Are you desperate for a better SEO budget? Are your requests for better resources falling flat? Do you have folders of rejected requests for a copywriter, SEO tracking tool, or simple piece of content? That’s, as we say in the business, highly relatable content.
In order to capture the attention of your C Suite, you need to speak their language. Tracy McDonald, a Data Strategy Manager from Seer Interactive, joined us at our first virtual Found Conference to talk about building better pitches. By examining the audience for your pitch, and the opportunities your content has, you’re more prepared to make a statement that resonates with executives.
Know your audience
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Pitching to your own boss may be a more casual affair than demoing SEO services to a potential client. But, even if you’re part of an in-house digital team, buy-in from your org’s leadership can mean financial investment in SEO programs — and a executive interest in improving collaboration between departments. You likely know the value of SEO, and have plenty of success stories to back up your faith in your own abilities. But, how does that translate to your boss, your boss’ boss, or your organization’s execs? Here are a few things to keep in mind:
1. Know their comfort level with SEO.
When presenting to high-level folks — or to staff outside of your marketing team — you may need to start with a little education. But, when you’re pitching to the head of digital marketing, you don’t want to insult their intelligence by assuming they’ve never heard of “bounce rate.” Tailor your presentation to your group’s level of understanding. If your audience isn’t regularly a part of the SEO-sphere, make sure your presentation smartly manages their expectations, and consider showing a few examples of their site’s current rank. Show where SEO can help, and also explain that their site is unlikely to skyrocket in rank for every non-branded keyword.
Know their perception of their own digital presence.
If you’re talking to a relatively hands-off bunch, you may need to recap previous SEO efforts and results. If you’re talking to an existing client, this is a great opportunity to bring up previous successes — or previous failures. Discuss what you plan to do similarly, or how you hope to change course. If you’re talking to the C Suite, keep your language high-level: highlight the connection to down-funnel customers who are already searching and ready to convert. If you’re talking to other SEOs, feel free to show why your proposed SEO activities place your org nearer the cutting edge. In either situation, focus on conversions.
3. Know their favorite conversion.
In order to demonstrate an initiative’s potential success, you need to know what success means to your audience. If you’re only optimizing for traffic, you may be speaking a totally different language than your execs. Tracy says she has been there: she once suggested optimizing the hell out of a product page, then learned that the product actually had a negative profit margin. She pitched optimizing for organic traffic, but her client wanted to optimize for profit. Your client or executive team may not know what conversion they want to dial in on, and that conversation may need to happen before you can give a killer presentation. Discuss how each KPI tracks back to your organization’s larger goals, and make sure you’re on the same page.
Use your words — but lean on your data.
No matter how well you know your audience, you need to be prepared to be peppered with questions. Of course, you also need to be prepared for that Friday-afternoon goldfish stare that office presentations sometimes create. The best way to keep your decision-makers engaged? Refer to cold, hard numbers. That means talking returns.
Tracy suggests using your own data to build a revenue return calculator. Building an ROI calculator for a piece of content can seem daunting — but, you likely have everything (or nearly everything) that you need — and we’ve got the details right here. This process requires Google Sheets or Excel, along with four pieces of data that you already have. You can build the calculator to math out the expected return, plugging in your click-through rate, the organic percentage you can expect to see on a search engine results page, your own per-session revenue, and an estimated ranking duration.
CEOs and CIOs love data — so make sure that they know how you’ll keep providing it. Your role as a marketing analyst doesn’t end when a higher-up agrees to an SEO plan. Having an ROI calculator, as well as a backlog of other KPIs, shows that you know how to measure success. Demonstrate that the Set possible benchmarks, and include a timeline for assessment of your SEO initiatives.
The beauty of an ROI calculator lies in the ability to insert new values when questioned on your variables. How will your ROI look if you see a huge drop in per-session revenue, or Google suddenly stakes a huge piece of your best SERP for its
Recently, we talked about identifying
our real and relevant competition — and why that process is so difficult. Once you accept that your site has dozens — or hundreds — of other sites playing for the same keywords, tracking those competitors can feel daunting. On a recent Found Friday, Erin Acheson spoke on finding those competitors, and, even better, using that discovery to inform your content strategy. Let’s call this Competitor Discovery: Part II.
To recap: You need to discover your real competition.
In the last post, Erin plugged a branded term, “keurig.com” into Google Keyword Planner, and received around 700 suggested keywords. A related term, “best coffee maker,” brought up around 1,100 keywords. Google also provides plenty of SERP static for those popular terms: everything from blue links to shopping and ads results to related questions. Here’s how Erin turned those keywords into data-backed competitor info.
How many competitors does one site have?
The SERPs contain a lot of competitors — across messaging strategies.
Erin entered the 700 branded keywords into competitor discovery tool. The tool gave her 388 competitors — and that information, by itself, can be hard to work through.
Let’s look at this list. Each of Erin’s coffee competitors comes with its own list of content and associated keywords. Not only does that list give her a ton of information to sift through, it’s hard to derive real meaning from such a massive amount of data. There’s no real meaning attached! At this stage, the platform might assume that the top competitors — i.e., the ones with the most terms overlapping Keurig’s — are massive sites like Amazon, Walmart and Target. But, these behemoths compete with everyone, and looking at their pages may not provide good insights into Erin’s coffee campaign.
Next, she created a sample grouping of how she might classify the keywords she’s discovered.
For example, she created groups like “brew systems,” and “types of coffee.” Then, inside the DemandSphere platform, she grouped and subgrouped those keywords. For example, “flavored coffee” fell under “types of coffee,” and included terms like “vanilla coffee.”
Competitor Analysis Keurig 3
By dividing keywords into segments, you’re breaking analytics into useable information.
Next, Erin created content group using title, URL, and <h> tag matching.
DemandSphere allows you to use “and/or” language, so you can search for “pumpkin spice” but not “lattes.” It also allows for manually-added content.
Erin breaks those keywords into content groups for easier tracking.
Erin breaks those keywords into content groups.
After creating content groups, Erin segmented the competitors she’d previously discovered.
Next, Erin placed the competitors into groups using matching rules. Which competitors are competing on certain products, like “flavored coffee pods?” Competitor groups may be tied tied by similar things: maybe all of your retailers are in one group, and advertising list your review sites comprise another. Since competitors can belong to multiple groups, it’s useful to group things by different strategies. Maybe one competitor creates a lot of blog content, or one targets specific locations.
Finally, she creates competitor segments for more effective tracking.
Competitor segments allow for more efficient competitor tracking across messaging types and content types.
After performing this content segmentation and competitor grouping, Erin is armed with lots of lists: of competitors, keywords, and content types.
These will allow her to:
Discover and segment relevant competitors.
View all ranking content related to a particular segment.
See all the keywords you’re battling for, competitor ranks, associated content and more.
Let’s go back and look at the original groups of keywords Erin created. She looks for competitors for single-serve coffee makers. What content have those competitors created that overlaps for that segment? From there, we can discover keywords that bj lists associate with that type of content. By drilling down into the specific keywords, we can get better topic ideas, plan for possible product expansion, and more.
Keyword Discovery
Competitive analysis can allow for keyword discovery and ideas for new content topics.
Bringing real analysis to your data
Many of us struggle with taking all of that data into actionable information. Here are just a few areas where you can benefit from drilled-down, segmented competitor discovery.
Find out who is competing in just one area, or for a specific group of features.
You may be overlooking competitors that have a content stronghold in one particular segment. In the Keurig example, Erin tried looking for competitors for automatic coffee pod delivery. It turns out that coffee subscriptions aren’t only a success for Amazon and coffee clubs! Erin found that Tassimo and Gevalia’s sites performed well for “coffee auto delivery” and related terms. Discovering new competitors can help you review th.
