SEO Strategy Groundwork — Brandon Schakola //Overstock

Show Notes

• 03:00
  Steps to creating an effective SEO strategy

  The process starts with understanding where SEO sits within the organization and assessing the buyers journey to set up your funnel efficiently. Then, you can do your SEO audit to determine opportunities, strengths, risks, and weaknesses.
• 14:09
  Figuring out what your competitors arent doing

  Dont focus solely on direct competitors when doing competitor audits. Look at gaps in terms of the experiences that are being provided so that your content can speak to the different stages of queries prospects may have.
• 16:26
  Understanding your capability to drive SEO changes on a website

  If you dont get the buy-in of stakeholders like product, engineering, etc, its going to be difficult to drive SEO changes. And, thats going to make it harder to build the needed expertise, authority, and trust to rank on Google.
• 19:05
  Satisfying queries beyond just a category or product page

  When thinking about search and the experiences you want to provide, you must account for the different ways in which people shop. Rather than just adding content to a page, you have to provide optimized experiences for consumers.
• 21:46
  Determining what numbers to use to address the market

  These numbers will depend on which part of the buyers journey you're targeting for growth. Ultimately, that will define how you build the data to address the market.