Next Level SEO - Jenny Halasz
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The document discusses search engine optimization strategies. It introduces the KICC method for improving SEO, which includes four key parts: keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. The method involves analyzing search traffic, mapping keywords to pages, evaluating intentions and click-through rates to identify issues, and determining what new content should be created. The goal is to better match keywords and content, improve returns on investment and click-through rates from Google, and develop a content plan.
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Next Level SEO - Jenny Halasz
- 2. @jennyhalasz #StateofSearch Position #0 is better! For years, we’ve optimized to Position #1.
- 7. @jennyhalasz #StateofSearch “It’s not what you look at that matters, it’s what you see.” Henry David Thoreau
- 8. @jennyhalasz #StateofSearch 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.
- 11. @jennyhalasz #StateofSearch We’ve written several blog posts on why our doctors are the top cardiologists, but we can’t seem to rank for this keyword. Why? Answer: Because your blog posts don’t matter.
- 14. @jennyhalasz #StateofSearch 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.
- 17. @jennyhalasz #StateofSearch “We innovate by starting with the customer and working backwards. The focus is not the product, but the customer.” Jeff Bezos, CEO of Amazon
- 18. @jennyhalasz #StateofSearch A Product Focused Response • “Hey Google, buy laundry detergent”
- 19. @jennyhalasz #StateofSearch A Customer Focused Response • “Alexa, buy laundry detergent”
- 20. @jennyhalasz #StateofSearch Discover, Learn, Create, Enjoy Compare, Research, Find Like, Review, Vote, Join, Discuss Return, Help, Recover, Discern, Restore, Estimate Refer, Share, Repeat, Return Key Actions Consideration Social Proof Support Loyalty Awareness Develop Content for Needs
- 21. @jennyhalasz #StateofSearch • Where • All you can eat • Who delivers • Who caters • Lunch specials • What’s good Answerthepublic.com
- 22. @jennyhalasz #StateofSearch • Safe for animals? • Biodegradable, compostable, flushable? Answerthepublic.com • Presidential? • Recommended by plumbers, for septic tanks?
- 24. @jennyhalasz #StateofSearch Four Key Strategies: The KICC Method© •Keyword Mapping •Intention Analysis •CTR (Click-Through Rate) Optimization •Content Gap Analysis
- 25. @jennyhalasz #StateofSearch Keyword Mapping: 4 Steps Gather Data Process Data Classify Pages Assign Keywords To Pages
- 27. @jennyhalasz #StateofSearch Keyword Mapping: Step One Gather Data Process Data Classify Pages Assign Keywords To Pages
- 28. @jennyhalasz #StateofSearch Gather Data Google Analytics (GA) Top Pages by Organic Traffic Google Search Console (GSC) Top Keywords by Traffic Keyword Ranking Data from another source (optional) Search Volume Data
- 29. @jennyhalasz #StateofSearch Keyword Mapping: Step Two Gather Data Process Data Classify Pages Assign Keywords To Pages
- 31. @jennyhalasz #StateofSearch Keyword Mapping: Step Three Gather Data Process Data Classify Pages Assign Keywords To Pages
- 32. @jennyhalasz #StateofSearch Classify Pages: Group by Category Home Page & Support Pages Category Pages Product Pages Product Detail Pages Articles/Blog
- 33. @jennyhalasz #StateofSearch Keyword Mapping: Step Four Gather Data Process Data Classify Pages Assign Keywords To Pages
- 34. @jennyhalasz #StateofSearch •Typically broad, short phrases where general response is sought Informational •Specific websites or brands, concepts associated with a location Navigational •Intent to take action, often long phrases with verb use common. Transactional Types of Queries
- 35. @jennyhalasz #StateofSearch Assign Keywords To Pages Focus on Top Pages from GA Use Existing Rankings Match Intent with Content Find Keywords with No Match
- 36. @jennyhalasz #StateofSearch Four Key Strategies: The KICC Method© Keyword Mapping •Intention Analysis •CTR (Click-Through Rate) Optimization •Content Gap Analysis
- 37. @jennyhalasz #StateofSearch 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? • Make Changes
- 38. @jennyhalasz #StateofSearch Intention Analysis: “Vape Pen” Example Top Pages (Eliminate Organic) Keywords by page from GSC
- 39. @jennyhalasz #StateofSearch Four Key Strategies: The KICC Method© Keyword Mapping Intention Analysis •CTR (Click-Through Rate) Optimization •Content Gap Analysis
- 40. @jennyhalasz #StateofSearch CTR Optimization: Top Traffic Pages Top Traffic Pages in GSC Top Traffic Keywords in GSC 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
- 42. @jennyhalasz #StateofSearch CTR Fail Example: “How Old Do You Have to Be To Vape?” Top Traffic Pages in GSC Top Traffic Keywords in GSC
- 43. @jennyhalasz #StateofSearch Four Key Strategies: The KICC Method© Keyword Mapping Intention Analysis CTR (Click-Through Rate) Optimization •Content Gap Analysis
- 44. @jennyhalasz #StateofSearch Content Gap Analysis New Content to Create New ideas Pages that didn’t match intent or w/ low CTR Keywords not mapped to a page
- 45. @jennyhalasz #StateofSearch Three Key Strategies: The KICC Method© Keyword Mapping Intention Analysis CTR (Click-Through Rate) Optimization Content Gap Analysis
- 46. @jennyhalasz #StateofSearch Results of The KICC Method© Better Keyword/Content Match Better ROI Better CTR from Google List of Content to Create
- 48. @jennyhalasz #StateofSearch HIPAA Compliant Quickly accessible Multiple controlled entry levels
- 50. @jennyhalasz #StateofSearch Optimize to Position Zero I nvestigate SERPs N eeds based content T rack content types E mpathy above all N ever miss a click Turn up opportunities
- 51. @jennyhalasz #StateofSearch 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.