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
Thank You For Listening!
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