The document discusses Google search optimization and how to improve click-through rates for keywords. It provides data on search impressions, clicks, and average positions for different keywords. It also outlines a four step process for search optimization, including deciding on a keyword, writing content around the keyword, observing metrics, and iterating the process. Examples are given showing where a focus keyword was and was not found on pages.

1. Google Optimalization
By Herbert Prins
June 19th 2013

2. Is this me?

3. Where do our visiters come from?

5. Holiday Italy
Still too generic (450 k).
Holiday Italy Lake
Garda
It’s specific, but still too
many car trips. I want to
travel by airplane.
Holiday Italy Lake
Garda Air
Good enough !
Holiday
Too generic (20 mln hits).
Some people look to
Hubs (startpagina) or
Authorities (OAD,
Idealspain.com) for help..
How does search work?

6. How does search work?

7. QUERY IMPRESSIONS CLICKS AVERAGE POSITION CTR
word 1 50 16 1.3 32%
word 2 400 16 34 4%
word 3 150 12 6.8 8%
word 4 35 5 5.7 14.29%
word 5 22 5 38 22.73%
word 6 150 5 8.8 3.33%
word 7 400 5 14 1.25%
word 8 16 5 4.9 31.25%
word 9 16 5 69 31.25%
word 10 35 5 31 14.29%
2507 89 46 3.55%
How to realize clicks?

8. How to interact?

9. 4 easy steps
 Step 1 Decide on which word you want to be found (keyword)
 Step 2 Write or change your content. Make use of your keyword
 Step 3 observe & measure
 Step 4 Start again

10. Your focus keyword was found in:
• Article Heading: Yes (1)
• Page title: Yes (1)
• Page URL: Yes (1)
• Content: Yes (4)
• Meta description: Yes (2)
Your focus keyword was found in:
• Article Heading: Yes (1)
• Page title: Yes (1)
• Page URL: No
• Content: No
• Meta description: Yes (1)
Bad or good?