Next Level SEO - Jenny Halasz

@jennyhalasz
#StateofSearch
Next Level SEO
JENNY HALASZ

@jennyhalasz
#StateofSearch
Position #0 is better!
For years, we’ve optimized to
Position #1.

@jennyhalasz
#StateofSearch
“It’s not what you look at that
matters, it’s what you see.”
Henry David Thoreau

@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.

@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.

@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.

@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

@jennyhalasz
#StateofSearch
A Product Focused Response
• “Hey Google, buy laundry detergent”

@jennyhalasz
#StateofSearch
A Customer Focused Response
• “Alexa, buy laundry detergent”

@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

@jennyhalasz
#StateofSearch
• Where
• All you can eat
• Who delivers
• Who caters
• Lunch specials
• What’s good
Answerthepublic.com

@jennyhalasz
#StateofSearch
• Safe for
animals?
• Biodegradable,
compostable,
flushable?
Answerthepublic.com
• Presidential?
• Recommended
by plumbers, for
septic tanks?

@jennyhalasz
#StateofSearch
Four Key Strategies: The KICC Method©
•Keyword Mapping
•Intention Analysis
•CTR (Click-Through Rate) Optimization
•Content Gap Analysis

@jennyhalasz
#StateofSearch
Keyword Mapping: 4 Steps
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages

@jennyhalasz
#StateofSearch
Download the Template!
bit.ly/kicc-template

@jennyhalasz
#StateofSearch
Keyword Mapping: Step One
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages

@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

@jennyhalasz
#StateofSearch
Keyword Mapping: Step Two
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages

@jennyhalasz
#StateofSearch
Process the Data

@jennyhalasz
#StateofSearch
Keyword Mapping: Step Three
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages

@jennyhalasz
#StateofSearch
Classify Pages: Group by Category
Home Page
& Support
Pages
Category
Pages
Product
Pages
Product
Detail
Pages
Articles/Blog

@jennyhalasz
#StateofSearch
Keyword Mapping: Step Four
Gather
Data
Process
Data
Classify
Pages
Assign
Keywords
To Pages

@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

@jennyhalasz
#StateofSearch
Assign Keywords To Pages
Focus on Top
Pages from
GA
Use Existing
Rankings
Match Intent
with Content
Find
Keywords
with No
Match

@jennyhalasz
#StateofSearch
Keyword Mapping
•Intention Analysis

@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

@jennyhalasz
#StateofSearch
Intention Analysis: “Vape Pen” Example
Top Pages
(Eliminate
Organic)
Keywords
by page
from GSC

@jennyhalasz
#StateofSearch
Keyword Mapping
Intention Analysis

@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

@jennyhalasz
#StateofSearch
CTR Fail Example: “How Old Do You Have to Be To Vape?”
Top Traffic
Pages in
GSC
Top Traffic
Keywords
in GSC

@jennyhalasz
#StateofSearch
Keyword Mapping
CTR (Click-Through Rate) Optimization

@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

@jennyhalasz
#StateofSearch
Three Key Strategies: The KICC Method©
Keyword Mapping
CTR (Click-Through Rate) Optimization
Content Gap Analysis

@jennyhalasz
#StateofSearch
Results of The KICC Method©
Better Keyword/Content Match
Better ROI
Better CTR from Google
List of Content to Create

@jennyhalasz
#StateofSearch
HIPAA Compliant
Quickly accessible
Multiple controlled entry levels

@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

@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.

Next Level SEO - Jenny Halasz

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