Melanie Mitchell – Optimization in a Modern World. Melanie teaches us about learning how to overcome challenges and attract, engage, and convert customers.
So what are common challenges for businesses today? The organizational structure might not be up to date, consumer behavior has changed, and too much data is collected and analyzed without paying attention to who consumers really are.
The problem begins within the company. The consumer is not at the core, and other aspects of the business are the focus. Businesses need to know whats in it for them when they put the consumer first.
Define your audience. 66% of searchers are not sure which brand they want to buy from when they are researching. So how do you get in front of these people? Between natural search, paid search, social media, comparison shopping–buyers are all over the place and they put in the time and effort to buy what is best for them and their needs.
How do you intersect these mediums and hit the buyers at the right time with the right product? You need to truly understand your market and how to stand out in the industry.
Did you know that 16% of the queries google sees daily are brand new search queries? Searchers are changing the way that they search and what the want. Understand the value of a visitor, what traffic really means, how to gain more, how to ensure your investments are reaping benefits online. Link everything to dollars and “sense.”
Look at the content you have on the Internet. Do people care about it? Is it valuable? What content are people interested in within your industry? Do you offer it on your site?
Be realistic in your goals and in the promises that you deliver. This will enable clients to budget resources and time appropriately and will prevent you from under delivering. Communication is essential. Show them you rock- lay out the proposed ideas to every level of the company and get people excited about what you are doing.
The six point plan:
- Create a core team. SEO intersects owned, earned, and paid media
- Set priorities, goals and incentives.
- Train, train, train!
- Set internal company standards and processes
- Provide tools
- Measure and track