Good search marketing doesn’t just happen. It is a long-term journey that is worth it in the end
with the right goals, tools, and will-power. If you have experienced negative results in the past
and are getting back into the game or you are taking over the role of a previous marketing leader
and restarting from scratch; search marketing is an exciting journey.
Utilize this checklist to ensure that your search marketing efforts are set up for success.
Diagnostics and Assessments
- Define clear KPIs.
- Audit the quality of the leads that were generated through all your SEO, PPC, and paid efforts.
- Build buy-in and a strategy for what success looks like for each channel you will capitalize on in
your program. - Complete a walkthrough of your path of conversions. Get on your buyer’s journey. Go through their
cycle and experience. Does it make sense? - Forecast the number of MQLs, SQLs, and new clients you can bring in through each search channel
based on your historical trend data and cost-per-acquisition costs. - Determine your tools for the measurement of your program.
- Meet with your sales counterparts. They are the men and women on the front lines and engage with
your target audience daily. They have insight into the lead quality they received from marketing. - Ask your sales team if there are any recurring questions that come up in their meetings that you
can answer with the content on your website - Ensure that the content you’re producing is in-line with what potential prospects might be looking for.
Competitive Landscape
- Analyze the search engine results page (SERP) for your most valuable keywords and learn who
appears in Google Ads. - Identify the top organic results.
- Evaluate third-party directories. Are competitors found on sites where you aren’t?
- Identify the most important channels that meet your specific business goals and spend your time
and efforts there. Use your time wisely, not all channels are created equally. - Gather research on how your competitors interact with customers.
Departmental Assessment
- Evaluate your internal resources and ensure that your team has the technical expertise and
knowledge required for your department to reach success. Search marketing requires a team. - Establish your ideal client profile (ICP).
- Create buyer personas.
- Verify that your brand and messaging resonate with your ICP and buyer personas
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