Voices of Search Podcast: How The Total Addressable Market Creates Biz Value

Episode Release Date: January 28, 2025
Host: Tyson Stockton
Guest: Kevin Koch, SEO Director at Terakeet

Introduction to the Episode

In this insightful episode of the Voices of Search podcast, host Tyson Stockton engages in a deep conversation with Kevin Koch, the SEO Director at Terakeet. Building on their previous discussion about Terakeet's audience-first approach to SEO, this episode delves into the significance of the Total Addressable Market (TAM) in creating business value through search engine optimization.

Discussing the Total Addressable Market in SEO

Tyson begins by highlighting Kevin’s deliberate choice of terminology, noting, “total addressable market is a really common business term” compared to typical SEO jargon like “search volume” or “search demand” (03:00). Kevin confirms this strategic language choice, emphasizing the importance of aligning SEO discussions with broader marketing and business vernacular. He explains, “we know that even though these keywords and topics have that type of demand and total search volume, we really want to better understand of the search volume, what is that, that opportunity?” (03:02).

Tools and Methodology: Introducing Carina

Kevin introduces Terakeet's proprietary tool, Carina, describing it as “a Swiss army knife for all things SEO” (04:32). Carina automates the process of analyzing search data, allowing Terakeet to efficiently segment keywords into actionable target lists and clusters. Kevin praises the tool’s capability to handle complex data, stating, “we use a lot of automation and data science to pull all these insights in as opposed to doing manual work” (05:56).

Keyword Clustering vs. Individual Keywords

The conversation shifts to the importance of keyword clustering. Tyson remarks, “trying to move away from like the individual keyword… the full spectrum of it is the potential business value” (07:00). Kevin agrees, highlighting that clustering allows for targeting entire collections of search variations, thereby capturing a larger portion of the TAM. This approach not only broadens reach but also enhances the strategic allocation of SEO efforts.

Intent over Demand: Focusing on Intent in SEO Strategy

A pivotal moment in the discussion is Kevin’s emphasis on prioritizing intent over sheer search demand. He asserts, “we lead with intent first, not demand” (07:59). By focusing on transactional keywords that are more likely to convert, Terakeet can drive higher-quality traffic and achieve better conversion rates. Kevin explains that while informational keywords remain part of the strategy, the primary focus is on keywords with higher conversion potential.

Measuring Success: Ensuring Content Meets Intent

Kevin underscores the critical role of measurement in ensuring that SEO initiatives meet their intended goals. He states, “it's all about measurement” (16:00), emphasizing the need for collaborative efforts between technical SEO teams, content creators, and UX designers. This collaboration ensures that content not only attracts traffic but also satisfies user intent and drives conversions. Kevin highlights the importance of analyzing metrics such as conversion rates and engagement behavior to refine strategies continually.

The Dynamic Nature of SEO

Both Tyson and Kevin reflect on the ever-evolving landscape of SEO. Tyson notes, “Google’s understanding of language evolves” (12:36), leading to shifts in intent and search behavior over time. Kevin adds, “It's constantly changing” (14:09), emphasizing the necessity for SEO professionals to stay agile and adapt to changes in search algorithms and SERP features. This dynamic environment requires ongoing monitoring and adjustments to maintain and enhance SEO performance.

Recommendations and Takeaways

As the episode draws to a close, Kevin reiterates the importance of incorporating TAM into SEO strategy. He summarizes, “it's such a key part to understanding the full opportunity that you can go after for a website” (19:42). Additionally, Kevin recommends a typical timeframe of three months for measuring the impact of SEO initiatives, though he acknowledges that this can vary based on factors like industry competitiveness and domain authority.

Tyson adds a practical note, suggesting that while three months is a general benchmark, setting expectations with clients or stakeholders is crucial: “three months, maybe six weeks is one that also depending on the company or website will throw out” (18:37).

Final Thoughts

In this episode, listeners gain valuable insights into how understanding and leveraging the Total Addressable Market can significantly enhance SEO strategies and drive meaningful business value. Kevin Koch’s expertise illuminates the importance of aligning SEO efforts with broader business objectives, focusing on intent-driven keyword strategies, and maintaining a collaborative approach to content creation and user experience design.

For those looking to optimize their SEO strategies, this episode offers actionable advice on embracing TAM, utilizing advanced tools like Carina, and prioritizing intent to achieve higher conversion rates and sustainable organic growth.

Key Quotes:

• “We lead with intent first, not demand.” – Kevin Koch (07:59)
• “It's all about measurement.” – Kevin Koch (16:00)
• “Total addressable market is a really common business term.” – Tyson Stockton (03:00)
• “Google’s understanding of language evolves.” – Tyson Stockton (12:36)
• “It's constantly changing.” – Kevin Koch (14:09)

Connect with the Guest and Host:

• Kevin Koch: LinkedIn Profile | Terakeet Website
• Tyson Stockton: Twitter @TysonStockton | Voice of Search Website

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