Home SEO The essential function search engine marketing ought to play in creating your...

The essential function search engine marketing ought to play in creating your advertising technique

As any good marketer knows, a strong marketing plan is based on the following proven elements:

  • Market research

  • Segmentation / targeting / positioning

  • goals

  • The 4Ps and the tactical planning

For a refresher, take a look at Mark Ritson’s post on Essential Marketing Planning Steps.

An effective marketing strategy is based on a deep understanding of your market, your target audience, your competitors and your brand. Only then will you be able to develop a successful marketing communication strategy.

SEO analytics can provide vital value in the earliest stages of market research and branding strategy planning. Researching customers and competitors is the bread and butter of an SEO, through daily use and familiarity with tools like Google Search Console and Google Trends, as well as SEO tools like SEMrush and Similarweb. SEO is not something that we should consider later, when all the research and planning is done to increase organic traffic and leads / sales through a website.

If you’re looking for a solution to your problem, where do you go? Search engines, of course. It is estimated that Google processes around 63,000 searches every second, translating into 5.6 billion searches per day and roughly 2 trillion global searches per year.

This means that all of the search terms, phrases, questions, and problems your customers ask Google on a daily basis provide a treasure trove of useful information to aid you in your initial market research, strategy, and tactics. That’s when you know where to look and how to use the data effectively.

How can SEO support you in the market research phase?

The all-important market orientation and research phases in developing a marketing strategy are what Mark Ritson calls “killing the hypothetical customer.”

Because of the nature of their job, SEOs tend to be guided by in-depth research and hypothesis testing rather than persistent in following best practices or believing they know all the answers. And that’s exactly what is needed at this stage of the process, so include them.

Here are some thoughts on what your SEO team can bring in:

Market research

Understand demand for your product and service (s)

Market research is done to check the validity of a business concept and refine a business plan. Key questions to understand include market size, market dynamics, and customer needs for products / services.

If you’re starting a new business or planning to add a new product / service offering to your current business, the SEO team’s keyword research can help you understand if there is a search demand for what you want to offer. They can also use keyword research tools like Ahrefs, Google’s Keyword Planner, and Google Trends to determine if demand is growing or falling over time.

In-depth competitive research to get a complete picture of the market

SEO can help identify competitors you haven’t even thought of or met before. The competitors you traditionally face, for example in pitches if you are a B2B company or if your customers are looking for products in stores if you are a B2C brand, are not necessarily your online competitors when they are looking .

With organic competition research, we can take your top 10 (or more) core keywords related to your product or service and find out who your top 10 competitors in the UK are organically.

Competitive intelligence is especially important when positioning your product and / or service in the market – if you don’t have a complete picture of your competitors, you can be blind.

SEO teams can also provide you with data on what brand terms your customers are looking for, both for your own brand and for competing brands. This can highlight a variety of comparison terms that will help you understand how you are holding up against your competitors in the minds of customers right now. We can then delve deeper into keyword analysis.

SEO research can also help you understand your current market share as shown by Google Trends searches, as well as a percentage of search calculations for a number of common keywords. This is useful for getting an idea of ​​your current market share, along with other research you’ve done.

You can also use Google Trends for broader topic searches, to see how topics related to your business, products, and services have increased or decreased in search interest over time.

Customer / audience research

Understand current customer sentiment and attitudes towards your brand

Using the data from the Google Search Console, we can understand the branding terms that your customers have entered into Google.

One client I worked with recently is an ecommerce watch retailer who came to Hallam to build their brand and be viewed more as a luxury retailer. A review of branded terms that increase visibility and traffic from search results showed that this can be quite difficult and may not be the best route as the following terms increase impressions and clicks from search results:

X = customer brand

“X discount code”

“Is X Legitimate?”

“Is X real?”

“X reviews”

“Are X-watches real?”

“Is x wrong?”

“Does X sell fake watches?”

“Is X real?”

Consumers were clearly unsure of the brand’s legitimacy, as reflected in their reluctance to buy, and also viewed them as low-cost retailers.

Understand how customers refer to your products and services

Too often I’ve heard: ‘We called our service X, as customers call it.’ But lo and behold, research shows that no one searches for these terms in search engines.

This will also help you with positioning once you’ve decided which segments to focus on. What would you like to convey to your audience in terms of product features, product benefits and, above all, the benefits for you as a customer?

Using search data when deciding on geographic targeting

SEO can assist you by doing some initial keyword research in potential target markets to understand the size of the current search demand for your product or service. This data can feed into the overall mix when it comes to geographically researching prospects and determining the size of the market opportunity.

Customer issues and need for help refining your segmentation and deciding on targeting

SEOs regularly research the queries and issues that customers highlight in search engines. This is particularly important for the market orientation and research phase, but also for the product element of the 4Ps.

When we buy a product, we are essentially “renting” it to help us with our work. If it does the job well, the next time we are faced with the same task, we tend to rent this product again. And if it does a bad job, we “fire” it and look for an alternative.

Researching the problems consumers have with a competitor’s product or service, or, more generally, the problems they are trying to solve without yet knowing the solution, should be part of your strategy.

The data does not provide us with everything we need to know about our potential customers by a long way and, of course, should always be taken with a pinch of salt and not with the gospel. However, when combined with focus groups, ethnographic research, surveys, and other research methods, it can help provide a more rounded picture and possibly highlight some areas of focus.

Do not miss this opportunity.

Talk to your SEO team or agency when planning your strategy for the years to come. Understand where they can contribute. Explain the process to them and ask for their input. Let them work to give you the important insights and data you need that you can then combine with any other research you’ve done.

You will not regret it.

Charlotte Tomlinson, Hallam Media Director.

Latest articles

web optimization encourages oblique investments | Monetary tribune

With the flood of new investors on the stock market in a relatively short space of time, the regulator has stepped up its efforts...

6 causes Maxime Bernier needs you to vote for PPC

This article is part of a Narcity series that highlights the key points you need to know about where Canada's political party leaders stand...

PPC candidate apologizes for being requested to kill Trudeau – in some way

It could be the most insincere excuse in political history. Popular Party candidate and pot-backer Mark Emery was beaten up on Twitter Monday night after...

The state of search engine optimisation 2021 [New Search Engine Journal Research]

Do you love dates? Are you looking for help to successfully steer your SEO strategy and career in the right direction for 2022?Then...