Kategorie-Archiv: SEO

Six content ideas to supercharge your marketing in 2021

Content ideas - keyword research tools

30-second summary:

  • Keyword research is at the heart of understanding where your business stands and what your end-users expect
  • Surveying or monitoring your analytics is a great way of listening to your customers or readers for effective content ideas
  • Seasonality is a great way to find fresh content ideas by finding angles where your primary topic overlaps with seasonal interests
  • Collaborate and meet real people – use every opportunity (events, meetups, live sessions) to talk to people and listen to what they’d be interested in consuming
  • Use “question research” to understand the existing information gaps in the market
  • Re-package your old, better-performing content into new (updated) assets

If you feel like everything has already been written and you have no idea what else you can write about, here are six content ideas for you that help you come up with valuable and engaging content this year:

1. Use new keyword research tools

Keyword research is not just for SEO! They can give you in-depth insight into your audience’s interests, questions, and struggles. Research and address them in your content.

The key is to try a new tool from time to time. Why? Each tool uses a different data source or a different output or a different way to organize those keywords. Any of these will be enough to give you lots of content ideas.

Luckily, we have quite a few tools to choose from.

Kparser

This tool will give you pretty much everything you need to create a good topic list. Or at least point you in the right direction. Look at the left-hand channel to find popular concepts around your main topic and build your content around those!

Source: Screenshot by the author

Kparser offers a premium version for $69 a month but I’ve always been using its free version which is great!

KeywordTool.io

KeywordTool.io allows access to lots of data sources, including Google, Youtube, Amazon, Instagram, and Twitter.

Amazon keywords - content ideas for marketing(Content ideas sourced from Amazon)

Source: Screenshot made by the author

The tool will give you lots of ideas for free but to see each keyword analysis, you need to upgrade to one of the listed plans.

Answer the Public

This one you may not have heard of. It features a man called ‘The Seeker‘, who impatiently awaits your questions. You put in keywords or phrases, he suggests some interesting topics.

Apart from being a great keyword research tool, this one is also great for question research (see my #5 tip on the list!) Using different ways to group and organize your keyword lists will likely uncover more ideas. These grouping techniques include keyword clustering and semantic research.

Answer the PublicSource: Screenshot by the author

Answer the Public is freemium and comes at $79/month minimum if you pay for a year, but frankly I’ve never had to upgrade as the free version is simply awesome!

2. Turn to your actual customers for ideas

You know who you really need to listen to. Correct, your current and future customers. You want your content to make a difference for your bottom line, not just bring your word out there, no matter if anyone is there listening or not.

You don’t just want to be heard, you want to be heard by your target audience.

You can even gamify that process by building up your surveys with visualization tools, here are some extra tips on that.

You can offer a good mix of generic questions (like, ask about their lifestyle) which would help you build up your customers‘ personas and target them better. Then come your brand-specific questions:

  • “What questions did you have when browsing our services?”
  • “Were they sufficiently covered on the site?”

The latter will help you improve your site performance too.

The cool thing is that you will also be able to use your survey results in site content and articles, making your site intent-rich, trustworthy, and linkable.

It’s also a wise idea to set up a well-defined routine to help you record your customers‘ questions as they come. This will help you in both content planning and social media goals.

Slack is a nice tool to help your in-team communication and idea-sharing. Simply set up a separate Slack channel and encourage your customer and support team to send your customers‘ questions there as soon as they come across any.

Using your web analytics is another way to listen to your customers and readers. Finteza is a great solution to better understand which content and on-page elements your site users respond to best. It supports a variety of events including mouse-overs, clicks, and downloads allowing you to measure which content does a better job engaging your readers:

Conversion funnels and content's role in itSource: Finteza

3. Take seasonal trends into account

There are holidays and seasonal trends to include in your content editorial plans. When you catch a trend, there’s always a huge boost of interactions, new followers, and clicks.

Using seasonal trends to create content ideas Source: Screenshot by the author

The great thing about seasonal trends is that you can plan your editorial calendar months in advance because they are easy to predict and repeat yearly. This means you’ll be able to re-use your calendar as a reference point to structure your seasonal content strategy and improvise for maximum success.

Simply sit down and plan your content assets for upcoming big holidays, seasonal events like spring cleaning season, summer holidays, Amazon Prime Day, and other noteworthy days that are relevant to your target customers.

Editorial calendar for roadmapSource: Screenshot by the author

You can use Google Spreadsheets to create your content roadmap. To better focus on ideation and get more inspired, I usually start with planning my seasonal content using a printable calendar which you can easily find using these steps.

There are handy calendar apps that can even integrate into WordPress to keep track of those holidays you may want to include in your social media editorial plan.

You can schedule social media updates as far as one year ahead to make sure there’s always something going on your brand channels no matter how busy you get.

4. Get out into the world

We have a tendency to look for our inspiration online because we are targeting an internet-based audience, which is totally understandable: you can discover so many wonderful topics on the web. It just isn’t the only place we can look and purely searching online actually limits our scope, and so our returns.

The most popular piece of content is one that comes from the real world. People love personal stories!

Go out into the real world. Seek out events in your industry, or things that are tangentially related. Discover how everyday experiences connect to your niche and use your social media channels as a platform to explain and share with others.

Get out of cyberspace and into meet-space!

A good way is to engage with your local community (now in a safe and socially distanced way!)

This serves as a great way to understand the pulse of your audience/target customers, their intent, and personal experiences that impact their decisions. Plus, you also earn a chance to introduce new people to your brand.

You can also connect with other local brands, businesses, and business owners and potentially work out some topic ideas that way.

5. Find out what people are asking online

Question research offers a few important marketing opportunities:

  • Questions give you lots of insight into what your target audience is struggling with and how to best help them
  • Questions are your best content ideation source
  • Covering niche questions online opens up more organic search visibility opportunities including getting featured and ranking in “People Also Ask” results
  • Asking a question on social media is one of the most important ways to increase your social media engagement because whenever they see a question mark, people have that natural reflex to stop and find an answer

So ask questions on social media often and engage with answers you receive.

If you are open to trying tools to bolster this exercise, Text Optimizer is a smart option. All you Just type your keyword into its “Topic Ideas” section and it will generate a list of topic ideas for you:

Questions for research and content creationSource: Screenshot by the author

Every question is rated based on how many people are searching for it and how many sites are covering it – giving you a clear analysis of demand vs competition which informs your decision making.

The tool is paid and I am not aware of any alternatives. But the good thing is, question research will be mostly free. You will get some content ideas without the need to pay or register an account.

Quick tip: If you install their Google Chrome extension, most of that analysis will come for free as long as you use Google Chrome.

Source: Screenshot by the author

6. Learn the art of content re-packaging

Right off the bat, re-packaging content is going to be the best weapon in your arsenal. It takes what you already have and makes it stretch, getting more out of every piece you write. A lot of those prolific writers are using this tactic, albeit at its extreme. That is how they manage to get so much out without others writing for them.

So what does re-packaging content entail? It is creating new content directly from the old. Some ways to do that are:

  • Collecting articles into an ebook to give away on your site (As a bonus, this would also make a great lead magnet!)
  • Creating a webinar with the information you have written
  • Turning your content series into a (mini) email course
  • Creating newsletters
  • Recording a podcast with the old post content
  • Shooting a video with the old post content
  • Converting info from posts into infographics
  • Making a Slideshare presentation with condensed slides
  • Writing new posts based on small details mentioned in old posts that have been expanded

These are only a few examples, but you get a general idea. A piece of content should never remain on its own without some form of recycled item coming out of it.

Looking at that list of ideas for re-packaging old content, did any of them stand out as forms of media you have never tried before? It may be time to start expanding what you create and produce something brand new.

This will attract a new kind of audience, one that is drawn to the media in question. Do you usually write blog posts? Start making infographics or videos. Never done a Slideshare slideshow? Consider it now, and see if it gets any bites.

You will be able to recycle your content better this way, and it will keep you from being burnt out. That will inevitably have an impact on the speed and quality of your content creation.

Content ideation isn’t easy and moreover, it is a continuous struggle. Let’s hope these ideas will get you out of that writer’s block!

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

The post Six content ideas to supercharge your marketing in 2021 appeared first on Search Engine Watch.

Source:: searchenginewatch.com

5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing

Black businessman in colorful suit jumping with marketing joy against yellow background image.

Black businessman in colorful suit jumping with marketing joy against yellow background image.

How has B2B marketing changed forever during the pandemic?

The voices and visions of B2B marketing have been forced to shift over the past few years, as have many of the goals and methods we strive for and use to connect with our current and potential customers.

Some of these changes are subtle while others are decidedly not, yet each brings with it both new opportunities for embracing the future of B2B marketing along with risks for those who don’t heed the call when the winds of digital change shift.

Let’s take a look at five of the most substantial changes in B2B marketing that the pandemic has driven, and explore new insights that can inform and inspire your efforts in the push towards 2022 and beyond.

1 — Remote Yet Closer B2B Relationships

The remote Zoom, Slack, phone and email communication we’ve all had to embrace over the course of the pandemic have surprisingly brought closer B2B relationships in many cases.

How being physically distanced from each other has actually brought us together in new and fascinating ways is a phenomenon that will likely be studied for years to come, yet successful B2B marketers have already embraced this shift and are doing everything they can to nurture our new world of remote business relationships in creative digital fashion.

The heart of online communication are the people at either end of the conversation. The particular tools they use come and go like the shifting seasons, and in my 37 years of online digital communication this fact has become more pronounced.

The way our communication tools today are generally able to work together seamlessly is a far cry from the days when I operated a 300-baud computer bulletin board system and each person had to take turns phoning in with their modem. Two formats carried over, however — email and chat — and both are still successfully used today by countless B2B marketers.

Relationships between brands and influential subject matter experts have also taken on new qualities since the pandemic began.

For Ann Handley, chief content officer at MarketingProfs, a new variety of these opportunities has been arising.

„I think in B2B what we’re seeing, and this has been fueled by the pandemic, is that we are seeing those relationships start to happen between brands and influencers like me where they’re reaching out to me proactively and saying, ‚Hey, we don’t have a thing right now, but we want to work with you. Can we sort of get to know each other?’” Ann recently told our chief executive and co-founder Lee Odden in „Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence.“

[bctt tweet=““Integrating influencer content is a direct line to building trust and customer confidence.” — Ann Handley @annhandley“ username=“toprank“]

2 — A Digital Communications Deluge

Advertisers, consumers, brands and pretty much everyone in between have all had to vastly increase their use of digital communication during these challenging recent years, which has led to more competition than ever to be heard.

For advertisers, the pandemic propelled digital advertising past the 50 percent mark, and the margin between digital and all other formats is now only increasing.

Even among B2B marketers, in the U.S. advertising spending is expected to top $30 billion by 2023, with almost half of that going to digital advertising (eMarketer.)

US B2B Digital Ad Spend Image

Just because we have great tools for communicating, however, doesn’t mean we’re using them to full effect in our marketing efforts.

The combined art and science of effective B2B marketing communication is a subject we’ve explored in the following articles:

[bctt tweet=““Just because we have great tools for communicating, however, doesn’t mean we’re using them to full effect in our marketing efforts.” — Lane R. Ellis @lanerellis“ username=“toprank“]

3 — Heightened Customer Journey Expectations

The touch-points that B2B customers now look for along their purchasing journey in the coronavirus era run from well before the starting line to long past the finish line of sales.

Before the pandemic, B2B buyers had long-standing way-points for predictable interactions with brands.

Now, businesses that rely only on those traditional touch-points for customer interaction risk not being there for their potential customers in the new places buyers expect to find brands — whether it’s a new batch of social media platforms such at Clubhouse, human or chatbot live chat, or text messaging.

The more we can learn about our customers and the digital journeys they set out on today, the better we can get front and center at those key points where we want to provide the best-answer solutions our audience is searching for.

It’s rarely possible to truly be there at every possible spot in today’s vast and circuitous digital routes, even with substantial resources, so it’s important to pick the right locations for meeting your customer on their journey, and to make each one count.

One approach to tackling this complex issue is through the use of account based marketing (ABM), or better yet, account based experiences (ABX), as Lee recently explored in „Is ABX the Next Evolution of B2B Marketing?

[bctt tweet=““In many ways, Account Based Experience (ABX) is the next generation of Account Based Marketing. ABX is a fundamental customer centric rethinking of an account based go-to-market.” — Jon Miller @JonMiller“ username=“toprank“]

4 — The Natural Shift to Influence

One big winner the pandemic has surfaced for brands, marketers, and customers alike is the enduring power of influence.

It’s no wonder that U.S. influencer spending is set to surpass $3 billion in 2021, an increase of over 33 percent (eMarketer), and that paid branded content and influencer marketing have accounted for 20 percent of 2021 digital advertising budgets, while influence marketing has been seen as the second most important digital ad option for 2021, according to recently-released Advertiser Perceptions survey data.

These past two years are likely to go down as the turning point when influencer marketing truly showed its potential in the world of B2B industries.

We’ve examined this important shift to B2B influencer marketing recently in the following articles:

[bctt tweet=““Optimizing marketing experiences with influence represents one of the most important digital growth strategies in 2021 and beyond.” — Lee Odden @LeeOdden“ username=“toprank“]

5 — Hybrid Work Hotbeds Go Mainstream

I’ve worked remotely for the past 5,241 days — since March 23, 2007 — and one genie-from-the-bottle change the past two pandemic years has brought is the immense increase in the number of people working remotely around the world.

B2B brands that facilitate remote communication have undoubtedly thrived the past two years, with Zoom and clients such as Slack and monday.com upping their game to make hybrid and remote work a much more friction-free and less frustrating experience.

Digital video too has exploded since the pandemic began, a trend that newly-released forecast data clearly shows, with online video and eCommerce advertising expected to add $40 billion — some 11.2 percent — to advertising spending worldwide, an increase of more than six percent from its peak before the global health crisis.

Professional talent in all areas surrounding the great circle of B2B activity is now more global than ever, and successful firms are strengthening their teams by adding great and diverse voices from the four corners of the digital world.

[bctt tweet=““The more diverse your workforce is, the better your ideas, innovation, and problem solving are, because you don’t have a bunch of heads that look like one another nodding in agreement, which doesn’t get us anywhere.” — @TamaraMcCleary“ username=“toprank“]

Crank Up & Amplify Your B2B Marketing Voice & Vision

via GIPHY

Being mindful of these changes can help make the journey to 2022 and beyond a more successful one, as we move forward towards a future shaped not only by the pandemic but also by the many powerful changes and improvements B2B marketers have crafted.

By cranking up and embracing new closer B2B relationships and the digital realm where they largely reside, savvy marketers will meet those heightened customer journey expectations.

Utilizing the multifaceted power of influence will propel tomorrow’s most successful marketers and B2B brands, all in a new work landscape that will henceforth be far more hybrid and remote.

Crafting award-winning digital experiences and storytelling featuring each of these elements takes significant time, resources, and effort, which is why many of the world’s top B2B brands choose to partner with a leading B2B marketing agency. Contact us today and learn why for more than 20 years brands from LinkedIn and 3M to Dell and Adobe have chosen to work with TopRank Marketing.

The post 5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

6 Timeless SEO Tips Content Marketers Can Do Now

Timeless SEO Tips

Timeless SEO Tips

Content is the research search began in the first place.

Learning about how to get customers to visit newly created websites is where my search engine optimization education began. In that journey from before there was a Google to today, many things have changed. What has stayed the same is the opportunity to grow business by connecting customers to content by being the best answer and inspiring those customers to take action.

The best SEO practitioners stay on top of what’s current, always experimenting and evaluating what works for topics in a particular industry for the websites and content they’re in charge of attracting customers to. At the same time, the best SEO advice isn’t worth much if it doesn’t get implemented. That’s why many marketers with long term SEO experience emphasize the fundamentals.

If content can be found in search, it can be optimized for better performance.

With over 200 million search results for the phrase „search engine optimization“ on Google, there is no shortage of advice for marketers, copywriters, designers, web developers, programmers and creatives. SEO is definitely a team sport. In the spirit of simplicity with the goal of easy implementation, here are 6 timeless tips for content marketers to improve their search visibility:

Avoid overuse of pronouns like „it“, „they“ and „them“ in favor of more descriptive keyword phrases where Google is looking for them: in page titles, file names, text links between pages, image alt text and in body copy.

Facts tell, stories sell: Figure out why customers buy and create keyword optimized content that tells stories about how and why your products solve customer problems. Problem solution formatted content naturally invites the kind of information structure that can satisfy customer intent when they are looking for solutions. Google is dedicated to creating a great search user experience so anything content marketers can do to deliver topically specific information that satisfies what people are looking for is likely to be rewarded with better placement in search results.

Links are like electricity: „Light up“ your website content to be so useful and engaging that it is worth linking to by others who compile and share resources. To make it easier for others to know about your link worthy content, promote it by sharing with industry influencers (better yet, invite them to help you create it), on social networks, through blogging, byline articles in industry publications, through guest posts on industry and association websites and by being digitally active in the industry you are working in.

Be the best answer: Create and promote comprehensive and remarkable information resources on topics of interest to prospects and relevant to your business. Strive to „be the best answer“ for what customers are looking for by creating content that is in-depth, engaging, and inspires deeper clickthroughs into your site. Develop content based on topic clusters and aim to answer any questions buyers might have about those topics, keeping in mind to use an index page and to cross link between pages.

Close the gap with an SEO audit: Have your website audited by a SEO professional (yes, we do audits) to ensure keyword targeting in content, technical friendliness of your website to being crawled, and the health of links between pages as well as inbound links from other topically relevant websites. The audit will uncover gaps and provide prioritized opportunities where you can focus your efforts to improve search visibility and the marketing performance of your content.

Always be optimizing: Optimization of content including text on web pages, videos, audio, images or a combination for better search visibility is a continuous process. Search Engine Optimization is not a project or a single event. SEO is an ongoing effort to create and promote keyword optimized content that can be the best answer for what customers are looking for. It is also the process of monitoring performance through analytics and making refinements at regular intervals.

There are numerous long lists of SEO best practices that you can and should follow. There are also some fundamentals that can be made part of the content marketing operation and process which are very doable for most organizations. Leaving search engine visibility to chance isn’t something most companies can afford to gamble with as competition for customers continues to increase in digital channels. Search Engines are a trusted resource for customers at all stages of the buying journey and represent an opportunity for brands to be useful at the very moment buyers need help the most.

The post 6 Timeless SEO Tips Content Marketers Can Do Now appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns

2021 July 23 Sprout Social Chart

2021 July 23 Sprout Social ChartUS influencer spending to surpass $3 billion in 2021
An increase of over 33 percent in influencer marketing spending is expected for 2021 — reaching $3.69 billion — recently-released forecast data shows, with a 12.2 percent rise predicted for 2022 and 11.5% in 2023, climbing to $4.62 billion, according to the forecast. eMarketer

Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products
As many as 95 percent of businesses aren’t presently in the market for most services and goods, however not in all sectors, according to newly-released data from client LinkedIn and its LinkedIn B2B Institute. Marketing Week examines the data, and interviews Jann Martin Schwarz, global head of the LinkedIn B2B Institute, on targeting long-term B2B marketing goals and more. Marketing Week

B2B Marketers‘ Biggest Lead Gen Challenges
45 percent of B2B marketers find creating targeted and engaging content the most difficult challenge when it comes to lead generation, followed by difficulty gathering quality data at 43 percent, and managing and tracking leads at 38 percent, according to recently-released B2B marketing survey data of interest to digital marketers. MarketingProfs

Account-based marketing propelled forward by the pandemic
80 percent of B2B buyers plan to do more business online after the pandemic than they did during pre-covid times, while at the same time 77 percent say purchases have become more complex and challenging, with six to 10 people now comprising the median size of buying groups, newly-released survey data shows. MarTech

CMOs: Budgets, Resources Are Constrained, Digital Investments Most Popular
Digital commerce, marketing operations, brand strategy and marketing analytics are the top content marketing officer investments, according to Gartner’s latest CMO Spend Survey, which also showed that over 72 percent of total marketing budgets are now pure-play digital channels. MediaPost

Google Launches New Way to Optimize Videos For Search
Google has brought easier markup to video content hosted on brands‘ own sites with the latest Google SeektoAction change, making non-YouTube video segmentation and chapters possible, the search giant recently announced, expanding the previous beta test of the feature to a wider audience. Search Engine Journal

2021 July 23 Statistics ImageAd Market Grows 35.2% In June, Marks Fourth Consecutive Month Of Expansion
Strong year-over-year growth has continued for the U.S. advertising economy, with June’s 35.2 percent increase in ad spending representing the third month in a row of growth, according to newly-released advertising index data of interest to digital marketers. MediaPost

Instagram Stories Drafts are Now Available to All Users
Crafting more thoughtful and detailed content is likely to become easier with the return of Instagram’s option to save Instagram Story drafts — a feature that had previously been removed, the Facebook-owned platform recently announced. Social Media Today

YouTube Begins Adding Chapters to Videos Automatically
Optional artificial intelligence (AI) generated video chapter splitting has come to certain eligible videos on Google’s YouTube platform, with the option being turned on by default, in an effort to provide a more helpful user experience, YouTube recently announced. Search Engine Journal

What Makes a Brand Best-in-Class on Social Media
Marketers and consumers hold differing viewpoints on the qualities that comprise best-in-class experiences on social media, with 48 percent of marketers noting that they saw audience engagement as the most important factor, while 47 percent of consumers said that they viewed strong customer service as the most important element, according to newly-released social media survey data. MarketingProfs

ON THE LIGHTER SIDE:

2021 July 23 Marketoonist Comic

A lighthearted look at the “back to the office” by Marketoonist Tom Fishburne — Marketoonist

Italian Museums Are Using AI Cameras to Determine if People Like the Art — PetaPixel

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Influencer Marketing In A B2B World – Don’t Miss Out! — Crowd Media
  • TopRank Marketing — Why Website Accessibility Is Critical To The Digital Experience — Dan Gingiss
  • Lee Odden — Top 45 Twitter Accounts on Marketing You Should Follow — Signum.ai

Have you located your own key B2B marketing news item from the past week of industry news? Please drop us a line in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Targeting B2B Buyers Takes Long-Term Lens, Where CMOs Are Spending, ABM Use Rises In B2B, US Influencer Spending To Top $3B, & Media Price Inflation Concerns appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

How to show the business value of your SEO proposal

SEO proposal - domain explorer

30-second summary:

  • Your SEO proposal plays an instrumental role not just for your agency but also for your client’s business
  • Forecasting needs to be a star element of your customer acquisition process – but how do you navigate these tricky waters?
  • SEOmonitor dissects the entire thought process and action plan for you
  • Here’s how to ensure realistic, practical, achievable, and mutually agreed milestones and budgets are set with your clients

Clients often ask for a forecast to estimate their ROI with this type of marketing investment. Agencies are caught between building a realistic business case and explaining that they’re all scenarios, not promises. Think about it like this – you both need to know where you’re going, or you won’t have a clue when you’re there. But it’s all about how you set expectations from the start. This is where your SEO proposal plays an instrumental role in customer acquisition and experience.

Let’s imagine the following scenario: a Client Service Director argues about the benefits of presenting a business case to a new lead to make the sell.

Yet, the agency’s CEO wants to make sure the initial internal evaluation is on point. After all, it makes sense to calibrate your model first and then show the opportunity.

With the right forecasting methodology in place, you can do both and prove your SEO services‘ business value.

The big question is how to go about it.

Content created in partnership with SEOmonitor.

What does SEO success mean for your client’s business?

To invest in SEO, a client needs to understand how that strategy translates into sessions, conversions, and ultimately revenue. So, as an agency, you need to connect the business metrics with the non-brand organic traffic and keyword ranks – the data that you directly impact.

Keywords are influenced by many variables that you need to consider when designing a trustworthy methodology to create realistic SEO scenarios.

And even before that, the way you do your keyword research influences those scenarios:

  • What is the client’s industry trend like?
  • What is their business trend? Are they in a growth phase, or are they plateauing?
  • What is their market share in terms of organic real-estate (their visibility compared to their competitors)?

Understanding the opportunity for growth

The competitors‘ keywords gap analysis

It’s common sense, but it can sometimes escape the client’s focus – showing them who their real online competitors are in terms of queries and search intent.

A perfume shop, for example, will be in tight competition with big retailers such as Amazon more than competing perfume shops, deciding to offer online services.

Exploring the client’s domain in connection with the competitor landscape will give you an overview of the overlapping and non-overlapping keywords, together with their key attributes (search volumes, seasonality, etc.). This is one significant way to understand which keywords are worth introducing into your SEO proposal and ulterior strategy so as not to get sidetracked by misleading keywords.

Continuing our perfume shop example, although the client might want to focus on a specific set of keywords, you’ll be able to make a compelling, data-based argument on why it’s important to improve non-overlapping keywords.

Let’s say you found out that a competitor to our perfume shop had dedicated pages for aroma-based perfumes, with listings that target “vetiver” or “white musk”. Replicating this won’t involve changing the client’s product line and will add new valuable keywords to the mix.

The client’s market share

Another way to evaluate the client’s business status quo is by using the Visibility metric as a market share indicator. Calculated as an impression share and weighted against search volumes, it shows you the growth potential compared to the client’s competitors and the total shares.

As it’s expressed as a percentage, you’ll know where to focus your attention.

For instance, if it’s a competitive market, and the main competitor has a Visibility of 70 percent, then improving the rankings for high-volume keywords in the top-three group will be a game-changer. You’ll also know which keywords to select for a winning SEO strategy.

Transparent calculations for a realistic timeframe

After thoroughly researching and selecting the targeted keywords at hand, modeling how the non-brand organic traffic might look if a particular performance is achieved in a timeframe of six or 12 months will help your agency set the right expectations.

To do so, you need to look at all the variables impacting your keyword list:

  • Search seasonality and the keywords‘ year-over-year trend
  • How the inertial traffic influenced by seasonality only looks (as if the website’s rankings would stand still)
  • The performance in time toward the SEO goal, calculated as linear or exponential
  • The average CTR curve calculated for the top 10 positions for each mix of SERP features and device segmentation, showing you the actual clicks that manage to reach your client
  • The long-tail keywords and their impact on forecasted traffic

With this model in mind, you get to estimate sessions and conversions instead of ranks. For instance, in SEOmonitor’s forecasting module, the estimation of the additional conversions is based on the estimated additional visits multiplied by the corresponding conversion rate of each keyword included in the calculation. You can verify each input and output at an individual keyword level and see what makes a realistic or too far-fetched scenario.

Thus, you transform the loaded notion of forecasting into a more tangible idea – various additional traffic scenarios which translate into possible business results, moving the conversation towards marketing added value.

To make a case for a certain scenario, you can highlight what their traffic would look like with and without the proposed SEO campaign, being transparent about what went into your calculations and what assumptions you’ve made.

Letting the client understand the overall opportunity and what’s in it for their business will help you set a common ground for success.

Is it the right budget for the client’s business now?

When your agency builds a business case, another important thing is to evaluate the direct connection between SEO performance and results, correlated to an objective benchmark that both, you and the client can easily gauge.

Compare the SEO budget and forecasted results to its equivalent in Google Ads, and you’ll have an external comparison showing the worth that SEO brings. For instance, if the estimated Google Ads Value for your realistic scenario is $55,000 for 12 months, then a $500 to $700 retainer seems more plausible than a $1,500 one.

In contrast, if the estimated Google Ads Value reaches $250,000+ for the same 12 months timeframe, it’s clear that we’re talking about international SEO on a highly competitive market and a $5,000 to $7,000 retainer at least.

Determining the pricing for your client SEO proposal

Instead of guesstimations and the painful back and forth of establishing a budget benchmark, you’ll now have an overview of where the business is and how you can contribute in terms of revenue. So these calculations can help you set the right price for that client profile.

Even if you choose not to put that forecasting scenario in your proposal and instead negotiate KPIs after the SEO technical improvements are in place (the third or fourth month of collaboration), you’ll have an important internal calibration tool at your disposal.

The forecasting exercise helps assess if the new client’s objective is worth it and keeps your agency accountable for the SEO strategy you propose.

Is the campaign going in the right direction?

An initial business case with variable scenarios helps the agency define success for the new client. Then, it’s just as important to track the SEO campaign’s progress once it’s in place. After all, forecasting is just a way to estimate a possible future and set “a north star” for both of you. The rest depends on how the strategy evolves against the shifting context.

Here’s where re-forecasting plays a significant part.

Perhaps the agency decides to share KPIs for the first time in the third or fourth month of collaboration after implementing the audit requirements. Or it’s time for the quarterly review, and the initial SEO strategy and subsequent forecasting are scrutinized. Either way, it’s crucial to revise and adapt.

Maybe there are new keyword lists to add and model into a traffic scenario or a digital PR opportunity to add to the overall plan. Maybe the client has additional products or services that they want to optimize that weren’t included in the starting plan.

For instance, coming back to our perfume shop and its pandemic challenges, it’s important to touch base regularly to see what new opportunities are in store. They might be looking to branch out in the home fragrance industry but don’t know how much demand is in their target market. As their SEO agency, you can re-pitch an SEO campaign based on search data for “home perfumes” and design a creative digital PR campaign with that hook.

This step of the client relationship-building process is an added advantage in proving how you’ve created business value and what more you can do.

Summary

Effectively communicating your proposed SEO campaign’s value is crucial for potential clients to decide if –

  • the price is right,
  • the timeframe is right,
  • the ROI is worth it.

It’s also a way to keep your agency honest and accountable.

A trustworthy forecasting methodology helps with all of the above, as you get to:

  • Establish a common definition of what success looks like – rankings achieved for relevant keywords, Visibility achieved against competitors, and other established factors which directly translates to additional traffic, conversions, revenue
  • Establish a realistic budget based on the client profile and its Google Ads equivalent value
  • Keep track of the SEO objective and re-forecast when it’s the case to adjust the strategy

SEOmonitor’s forecasting module supports SEO agencies to do all that with reliable data and all the necessary variables, taking into account seasonality, YoY trends, and more.

Plus, with the Google Slides integration, you get a Proposal Builder that automatically pulls the forecast data and transforms your business scenario into a pitch-ready presentation.

SEOmonitor's SEO proposal builder model

The forecasting module is just one of the solutions SEOmonitor develops for agencies to acquire, manage, and retain more relevant customers.

Join us in our quest to bring more transparency to the SEO industry!

SEOmonitor SEO proposal builder

The post How to show the business value of your SEO proposal appeared first on Search Engine Watch.

Source:: searchenginewatch.com