Therefore, by looking at your current high-performing non-brand keywords, you can get a snapshot of well-performing business areas and improved website categories.

SEOmonitor helps the agency by splitting the brand and non-keyword groups automatically and highlighting the keywords currently among the top 10, 20 and 100 computers and mobile devices.

We’re also developing a new automated keyword set with the most popular categories on the destination site, so you’ll quickly find areas to target.

Mapping growth opportunities

Now that you have a better understanding of a customer’s status quo, it’s time to dive deeper.

Find out the specifics of your client’s audience, your client’s journey, and how you can narrow down your strategic focus to maximize your return on investment.

See Moving Search Trends

“It’s important for us to look at explosive keywords, the YoY search trend, and the change in demand,” Sparkes said. “Recently, with COVID, the demand for some categories of retail space was astronomical, and people bought a lot and a lot of different things. It was interesting consumer behavior because you can expect people to save money due to financial uncertainty (and behavior in storing toilet paper), but instead we saw a huge increase in demand in many of our customers. Now the question is how this consumer behavior will change again and what to stay here. “

Because this is a kind of situation for moving objects, Sparro uses Search trends detect explosive and refueling keywords across industries by comparing data from two years ago to year to determine pandemic anomalies.

As part of the opportunity assessment, you can use search trends to answer the “what’s here to stay” option and match your search intent to your client’s offers.

For example, if you notice an explosive trend “near me” in restaurants, salons, and museums, and your customers can meet this need, you know where to focus your attention and resources first:

How to map a customer's business opportunities & # 038;  Win more pitches

You can also use a social listening approach to evaluate more trendy topics, as Sparro does.

“We use Reddit quite a lot. We pull keywords out of it or try to get meaningful trends, ”Sparkes said in explaining his agency’s research approach. After all, conversations in highly specialized online spaces, such as subreddits, will give you a clearer picture of the pain points and desires of the customer’s buyer individuals.

There is also this problematic question that may arise: How do you proactively prepare for future business changes?

With annual data and other support information, you can take your office’s role in consulting and paint potential opportunities for the client and what their off-brand organic traffic can look like in 6 or 12 months.

Find a low hanging fruit

To continue optimizing your strategy for business impact, one other filter you can add to your research is to understand the purpose and the most important keywords used by the customer.

“Purpose is the first thing we evaluate. Sometimes people make these massive keyword grabs and may not want to see their relevance to the customer. You can send the customer a list of thousands of keywords, but what is the ultimate goal?” Sparkes said.

“So we search the search results for multiple keywords and see who ranks in the top ten, how they structured the content if we can compete with some established websites, etc. Let’s say the client’s website is fairly new. Shall we take a long tail approach and get some boards? “Does the structure invest in targeted keywords? Is the back side of this website very informative and has an easy ranking for many keywords? Asking yourself these questions is critical rather than just pulling a load of information and tracking what is irrelevant,” he added.

Answering difficult questions in a strategic approach from day one will not only narrow down your keyword list, but give you a better idea of ​​the real opportunities.

You can consider evaluating relevant keywords based on past conversion rates.

In SEOmonitor, you’ll find high-performing keywords for your clientele, and we’ll work to optimize them when we retrieve data from Google Analytics and the Google Search Console and divide organic traffic (visits and conversions or transactions) back into keywords:

How to Map a Customer's Business Opportunity & # 038;  Win more pitches

What’s more, you can bring in your huge keyword list, and we’ll organize it for you, so you only get the ones that make sense to focus on.

Our automatic filtering removes keywords with a low search volume (<50), tags keywords in branded products as such, highlights seasonal keywords, and gives you the attributes you need (SERP, ranking, and search data) to find great opportunities.

How to map a customer's business opportunities & # 038;  Win more pitches

Evaluate the difficulty

Tactics are not everything. You have to constantly ask yourself what big strategic direction is moving the needle to the customer. Sparkes adds:

“Evaluate what’s relevant to them and build a solution from it. We always start with keyword research to know what the opportunities are and where we are at the moment, but then we have to think about what technical solutions are on the market that allow this mapping. So if it’s an ecommerce customer, they there may not be the necessary landing pages for high-definition keywords. Maybe there are some pretty serious technical limitations that we need to address first in order for those keywords to become a job opportunity for the customer. And then we move into content mode ourselves. “

In addition to technical difficulties – missing landing pages, cannibalization issues, website redesigns, etc. – you need to look carefully at well-thought-out keywords and their difficulties.

Think of how challenging it is to get your page ranked in the top 10 results for a particular keyword based on current authorities, for example. Does your content already target your keyword and its subject (in terms of search engine optimization of the page)?

How to Map a Customer's Business Opportunity & # 038;  Win more pitches

You can then create a group of keywords based on “easy” difficulty or even “easy to medium.” Reconciling difficulties with the potential additional sessions that an SEO strategy can bring will help the client understand the “content” of their business.

Bonus: A forecast to confirm a strategic proposal

Once you’ve mapped out the potential for multiple variables and your client’s growth horizon is defined at a practical level, it means you have a curated and prioritized list of highly relevant keywords (goal and conversion).

You can go a step further, as Sparro does, and enter it a forecast model which takes into account seasonality, device allocation, YoY data, average clickthrough rates, and confirms the proposed strategy.

You’ll see the potential extra sessions and conversions you can generate for your client if your set investment goals are met, as well as the corresponding value of your proposal on Google Ads.

This step can help you refine your strategy and even set the right budget for your client:

How to Map a Customer's Business Opportunity & # 038;  Win more pitches

We know that every new customer means a lot of energy to research and strategy, so we design SEOmonitor to streamline your office processes.

These are just a few of our agency solutions to help you focus on the things that matter.

Join us and a community of our SEO agencies on their way to bring more transparency and measurability to the SEO industry.

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