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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.

Published in: Marketing
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Ranking Is A Promise: Can You Deliver?

  1. 1. Ranking Is A Promise: Can You Deliver? Dr. Pete Meyers • Marketing Scientist • Moz
  2. 2. @dr_pete #mozcon
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  11. 11. The Five Intents
  12. 12. @dr_pete #mozcon Awareness Interest Action
  13. 13. @dr_pete #mozcon Awareness Interest Action Commercial Investigational Informational
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  17. 17. @dr_pete #mozcon 1* Informational
  18. 18. @dr_pete #mozcon 1. Info… (Open)
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  22. 22. @dr_pete #mozcon 2. Info… (Closed)
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  26. 26. @dr_pete #mozcon 3. Investigational
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  31. 31. @dr_pete #mozcon 4. Commercial
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  33. 33. @dr_pete #mozcon 5. Brand Intent
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  35. 35. @dr_pete #mozcon Awareness Interest Action Brand/Product Investigational Informational
  36. 36. Intent in Action
  37. 37. @dr_pete #mozcon CTRs by Ranking (Average)
  38. 38. @dr_pete #mozcon CTRs for Organic-only SERPs
  39. 39. @dr_pete #mozcon CTRs for Brand SERPs (Sitelinks)
  40. 40. @dr_pete #mozcon CTRs for Brand SERPs (Sitelinks)
  41. 41. @dr_pete #mozcon CTRs for Informational (Open)
  42. 42. @dr_pete #mozcon CTRs for Informational (Closed)
  43. 43. @dr_pete #mozcon CTRs for Commercial (PLAs+Ads)
  44. 44. @dr_pete #mozcon Still Believe Intent Doesn’t Matter?
  45. 45. Fun with Funnels
  46. 46. @dr_pete #mozcon Awareness Interest Action As SEOs, this tends to be our sweet spot.
  47. 47. @dr_pete #mozcon Awareness Interest Action We reject this as the realm of PPC.
  48. 48. @dr_pete #mozcon Awareness Interest Action What if we could shift the funnel?
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  59. 59. https://moz.com/explorer
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  64. 64. Pointy Funnels
  65. 65. @dr_pete #mozcon LEDE DETAILS CONTEXT
  66. 66. @dr_pete #mozcon ANSWER DETAILS SUB-Qs/ DATA
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  75. 75. Keep The Promise
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