Mastering “WHO” With Your SEO Campaigns — Garrett Mehrguth // Directive (copy)

Quotes

• “First thing you need to figure out is, what your totally addressable market (TAM) is, how many people are you trying to reach with a marketing campaign and thats important for SEOs because a lot of times we just think about how much traffic we can generate and not necessarily thinking about whether it is targeted or not.” -Ben

• “So you got this SaaS product that helps you understand who is actually being driven by your traffic. Obviously the KPIs for most SEOs are whats your visibility, how much impressions are you getting, are you getting clicks and are those clicks converting. What we are not thinking about is who are the actual people and are they in your addressable market.” -Ben

• “I think what happened is that a lot of us are really married to this idea of psychographic data but we dont have any firmographic data and so its hard to say this is good traffic because this is a 35-year old who lives in New Hampshire. But you dont know where they work so how do you know that this is essentially a visitor? So layering that firmographic is big.” -Garrett

• “Demographic for me is like an overarching idea. Firmographic is essentially an employee, size, revenue, headcount, technology views. This is more like company data. In psychographic data, they are usually income, title, age, gender and kind of like these individual data. You want to blend the two so you can understand your audience.” -Garrett

• “Instituteis our SaaS product. It teaches you to do SEO and PPC for $39 a month and is self-onboarding, has a free trial and is a low friction product. Our constant strategy for the Institute is recreating five pieces of content that have essentially the five biggest questions that people have around forty of our lessons.” -Garrett

• “Simultaneously we have a completely different content strategy that have a completely different audience for services. Services need to be why our approach to SEO is better than other agencies.” -Garrett

• “While our Institute product needs to about how did you do link building, what tools and the best resources. So thats a practitioner how-to content and we have a consultative approach, theory-driven approach for our services.” -Garrett

• “I read the content first and I ask myself is it good enough that if my audience read this they will be inspired to take some type of action. Whether its a low friction action like joining our newsletter or high friction action like getting a proposal. Assimple as that sound, it is the most critical piece.” -Garrett

• “I think the takeaway here is that there is a piece that SEOs are missing when theyre thinking about the effectiveness of their campaigns. If you dont understand who is actually driving those sessions, you dont really have a percentage of what percentage of the market youre reaching.” -Ben

• “To me, the important thing is, if you take your firmographic data and your ethnographic data and lets group that and call it demographic data together. Youll have a better understanding of whether those campaigns are actually working.” -Ben

• “I dont know if I use the demographic data so much as I try to do posturing. What I mean by that is Ill take these pages on my site that I know are driving my ideal customer personas just because of the keyword.” -Garrett

• “Essentially, what I try to always do is stay on the SERP and not try to get more data than I can.” -Garrett

• “The big takeaway for SEOs is that just driving traffic is not enough. Understanding who that traffic is and whether they are converting will help you to continue to optimize your campaigns.” -Ben