The Next Frontier of SEO and Measurement - Jenny Halasz (MnSummit 2019)
- 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.
- 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
- 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