One approach to search marketing is to treat the search traffic as a side-effect of a digital marketing strategy. I’m sure Google would love SEOs to think this way, although possibly not when it comes to PPC! Even if you’re taking a more direct, rankings-driven approach, the engagement and relevancy scores that come from delivering what the customer values should serve you well, too.
In this article, we’ll look at a content strategy based on value based marketing. Many of these concepts may be familiar, but bundled together, they provide an alternative search provider model to one based on technical quick fixes and rank. If you want to broaden the value of your SEO offering beyond that first click, and get a few ideas on talking about value, then this post is for you.
In any case, the days of being able to rank well without providing value beyond the click are numbered. Search is becoming more about providing meaning to visitors and less about providing keyword relevance to search engines.
What Is Value Based Marketing?
Value based marketing is customer, as opposed to search engine, centric. In Values Based Marketing For Bottom Line Success, the authors focus on five areas:
- Discover and quantify your customers' wants and needs
- Commit to the most important things that will impact your customers
- Create customer value that is meaningful and understandable
- Assess how you did at creating true customer value
- Improve your value package to keep your customers coming back
Customers compare your offer against those of competitors, and divide the benefits by the cost to arrive at value. Marketing determines and communicates that value.
This is the step beyond keyword matching. When we use keyword matching, we’re trying to determine intent. We’re doing a little demographic breakdown. This next step is to find out what the customer values. If we give the customer what they value, they’re more likely to engage and less likely to click back.
What Does The Customer Value?
A key question of marketing is “which customers does this business serve”? Seems like an obvious question, but it can be difficult to answer. Does a gym serve people who want to get fit? Yes, but then all gyms do that, so how would they be differentiated?
Obviously, a gym serves people who live in a certain area. So, if our gym is in Manhattan, our customer becomes “someone who wants to get fit in Manhattan”. Perhaps our gym is upmarket and expensive. So, our customer becomes “people who want to get fit in Manhattan and be pampered and are prepared to pay more for it”. And so on, and so on. They’re really questions and statements about the value proposition as perceived by the customer, and then delivered by the business.
So, value based marketing is about delivering value to a customer. This syncs with Google’s proclaimed goal in search, which is to put users first by delivering results they deem to have value, and not just pages that match a keyword term. Keywords need to be seen in a wider context, and that context is pretty difficult to establish if you’re standing outside the search engine looking in, so thinking in terms of concepts related to the value proposition might be a good way to go.
Value Based SEO Strategy
The common SEO approach, for many years, has started with keywords. It should start with customers and the business.
The first question is “who is the target market” and then ask what they value.
Relate what they value to the business. What is the value proposition of the business? Is it aligned? What would make a customer value this business offering over those of competitors? It might be price. It might be convenience. It’s probably a mix of various things, but be sure to nail down the specific value propositions.
Then think of some customer questions around these value propositions. What would be the likely customer objections to buying this product? What would be points that need clarifying? How does this offer differ from other similar offers? What is better about this product or service? What are the perceived problems in this industry? What are the perceived problems with this product or service? What is difficult or confusing about it? What could go wrong with it? What risks are involved? What aspects have turned off previous customers? What complaints did they make?
Make a list of such questions. These are your article topics.
You can glean this information by either interviewing customers or the business owner. Each of these questions, and accompanying answer, becomes an article topic on your site, although not necessarily in Q&A format. The idea is to create a list of topics as a basis for articles that address specific points, and objections, relating to the value proposition.
For example, buying SEO services is a risk. Customers want to know if the money they spend is going to give them a return. So, a valuable article might be a case study on how the company provided return on spend in the past, and the process by which it will achieve similar results in future. Another example might be a buyer concerned about the reliability of a make of car. A page dedicated to reliability comparisons, and another page outlining the customer care after-sale plan would provide value. Note how these articles aren’t keyword driven, but value driven.
Ever come across a FAQ that isn’t really a FAQ? Dreamed-up questions? They’re frustrating, and of little value if the information doesn’t directly relate to the value we seek. Information should be relevant and specific so when people land on the site, there’s more chance they will perceive value, at least in terms of addressing the questions already on their mind.
Compare this approach with generic copy around a keyword term. A page talking about “SEO” in response to the keyword term “SEO“might closely match a keyword term, so that’s a relevance match, but unless it’s tied into providing a customer the value they seek, it’s probably not of much use. Finding relevance matches is no longer a problem for users. Finding value matches often is. Even if you’re keyword focused, added these articles provides you semantic variation that may capture keyword searches that aren't appearing in keyword tools.
Keyword relevance was a strategy devised at a time when information was less readily available and search engines weren't as powerful. Finding something relevant was more hit and miss that it is today. These days, there’s likely thousands, if not millions, of pages that will meet relevance criteria in terms of keyword matching, so the next step is to meet value criteria. Providing value is less likely to earn a click back and more likely to create engagement than mere on-topic matching.
The Value Chain
Deliver value. Once people perceive value, then we have to deliver it. Marketing, and SEO in particular, used to be about getting people over the threshold. Today, businesses have to work harder to differentiate themselves and a sound way of doing this is to deliver on promises made.
So the value is in the experience. Why do we return to Amazon? It’s likely due to the end-to-end experience in terms of delivering value. Any online e-commerce store can deliver relevance. Where competition is fierce, Google is selective.
In the long term, delivering value should drive down the cost of marketing as the site is more likely to enjoy repeat custom. As Google pushes more and more results beneath the fold, the cost of acquisition is increasing, so we need to treat each click like gold.
Monitor value. Does the firm keep delivering value? To the same level? Because people talk. They talk on Twitter and Facebook and the rest. We want them talking in a good way, but even if they talk in a negative way, it can still useful. Their complaints can be used as topics for articles. They can be used to monitor value, refine the offer and correct problems as they arise. Those social signals, whilst not a guaranteed ranking boost, are still signals. We need to adopt strategies whereby we listen to all the signals, so to better understand our customers, in order to provide more value, and hopefully enjoy a search traffic boost as a welcome side-effect, so long as Google is also trying to determine what users value. .
Not sounding like SEO? Well, it’s not optimizing for search engines, but for people. If Google is to provide value, then it needs to ensure results provide not just relevant, but offer genuine value to end users. Do Google do this? In many cases, not yet, but all their rhetoric and technical changes suggest that providing value is at the ideological heart of what they do. So the search results will most likely, in time, reflect the value people seek, and not just relevance.
In technical terms, this provides some interesting further reading:
Today, signals such as keyword co-occurrence, user behavior, and previous searches do in fact inform context around search queries, which impact the SERP landscape. Note I didn’t say the signals “impact rankings,” even though rank changes can, in some cases, be involved. That’s because there’s a difference. Google can make a change to the SERP landscape to impact 90 percent of queries and not actually cause any noticeable impact on rankings.
The way to get the context right, and get positive user behaviour signals, and align with their previous searches, is to first understand what people value.
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