Search Result Optimization. Stand out to surprise customers.Search

Digital marketing knows the funnel. It rarely knows the person in front of it.

Nine topics that every marketing team meets every week. Below each one sits the part of the subject that buyers care about and that the first page of results keeps quiet about.

On this page

What it is
Digital marketing is where search meets money: campaigns, clicks, conversions.
The problem until now
Reporting counted visits, so every need that was met without a visit stayed invisible.
What you can do from here
You can see what a click is worth, where demand is met elsewhere, and which pages still earn a visit.
Digital marketing: a query shows a result page, the page sends a click or answers without one, the click becomes revenue
Digital marketing: How the parts depend on each other.
Contents 3

Try this first

Three tests, about ten minutes. They show where demand is met without a visit.

Tests on this page you have run: 0 of 3. The count stays in this browser only.

Test: Digital marketing

  1. Open Google Search Console and compare impressions with clicks for your top query group.
  2. Put it aside for a moment.
  3. Think: is the gap growing?

Demand that is met before anyone clicks.

Test

  1. Search a query that brings you visitors and read the snippet.
  2. Open your landing page and read its first sentence.
  3. Think: does that sentence answer the promise in the snippet?

Where a visit is lost after the click.

Test

  1. Write down what one click is worth to you in euros.
  2. Put it aside for a moment.
  3. Think: which pages earn that, and which only collect impressions?

What a click is actually worth to you.

Digital marketing has the densest search results of all five fields. Dense results look like completeness. They are mostly agreement.

Topics in this field

Search engine optimizationA page one ranking can be a beautiful storefront on a street where no one ever goes.Conversion rate optimizationA higher rate on a page that was reached by the wrong people is a more efficient way of losing them.Click-through rate optimizationImpressions without clicks look like a headline problem.Search engine marketingAdvertisers optimize the quality score and rarely see the mechanism that decides the price.Share of searchThe portion of category searches that name your brand, used as an early reading of demand and as an argument in a budget meeting.Search intentSearch intent is the reading a search engine gives a query.Landing page optimizationThe page did not start on the page.Keyword researchConsider that no one searches for websites.Content marketingHow many guides to the same subject does a market need.Customer journey mappingThe map shows the stages the company can see.

Each page here states the settled part of a topic in a few sentences, then names what people actually want to know about it.

The other fields

Everything in this field, on one screen

Each point is a page of digital marketing. Drag, zoom, and click a point to open that page. The whole site is drawn on the knowledge graph.

Digital marketing

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