By: Shante Schroeder

Episode 012: 5 Areas of Research for Best Strategy and Results

March 12, 2015


    In this episode of 97th Floor Radio, Shante Schroeder speaks with PJ Howland and Brian Clay about effective research, when, why and how it’s important.

    You will learn:
    1:06 5 areas of research for every client:

    • site audit
    • competitive analysis
    • keyword research
    • internal linking
    • editorial calendar

    2:45 Why research is important for your work, strategy and outcomes.
    4:35 Site audit: structuring your site to rank well and how small changes can reap big gains.
    6:25 Competitive analysis: knowing what your clients are doing, or not doing provide insights to identify quick wins and long term results.
    9:20 Allocate your resources appropriately. You’re competing with a few companies in terms of ranking – know where they rank and how they got there, what they’re not doing and what you can do better.
    10:30 Keyword research: identify by query, volume, difficulty and conversion. Then, pick the best for your client, industry and product/service.
    12:25 Value of non-spammy keyword practices; low volume vs high volume.
    15:15 Seeing the future and gauging outliers and seasonality; why you should share analytics and webmaster tools with your agency of record.
    17:30 Internal linking: on page efforts that aid in navigation and distribute ranking power; improving the health of the website.
    18:55 The magic bullet of SEO vs the magic bean of SEO; what it is, what it is not.
    21:20 Editorial calendar: ideas are cheap; base content on research always and in all ways. Then get creative.
    22:20 Ask: what need needs to be filled in this industry?
    24:50 How to find out if there is an audience before you produce a piece of content.
    28:15 No one aspect of digital marketing is the backbone of a responsible strategy and tactics.

    Links and Resources Mentioned:

    Learn more and connect with PJ Howland

    Learn more and connect with Brian Clay

    Learn more and connect with Shante Schroeder

    Learn more about 97th Floor

    Google+ | LinkedIn | Facebook | Twitter | SlideShare

    Thank You For Listening!

    What’d you think of today’s show? The conversation continues in the comments below. Be sure to leave your insights.

    Subscribe to 97th Floor Radio on iTunes.

    Written by Shante Schroeder on March 12, 2015

    Shante is the Director of Marketing & Communications at 97th Floor.

    Follow me: