All language subtitles for 04 - Present your SEO keyword strategy

- [Instructor] Many of you taking this course

may be working within an organization or an agency,

and you will most likely have to present

all of your research and findings.

You'll have to do one of the toughest parts of the job,

that is, presenting and articulating your strategy

to a stakeholder, owner, or a team.

A recent study showed that SEO professionals

spend about 14% of their time

communicating practice and strategy.

This is a fundamental skill,

but it is also one that can be learned,

developed, and improved.

I've found that confidence

is the main component of a good presentation.

And when you are confident in your data,

it gives you confidence in your presentation.

After all, you've done all the research,

you've found the connections,

you've seen the patterns,

and applied the work to find the insights.

You should have more knowledge

about searcher interest and demand

than anyone else in the organization.

And now, it's simply time to tell the story

of these searchers.

First, take your primary product areas,

maybe two to three if you are making a verbal presentation.

If you need to put together a strategy document,

then develop a few more areas.

Second, we develop a segmented target audience

and then we tell their story.

I'll walk you through this example.

For hiking, I'm targeting a young couple.

I start by defining the product, maybe one of my tours,

and then build out a segmented audience from my research.

Using the buying cycle framework as well as related words,

I'll put them in a target location.

I then create a story that shows how they search

starting in mid-February to start planning a hiking trip

in late spring or early summer.

I show the progression of their keywords

as they get closer to the decision to book.

Then I show the booking and also their ongoing questions.

I show how we can onboard that new customer

with information they need,

so by the time they show up,

they're ready to go and prepared for the tour.

Then I can show the picture of the follow-up content

and how we can plan to contact them

to refer friends or come back again,

all through the keyword and trend data

that we've pulled together.

Now, similarly, I can develop another story

for a couple looking for a spa or a resort getaway

and develop that story.

Loosely structure these stories

to provide the who and the why

and show how this aligns to your strategy.

Using the stories of a searcher

provides empathy for the audience

to identify and understand their thinking and your approach.

Move the story on to show how your approach

will satisfy business objectives.

Now, finally, the closing.

Go the last mile and make your recommendation.

Make it short, understandable, and clear.

Have the data available as a backup

or maybe a separate document,

but briefly summarize your research and findings

towards the conclusive recommendation of implementation.

Your audience will be ready to move,

as your use of stories to communicate strategy

will be a much more effective method

than simply presenting charts and graphs of data.