Below are four steps to create a search-centric RQR SEO model.
Figure 1. Process to Weight Recency, Quality and Relevance in Search
1. Create Targets and “Look-alikes”
The first step is to understand why customers are in need of your service, and how they tend to behave. With some simple Q&A, you can begin to build targets for your content based on what you know prospects seek in the buying process.
In turn, you can then leverage paid search to test creative and understand the topics which most resonant with your customers. These learnings will help you build effective target personas.
2. Take Stock
Once you know the “who” of your approach, you need to focus on the “what.” That means taking inventory of your digital assets. You need to gain an understanding of what content, if any, your customers and prospects use to help them make purchase decisions.
What are the topics that are on their radar today, and how does your value proposition apply to these topics? But make sure your assessment is rigorous, and doesn’t overlook material that has “atrophied,” and no longer speaks to the needs of your audience. This step will help you see what you truly have to work with, and help you identify where content gaps exist.
3. Create Or Expand Your Content Strategy
Now it’s time to dive into the channels that offer the quickest wins (based on your research). For many B2B marketers, this will most likely include a blog, RSS feed, and press release optimization.
But it also might include videos, user generated content, peer reviews, and analyst relations optimization. Once you have finalized the channels you want to pursue, keep in mind that your content strategy also needs to take into consideration your brand’s equity, goals, competitor presence, and theme prioritization.
4. Measure The Impact!
After engaging in a content strategy project, it can be difficult to understand how well the content is performing and how to improve your website’s performance.
One method is to create a content tracking analytics program to measure each theme’s content on a site. By factoring various KPI’s like reach, relevance, and conversion metrics, you can determine how each category of content is performing.
Come the Monday after Thanksgiving, when you’ve already grown weary of the holiday’s leftovers, think about your search strategy and whether or not it is still fresh. Now it’s more important than ever to make changes to it so your content stays current and relevant. After all, your audience doesn’t want to consume leftovers all year long.
Content Copied From : http://searchengineland.com
About The Author: Brad Neelan is a successful digital media and marketing professional with cross channel digital expertise. Brad has successfully consulted clients across a number of verticals and industries including B2B, B2C, Pharmaceutical, Retail, Travel, and Media & Publishing clients. See more articles by Brad Neelan
Figure 1. Process to Weight Recency, Quality and Relevance in Search
1. Create Targets and “Look-alikes”
The first step is to understand why customers are in need of your service, and how they tend to behave. With some simple Q&A, you can begin to build targets for your content based on what you know prospects seek in the buying process.
In turn, you can then leverage paid search to test creative and understand the topics which most resonant with your customers. These learnings will help you build effective target personas.
2. Take Stock
Once you know the “who” of your approach, you need to focus on the “what.” That means taking inventory of your digital assets. You need to gain an understanding of what content, if any, your customers and prospects use to help them make purchase decisions.
What are the topics that are on their radar today, and how does your value proposition apply to these topics? But make sure your assessment is rigorous, and doesn’t overlook material that has “atrophied,” and no longer speaks to the needs of your audience. This step will help you see what you truly have to work with, and help you identify where content gaps exist.
3. Create Or Expand Your Content Strategy
Now it’s time to dive into the channels that offer the quickest wins (based on your research). For many B2B marketers, this will most likely include a blog, RSS feed, and press release optimization.
But it also might include videos, user generated content, peer reviews, and analyst relations optimization. Once you have finalized the channels you want to pursue, keep in mind that your content strategy also needs to take into consideration your brand’s equity, goals, competitor presence, and theme prioritization.
4. Measure The Impact!
After engaging in a content strategy project, it can be difficult to understand how well the content is performing and how to improve your website’s performance.
One method is to create a content tracking analytics program to measure each theme’s content on a site. By factoring various KPI’s like reach, relevance, and conversion metrics, you can determine how each category of content is performing.
Come the Monday after Thanksgiving, when you’ve already grown weary of the holiday’s leftovers, think about your search strategy and whether or not it is still fresh. Now it’s more important than ever to make changes to it so your content stays current and relevant. After all, your audience doesn’t want to consume leftovers all year long.
Content Copied From : http://searchengineland.com
About The Author: Brad Neelan is a successful digital media and marketing professional with cross channel digital expertise. Brad has successfully consulted clients across a number of verticals and industries including B2B, B2C, Pharmaceutical, Retail, Travel, and Media & Publishing clients. See more articles by Brad Neelan
