25 Jul '17, 2pm

Building ROI-focused SEO strategies: A framework

Running into my tenth year at the helm of an independent performance-focused digital marketing agency, I still — when discussing pain points with prospective clients — see a remarkable number of SEO strategies that are, at best, decoupled from business performance, and, at worst, totally unengaged with wider business performance. Google’s Avinash Kaushik writes excellently on a customer-centric framework for thinking about how individual digital marketing channels can feed into a unified strategy that ultimately drives new customer growth: surely the key goal of any business. Failing to employ a framework such as Avinash’s “See Think Do Care” (STDC) framework — or indeed, Google’s Micro-moment mobile variation, which explicitly uses the STDC framework for KPI measurement — is surely not planning for success in 2017. So how can we, as marketers, do better for our clients? I...

Full article: http://searchengineland.com/building-roi-focused-seo-stra...

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