How the total addressable market creates biz value
- Part 1Terakeet’s audience-first approach to SEO
- Part 2 How the total addressable market creates biz value
Show Notes
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01:52Search demand vs. total addressable market in SEOWhile search demand refers to the total volume of searches for a keyword, the addressable market considers the realistic click-through rate associated with that search volume. This provides a more accurate picture of the potential opportunity for an SEO campaign.
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02:47Determining the total addressable marketTerakeet uses its proprietary tool, Karina, to determine a total addressable market by analyzing search data, competitor sites, and other sources. Through automation and data science algorithms, Karina segments keywords into target lists and clusters, enabling strategic planning.
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05:58Prioritizing intent over search demandTargeting topics with higher intent to convert often yields more successful outcomes. While monthly search volume remains a factor, prioritizing transactional keywords and understanding competitiveness helps craft a more effective strategy and manage client expectations regarding effort and scalability.
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07:44Using modeling and algorithms for intent analysisTerakeet employs proprietary algorithms within Karina to analyze various inputs and determine intent. This allows for continuous monitoring of keyword intent and SERP dynamics, enabling informed decision-making and strategic prioritization of SEO efforts.
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10:48The ever evolving SEO landscapeDue to the dynamic nature of the SEO industry, its critical to stay updated on Google's algorithm changes, SERP feature updates, and user behavior. Adapting to these shifts ensures relevance in serving user queries effectively and staying competitive in search rankings.
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12:25Ensuring content meets user intentMeasuring content performance is crucial to ensure it meets user intent. SEO, content, and UX teams must work together to analyze conversions, user behavior, and engagement metrics. This ongoing process ensures content is optimized to drive conversions and revenue.
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14:20The frequency for evaluating content performanceFor large enterprises with high visibility, content performance is often reevaluated within the first one to two months after publication. While the ideal time frame depends on the industry and domain authority, evaluation is recommended on a three-month basis reassessment.
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16:24The importance of the total addressable market in SEO strategyIncluding the total addressable market in SEO strategy aids in prioritizing for maximum value by integrating metrics like intent, demand, and competitiveness. Teams can then forecast outcomes, execute effectively, and drive ongoing value aligned with business objectives.
Quotes
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"It helps craft the strategy and also helps level set expectations with the client sooner if we are focused more on the intent versus just straight up monthly search volume." - Kevin Cotch
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"TAM is a key part to understanding the full opportunity that you can go after for a website, but then still to be intentional on identifying where the most value is going to be driven." - Kevin Cotch
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"The right time to reevaluate content performance depends on many different factors. But from my experience, I would say three months typically is the right time frame.." - Kevin Cotch
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"In the SEO industry, there's a rush to drive traffic, but it's crucial to focus on creating the right experience and content that drives objectives. Measure intent, conversion rates, and engagement metrics to gauge success." - Kevin Cotch
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"We lead with intent first, not demand. We can drive a lot more conversions based on the topics that we know or assume will have a higher intent to convert versus the ones that have more volume." - Kevin Cotch
- Part 1Terakeet’s audience-first approach to SEO
- Part 2 How the total addressable market creates biz value
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Part 1Terakeet’s audience-first approach to SEO
Kevin Cotch, Sr. SEO Strategy Director at Terakeet, delves into an audience-first approach to SEO. The world of SEO is constantly evolving. Traditionally, the focus in SEO has been on ranking for specific keywords, but this approach has limitations. By taking an audience-first approach to SEO, we can ensure we meet potential customers at the right moments with the most relevant experience to maximize conversions and revenue for our clients. Today, Kevin discusses Terakeet’s audience-first approach to SEO.
Play Podcast -
Part 2How the total addressable market creates biz value
Kevin Cotch, Sr. SEO Strategy Director at Terakeet, delves into taking an audience-first approach to SEO. In the realm of SEO strategy, the total addressable market (TAM) plays a critical role. By incorporating TAM into SEO strategy, businesses can understand the breadth of opportunities available and pinpoint where the most value lies, laying a solid foundation for informed decision-making and effective execution. Today, Kevin discusses how the total addressable market creates business value.
