasari @dnawasari #SearchLove

18. Dewi Nawasari @dnawasari #SearchLove

19. Dewi Nawasari @dnawasari #SearchLove
BEFORE
Music – Page 1 Rankings
AFTER
LYRIC WEBSITES
 Genius.com
 Azlyrics.com
VIDEO
WEBSITES
LYRIC WEBSITES
 Genius.com
 Azlyrics.com
VIDEO
WEBSITES
25-30%
60%
60-70%
30-40%

20. Dewi Nawasari @dnawasari #SearchLove
Above the fold on
my Desktop Screen

21. Dewi Nawasari @dnawasari #SearchLove

22. Dewi Nawasari @dnawasari #SearchLove
BEFORE
Job Searching – Page 1 Rankings
AFTER
90%
AND OTHER BIG JOB BOARDS
AND JOB AGGREGATORS AND OTHER BIG JOB BOARDS
AND JOB AGGREGATORS
25-30%
60%

23. Dewi Nawasari @dnawasari #SearchLove
Above the fold on
my Desktop Screen

24. Dewi Nawasari @dnawasari #SearchLove

25. Decreased traffic to
optimised listing pages
Dewi Nawasari @dnawasari #SearchLove
Increased traffic to
product detail pages
Note: for those who used to dominate page 1

26. Product Details
Used to receive long tail traffic
Now receive mid-tail traffic
Dewi Nawasari @dnawasari #SearchLove

27. Job details – for those who follow guidelines
Dewi Nawasari @dnawasari #SearchLove
Jan1,2018
Jan6,2018
Jan11,2018
Jan16,2018
Jan21,2018
Jan26,2018
Jan31,2018
Feb5,2018
Feb10,2018
Feb15,2018
Feb20,2018
Feb25,2018
Mar2,2018
Mar7,2018
Mar12,2018
Mar17,2018
Mar22,2018
Mar27,2018
Apr1,2018
Apr6,2018
Apr11,2018
Apr16,2018
Apr21,2018
Apr26,2018
May1,2018
May6,2018
May11,2018
May16,2018
May21,2018
May26,2018
May31,2018

28. How has this changed the playing field
Dewi Nawasari @dnawasari #SearchLove

29. Mobile First
Dewi Nawasari @dnawasari #SearchLove
 Aggregated and de-duped
 Less need for multi-tab browsing
 Shorter steps to conversions

30. Content is King
Relevant, Engaging & Complete
Dewi Nawasari @dnawasari #SearchLove
Engaging &
Useful Content
Product
Listing
Product
Details

31. Dewi Nawasari @dnawasari #SearchLove
https://developers.google.com/s
earch/docs/data-types/music
Music – product detail pages

32. Dewi Nawasari @dnawasari #SearchLove
Job – product detail pages
https://developers.google.com/search/
docs/data-types/job-posting

33. Dewi Nawasari @dnawasari #SearchLove
Job – product detail pages
https://developers.google.com/search/
docs/data-types/job-posting

34. Dewi Nawasari @dnawasari #SearchLove
Flights - Product listing pages
My website’s product listing experience vs Google’s
Great Filters
Great Price
Insights
Product
Listings

35. Jobs - Product listing pages
My website’s product listing experience vs Google’s
Great Multi-
select Filters
De-deduped &
user can apply to
website of choice
Dewi Nawasari @dnawasari #SearchLove
Product
Listings

36. Jobs - Product listing pages
My website’s product listing experience vs Google’s
Enhanced job
details
Dewi Nawasari @dnawasari #SearchLove
Product
Listings

37. Engaging & Useful Content
Increase focus on Top of Funnel Content
Dewi Nawasari @dnawasari #SearchLoveSecret! These are NOT affected by Google Industry Result
Engaging &
Useful Content

38. Dewi Nawasari @dnawasari #SearchLove
Engaging & Useful Content
GRAB ALL top of funnel conversions
Engaging &
Useful Content
• Email sign-up
• Newsletters subscription
• Deals & Offers
• Download whitepapers
• Webinars / podcasts
• Social media
• Images / Quotes/ shareable content (65% info retention after 3 days -
LifeLearn, 2015)
• Videos (Almost 50% of internet users look for videos related to a product or
service before visiting a store. (Google, 2016)
• Related Content

39. Diversify Focus into other search results
• YouTube & other video results
• App Store Optimisation
• Partnerships
Dewi Nawasari @dnawasari #SearchLove

40. Dewi Nawasari @dnawasari #SearchLove
Last but not least
Higher Overall Brand Investment

41. Dewi Nawasari @dnawasari #SearchLove
Investment in Google
New Products
- Premium streaming subscription
- Usage information can power better
targeting in Google Advertising
Network

42. Dewi Nawasari @dnawasari #SearchLove
Investment in Google
Enterprise Software
All flight data straight to
Google Flight Results

43. Investment in Google
Dewi Nawasari @dnawasari #SearchLove
PPC above the folds, especially on mobile

44. Dewi Nawasari @dnawasari #SearchLove
Twitter: @dnawasari
Linkedin:
www.linkedin.com/in/dnawasari
Thank You!