Building products with engineers is the most scalable way to drive organic growth. I will introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I will give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.

1. Scaling organic growth
by building products.

2. @Pechnet
Link to slides
seowi.se/turing-fest-18

3. UK Mortgage approvals

4. 2.4M average
monthly searches
for mortgage
calculators

5. Here is what they see on Google...

6. Disconnect between marketing and product

7. Disconnect between product & engineering

8. Software hardware
Problem solving dilemma….

9. Users grow as fast as your team ships stuff

10. Over 3M
customers.

11. £2 Billion
per month.
→ Saving our customers £2 million every day!

12. Word of mouth
Is the biggest
driver of growth.

13. Build a great product
Build a 10x product.

14. Tell the world about it!
Google Trends

15. Example of a piece of content that doesn’t
drive sustainable organic growth
Paid marketing.

16. Flat Organic growth beyond WOM.

17. We work in autonomous &
independent teams that
focus on KPIs that make a
difference to our
customers and drive our
growth.

20. Full stack organic growth team
SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters
Editors
Translators
Publishers
Product/Analysts

21. Money without borders: instant,
convenient, & eventually free

25. Organic growth team mission
Users Problem
? Search Answer to users
problem via
products or
content

26. 3 years later…..
1 2 4 3m+ 1.6m+ 1.5m+
Suite of
research &
monitoring
tools
Custom content
management
platforms
Products Indexed pages users a month
visiting our
website
through our
products from
search alone
Notifications
users receive
each month

27. 3 years later…..

28. Indexed Pages
Traffic
Customers

30. Start with an empowered autonomous full-stack team…
1. Build platforms & tools to launch MVPs in minutes

31. SEOWise project: Research and cluster queries

32. Cluster what users search for into product features
Search Data

33. Estimate quickly opportunity
medium medium
hard easy

34. Talk to customers and colleagues who regularly do

35. Meet “Lienzo” and build a new landing page in 1 minute

36. You don’t need an actual product to validate a
search intent
Price comparison v0.1
(Lienzo)

37. Publishing content & landing pages
Copywriters
Editors
Translators
Publishers
Keyword Data
Article
Landing Page

38. The Average Handling time (AHT) is normalizing. In average it takes around 15-18 days for each of the
production stages. Overall it takes us 2 - 3 months to publish an article from the moment the brief for
it is created.
Scaling by building efficiencies in publishing
operations
Publishing
Analyst

39. Scaling linearly by publishing via CMS
Time

40. We already know what we are going to build in 3 years time
2017 2018 2019 2020
Core products
Validate MVPs (no dev resources) Launch new products

41. Start with an empowered autonomous full-stack team…
1. Build platforms & tools to launch MVPs in
minutes
2. Invest in infrastructure that will help you scaling

42. From unstructured to structured data

43. 1000+ new pages DONE!
Step 1: We plugged our CMS to Metabase
We incentive teams to hack our CMS
Step 2: Understand template in JSON
Step 3: Edit template, concatenate JSON Step 4: Inject data in in PosgreSQL

44. Can be faster?
I’m going to
lock the
platform!

45. Scale search intents via products
Engineers
Product/SEOs
Designers
Copywriters
Keyword Data
Product /
Landing page

46. Deeper product integration with core product

47. We created this open source library
Scaling global launches and localisation
Add open source library to
your application
Configure your mapping Translate & go live!

48. Scaling pages with modularised services
Frontend Widgets Homepage
Landing Pages
Price Comparison
Comparison
Service
Data
Collection
Service
Invite a friend

49. Scaling by building products with engineers
Time

50. Modularised products can also help you amplify
grow across entire funnel

51. PWA
Search
Get
notifications“Install”
Depend less on acquisition from search

52. Start with an empowered autonomous full-stack team…
1. Build platforms & tools to launch MVPs in
minutes
2. Invest in infrastructure that will help you scaling
3. Iterate on products that truly solve customer
problems to drive growth

53. Indexed Pages
Traffic
Customers?

54. Acquisition Education/Conversion
Research &
Validation
Launch
MVP
Scale
acquisition
Improve
product
Education
Conversion

56. 36 Rounds of coffee shop testing….and still room
for improvement!

57. Data is the essential part of the product without
data we don’t have a product, not a 10x one.

58. Build a 10x product that didn’t exist before

59. Start with an empowered autonomous full-stack team…
1. Build platforms & tools to launch MVPs in
minutes
2. Invest in infrastructure that will help you scaling
3. Iterate on products that truly solve customer
problems to drive growth

60. @Pechnet
Link to slides >>
seowi.se/turing-fest-18
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