Ranking Is A Promise: Can You Deliver?

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In our rush to rank, we put ourselves first, neglecting what searchers (and our future customers) want. Google wants to reward sites that deliver on searcher intent, and SERP features are a window into that intent. Find out how to map keywords to intent, understand how intent informs the buyer funnel, and deliver on the promise of ranking to drive results that attract clicks and customers.

Marketing

@dr_pete #mozcon
Awareness
Interest
Action

@dr_pete #mozcon
Awareness
Interest
Action Commercial
Investigational
Informational

@dr_pete #mozcon
CTRs by Ranking (Average)

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CTRs for Organic-only SERPs

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CTRs for Informational (Open)

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CTRs for Informational (Closed)

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CTRs for Commercial (PLAs+Ads)

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Still Believe Intent Doesn’t Matter?

@dr_pete #mozcon
Awareness
Interest
Action
As SEOs, this
tends to be our
sweet spot.

@dr_pete #mozcon
Awareness
Interest
Action
We reject this as
the realm of PPC.

@dr_pete #mozcon
Awareness
Interest
Action
What if we could
shift the funnel?

@dr_pete #mozcon
ANSWER
DETAILS
SUB-Qs/
DATA

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