closing the click gap
TRANSCRIPT
LET’S GO PLAY IN TRAFFICCLOSING THE CLICK GAPCONTENT MARKETING FOR CONTENT MARKETERS
2
THE GOAL OF ALL CONTENT IS TO PROMPT AN ACTION
3
THE CLICK GAP
THE CLICK GAP WHAT IS THE CLICK GAP?HOW IS IT DIFFERENT FROM SHARE OF VOICE?
4
THE CLICK GAP
SHARE OF VOICE SHARE OF VOICE EXAMINES CTR OF RESULTS BASED ON THEIR POSITION IN SERPS, AND COMPARES YOUR SITE TO COMPETITORS YOU CHOOSE.
5
THE CLICK GAP
THE CLICK GAPTHE CLICK GAP EXAMINES THE TOTAL SEARCHES CARRIED OUT ON A KEYWORD/KEYPHRASE AND COMPARES IT TO THE NUMBER OF SITE ENTRANCES YOU SAW FROM THOSE SEARCHES.
6
THE CLICK GAP
THE CLICK GAPTL;DR
THE CLICK GAP IS A MEASURE OF HOW MUCH MORE TRAFFIC A PARTICULAR PIECE OF CONTENT COULD POTENTIALLY DRIVE.
7
THE CLICK GAP
THE CLICK GAP
CLICK GAP
CLICKS
TOTAL SEARCHES
8
THE CLICK GAP
THE CLICK GAP WHAT MARKETERS AND SEOs FORGET:NOT EVERY SEARCH ENDS WITH A CLICK
9
THE CLICK GAP
THE CLICK GAP
NO CLICKYOU
TOTAL SEARCHES
COMPETITORS
TOTAL CLICKS
10
THE CLICK GAP
THE CLICK GAPTOTAL SEARCHES (via KEYWORD PLANNER)
TOTAL ENTRANCES (via SITE ANALYTICS)TOTAL POSSIBLE TRAFFIC =
TOTAL ACTUAL TRAFFIC =
11
THE CLICK GAP
WHY DOESTHE CLICK GAP
EXIST?
NOBODY EARNS 100 PERCENT OF ALL THE TRAFFIC FROM SEARCHES. THIS MEANS THAT THE TRAFFIC IS SHARED AMONG MANY SITES THAT ANSWER THE USER’S QUESTION.
12
THE CLICK GAP
WHY SEARCHUSERS DON’T CLICK
PLACEMENTYOUR SITE ISN’T SHOWING UP ON THE FIRST TWO SERPS PAGES FOR THIS KEYWORD.
REFINEMENTTHE RESULTS ARE TOO BROAD/SPECIFIC, SO THE USER REFINES THEIR SEARCH TERMS.
SEEING (BUT REALLY, NOT SEEING)
13
THE CLICK GAP
WHY SEARCHUSERS DON’T CLICK
ANSWERSTHE USER CLICKS AN AD OR FINDS THE INFORMATION IN THE N.A.P OR DISPLAYED PAGE DESCRIPTION OF A RESULT.USEFULNESSYOUR PAGE DESCRIPTION DOESN’T ADDRESS THE USER’S QUESTION ADEQUATELY, OR GIVES THE USER LITTLE CONVIDENCE THAT YOUR PAGE WILL PROVIDE THE INFORMATION THEY NEED.
BELIEVING (OTHER RESULTS ARE BETTER)
14
HOW CAN YOU COMPETE IN THE CLICK GAP?
15
THE CLICK GAP
COMPETING INTHE CLICK GAP
DRIVE DOWN CLICKS ON
COMPETITORS’ SITES.
DRIVE UP NO-CLICKS AND
CLICKS TO YOUR CONTENT.
16
THE CLICK GAP
COMPETING INTHE CLICK GAP
NO CLICKYOU
TOTAL SEARCHES
COMPETITORS
TOTAL CLICKS
MAKE THEM CLICK ON YOUR PAGE
PROVIDE ENOUGH INFORMATION TO
INCREASE CLICKS TO YOUR CONTENT
17
THE CLICK GAP
COMPETING INTHE CLICK GAP
NO CLICKYOU
TOTAL SEARCHES
COMPETITORS
TOTAL CLICKS
THEY DON’T CLICK ANYTHINGPROVIDE SO MUCH
INFORMATION
REDUCE CLICKS TO COMPETITORS’ SITES
18
THE CLICK GAP
CLOSINGTHE CLICK GAP
SHOW UP
USERS CAN’T CLICK WHAT THEY CAN’T SEE, SO TAKE APPROPRIATE STEPS TO OPTIMIZE YOUR CONTENT AND SITE SO YOU SHOW UP IN THE SERPS.CONSIDER PAYING FOR PLACEMENT IN THE SERPS, ESPECIALLY IF YOUR CONTENT CREATES REVENUE OR ASSISTS IN SALES AND CUSTOMER ACQUISITION.
19
THE CLICK GAP
CLOSINGTHE CLICK GAP
BE USEFUL
YOUR DESCRIPTION OUTLINES WHY AND HOW YOUR PAGE ADDRESSES THE SEARCH QUERY.
YOUR DESCRIPTION PROVIDES THE EXPLICIT ANSWER TO THE QUESTION, WHICH RESULTS IN NO CLICK BEING NECESSARY.
20
THE CLICK GAP 1-2-3
ANSWER SPECIFIC QUESTIONSPUT THOSE ANSWERS IN YOUR PAGE DESCRIPTIONPAY TO PLAY IF NECESSARY
123