Voices of Search Podcast Summary

Episode: Terakeet’s Audience-First Approach To SEO
Release Date: January 27, 2025
Host: Tyson Stockton
Guest: Kevin Koch, SEO Director at Terakeet

Introduction

In this insightful episode of the Voices of Search podcast, host Tyson Stockton delves into the transformative audience-first approach to Search Engine Optimization (SEO) with Kevin Koch, the SEO Director at Terakeet. Terakeet is renowned for partnering with Fortune 500 brands to enhance their online presence and drive meaningful customer connections. Throughout the conversation, Kevin shares his expertise on shifting from traditional keyword-centric SEO strategies to a more holistic, audience-driven approach that aligns closely with business objectives.

Understanding the Audience-First Approach

Kevin Koch introduces the concept of an audience-first approach, emphasizing the importance of targeting the right audience over merely focusing on keywords.

Kevin Koch [02:38]: "We really want to focus on who we're targeting besides the keywords... identify their key motivations, their moments, their milestones, and then map that back to the business outcomes."

This method involves a deep understanding of the client's target audience, including demographics, motivations, key moments, and milestones. By prioritizing these elements, SEO strategies become more tailored and effective in reaching and engaging the intended audience.

Comparison to Traditional SEO

Tyson Stockton draws an analogy comparing the audience-first approach to a doctor addressing the underlying cause rather than just the symptoms.

Tyson Stockton [03:26]: "It's almost kind of similar to like a doctor addressing the symptom versus the underlying cause of the symptom... at the core of it, it is the audience..."

Kevin echoes this sentiment, highlighting the need for a paradigm shift in the SEO industry.

Kevin Koch [07:08]: "We need to stop thinking of ourselves mainly as an SEO first, like driver and more of a marketing driver..."

Traditional SEO often prioritizes keyword optimization without fully considering the broader marketing context or the specific needs of the audience. In contrast, the audience-first approach integrates SEO within a comprehensive marketing strategy, ensuring that efforts are aligned with business goals and customer needs.

Aligning SEO with Business Value

A key theme of the discussion is the alignment of SEO strategies with business value and revenue generation. Kevin emphasizes the importance of measuring SEO success not just through rankings but by its contribution to business objectives.

Kevin Koch [09:51]: "What is the value that we are driving if we can't confidently and accurately measure that success..."

This approach requires SEOs to collaborate closely with clients to define clear metrics that reflect the impact of SEO initiatives on revenue and business growth. By focusing on the tangible business outcomes, SEO becomes a central component of the overall marketing and business strategy.

Prioritization and Impact Estimation

Kevin discusses the necessity of prioritizing SEO projects based on their potential business impact. He outlines how Terakeet estimates the expected revenue and incremental lift from various SEO projects to secure buy-in from stakeholders.

Kevin Koch [11:50]: "We have to blend those two together with our clients and just help them be educated on that deliverable so that they can also go fight for it."

By providing impact estimates and aligning them with business goals, SEOs can prioritize projects that offer the highest return on investment, ensuring that resources are allocated effectively to drive significant business value.

Recommendations for SEOs

Kevin offers practical advice for SEOs looking to adopt an audience-first approach:

1. Develop a Strong Rationale:

   Kevin Koch [15:25]: "Always have a rationale. If you have a really well thought out rationale, plan and approach..."

2. Take Strategic Risks:
   SEOs should feel empowered to make educated guesses and adjust strategies based on measured outcomes.

3. Implement Testing:
   "What can you do to isolate everything you possibly can to test out some deliverables so that you can get a sample set of data..."

These recommendations emphasize the importance of strategy, collaboration, and data-driven decision-making in modern SEO practices.

Kevin Koch’s Personal Insights

Kevin shares his personal journey from a technical SEO focus to a more strategic, business-oriented approach.

Kevin Koch [17:41]: "I was thinking about what was going to drive more revenue... rather than... making the best site."

He realized that technical perfection doesn't necessarily translate to business success. Instead, aligning SEO efforts with solving customer problems and driving revenue creates more impactful results, especially for large enterprises with complex websites.

Strategic Implementation Steps

Implementing an audience-first approach involves several strategic steps:

1. Define the Audience:
   Start by thoroughly understanding and defining the target audience in collaboration with clients.

2. Distill Audience Information into Objectives:
   Translate audience insights into clear business outcomes and objectives.

3. Identify Core SEO Components:
   Focus on SEO elements that directly contribute to achieving business goals.

4. Size the Opportunity:
   Assess the current position and identify areas with the highest potential for impact.

5. Develop a Comprehensive Strategy:
   Create a robust SEO strategy that aligns with both audience needs and business objectives.

Kevin Koch [22:14]: "Start with defining who your audience is first and make sure that you're aligned with your client, your team on what that looks like..."

This structured approach ensures that SEO initiatives are not only technically sound but also strategically aligned with overarching business goals.

Key Takeaways

• Prioritize the Audience: Shift focus from keywords to understanding and targeting the right audience.

• Align with Business Goals: Ensure that SEO strategies are directly tied to business outcomes and revenue generation.

• Collaborate and Communicate: Work closely with clients and stakeholders to define objectives and secure buy-in for SEO projects.

• Measure Impact Strategically: Use business-centric metrics to evaluate the success of SEO initiatives, moving beyond traditional ranking metrics.

• Adapt and Iterate: Continuously test and refine SEO strategies based on measured outcomes and evolving business needs.

Kevin Koch's audience-first approach offers a comprehensive framework for SEOs aiming to drive meaningful business growth through strategic, audience-centric SEO practices.

Resources Mentioned:

• Kevin Koch's LinkedIn Profile: LinkedIn
• Terakeet: terakeet.com

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