How We Work: Brainstorming & Strategy
At the beginning of every month, our team meets, reviews each client, and determines the next steps for their campaign.
Every client has an SEO strategy document that aligns with and provides a foundation for their business marketing goals and targets. This includes an overall SEO plan and a content plan that lists all content needed at a top level, i.e., products or services. It also contains blog-level content to fill the gaps for questions and longer tail keywords.
The purpose of the meeting is to identify alternative ways to create a different narrative for a client’s products and services.
Websites are repetitive, and people use keywords and key phrases differently. Our approach is to present a webpage for a variation of key phrases. This way, we maximise a client’s exposure to all organic search traffic.
Other SEOs like CC Digital will tell you that duplicate content is wrong and somehow bad but websites are not books, user don’t start on page one and keep turning the pages until the end. They can land on any page on your website, so webpages need to be hammering home the most important USPs or brand messages. But we agree, huge pieces of dupilicate content is a no-no.
Thinking from the perspective of the target audience
When we consider other ways of selling a client’s products or services, we put ourselves in the target audience’s position.
- What are they looking for?
- What do they want?
- Who are they?
- What are they using the service or product for?
- Are there emotions that we can look to trigger to facilitate a sale?
- What are the barriers to sale?
- What does a new customer need to hear before pressing the buy button?
Not all ideas will work
We understand that some ideas are not workable, but as we’ve been doing this for years, we find that more and more of our ideas are embraced.
Advanced optimisation is delivering not only semantic search variations but also getting into the heads of Google’s users and interpreting what they may search for to reach a client’s products and creating content that delivers on RankBrain’s interpretations.
Semantic search is the search for meaning
2022 Semantic search is now coupled with RankBrain’s AI capacity to associate search terms and phrases more accurately to provide users with the information they want.
It is a broader contextual understanding of a user’s search.
At first, this was the use of synonyms and related words that would often be seen together, just an extension of the use of language to broaden Google’s interpretation of a keyphrase search.
However, as RankBrain becomes more advanced, this is broadening out away from language and into alternative meaning learned through AI machine learning (spying on) as a user searches and the websites that they then choose (or not).
So, not only is it fun to come up with new ways of selling, but it is also rewarding, as it results in additional traffic and rankings from Google.
Another advantage is that it pushes our clients above the competition, allowing them to gain additional customers and revenue.
Results of brainstorming
- The results of our brainstorming and creative output are listed on clients’ worksheets as the next steps.
- Strategy documents and content plans are updated and presented to clients for discussion.
- The next stage is implementing all of the improvements and changes we discussed.
- Part of brainstorming is a presentation of what we decided last month and the results this generated.
- All of our meetings are designed to keep clients in the loop about what we are thinking and suggesting and to ensure that the overall SEO work does not involve aimless Google page ranking position hunting.
- Our primary focus is to support our clients’ new business development and brand promotion.
