- Define your audience
- Set your goals
- Be patient
- Measure your success
- Expand your horizons
Matt: Well, this is what Google looks like, and this is what we suggest you shouldn't maybe focus too much on, so instead… let’s flip this. I was going to do that in one nice smooth action, but it would only end up on the floor. Tadaa! We need to make a little fanfare noise come on the video.
Chris: Ah, that’s good, good fanfare noise.
1. Define your audience
Matt: Yeah, thanks for that. So, answering your question. Defining your audience is really important. So you can do some things like keyword analysis, or you can talk to online marketing agencies, you can Google this stuff and find out yourself how to do the right research, how to find out what audiences are out there for you, who is looking for the stinkiest cheese, and importantly why? Once you have that information, you can then set your goals.
2. Set goals and KPIs
Matt: And you can set your KPIs in those goals. So these could be pretty complex, you might assign them to your business goals, so you wanna sell – do you sell stinky cheese?
Chris: Yeah, I’d like to sell a thousand items of stinky cheese, would that be achievable?
Matt: It would be achievable, but what we’d need to do – or what you would need to do – is work out what your goals would be to achieve those sales. So, for instance, going back to the #1 position in Google – if you know you can get there, you can look at how many people are searching for that stinky cheese, and then you’ll work out how much traffic you’d need to get, and what you’d need to convert. So your KPIs could be around domain authority, which is the measure of how important your site is – so, how well you do in your SERPs. Your KPI might be around paid. So might be ‘I wanna make sure my cost per click is less than £1 per click, so you understand what value you’re going to make. You could set a whole range of goals, but it’s important to get them and understand them.
3. Be patient
Matt: I would say as well, be patient. Calm down.
Chris: How long is this going to take?
Matt: No, calm down, be patient.
Chris: I want it now.
Matt: No! If you are looking to rank organically, or get some of that position zero stuff, you need some patience, it takes a little bit of time. You’ve got to get that domain authority – how important your website is – built up. And that’s done through lots of different ways you can market your site, getting inbound links, getting traffic, to make your site more important. And then it’s got more of a chance of answering some of those questions, or if you’re really brand-focused, getting on that Knowledge Graph. Sometimes it’s good to have a long-term strategy for organic, and use paid to supplement your audience goals as you go along.
Matt: And you wanna measure these things as well.
Chris: Where do you see those? Where do you see the measurements? Where do they come in?
Matt: Okay, lots of different ways you can measure as well, so an online marketing company can give you an overview of what’s going on, or you can use all of the analytics data that’s out there – so Google Analytics, online tools such as Moz, or SEMrush. You can use these tools to measure conversions, set your Google Analytics up really well, so you understand the money going in and the money coming out into sales, so that’s a really important thing.
Matt: And, finally, we’ve just focused on one tiny little thing here, which is this madness that you can drive yourself crazy with of getting to #1 in Google – I kinda hope we’ve demonstrated that there are other ways of connecting to audiences in Google, and that really shouldn’t be your primary concern, unless there’s a good business case for it. There are loads of different audiences available. Google’s not the only means of connecting with your audience – you can do it through all of the social media channels…
Chris: Yeah, the Facebook Smelly Cheese Group – there must be one.
Matt: Yeah, you’d think so. We’re gonna sign up for that straightaway. So there you go, I hope that’s been enlightening. If you’ve got any questions – because I’ve probably used loads of terminology I shouldn’t have used or haven’t explained – ask them, and we can try and answer those for you.
Chris: In another vlog. Lovely stuff. Thank you very much.
Matt: You’re welcome.