Welcome to episode number 10. We’re in double digits now!
Have you ever wondered how does your brand relate to what your audience expects to see when they search for something? What is it that makes them want you in the results over anyone else? I was curious to learn about this, so I invited Hannah Thorpe to be my guest for this session!
Hannah is the managing director at White.net, an integrated digital marketing agency. She’s a super-smart woman and has the skills to produce multi-platform campaigns through every stage from ideation through to completion for her clients. Her role covers everything from leading complex technical strategies to creating innovative content campaigns and harnessing data to drive results.
I can’t wait for you to hear what she shared with me! Bunch of insights, tips, tools, and resources, all of it listed below. Listen & read on!
Listen in on my chat with Hannah to learn all about:
- The importance of brand when it comes to search presence, and the value of being the expected results (for example, if you’re searching for running shoes, you’re probably expecting to see Adidas in results)
- The three steps to making it happen: knowing what your audience want, creating the content they want to see, and help them see it
- Step 1: Knowing what your audience wants by defining good quality personas and mining data to find the questions they’re asking (how to “eavesdrop” on them!)
- The importance of understanding where your audience is in the purchase funnel and giving the people what they’re asking for, for example: don’t get the person to a sales page if their query is informational
- Step 2: Understanding where your customer is and what will be the environment in which they’ll consume your content (with the example of London commuters)
- The benefit of starting simple when it comes to creating the piece of content that you believe will resonate with your audience, and how to create great images
- A great example of an infographic that worked well in an industry that otherwise wouldn’t have been able to talk about that topic
- Step 3: Getting your new piece of content in front of the audience you defined
- The importance of making your website technically support your SEO effort to get found for the term you’re targeting, and how to use what you see in search results to fuel your long-term keywords (P.S. for more on this, make sure to check out episode #8 with Dan Shure!)
- The value of using paid social to amplify your content and the ways to test this on small audiences and with small budgets
- The best way to present your ideas to people you’re outreaching to
- Measuring your efforts with vanity metrics and business metrics
- The action to start with: answer the questions your audience asks without getting too fancy, not forgetting to talk to your sales teams and customer support agents to find what matters
Check out Hannah’s resources & connect with her:
Links, tools and resources mentioned in this episode:
- Malcolm Slade – Brand: The Only Future Ranking Factor – talk from Brighton SEO
- Tom Capper – Rankings Correlation Study: Domain Authority vs. Branded Search Volume
- Question Analyzer (formerly Bloomberry) by BuzzSumo
- YouGov Profiles LITE
- User Persona Creator by Xtensio
- Schema.org – structured markup
- Search Console
Thanks for listening!
Are you ready to start making your brand the expected result in search? Take action from Hannah’s advice and I hope to hear about some great outcomes! Make sure to tweet me and let me know. Thanks so much for tuning in today!
P.S. Transcripts coming soon!