The Next Frontier of SEO and Measurement - Jenny Halasz (MnSummit 2019)
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The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
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The Next Frontier of SEO and Measurement - Jenny Halasz (MnSummit 2019)
- 1. @JennyHalasz #MNSummit THE NEXT FRONTIER OF SEO AND ANALYTICS JENNY HALASZ
- 2. @JennyHalasz #MNSummit AGENDA • Considering SERPs • Predicting changes • Voice search opportunities • Developing a plan with data • Using the KICC Method • Understanding Intent
- 15. @JennyHalasz #MNSummit Using SERPs to Spend Your Budget
- 16. @JennyHalasz #MNSummit QUERY “WANTS” ✔ Beneficial Purpose ✔ Needs Met ✔ Disambiguation http://www.thesempost.com/google-search-quality-rater-guidelines-updated/
- 25. @JennyHalasz #MNSummit “IT’S NOT WHAT YOU LOOK AT THAT MATTERS, IT’S WHAT YOU SEE.” HENRY DAVID THOREAU
- 26. @JennyHalasz #MNSummit WHAT A QUERY “WANTS” Location Direct Answer Explanation Variety Transaction
- 27. @JennyHalasz #MNSummit We get tons of traffic on the keyword “cardiologist”. Why, with a #1 ranking, do we get so little traffic for “cardiology”? Answer: Because you’re not really #1.
- 30. @JennyHalasz #MNSummit We’ve written several blog posts on why our doctors are the top cardiologists. Why can’t we rank for this keyword? Answer: Because your blog posts don’t matter.
- 33. @JennyHalasz #MNSummit I heard AMP is awesome. Should we create AMP articles for our top selling game titles? Answer: No. You should create video and buy ads.
- 36. @JennyHalasz #MNSummit “WE INNOVATE BY STARTING WITH THE CUSTOMER AND WORKING BACKWARDS. THE FOCUS IS NOT THE PRODUCT, BUT THE CUSTOMER.” JEFF BEZOS, CEO OF AMAZON
- 37. @JennyHalasz #MNSummit A PRODUCT FOCUSED RESPONSE “Hey Google, buy laundry detergent”
- 38. @JennyHalasz #MNSummit A CUSTOMER FOCUSED RESPONSE “Alexa, buy laundry detergent”
- 40. @JennyHalasz #MNSummit FOUR KEY STRATEGIES: THE KICC METHOD© • Keyword Mapping • Intention Analysis • CTR (Click-Through Rate) Optimization • Content Gap Analysis
- 42. @JennyHalasz #MNSummit FOUR KEY STRATEGIES: THE KICC METHOD© • Keyword Mapping • Intention Analysis • CTR (Click-Through Rate) Optimization • Content Gap Analysis
- 43. @JennyHalasz #MNSummit KEYWORD MAPPING: 4 STEPS Gather Data Process Data Classify Pages Assign Keywords To Pages
- 44. @JennyHalasz #MNSummit TYPES OF QUERIES • Broad phrases where general response is soughtInformational • Specific websites or brands, concepts associated with a location Navigational • Intent to take action, often long phrases with verb use common.Transactional
- 45. @JennyHalasz #MNSummit ASSIGN KEYWORDS TO PAGES Focus on Top Pages from GA Use Existing Rankings Match Intent with Content Find Keywords with No Match
- 46. @JennyHalasz #MNSummit FOUR KEY STRATEGIES: THE KICC METHOD© • Keyword Mapping • Intention Analysis • CTR (Click-Through Rate) Optimization • Content Gap Analysis
- 47. @JennyHalasz #MNSummit INTENTION ANALYSIS Top Pages (Eliminate Organic) Keywords by page from GSC • What keywords are driving traffic if any? • Do these match the intent of the page? • If someone searched this keyword, is your page a good result? • What keywords did you map to this page?
- 48. @JennyHalasz #MNSummit INTENTION ANALYSIS: “VAPE PEN” EXAMPLE Top Pages (Eliminate Organic) Keywords by page from GSC
- 49. @JennyHalasz #MNSummit FOUR KEY STRATEGIES: THE KICC METHOD© • Keyword Mapping • Intention Analysis • CTR (Click-Through Rate) Optimization • Content Gap Analysis
- 50. @JennyHalasz #MNSummit CTR OPTIMIZATION: TOP TRAFFIC PAGES Eliminate anything under x sessions Sort by CTR ascending Click through pages to see what keywords rank Do sample searches to see what the snippet looks like Be surprised and dismayed
- 52. @JennyHalasz #MNSummit CTR FAIL EXAMPLE: “HOW OLD DO YOU HAVE TO BE TO VAPE?”
- 53. @JennyHalasz #MNSummit FOUR KEY STRATEGIES: THE KICC METHOD© • Keyword Mapping • Intention Analysis • CTR (Click-Through Rate) Optimization • Content Gap Analysis
- 54. @JennyHalasz #MNSummit CONTENT GAP ANALYSIS New Content to Create Keywords not mapped to a page Pages that didn’t match intent or w/ low CTR New ideas
- 55. @JennyHalasz #MNSummit FOUR KEY STRATEGIES: THE KICC METHOD© • Keyword Mapping • Intention Analysis • CTR (Click-Through Rate) Optimization • Content Gap Analysis
- 56. @JennyHalasz #MNSummit RESULTS OF THE KICC METHOD© ✔ Better Keyword/Content Match ✔ Better ROI ✔ Better CTR from Google ✔ List of Content to Create
- 57. @JennyHalasz #MNSummit THE NEXT FRONTIER OF SEARCH I nvestigate SERPs N eeds based content T rack content types E mpathy above all N ever miss a click T urn up opportunities
- 59. @JennyHalasz #MNSummit THANK YOU! Jenny Halasz @jennyhalasz jenny@jlh-marketing.com jlh-marketing.com This presentation is copyright of JLH Marketing, Inc. and may not be used or duplicated without permission.