Seo strategy

A new way to communicate your SEO strategy

When discussing SEO strategy with C-Suite, do you ever feel like your audience’s eyes are glassy?

Of course, you can try to explain website optimization in terms of the top, middle, and bottom of the funnel; every CMO has some understanding of this. But that still doesn’t effectively capture the essence of what organic search optimization should be today.

What if I told you that there is a better way to approach SEO discussions with business stakeholders, in a language they can understand?

I am referring to the marketing model envisioned by Avinash kaushik, digital marketing evangelist at Google, called “See, think, do. “Its framework applies to all types of marketing strategies, regardless of the channel.

Here’s how to apply the See, Think, Do, Take Care framework to discussions about implementing website optimization for organic search.

Understanding “See, Think, Do”

Discuss your setting in an interview with Acronym CMO Mike Grehan, Kaushik rejected the age-old AIDA (Attention-Interest-Desire-Action) model, as well as the conventional consumer buying cycle of awareness, consideration, purchase and loyalty.

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Instead, he argues for a customer-centric approach based on an understanding of the consumer journey. Grehan’s conversations around “intention-based digital marketing” align well with this notion.

According to Grehan:

“I think when you develop content around intention and think more specifically about the ‘required experience’ on the customer journey, you also start to change the voice and the way you communicate. You start to think more of the individual and speak in an individual tone as opposed to the voice often copied from the “mass media audience”. The point is, no one looks at the Internet. You cannot compare it to the broadcast medium designed by the public. In short: talk to “me” – not my demographic. “

(I also speak briefly about intent in this Search Engine Journal article on defining intent behind keywords.)

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In the video, Kaushik said:

“I don’t think about brand awareness, consideration, buying loyalty – those standard marketing models, I hate them. So I created a new one. I call it “See, Think, Do”. And what he’s saying is that rather than thinking selfishly as a business, you have to think from the consumer’s perspective. … Every person in the world is in one of these four buckets [See, Think, Do, Care]. “

The consideration buckets Kaushik refers to happen when an audience is buying.

  • See: This stage is made up of the widest, qualified and addressable audience.
  • Think: This scene is the part of the audience that actually thinks or considers a particular thing.
  • To do: This stage is made up of that subset of the public looking to buy.

Below is an illustration by Kaushik which shows the Frame See, Think, Do with the types of audiences that go into each consideration step (with “Care” added for established clients):

In this model, “audience intent” is defined by behavior, not demographics or psychography, Kaushik said.

So how does this model relate to SEO strategy?

Pairing it with the traditional way we think of how people search, Grehan compared See, Think, Do to search queries that are either informative, navigational, or transactional in it. item.

The difference here is that yesterday’s SEO might just focus on optimizing web pages with specific keywords from those three compartments (informational, navigation, transactional).

Today, See, Think, Do in combination with intention-based optimization focuses on what the audience is trying to accomplish and incorporates various elements on a webpage to help them achieve their goal.

Applying the See, Think, Do framework to website optimization

Let’s take a closer look at how you might apply the See, Think, Do framework when discussing and implementing website optimization to drive organic search, conversions, and revenue.

Keep in mind that when we talk about optimization, we don’t just put keywords; we create an experience through the content and the various elements of a web page.

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  • See: This includes the larger audience of people online who are interested in something, and relates to the more generic search queries we see (eg, “doorknobs”). During this phase, if you are in the door handle sales market, you can create informative content in various forms on your door handle website; varieties, uses, characteristics and advantages, facilities, etc. Again, here we are thinking of the audience.
  • Think: Your audience is basically thinking of a purchase. The job of your website is to help this decision become easier. During this phase, you can create buying guides for door handles. You can also have features on your product pages that allow a person to compare different door handles.
  • To do: This allows for conversion on the webpage, whether it’s buying a product or signing up for more information about your brand or any other type of conversion you feel is important. This is usually facilitated by the elements of the web page (eg, a visible “add to cart” button, an easy to find way to request more information or speak to customer service via chat, etc.).

Remember that the traditional route from the top of the funnel to the bottom is no longer linear. Yes, your audience will likely go through all three phases to get to the conversion, but that doesn’t mean their actions exist in a silo.

During the “See” phase and on an informational web page, your audience can benefit from choices in the other phases of the journey, so that they move forward at their own pace.

As this McKinsey & Company presentation highlights, the consumer’s decision-making journey is now much more circular than linear:

See, think, do: an example

Kaushik shares an illustrative example of how ModCloth uses multiple See, Think, Do elements on a given web page of his site:

Illustrative example of how ModCloth uses multiple See, Think, Do elements on a given web page on their site

Why you can’t afford to ignore the new approach

Without an understanding of what your audience is trying to do, SEO strategies today can fail, be overly prescriptive, and overly tactical.

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When you implement the wrong tactics, you end up measuring the wrong things as well. As Kaushik points out here:

“Without great content and an equally valid marketing strategy in See-Think-Do-Care, the data is almost completely useless. Scratch that off. It is completely unnecessary.

In an age when search engines are getting smarter at identifying web pages that are serving your audience’s intent, you can’t afford not to consider models like optimization based on your audience. intention and See, Think, Do. Without it, your chances of online visibility are reduced.

Plus, approaching your conversations with C-Suite more strategically when discussing SEO is speaking a language they can understand and presenting a roadmap they can follow.


Image credits
Featured Image: Paulo Bobita
Image 1: Kaushik.net / See, Think, Do, Take care of the Winning Combo: Content + Marketing + Measurement!
Image 2: Kaushik.net / See-Think-Do: A Business Framework for Content, Marketing and Measurement