Industry vet Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
5. #SEJSummit
3 Takeaways
Accept that
Searcher intent is
Critical to Success
Maximize
Clickability to
Increase Revenue
Understanding the
Importance of
Indexability
@billhunt
SPONSORED BY
6. #SEJSummit
@billhunt
1) 20+ Years in Search
2) Solve Enterprise Search Problems
3) Optimized 67 of F100 brands
4) Build tools that move the needle!
ABOUT ME
SPONSORED BY
21. Category Keywords Searches/Mo
Top 50 50 2,865,324
High Margin Products 1,306 1,584,000
All Products 4,919 1,498,566
Product With 1,047 882,643
Lists/Ideas 11 806,237
Components 921
289,521
Attributes 892 283,457
Occasions 105 256,894
Which
group of
words to
focus
efforts?
#SEJSummit
KEYWORD TARGET/CONTENT MATRIX
@billhunt
SPONSORED BY
22. Category Keywords Searches Top 3 Share CR eCRM Leads
Assets With 1,047 882,643 150,049 13% 19,506
Top 50 50 2,865,324 487,105 4% 19,484
Lists/Ideas 11 806,237 137,060 11% 15,077
All Assets 4,919 1,498,566 254,756 3% 6,369
Components 921 289,521 49,219 9% 4,430
High Margin Assets 1,306 1,584,000 269,280 1% 3,393
Attributes 892 283,457 48,188 3% 1,446
Occasions 105 256,894 43,672 1% 218
Total 9,251 8,466,642 1,439,329 69,923
#3
#SEJSummit
#1
#2
ASSET TO CONVERSION MATRIX
@billhunt
SPONSORED BY
23. • Many top ranking “Assets With” had bad snippets
– Optimized snippets and increased traffic 23%
• Mobile & Location Searches Most Popular
• 3 clusters had high app download – bypassing eCRM
#SEJSummit
CRITERIA FOR SELECTION
@billhunt
SPONSORED BY
24. • Google Rank #3
• 124,455 impressions - 1.69% CTR = 2,109 visits
• Multiple page views per visit
#SEJSummit
Lowest Hanging Fruit
@billhunt
SPONSORED BY
25. #SEJSummit
What does the Triple Sec Searcher want?
@billhunt
SPONSORED BY
Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit +
TSTS + Ingredient
What is TS
What to Make with TS
What to Mix with TS
Drink Name + TS
Cocktails with TS
Drinks with TS
Spirit + TS
TS + Ingredient
What is TS
What to Make with TS
What to Mix with TS
27. • 1.69% CTR to 14.81% CTR = +20,024 visits
• Rank from #3 to #1 (after 45 days)
• 10x increase in “Drink of Week” sign ups
• Bonus: 14 other words + 122k traffic
#SEJSummit
AFTER SNIPPET OPTIMIZATION
@billhunt
SPONSORED BY
28. • Does the Snippet match
the searcher intent?
• Is the ranking page the
PLP?
$37k in incremental
revenue in 1 week
#SEJSummit
SNIPPET OPTIMIZATION
@billhunt
SPONSORED BY