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This chapter is from the book

The New SEO Preparation Checklist

Brand equity is gold. It leads to a better amplified online presence, greater offline/online benefits, and real bottom line gains. Semantic search has mechanisms that measure trust, reputation, and authority through content creation and social interaction. Brands that are trusted enjoy a greater market share and better relationships with their customers and suppliers. They have an easier ride when markets undergo tough times and are quicker to benefit when there is a boom. Above all, they enjoy that most ephemeral quality of all, one that is incredibly hard to get and all too easy to lose: customer loyalty.

Each of our checklists so far has been designed to help you define the tools, concepts, and practices that you have to put into effect to take advantage of the benefits offered by Google’s semantic search.

The New SEO Preparation Checklist involves the following steps:

  • Identify the kind of content that is prevalent in your business vertical. Match it across different social networks and online content sharing channels, such as specific industry blogs or channels that deliver a specific type of content, for example, YouTube for video or SoundCloud for podcasts.
  • Explain how you “listen” to your potential customers. What social media monitoring tools do you employ to do so, and what criteria do you use to filter the content you capture and then assess it?
  • Explain how you plan to discover where your customers are in the social Web. What techniques will you use, which social platforms will you look at, and what metrics are you going to employ to gauge interest, engagement, and interaction?
  • Explain what you understand by the concept of the “online conversation.” How do you propose to initiate it and then how will you continue it?
  • Explain how a realignment of values can help you remove any perceived barriers from what you do and what your customers want. Then detail how that realignment will be communicated to your potential customers.
  • Explain how brand evangelists could help your business, and then detail three different ways you could attract, find, or convert potential customers to become brand evangelists.
  • Explain the decision-making and approval content in your organization for content creation. Each time content is created you need to have some criteria in place that guarantees quality and professionalism. List what they are. Explain how they reflect the core values of your brand.
  • Explain how you plan to monitor your company’s or brand’s performance in search beyond ranking for keywords. List the tools you will use, frequency of checking, and what decisions you made when you chose the criteria that will be used to judge success.
  • Explain what brand equity means for your organization. Then detail how you assess the worth of brand equity, what choices you make, what criteria you have in place, and how they impact what you do.
  • List everything you stand to gain if your brand equity increases in the future. Explain in detail the impact that greater brand equity will have upon your customer base, your marketing, your content production teams, and the bottom line.
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