Using search as an always-on focus group — Jonas Sickler // Terakeet

Jonas Sickler, Digital Marketing Analyst at Terakeet, delves into leveraging search and SEO for stronger customer relationships. Search queries act as real-time indicators of consumer intent, providing valuable information about how to reach consumers when they're most receptive. Yet, SEOs consistently prioritize traffic and conversions, ignoring the brand reputation side of SEO. Today, Jonas discusses using search as an always-on focus group.
About the speaker

Jonas Sickler

Terakeet

- Terakeet

Jonas is Digital Marketing Analyst at Terakeet

Show Notes

  • 02:16
    Using search as an always on focus group
    SEOs focus mainly on generating traffic, overlooking the fact that consumers frequently use search to seek solutions to their problems. By analyzing search data to understand consumer needs, we can strategize how to reach them when they're most receptive.
  • 04:00
    Unifying search and persona data for effective audience engagement
    Brands often treat search and persona data as separate entities. However, by combining these insights, brands can better map their target audience's journey across channels and build relationships at various touchpoints.
  • 05:44
    Aligning content delivery with consumer expectations across channels
    Search intent should be the foundation of content creation, not organic search. We must start the process by creating an owned content asset on our website, and then diversify its presentation across channels in ways that align with consumer expectations.
  • 07:20
    Data signals to understand how consumers are navigating a brand online
    Behavioral and analytics tools capture consumer engagement with content, while automation enables personalized content delivery based on past interactions. Signals from your website and social media click-through rates offer insights into how consumers navigate our brand online.
  • 09:21
    Prioritizing owned channels and platforms for SEO content
    Create SEO content on platforms owned and controlled by the brand before amplifying it on managed and leveraged platforms. This approach creates compounding value and safeguards against volatility in platforms beyond the brand's control.
  • 13:33
    The value of owned asset optimization for brands
    Brands must consider all the interactions consumers have and optimize content on their owned domains. This enables control over content on these domains without relinquishing control to publishers who often control the conversation around their products and services.

Quotes

  • "Consumers are going to search because, at that moment, they need something. The brands that are ranking and stepping forward with the answers are the ones that are going to influence those decisions." - Jonas Sickler

  • "Start with creating the owned asset on the website first. Then, provide unique value across other channels in ways that the consumer is going to expect to encounter it in those different platforms and areas." - Jonas Sickler

  • "When creating SEO content, you're creating something that has compounding value. If you can do it on the channels and platforms that you control, then you have more control over that." - Jonas Sickler

  • "Brands that consider all the different interactions consumers are having, and optimize content on the websites they own dont have to cede control to the publishers that often control the conversations for them." - Jonas Sickler

About the speaker

Jonas Sickler

Terakeet

- Terakeet

Jonas is Digital Marketing Analyst at Terakeet

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