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LET’S GO PLAY IN TRAFFIC
CLOSING THE CLICK GAP
CONTENT 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 ...
5
THE CLICK GAP
THE CLICK GAP
THE CLICK GAP EXAMINES THE TOTAL SEARCHES
CARRIED OUT ON A KEYWORD/KEYPHRASE AND
COMPARES IT...
6
THE CLICK GAP
THE CLICK GAP
TL;DR
THE CLICK GAP IS A MEASURE OF HOW
MUCH MORE TRAFFIC A PARTICULAR PIECE
OF CONTENT COUL...
7
THE CLICK GAP
THE CLICK GAP
CLICK GAPCLICKS
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 GAP
TOTAL SEARCHES (via KEYWORD PLANNER)
TOTAL ENTRANCES (via SITE ANALYTICS)
TOTAL POSSIBLE TR...
11
THE CLICK GAP
WHY DOES
THE CLICK GAP
EXIST?
NOBODY EARNS 100 PERCENT OF ALL THE
TRAFFIC FROM SEARCHES. THIS MEANS THAT
...
12
THE CLICK GAP
WHY SEARCH
USERS DON’T CLICK
PLACEMENT
YOUR SITE ISN’T SHOWING UP ON THE FIRST TWO SERPS
PAGES FOR THIS K...
13
THE CLICK GAP
WHY SEARCH
USERS DON’T CLICK
ANSWERS
THE USER CLICKS AN AD OR FINDS THE INFORMATION IN
THE N.A.P OR DISPL...
14
HOW CAN YOU COMPETE IN THE CLICK GAP?
15
THE CLICK GAP
COMPETING IN
THE CLICK GAP
DRIVE DOWN CLICKS
ON COMPETITORS’
SITES.
DRIVE UP NO-CLICKS
AND CLICKS TO
YOUR...
16
THE CLICK GAP
COMPETING IN
THE CLICK GAP
NO CLICKYOU
TOTAL SEARCHES
COMPETITORS
TOTAL CLICKS
MAKE THEM CLICK ON YOUR PA...
17
THE CLICK GAP
COMPETING IN
THE CLICK GAP
NO CLICKYOU
TOTAL SEARCHES
COMPETITORS
TOTAL CLICKS
THEY DON’T CLICK ANYTHING
...
18
THE CLICK GAP
CLOSING
THE CLICK GAP
SHOW UP
USERS CAN’T CLICK WHAT THEY CAN’T SEE, SO TAKE
APPROPRIATE STEPS TO OPTIMIZ...
19
THE CLICK GAP
CLOSING
THE CLICK GAP
BE USEFUL
YOUR DESCRIPTION OUTLINES WHY AND HOW YOUR
PAGE ADDRESSES THE SEARCH QUER...
20
THE CLICK GAP 1-2-3
ANSWER SPECIFIC QUESTIONS
PUT THOSE ANSWERS IN YOUR PAGE DESCRIPTION
PAY TO PLAY IF NECESSARY
1
2
3
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Closing The Click Gap

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Get the most traffic to your site by closing the click gap.

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Closing The Click Gap

  1. 1. LET’S GO PLAY IN TRAFFIC CLOSING THE CLICK GAP CONTENT MARKETING FOR CONTENT MARKETERS
  2. 2. 2 THE GOAL OF ALL CONTENT IS TO PROMPT AN ACTION
  3. 3. 3 THE CLICK GAP THE CLICK GAP WHAT IS THE CLICK GAP? HOW IS IT DIFFERENT FROM SHARE OF VOICE?
  4. 4. 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. 5. 5 THE CLICK GAP THE CLICK GAP THE 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. 6. 6 THE CLICK GAP THE CLICK GAP TL;DR THE CLICK GAP IS A MEASURE OF HOW MUCH MORE TRAFFIC A PARTICULAR PIECE OF CONTENT COULD POTENTIALLY DRIVE.
  7. 7. 7 THE CLICK GAP THE CLICK GAP CLICK GAPCLICKS TOTAL SEARCHES
  8. 8. 8 THE CLICK GAP THE CLICK GAP WHAT MARKETERS AND SEOs FORGET: NOT EVERY SEARCH ENDS WITH A CLICK
  9. 9. 9 THE CLICK GAP THE CLICK GAP NO CLICKYOU TOTAL SEARCHES COMPETITORS TOTAL CLICKS
  10. 10. 10 THE CLICK GAP THE CLICK GAP TOTAL SEARCHES (via KEYWORD PLANNER) TOTAL ENTRANCES (via SITE ANALYTICS) TOTAL POSSIBLE TRAFFIC = TOTAL ACTUAL TRAFFIC =
  11. 11. 11 THE CLICK GAP WHY DOES THE 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. 12. 12 THE CLICK GAP WHY SEARCH USERS DON’T CLICK PLACEMENT YOUR SITE ISN’T SHOWING UP ON THE FIRST TWO SERPS PAGES FOR THIS KEYWORD. REFINEMENT THE RESULTS ARE TOO BROAD/SPECIFIC, SO THE USER REFINES THEIR SEARCH TERMS. SEEING (BUT REALLY, NOT SEEING)
  13. 13. 13 THE CLICK GAP WHY SEARCH USERS DON’T CLICK ANSWERS THE USER CLICKS AN AD OR FINDS THE INFORMATION IN THE N.A.P OR DISPLAYED PAGE DESCRIPTION OF A RESULT. USEFULNESS YOUR 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. 14. 14 HOW CAN YOU COMPETE IN THE CLICK GAP?
  15. 15. 15 THE CLICK GAP COMPETING IN THE CLICK GAP DRIVE DOWN CLICKS ON COMPETITORS’ SITES. DRIVE UP NO-CLICKS AND CLICKS TO YOUR CONTENT.
  16. 16. 16 THE CLICK GAP COMPETING IN THE 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. 17. 17 THE CLICK GAP COMPETING IN THE CLICK GAP NO CLICKYOU TOTAL SEARCHES COMPETITORS TOTAL CLICKS THEY DON’T CLICK ANYTHING PROVIDE SO MUCH INFORMATION REDUCE CLICKS TO COMPETITORS’ SITES
  18. 18. 18 THE CLICK GAP CLOSING THE 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. 19. 19 THE CLICK GAP CLOSING THE 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. 20. 20 THE CLICK GAP 1-2-3 ANSWER SPECIFIC QUESTIONS PUT THOSE ANSWERS IN YOUR PAGE DESCRIPTION PAY TO PLAY IF NECESSARY 1 2 3

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