By: Shante Schroeder

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

March 12, 2015

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    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

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    Thank You For Listening!

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    Written by Shante Schroeder on March 12, 2015

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

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