What does an effective content strategy look like, when specifically geared to take advantage of semantic search? The following is a presentation I gave for the fine folks at the DC, VA & MD Search Engine Marketing Group on January 16, 2014. Since slides only tell half the story, I’ll try to replicate as much of the talk as I can in this post. Also a big thanks to Haiku Deck for having such an awesome product.
I had the pleasure of presenting the following to a great group of content strategists, designers, developers, and business owners at RVA Content Strategy on October 1, 2013. The theme of it was in honor of the conclusion of one of my favorite shows, Breaking Bad.
Check it out, and have an A-1 day!
It all started with AOL’s leaked click through rates in 2006 that revealed to us the percentage of clicks each ranking position received – a mystery previously unsolved. This was the first stepping stone in the attempt to not only estimate current traffic, but estimate potential traffic. In the years since, there have been numerous CTR studies which all report similar – but different – results. With all this variation in research methods and results how are we to choose the proper formula for our own sites? Furthermore, how can you be sure any of the suggested click curves apply to your market sector, search vertical, or brand? Below is a methodology I’ve used to determine a site’s SERP CTR, using data generated from the site itself rather than industry studies.