We build an empirical framework using search queries and organic click data which provides model-based guidance to SEO practitioners for keyword selection and web content creation. Specifically, we study how search characteristics (search query popularity, search query competition, search query specificity, and search intent) and website characteristics (content relevance and online authority) interact to affect the expected organic clicks as well as the organic rank a website receives from the search engine result page (SERP). It is often thought that content relevance is a key factor to improve the effectiveness of SEO. We find, however, that content relevance is an important factor in driving organic clicks only when the consumer is farther along in the customer journey and searching for ways to purchase a product. Whereas, when the customer is at the awareness stage and looking for product information, online authority is the key driver of organic clicks.

我们使用搜索查询和有机点击数据构建了一个经验框架，为 SEO 从业者提供基于模型的指导，以进行关键字选择和 Web 内容创建。具体来说，我们研究了搜索特征（搜索查询流行度、搜索查询竞争、搜索查询特异性和搜索意图）和网站特征（内容相关性和在线权限）如何相互作用以影响预期的自然点击次数以及网站获得的自然排名从搜索引擎结果页面 (SERP)。人们通常认为内容相关性是提高 SEO 有效性的关键因素。然而，我们发现，只有当消费者在客户旅程中走得更远并寻找购买产品的方式时，内容相关性才是推动有机点击的重要因素。然而，