The document discusses the "click gap", which is a measure of how much more traffic a piece of content could potentially drive compared to the number of site visits it actually receives from searches. It examines the total searches for a keyword and compares it to the number of site entrances from those searches. The click gap exists because no single site receives traffic from 100% of searches on a keyword. Marketers can compete in the click gap by driving down clicks on competitors' sites, driving up no-clicks and clicks to their own content, showing up higher in search results, and making their content highly useful to users by explicitly answering search queries.

1. LET’S GO PLAY IN TRAFFIC
CLOSING THE CLICK GAP
CONTENT MARKETING FOR CONTENT MARKETERS

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THE GOAL OF ALL CONTENT IS TO PROMPT AN ACTION

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THE CLICK GAP
THE CLICK GAP
WHAT IS THE CLICK GAP?
HOW IS IT DIFFERENT FROM SHARE OF VOICE?

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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.

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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.

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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.

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THE CLICK GAP
THE CLICK GAP
CLICK GAPCLICKS
TOTAL SEARCHES

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THE CLICK GAP
THE CLICK GAP
WHAT MARKETERS AND SEOs FORGET:
NOT EVERY SEARCH ENDS WITH A CLICK

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THE CLICK GAP
THE CLICK GAP
NO CLICKYOU
TOTAL SEARCHES
COMPETITORS
TOTAL CLICKS

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THE CLICK GAP
THE CLICK GAP
TOTAL SEARCHES (via KEYWORD PLANNER)
TOTAL ENTRANCES (via SITE ANALYTICS)
TOTAL POSSIBLE TRAFFIC =
TOTAL ACTUAL TRAFFIC =

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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.

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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)

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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)

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HOW CAN YOU COMPETE IN THE CLICK GAP?

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THE CLICK GAP
COMPETING IN
THE CLICK GAP
DRIVE DOWN CLICKS
ON COMPETITORS’
SITES.
DRIVE UP NO-CLICKS
AND CLICKS TO
YOUR CONTENT.

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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

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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

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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.

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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.

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THE CLICK GAP 1-2-3
ANSWER SPECIFIC QUESTIONS
PUT THOSE ANSWERS IN YOUR PAGE DESCRIPTION
PAY TO PLAY IF NECESSARY
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