Saturday, March 14, 2015

1. Map Strategy To Audience & Competitive Insights

Over the years, SEOs have become really good at understanding keyword intent and segmenting the marketing strategy to match intent.
With the loss of keyword data in Google Analytics, and the general progression of SEO as a discipline, we are starting to merge more traditional marketing concepts into SEO to create a new way of segmenting audiences.
Now, we must merge quantitative data around the topics that are driving search demand and pair that with market insights about who our personas are, and what types of information is useful to them on their buying journey.
In addition, we need to gain an understanding of what the competition is doing for those topics driving demand, because as we know, search is a zero sum game.
That means finding data points that can help us:
  • Identify new ways to tackle adjacent markets
  • Discover new keywords to target
  • Understand what types of content perform
  • See where the competition is doing well, and where you can do better
Progressive SEO means technical, analytical and traditional marketing all rolled into one.