The search landscape is constantly changing. Google is loading answers into the SERP so often that searchers can find what they need without a click. SpyFu's Mike Roberts shares a look at what this trend means for SEO and what you can do to still thrive in this new environment.
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What I’ll cover:
• Emerging trends creating new challenges in search
• Next generation metrics provide context
• New approaches maximize opportunity
• 12 Keyword research tips to help you win
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Tip #4: Optimize your On-SERP presence for no-click
keywords
• Get in the lists that are part of the
snippets
• Fill out profiles for anything that
ranks in your space.
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Tip #9: Use “Transactional Keywords” to find
opportunities in the buying cycle.
Best ___ → Reviews → Shop for ____ → ____ Cheap → Buy ____ → ____Promos
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Then, filter by:
• Clicks or Search Volume (go after the big ones)
• Keyword Difficulty (go after the easy ones)
• Low % no-click (if you want to avoid snippet optimization)
• High % Organic Clicks - (if you don’t want to compete w paid)
• High % Paid Clicks – (if you want a proven paid keyword)
• High % mobile or desktop (depending on the user experience
you provide)
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Google is going to continue to do this.
In ads, their Northstar is eCPM.
But, more broadly, it’s ARPU (Average Revenue per User)
• Quicker answers = more searches
• More searches = more ads served
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Take your pick:
“Chance favors the prepared mind.” - Louis Pasteur
“Chaos is a ladder.” – Bran (Game of Thrones)
“You can’t change the direction of the wind but,
something, something adjust your sails…” – a Greeting Card