Terakeet’s audience-first approach to SEO

Show Notes

• 00:56
  Prioritizing audience needs in SEO

  An audience-first approach to SEO prioritizes understanding the target audience over only focusing on keywords. By identifying the audience's motivations, milestones, and goals, SEO strategies can be tailored to effectively reach and engage with the intended audience.
• 02:15
  Shifting from a keyword first approach to audience first

  Identifying the target audience involves collaborating with clients, leveraging existing data, and conducting research interviews to understand demographics, motivations, and key life moments. This creates a comprehensive audience profile, replacing a purely keyword-driven approach.
• 03:49
  Identifying buyer's journey moments

  This involves collaborative efforts between internal teams and the client to identify key audience moments. Brainstorming and client alignment ensure these moments map to business goals and drive conversions by creating positive customer experiences.
• 05:21
  Keyword first vs. audience first approach to SEO

  A keyword-first approach focuses on ranking for specific terms, while an audience-first approach prioritizes user experience by meeting users where they are in their journey. This creates a more holistic marketing-driven approach to SEO that doesn't disrupt the user flow.
• 07:56
  Connecting SEO tactics to brand strategies and goals

  SEOs must be able to prove the business value projects will drive to get buy-in. By prioritizing projects that drive measurable business value and collaborating with stakeholders to align resources effectively, SEO efforts can contribute significantly to overall brand success.
• 10:04
  Revenue centric impact assessments

  In impact assessments, primarily focus on expected revenue and incremental lift generated by projects. Highlighting revenue and value metrics enables clients to understand the ROI and prioritize SEO initiatives amidst competing business demands.
• 12:09
  Building confidence in SEO impact projection

  Establish a well-thought-out rationale and collaborate with clients to ensure alignment. SEOs should make informed estimations, measure outcomes, and iterate based on results, while leveraging testing to gather statistically relevant data for confident decision-making.
• 14:20
  The value of shifting from an SEO first mindset to solving business problems

  By only optimizing for foundational and technical SEO elements, SEOs miss out on opportunities to solve business problems and drive business value. In large enterprises, its crucial to prioritize impactful strategies that maximize visibility and opportunity.
• 17:22
  Segmenting the total addressable market to pinpoint high value opportunities

  Start by analyzing audience data to identify the total addressable market, then segment it into target lists. Associate value metrics with relevant topics and opportunities to develop a strategic program strategy focused on driving revenue and value for the company.
• 18:55
  Embracing an audience first approach in SEO

  Prioritize defining the audience comprehensively and aligning with clients and teams on objectives. By focusing on aspects of the SEO program that address those objectives, opportunities can be sized and strong strategies developed, ensuring client alignment.